eBook: Unlocking Customer Loyalty
With consumer influence on sustainable packaging decisions growing, understanding their preferences is essential for businesses aiming to meet expectations and enhance brand loyalty. We recently expanded on our 2022 survey of corporate packaging decision-makers with a deeper dive into the sustainability behaviors and attitudes of their customers.
In this eBook
We take a look at consumer insights collected in a national survey of 441. consumers who consider themselves active recyclers and make online purchases more than 1-2 times per month. From this survey, we took away three insights sustainable packaging preferences and the actions that companies can take to meet expectations and build brand loyalty.
- Companies should look across the value chain to decrease their use of virgin material, because consumers prefer higher amounts of recycled content in packaging. Consumers favor packaging with higher levels of recycled content, believing that "more is better." Packaging containing 60% or more recycled material is significantly more meaningful to consumers compared to lower amounts.
- Effective packaging design should consider the full circularity from recycled content to product disposal because consumers prioritize waste avoidance. 75% of survey respondents incorporate some form of recycling into their regular routines. Among active recyclers, 73% use curbside recycling as their primary method for disposing of packaging materials.
- Companies should leverage on-package messaging as a primary way to reinforce brand values and educate consumers because consumers consider the on-package labels as a key information source. Consumers. rely heavily on on-package labels and company websites to learn about the packaging material and its disposal options. Clear and informative packaging is crucial for guiding consumer behavior and is a great way to build consumer loyalty.
These insights highlight a strong consumer preference for sustainable practices and packaging solutions. Additional studies suggest that some consumers may also pay a small premium, around 11%, for products packaged in materials with sustainability claims.
By aligning product packaging with these preferences—such as offering high recycled content or compostable materials, designing for recyclability, and leveraging on-package messaging —businesses can better meet consumer expectations, differentiate themselves in the market, and enhance brand loyalty.
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