Consumers are increasingly interested in sustainable packaging and look for environmental logos and certifications when shopping. The recycling symbol and FSC logo for sustainably sourced wood are most recognized globally. While cost remains a barrier, over half of consumers surveyed would pay 5% more for milk in sustainable packaging. Companies are advised to highlight specific sustainability claims rather than generic terms and consider labels like How2Recycle that provide recycling instructions. CEOs also see sustainability as important to future business success, and companies are innovating with compostable and biodegradable materials in packaging design.

1. Do Consumers Really Care About Sustainable Packaging?
Signs point to Yes
October 2013, Written for 3Linx (fulfillment center blog)
HOW CONSUMERS ARE THINKING
According to a 2013 international Environmental Research study by
Tetra Pak, environmentally friendly factors are increasingly important
to consumers, but the landscape for sustainability has shifted.
Consumers no longer view sustainability as a separate aspect of a
product’s overall value.
Recycling is still the main environmental action consumers are taking,
followed by buying products in environmentally sound packaging.
According to the study, consumers are looking for environmental logos
on the products they buy more than ever before (especially in
developing countries). When asked if they trust the logos they see on
packaging 54% of consumers surveyed said they trusted logos
(compared to 37% in 2011.)
CAREFUL HOW YOU PACKAGE YOUR MESSAGE
What logos are they looking for? The top ranked logos were the
recycling mobius loop (the three chasing arrows in the triangular
shape) followed by the FSC symbol. (Launched in 1993, the FSC
symbol is a global forest certification applied to forest products with a
committment to combatting global deforestation.) A striking 80% of
US respondents recognized the recycling logo and only 11%
recognized the FSC symbol.
The biggest barrier to the use of sustainable packaging is cost, which
is the same barrier noted by consumers for why they did not purchase
sustainably packaged products. However, consumers are willing to pay
more, if not a lot more for the peace of mind that comes with helping
the planet. When consumers were asked if they would pay more for
milk in sustainable packaging over half responded they would pay 5%
more.
And here’s another tip for business owners thinking about putting
labels on their product packaging: The term “environmentally friendly”
is seen as outdated and generic. The trend is moving toward more
specific, action-oriented labels. Consider the How2Recycle label

2. http://www.how2recycle.info/, created by nonprofit GreenBlue's
Sustainable Packaging Coalition (SPC).
http://www.sustainablepackaging.org/ The label, which launched in
June 2012 is supported by Cosco, General Mills, and Best Buy among
others and gives specific instructions on how to recycle different parts
of a product’s packaging.
HOW ARE CEOs THINKING?
The UN Global Compact-Accenture CEO Study on Sustainability (2013)
found that 93% of CEOs see sustainability as important to the future
success of their business. With that in mind, innovation in sustainable
packaging options continues to develop at a rapid pace. Dell has been
experimenting with compostable packaging materials made from
bamboo and mushrooms. And many companies are now looking at
cradle to cradle design: a holistic view of a product’s lifecycle with the
ultimate goal of a waste free environment.
3LINX CEO Kashif Raza gives sustainability top billing both in the office
and on the warehouse floor. 3LINX makes use of recycled newsprint
and the innovative AirPouch® EZ-Tear™ Air Pillows from Automated
Packaging Systems. APS product manager Ryan Cantwell, explains the
environmental attributes of the AirPouch pillows, "These packing
pillows are made using low-density polyethylene but include an
additive that allows them to biodegrade in one to five years. The
average weight of a single pillow is approximately 3 grams (1/10th of
an ounce), so adds almost nothing to the cost of shipping. In addition,
they are inflated on site so very little space is needed to store them."
So, do consumers care about sustainable packaging? While traditional
factors of price, quality and design may come first, sustainability is
now considered an aspect of the product (not a separate
consideration) so make the most of the “environmentally friendly”
aspects of the products your company offers.
About 3LINX
3LINX is a fulfillment and logistics provider with headquarters in the Lehigh Valley,
PA, offering exceptional fulfillment services through innovative, customized solutions
for growing and established companies.
About Brenda Kahn
Brenda Kahn is a blogger and marketing professional writing on diverse topics
including technology, environment, small business and non-profits.