The sustainable shift
In the first part of our new Unpacking Sustainability series, we will explore why consumers are increasingly shifting to sustainable consumption and what it means for businesses.
Product companies can no longer ignore the shift in consumption patterns. Sustainability goals are here to stay, and businesses need to measure up. We have talked about the sustainability megatrend in our Seizing Opportunities series and examined how important it is for food and beverage manufacturers to drive sustainable growth.
But what is driving this shift – why do consumers want to shop sustainable?
In today’s connected world, the effects of climate change, plastic pollution, and irresponsible consumption are amplified for everyone to see on every conceivable media and platform. Consumers can no longer turn a blind eye. They are reacting. Some are making lifestyle changes of their own. Others are wielding their buying power to make big corporations and organisations listen, ushering in an era of conscious and sustainable consumption.
The most vocal consumer segment among all, Generation Z, believes that the main drive towards sustainability has to come from big corporations rather than individually. They are willing to do their bit but expect companies to do theirs too.
Intent vs action: addressing the gap
Even though consumption patterns have evolved considerably to focus on sustainability, is everything really as evolved as it seems on the surface? Is the general populace fully committed to a sustainable lifestyle, or is there still a gap between intent and action?
It is true that consumers care about the climate and the effect their consumption pattern has, but they still want products and packaging manufacturers to take the lead. Although most consumers say that sustainability is a driving factor for choosing brands, a majority of them are not willing to sacrifice convenience to buy sustainably.
Today’s consumers are willing to support brands that they think walk the talk but are also quick to call out companies they don’t trust. In an era of social activism, it is vital to navigate the sustainability landscape with care and communicate effectively about the sustainability initiatives adopted by a brand. With one in four internet users saying that brand messaging has the biggest impact in guiding their views, building a sustainable brand identity is a must to be taken seriously by consumers.
First impressions matter
Being truly sustainable is not an easy feat, especially for food and beverage manufacturers. With every part of their supply chain under scrutiny, choosing the right partner is paramount at every stage of the value chain from sourcing and production to packaging and delivery.
However, packaging is the first impression of a product on a shelf. And its sustainability helps form consumer opinion. Even the most sustainably sourced product can fail to position itself as eco-friendly when wrapped in layers of plastic.
A look behind the scenes
Packaging is undisputedly an essential part of the food and beverage product lifecycle. And, at SIG, we believe that packaging must be sustainable at all times. However, it is important to recognise that each packaging type achieves different degrees and stages of sustainability.
In this series, we will deep dive into each aspect of sustainability in SIG packaging, examining what lies behind the claims and explore the associated challenges in offering certain types of sustainable packaging.
Don’t miss part two, where we’ll look at what the sustainability labels on packaging mean and how these labels are instrumental in fostering trust in consumers while showcasing a brand’s commitment.
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- March 25, 2021