The era of conscious consumption
In part four of Navigating the Next Normal, we look at the growing adoption of conscious consumption. Why are people taking more care than ever before when it comes to their purchases, and what effect is this having on global industries? Read on to find out.
If anything beneficial comes out of the COVID-19 pandemic – on a global and long-term scale – it could be the noticeable shift in the way society consumes everything. Approximately 18 months after the world first began to initiate country-wide lockdowns, consumers everywhere have had more time to think about what they eat, drink, and use, and the impact this is having on both themselves and the world.
A rise in sustainable living
It is fair to say that consumers began shifting towards a more responsible and health-conscious mindset prior to the events of 2020. What the emergence of COVID-19 did do, however, was further highlight the need for such change – and accelerate it. From greater adoption of shared economy models, to the promotion of local businesses, to the growing shift towards products that meet consumers’ health and wellbeing demands, including a desire to be more sustainable.
Making the right choice
Consumers are taking everything into account before making a purchase, or, indeed, engaging in anything that may negatively impact the environment or their own wellbeing. Today, there are plenty of initiatives that do some of the hard work by providing information/rankings on companies based on their social and environmental impact. And websites such as Good on You and Open Secrets, which provide information on factors like labour conditions and waste. Or, for the latter, how much money a company gives to charity.
Other things conscious consumers are considering include buying a flight based on how much CO₂ it will emit, or staying in eco-friendly hotels that are LEED certified. They are also supporting initiatives that repurpose products considered at the “end-of-life” stage. Initiatives such as Too Good To Go, where consumers can buy discounted surplus foods and beverages – among other products – from businesses.
The ethical ripple effect
The sustainability trend is pushing the food and beverage industry to be better. It is no longer enough for manufacturers to say their ingredients were responsibly sourced. Now, they need to have globally recognised certifications to back up these claims. Conscious consumers are also more likely to trust a company that supports the local community, and which can provide evidence of this. Plastic pollution is another driving factor of conscious consumption, with more and more consumers choosing alternatives. Aseptic cartons can fill this gap by focusing on shelf stability and, thus, reduced food waste and energy consumption.
How SIG can help
With so much to tackle, things can become a lot clearer if you find the right partner. At SIG, we’re dedicated to bringing you solutions that can help you exceed the expectations of the more conscious consumer. Like SIGNATURE, the world’s first aseptic carton packaging material 100% linked to plant-based renewable materials. Or our paper straw solutions for aseptic cartons, marking another industry first.
And, though manufacturers may face some bumps along the way as they adapt, the benefits are clear: between 2020 and 2021, the global ethical food market is expected to rise from $542.8bn to $574.4bn. This in addition to multiple studies revealing that consumers are also willing to pay more for a good they know meets their sustainability requirements.
In part five of the series, we will turn to change. Rather, how the world is constantly in flux, and how this plays into our “new normal”. In this sea of change, what trends will stick around for the long term – and which will fade away?
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- August 26, 2021