Another set of results from our yearly Who Cares Who Does survey.
Focusing on shoppers‘ environmental concerns and actions: Packaging matters!
Shoppers want retailers to focus on waste reduction (packaging, product and supply chain)
When shoppers are looking for a response from retailers on how to act more sustainably the top demand is to work on packaging. This does not come as a surprise – we know that packaging is recognized as a product attribute strongly linked to sustainability. Over 50% of shoppers think that reducing the price when shelf life is expiring would be a motivation to act more sustainably.
Packaging and ingredients matter when people try to make sustainable choices
People frequently choose products for their local and natural ingredients. But don’t forget packaging: Half of the six most frequently cited choices linked to sustainability are packaging related. What matters to shoppers are packages that are not plastic, that are recyclable or using recycled materials.
So when innovating for sustainable purposes start by considering both ingredient and packaging options.
Green packaging? Potentially risky for mainstream brands!
As shown last week an emphasis on being green is not without risks. Adding environmentally friendly cues to its packaging may hurt a mainstream brand and benefit the “green” niche competitor rather than other mainstream competitors. Why? The green cue on the packaging of the mainstream brand decreases its perceived performance. In addition, the cue may even increase the salience of green as an important choice criterion – an expectation that brands with a green positioning are more likely to meet.
