I have a question…
OK, that’s four separate questions. I get it. They are all, however, related and relevant. Let’s look into each one.
I prefer to start with the second question - does the consumer understand what sustainable means? There is some evidence that the consumer favors two legs of the three-legged stool. Recent research published by the Produce Marketing Association (PMA) found the top eight issues of consumers were all social and ecological (environmental). So how will the businesses be able to support all these social and ecological aims of the consumer?
When it comes to educating the consumer on sustainable packaging, there appear to be a multitude of approaches. The approach appears to be aligned with the consumer type: price vs brand buyer, organic vs gourmet buyer, etc. Recently, Whole Foods partnered with Preserve and Stonyfield Farms to create a recycle stream for #5 yogurt containers. Clearly, the consumer understands recycling and has demonstrated its willingness to participate in recycling programs. Some manufacturers are experimenting with carbon labeling to attempt to help the consumer understand the life-cycle impact of the product (and package). With respect to the package, most labeling has attempted to create hype by drawing the consumer’s attention to the materials; recycled, renewable, compostable, etc. So far, there have been no efforts to really help the consumer make an educated choice about which package or package format is better from a life-cycle perspective. Is it realistic to expect to be able to educate the consumer?
Now, I will try to tackle the last two questions at once. These questions really get down to consumer preference. In general, it is an accepted fact that consumers will show preference for a package that can be recycled. Craig Ostbo did a very interesting series of interviews in 2008 that showed affluent consumers, shopping in a market of choice (with organic and non-organics side by side), are really confused by all the terminology and only understand recycling. The Consumer Network did a consumer study in 2008 that showed similar confusion among consumers and a preference for convenience over ecology.
How can we sell sustainable packaging?
One thought is to make it look like sustainable packaging. The next time you are in the snack aisle, take a look at the new Sun Chips® bag. It looks noticeably duller than previous versions and now incorporates some portion of renewable materials. Think about the concept. If the consumer likes to recycle, why not give them a recyclable package that looks like it was recycled? So far, the paradigm for package designers has been to become more sustainable, if possible, without affecting the performance (appearance) of the package. The target consumer, searching for a package that is better, is then left without a sure fire way to spot a preferrable package. Yes, there are limits to how far one can take this approach, but it also presents many new options.
Did this make you think?