How Brands Rely on Innovative Packaging to Reduce Plastic Waste
Consider this: 56% of consumers are keen on avoiding products that have a lot of packaging, well ahead of other actions that people could take to help protect the environment, such as not flying (43%) and eating fewer dairy products (36%). Our latest paper highlights in-market examples of innovative consumer packaged goods and food & beverage brands that have found authentic opportunities to reduce plastic waste and implement sustainable packaging.
Packaging, recycling and related initiatives present many opportunities for brands to show their commitment to protecting the environment and differentiate their offerings on the marketplace. Here are three things to consider as you explore this topic further:
- What is the correlation between brand health and the brand’s efforts to reduce waste?
- How does campaign messaging about reducing waste impact a brand in the short and long term?
- Consumer insights: how important is this initiative among different populations? How much would they sacrifice price or inconvenience for the environment?
KEY FINDINGS:
- More brands are launching programs that involve customers and generate store traffic while doing good for the environment and local community.
- Many brands invest heavily in recyclable packaging, one of the easiest sustainability-related initiatives to implement.
- The most innovative brands find ways to use eco-friendly packaging to show consumers a commitment to protecting the environment—as well as differentiate their offerings.
When it comes to protecting the environment and adopting sustainable behaviors, Ipsos studies show that consumers are mostly concerned with the packaging of the product and the ways packaging is disposed. Ipsos finds that 56% of consumers are keen on avoiding products that have a lot of packaging, well ahead of other actions that people could take to help protect the environment, such as not flying (43%) and eating fewer dairy products (36%).
This paper zooms in on innovations for consumer packaged goods and food & beverage brands in reducing plastic waste and implementing sustainable packaging.
Recycling
Recycling is by far the action that people consider most helpful for the environment, even though the actual positive impact of recycling product packaging is much lower than avoiding long-distance flights or not having a car. Brands invest heavily in recyclable packaging, as it is the most impactful and likely the easiest sustainability-related initiative to implement.
Among the most innovative brands, Nespresso provides its users with bags to store used capsules that they can ship back to stores at no charge. Along with this, cooking school Haven’s Kitchen offer their signature sauces in 100% recyclable pouches. On a larger scale, Colgate has redesigned its toothpaste tubes so that they can now be recycled in curbside bins. The brand expects all tubes in its portfolio to be recyclable by 2025, although Colgate will need to educate its customers on re-cycling the tubes, after decades of throwing these tubes in the trash.
Compostable packaging
No Evil Foods packages its products with fully compostable materials. The brand also partners with non-profit organizations to reclaim plastic waste that would otherwise be landfilled, burned or flushed into waterways. Further, Kencko aims to make fruit and vegetables more accessible with its just-add-water mixes of freeze-dried fruit/vegetable powders. The brand has phased out conventional single-use plastics in favor of fully compostable packets (made from plants) to minimize its footprint. In a similar vein, chocolate and granola brand, Alter Eco makes its pouches from eucalyptus and birch with non-toxic ink, with an additional layer of non-GMO corn.
Reduce, reuse, recycle programs
Beyond packaging-related initiatives, an increasing number of brands implement programs that involve their customers and generate store traffic while doing good for the environment and the local community.
With its “Back to M·A·C” program, M·A·C Cosmetics encourages customers to return containers to a M·A·C counter and receive a free M·A·C lipstick. In line with this initiative, Body Shop gives away a $5 gift voucher to those shoppers who return and refill their pots and bottles.
Similarly, cosmetic retailer Lush rewards customers with a free fresh face mask when they return five clean, empty pots to a store.
In the food & beverage arena, Good Culture proposes cottage cheese that is good for people, the animals and the environment. Specifically, it invests in family farms to elevate animal care and wellbeing, land stewardship and milk quality. Along with this, Dash Water infuses its waters with “wonky fruits,” ones that stores and consumers would reject because they are bent, curved or oddly shaped.
Other noteworthy initiatives
Last, but not least, some brands such as Ecoroots donate 1% of their sales towards community initiatives such as the Ocean Conservancy. Also, Blueland provides household cleaning products in the form of tablets or powder to refill bottles, and, in turn, reduce plastic waste. Finally, NatureBee makes natural and reusable beeswax wraps that eliminate plastic waste and keep food fresh for longer.
3 questions to get started: Coffee with an expert
Packaging, recycling and related initiatives present many opportunities for brands to show their commitment to protecting the environment and differentiate their offerings on the marketplace. Here are three avenues that Ipsos can help you explore this topic further:
- What is the correlation between brand health and the brand’s efforts to reduce waste? (track over time)
- How does campaign messaging about reducing waste impact a brand in the short and long term? (sales, equity)
- Consumer insights: how important is this initiative among different populations? How much would they sacrifice price or inconvenience for the environment?
