More than half (53%) of Gen Z consumers in the US have stopped buying a particular product due to excessive plastic packaging use, a new study by SmartLifeco has found.
In addition, just over a fifth (21%) of consumers in this cohort say that they always check packaging labels for sustainability claims.
‘This shift highlights how seriously younger consumers take environmental impact and how closely they watch brand behaviour,’ the study noted.
Purchasing habits
According to the study, which surveyed 1,000 consumers on their attitudes to plastic packaging when shopping, three quarters (75%) of higher net-worth individuals (those making $150,000 or more per year) have made changes to their purchasing habits over the past year to reduce plastic use.
In addition, 57% of consumers (across all income cohorts) believe brands and manufacturers should shoulder most of the responsibility for reducing plastic waste, while more than three quarters (77%) trust brands’ claims about using ‘eco-friendly’ or ‘sustainable’ packaging.
According to the study, this trust ‘comes from practicality. It is difficult for shoppers to evaluate materials, recycling systems, or certifications during a quick store visit. People want simple, reliable cues that a product is better for the environment.’
Finally, close to three fifths (59%) are optimistic that single-use plastic will be ‘largely phased out’ over the next decade or so, citing progress in the reduction of single-use plastics, commitments by major brands to cut plastic use, and the introduction of packaging legislation by states such as California and New York.
Shaping consumer behaviour
‘This study shows that sustainability is shaping consumer behaviour across age, income, and lifestyle,’ the study noted. ‘Gen Z is walking away from plastic-heavy brands, high earners are adjusting their routines, and women face limited options in personal care aisles. Across groups, shoppers want to reduce plastic use and want companies to make that easier.
‘Optimism remains strong. Many Americans believe that a future without single-use plastic is within reach. Progress will come from individual choices and corporate action working together, one product and one package at a time.’ Read more here.
