Change doesn't occur in isolation, particularly within the realm of packaging. The impetus towards sustainable packaging is chiefly driven by the influence of retailers, consumers, and regulatory frameworks. This insight stems from PMMI Business Intelligence's 2023 report, "Advancing Towards Sustainable Packaging – Bridging the Innovation Gap," which reflects the perspectives shared by industry insiders during the 2023 Vision 2030 sessions.
When discussing the primary motivations behind material transitions, a CPG executive highlighted business strategy and the imperative to offer sustainable products to consumers, alongside factors like extended producer responsibilities and regulatory pressures. Furthermore, some customers and retailers are now enforcing penalties or cost disparities on producers regarding sustainable packaging practices.
Echoing this sentiment, a panelist from the packaging industry stressed the importance of maintaining a global outlook on legislative developments, emphasizing that regulations often originate in regions like Europe before spreading to the U.S. Post-COVID, consumer focus on sustainability has intensified, with heightened attention on recycling, recycled content, and corporate accountability.
Both panelists underscored the significance of recycled content and recyclability, emphasizing the need to simplify consumer disposal processes. A spokesperson from the packaging industry asserted that integrating recycled materials is an effective strategy for brands to garner immediate recognition for their sustainable efforts. Additionally, measuring carbon footprint is increasingly vital in the realm of sustainable packaging.
Regarding consumer willingness to pay for recyclable options, a representative from the packaging industry noted that there exists a threshold, typically around 10%, beyond which consumers are willing to invest more in sustainable packaging. However, they observed that consumers are more inclined to accept higher costs if the packaging is linked to added product benefits, such as health enhancements. Another CPG representative mentioned strategies to mitigate the expenses of sustainable materials, such as adjusting resin quantities, rather than directly transferring costs to consumers.
