Sustainable packaging is no longer a choice for brands but a corporate necessity, the Third Moment of Truth says.
In the paper, Global Service Leader, Pack Testing at Ipsos, Ian Payne, argues: “Fifty years on from the birth of the recycling symbol, we’re at a metaphorical tipping point where fundamental attributes of packaging design are increasingly questioned.
“But necessity is the mother of invention and those companies who grasp the opportunity to take leadership have the potential for great reward. In a world of flat CPG growth, it is packaging which offers manufacturers real opportunity to develop meaningful differentiation, driving distinctiveness, salience and ultimately influencing choice.”
Sustainable packaging is becoming a greater concern to consumers. Eight in 10 people globally feel we are heading for an environmental disaster unless we change our habits quickly.
Furthermore, in the US, 82% of adults agree with the statement “I think manufacturers should actively support recycling initiatives for the products they sell.” From a consumer perspective increasingly, there is a ‘third moment of truth’ as illustrated in the image below.
There are rewards for brands for demonstrating leadership on the issue of sustainable packaging. For example, 48% of 18-34-year olds in the United States say they are more favourable to Starbucks, after the brand announced it will remove plastic straws from its store by 2020.
Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
Web-Seminar: How to win consumers over through health benefits in the yogurt category
Today it is challenging to understand consumer behaviors and drivers when it comes to their buying habits and needs. That is why DuPont Nutrition & Biosciences partnered with IPSOS to conduct qualitative consumer research to understand better the consumer drivers for choosing yogurts with additional health benefits, the ingredients that relate to these health benefits and how consumers relate to them. In this web seminar we will take you through some of the results of this study and introduce you to some new concepts and ideas to be able to answer the consumer demand for additional health benefits in yogurts.