Buying Green
Exal Corp. recently commissioned a survey on the impact
Quantifying the impact of sustainability on purchase decisions in consumer goods
of sustainability on consumer goods purchasing decisions,
conducted by the Boston Consulting Group. The survey
includes responses from 5,111 consumers. The age, gender and
annual income distribution of respondents closely align with U.S.
Census data, indicating the responses are representative of the
U.S. population.
According to the U.S. Environmental Protection Agency (EPA),
the percentage of consumer packaging and containers recycled by
weight grew from 38% in 2000 to 53% in 2015. Consumers are
more conscious of the recyclability of the materials they purchase.
However, the emotional component may be even more powerful,
as consumers today are increasingly exposed to heart-tugging
social media videos and news stories highlighting the impact of
plastic on ocean environments and marine life.
This combination of rational and emotional forces is causing
consumer brands that are heavily dependent on non-sustainable
packaging to consider changes. However, these brands are operating
in a highly competitive market and must balance the cost of
moving to eco-friendly materials with the impact of those moves
on sales, market share and profitability.
The study found that a majority of consumers (57%) today define
themselves as “environmentally aware,” with older consumers
(50+) more likely to identify as environmentally aware (63%) than
those under 35 (54%). Consumers in the $150,000–$200,000
income range were most likely to identify as environmentally aware
(63%). Sixty-two percent of respondents said it is important to
them that the products they buy are packaged in environmentally
friendly packaging.
“Just about every customer conversation we have begins and
ends with sustainability—it’s at the top of everyone’s agenda,”
added Michael Mapes, CEO, Exal Corp.
Overall, 44% of respondents said the sustainability of packaging
is a factor in their decision-making process. According to Exal,
consumers value sustainability in packaging and those values are
influencing purchases, but how do consumers evaluate the sustainability
of various packaging materials? For the positive attributes of
recyclability and eco-friendliness, aluminum outperformed plastics
with consumer associations 1.4 and 2.0 times higher than plastics,
respectively. The differences in negative perceptions were even
more pronounced: plastics’ association with ocean pollution was
3.6 times higher than aluminum and its association with waste was
2.3 times higher.
While consumers perceived aluminum as more eco-friendly
than plastic, the results also reflect some misperceptions about the
eco-friendliness of these materials. For example, aluminum was
not perceived to be recyclable by 34% of respondents.
Consumers across generations, from Baby Boomers to Millennials,
are equally likely to see the value in spending a small amount
more for eco-friendly packaged products. These consumer values
are driving brands to use more sustainable and recyclable packaging.
Based on recent trends in recycling and the publicity surrounding
ocean pollution, it’s reasonable to expect consumers to
continue to desire even more sustainable and recyclable packaging
in the future.
Opportunities for Brands
Almost half of consumers today are actively looking for information
on the sustainability of the products they purchase. Including
eco-friendly messaging in brand marketing has been shown to
increase interest and engagement.
As an industry, it’s imperative to address
these trends with both information that
educates consumers on product sustainability
and packaging options that deliver
the sustainability and recyclability consumers
are seeking, said Exal. That’s not only
good for consumers, it’s good for sales.
“We have had substantial interest
from brands in discussing sustainable
options both for aluminum aerosol and
non-aerosol products,” continued Mapes.
“Aluminum is held in high regards for
sustainability by both brands and consumers. In the long run, we
know consumers are looking for better, more sustainable options
for packaging.”
“We, as an industry, have to do a better job of educating our
end consumers.” “We know that they look at labels for sustainability
Mapes
information when they shop, and we know they are significantly
less likely to buy things they view as harmful. At the same
time, our report shows that we still have work to do, since some
consumers didn’t correctly identify aluminum as a recyclable material.
We need to educate consumers that aluminum is not only
recyclable, but more sustainable than other alternatives. One way
we are doing our part is by urging all of our customers to include
the recycling symbol on their products. It’s a small step, but one
we hope will make a big impact over time.”
According to Mapes, the report shows that consumers have
strong negative connotations with plastic, and are less likely to
purchase products in packaging they view as harmful.
“They are actively seeking sustainable alternatives. We think
consumers will continue to look for products they view as sustainable
and that they feel better about buying. Consumers also view
steel as a more sustainable option than plastic. Because of that, we
think we’ll continue to see gains in that area, as well,” concluded
Mapes. Spray
June 2019 Spray 29