Meeting consumers’ expectations for sustainable packaging

Meeting consumers’ expectations for sustainable packaging

By now, brands are well aware of consumer preferences for companies that aim for a positive impact on the natural environment, economy and society.

 

 

But at the same time, consumers are becoming increasingly wary of superficial nods to sustainability, referred to as “greenwashing” - i.e promoting a product or service as more environmentally friendly that it really is. Greenwashing can go from vague language or buzzwords that distract from potentially harmful practices, to exaggerated claims about a product's supposed benefits. Ultimately, it can distract from genuine efforts to promote sustainability and make it more difficult for customers to make informed decisions. 

So how can businesses put their money where their mouth is and ensure their packaging aligns with their consumers’ values?

 

Clarity is key

Clear on-pack messaging is key to gaining customers’ trust and helping them understand the reasoning behind a brand’s sustainability claims. Instructions, such as where and how to recycle, are well-received by consumers confused as to what can be recycled and in which container. QR codes that redirect to a webpage can enable brands to provide more detailed information via engaging formats such as video. Subjective language or statements that aren’t evidence-based should obviously be avoided. 

 

Conveying care through base material choice

It goes without saying that choice of base materials is a major - if  not the most important - aspect of a packaging product’s environmental impact. Avoiding over-packaging as well as excess foils or plastics facilitates curbside recycling, while the use of recycled or reusable packaging reduces waste. 

 

eco packaging

 

Here at Nissha Metallizing Solutions, our packaging products undergo extensive life cycle analysis that enables us to assess their all-round impact on the environment and identify potential room for improvement. Our metallized papers are certified 100% recyclable via conventional recycling streams, enabling brands to provide their customers with packaging that fits their sustainability commitments.