In recent years, consumer concern for the environment has increased, with more and more people attempting to live sustainably. These worries are the result of direct exposure to planet-damaging factors, such as rising levels of pollution, the depletion of natural resources, and more erratic and unpredictable weather patterns, all of which have far-reaching consequences. This has a direct impact on how consumers view packaging and will create many chances for marketers to learn how to reach sustainably conscious consumers. What expectations do consumers have for packaging solutions in 2023?
In the past, people have had a negative view of packaging because they thought it caused a lot of damage to the environment. This is shown by the fact that 46% of people around the world have trouble recycling some kinds of packaging. Also, 71% of people around the world think that people who don’t recycle are a big problem for the environment.
This demonstrates how customers view the inability to determine if the packaging is recyclable as an impediment to living a sustainable lifestyle. Therefore, marketers must guarantee that packaging is as ecological as possible while also making the recycling process as simple as possible. Nonetheless, it is essential that more sustainable packaging not be perceived as compromising other need states.
What Can Businesses Do?
FMCG Mistral Trading’s customer insights reveal several obstacles to recycling. First, 41% of worldwide customers believe that recycling is too time-intensive. This is a problem since many consumers feel the time is limited because they try to jam as many activities as possible into the day, resulting in them not having as much time as they would like to spend doing the things they enjoy. This indicates that customers will attempt to spend as little time as possible on less pleasurable activities. If a large proportion of individuals perceive recycling to be time-consuming, they will be less likely to engage in this behavior.
Therefore, brands must find ways to simplify recycling, either by making the procedure as easy as possible or by providing incentives so that consumers are more encouraged to engage in such behavior. This can be accomplished by making recycling information on packaging more concise and straightforward. Additionally, there is an opportunity for firms to offer compostable and biodegradable packaging, as these materials are commonly associated with being easy to recycle.
As customers become more concerned with addressing a variety of sustainability challenges, such as global warming, carbon emissions, and food waste, they will seek out new packaging solutions that satisfy their needs. Customers are extremely interested in refillable packaging, with 43 percent of worldwide consumers requesting firms to offer it. Consumers feel that packaging that can be reused is sustainable, and offering economic incentives for this can present packaging as a win-win situation for both the individual and the environment. Consequently, refillable packaging is not only beneficial to consumers because it addresses sustainable issues such as food waste and carbon footprint, but it can also be positioned around financial benefit, which is crucial in times of economic uncertainty.