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Sustainable Packaging & Brand Identity Part 2: Consumer Education
Taking Action: Increasing the visibility of sustainable messaging in the retail environment
Education of the consumer is the key to the future of sustainable packaging
In our first study, 8% of the shoppers noticed our sustainability claims versus 44% in the second study.
The jump in visibility was the result of being supplied a one page information sheet on sustainability before they shopped.
Consumer Packaged Goods (CPG) and Private Label Retail Packaging are challenged to balance brand messaging with required and or regulated sustainability logos and labels. In the past few years there has been a growing proliferation of sustainability and corporate social responsibility messaging which makes it more difficult for consumers to factor sustainability into their decisions.
Sustainable Packaging and Brand Identity: Part 2 continues to explore the benefits of consumer education and it’s influence on the purchase decision.