THE Chartered Institute of Marketing (CIM) has warned brands of the rising risk of reputational damage if they fail to adopt more sustainable packaging practices.
It follows a study commissioned by CIM which found that consumers in the North West are the most concerned about unnecessary packaging. More than 86 per cent of the region’s consumers stated they would like to see more done by large companies to promote sustainable packaging, 7 per cent more than the national average. Seven in 10 consumers in the North West also said they recycled excess packaging, 2 per cent more than other regions on average.
The study, which gathered responses from 2,000 consumers across the UK, also revealed that 88 per cent think their shopping comes with more wrapping than is required, with children’s toys, mobile phones and cosmetics most likely to come in over-elaborate packaging.
But it’s not just e-commerce shops which are believed to over-do it, as a sixth believe in-store food shopping uses up more plastic than is required.
John-Paul Simpson, CIM North West chair, said: “The Blue Planet II effect has become shorthand for growing public desire to tackle plastic pollution of the natural environment and sustainable packaging continues to be a growing concern for shoppers and a point of differentiation for brands.
The study clearly illustrates that consumers don’t want excess packaging and as the conversation about sustainability evolves, marketers must recognise that packaging is an issue which can make or break brands’ relationships with their customers.”
The study highlights that brands, big and small, must be prepared to face judgement from their customers on packaging alone.
Retailers face reputational damage:
- Almost a third admitted they have been ‘put off’ ordering from the same company again due to the amount of paper or cardboard which came with it.
- Similarly, 36 per cent judge a brand’s ethics on their packaging and a sixth have complained to a company because of this. A further four in 10 said the amount of excess packaging used often puts them off shopping online.
On the flip side, more than a quarter of respondents would be willing to spend more on a product if they knew the boxes, paper and envelopes used were sustainable.
Consumer habits are changing:
- Those who make the conscious decision to be green are prepared to spend on average 20 per cent more.
- Worryingly an eighth admitted to throwing away the excess wrapping which gets sent to them while 70 per cent recycle it and a tenth even reuse it to protect personal deliveries.
- Over Christmas, while 87 per cent try and recycle what packaging they can, three in five do throw away unwanted packaging.
- It also emerged half the nation believe sustainable materials are used more now compared to 10 years ago and almost three in five said brands are using more ethical alternatives.
A hopeful seven in 10 of those polled via OnePoll think there will be a time when companies no longer use additional wrapping for products.
While four in five individuals take their own bags shopping to do their bit, 83 per cent would like to see more plastic free and zero waste stores in their town.
John-Paul Simpson added: “What we’re experiencing is a reputational tipping point for North West brands, where packaging and sustainability initiatives weigh heavy in the minds of the consumer.
“While it’s encouraging that the public broadly think brands are doing more now to tackle avoidable waste, the onus is on the marketing industry to take what North West consumers are telling us, and help organisations and consumers fully buy-in to sustainability led strategies.”
