86% of under 45s willing to pay more for sustainable packaging

Eighty-six percent of those aged 45 and under said they were willing to pay more for sustainable packaging, according to a new report.

Trivium Packaging’s 2022 Global Buying Green Report is based on a survey of more than 15,000 consumers across Europe, North America, and South America on their values and behaviours related to sustainable packaging, including willingness to pay more for eco-friendly packaging, perceptions of materials, and interest in refillable packaging.

The data shows consumer demand for eco-friendly and sustainable product packaging has proven ‘remarkably stable and robust’ throughout the societal changes seen in recent years.

Key findings conclude that overall, consumer demand for sustainable packaging remains high. Seventy percent identify as environmentally aware, up 3% from last year. In a new finding, 68% have chosen a product in the last six months based on its sustainability credentials. This result aligns closely with the more than two-thirds of consumers that identify as environmentally aware and demonstrates that consumers are translating awareness into action.

Seventy-four percent of respondents expressed an interest in buying products in refillable packaging. Consumers want products in recyclable packaging, but they also recognise the value of extending the life of packaging through reuse, the survey showed. Refillable packaging is proving to be a versatile and valuable solution for consumer products.

“The data in this year’s Buying Green report presents a strong case that transitioning to sustainable packaging is not only the right decision for the environment, but also the right decision for any business,” said Jenny Wassenaar, chief sustainability officer at Trivium.

“Metal packaging is perfectly aligned with a circular economy. Once produced, metals exist forever and can be used, reused and recycled endlessly without any loss of quality.”

Trivium said brands risk reducing their market share when they cannot meet consumer demand for sustainable packaging. Consumers are 57% less likely to buy products in packaging they consider harmful to the environment. Forty-four percent declared they won’t buy products in packaging that is harmful to the environment.

Michael Mapes, Trivium’s CEO, commented: “Brands that take a more holistic approach to sustainability by making packaging material part of their story can help align perceptions with reality and strengthen their sustainability credentials.

“Trivium has been a pioneer in expanding the use of infinitely recyclable metal in packaging by offering a range of innovative solutions that help brands enhance packaging sustainability. The consumer demand for eco-friendly packaging is higher than ever, and the consumer behaviours as a result speak for themselves – businesses need to step up.”

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