Sustainability branding your packaging isn't doing enough to influence shopping decisions, says new insight study

Recommended alternatives include investing in marketing campaigns to better educate consumers on the topic of sustainability and what your claim means.
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Sustainability branding on packaging is not doing enough to influence and educate shoppers, a new consumer survey has revealed.

A study from QuadPackaging and Package InSight has stated that sustainability does influence their buying decision, but most don’t notice sustainability branding on packaging.

92 per cent of the study participants did not notice sustainability logos, despite 53 per cent saying that a simple rating system would impact their purchase and more than 40 per cent claiming that sustainability influences their buying decisions.

“These results are not surprising if you take into account the barrage of logos, seals and stamps found on consumer packaged goods claiming some form of sustainability,” said Paul Novak, senior director of sales strategy and business development at QP.

“Consumers have become numb to all messaging on packaging which hinders the penetration of sustainability claims.”

“People buy with their eyes,” added DR Julie Rice, associate director at Package InSight. “Using the eye-tracking technology in this study allowed us to provide insight into what draws an observer’s attention and cognitive process, in this case, there was little interest in the sustainability logos.”

The team behind the study has instead called upon those vested in sustainability to better educate consumers through more focused and integrated marketing campaigns that highlight the efforts they are making and what their sustainability claim means.

This week, LEGO revealed it was bringing its aim of going 100 per cent sustainable across all of its products closer, with a deadline of 2025. The firm has made effots in sustainability over recent years, including featuring recycling advice on its packaging. Hasbro has made similar advances with its own packaging.

Both have, in recent weeks, doubled efforts in sustainability and in increasing consumer awareness of both the topic of sustainability and their increased activity in the space.

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