A study of 1,000 US adults has found that younger consumers tend to prioritise products with sustainable packaging more frequently than older demographics.
The 2024 Sustainability and Convenience in Packaging Survey, undertaken by packaging firm ALPLA, found that over half (54%) of respondents aged 18 to 34 reported choosing products with sustainable packaging ‘always’ or ‘often’.
In contrast, only 33% of those aged 35 and above, and 25% of individuals aged 55 or older expressed similar preferences.
ALPLA noted that this generational discrepancy offered an opportunity for brands to adjust their strategies and cater to the preferences of environmentally-conscious younger consumers.
‘This generational divide presents a lucrative opportunity for brands to adapt and meet the demands of this environmentally conscious generation,’ ALPLA said.
‘A deal-breaker’
Additional insights from the survey reveal that nearly half of the younger respondents considered the absence of sustainable packaging to be a potential ‘deal-breaker’ for a product, rating it as ‘always’ or ‘often’ significant.
More than two thirds of younger consumers (68%) indicated a significant willingness to modify their consumption habits in favour of sustainable packaging.
Moreover, a significant majority (79%) expressed a readiness to pay a premium for eco-friendly packaging. In contrast, among respondents aged 35 and older, this willingness to pay extra was lower, with 56% expressing such readiness, and among those aged 55 and older, it was even lower at 41%.
Regarding social influences, over half (53%) of the younger respondents stated that their social circles influence their sustainable shopping practices to a significant extent – being ‘greatly’ or ‘moderately’ influenced by the eco-conscious choices made by friends and family.
In comparison, this influence was less pronounced among older generations, with only 29% reporting similar influence from their social circles.
‘A unique opportunity’
“This growing demand for sustainable packaging presents a unique opportunity for brands to differentiate themselves,” said Billy Rice, sustainability manager at ALPLA, North America. “By embracing sustainable practices, brands can not only attract young consumers but also contribute to a healthier planet.”
More information can be found at ALPLA’s Plastic Reimagined website.
To learn more about how to improve sustainability in your business, make sure you read www.sustainabilityonline.net.
