Close to half (46%) of US consumers say that ’empty space’ in packaging bothers them, while 75% take it as an indication that the brand in question doesn’t prioritise sustainability, a new report by DS Smith has found.
The Unboxing Consumer Preferences on Sustainable Packaging study also found that half (50%) of consumers see packaging materials such as styrofoam as a ‘last resort’, with one in five refusing to buy from a company that uses it.
Elsewhere, 33% of respondents said that they are aware of better options to reduce waste at the store checkout, including paperless receipts and the removal of plastic bags.
‘Do their part’
“It is clear from the Unboxing Consumer Preferences survey that U.S. consumers are not only concerned about the sustainability of their packages, but they are also willing to do their part and pay more for a better solution,” said Cheryl Holliday, director, marketing, at DS Smith North America. “DS Smith is encouraged by the importance retailers and consumers are putting on sustainable packaging and believe the solutions exist to help manufacturers and retailers meet these expectations.”
Some 75% of respondents said that they are interested in so-called ‘intelligent’ packaging, featuring in-built sensors to ensure the product remains in optimal condition or temperature, with 28% willing to pay up to 5% more for such a packaging option.
Connected packaging is another emerging trend, with many consumers favouring packages that include QR codes that can provide them with exclusive content, personalised discounts, and sustainability insights from the manufacturer.
Carbon footprint
“As more brands work to cut carbon footprints, packaging is a key focus,” said Cheryl Holliday, Director of Marketing for DS Smith North America. “Our study shows that consumers are not only concerned about sustainability, but they are also willing to support better solutions.”
‘As more big brands and retailers look to cut their carbon footprints and improve the buying experience, they are taking a fresh look at packaging,’ DS Smith noted. ‘From space utilisation to material choice and how technology can elevate the delivery experience, consumers are indicating what is important to them.’
Some 1,048 US-based adults took part in the study. DS Smith was acquired by US peer International Paper earlier this year. Read more here.
