Packaging Conveys Visible Sustainability
Visible sustainability has gained a lot of attention lately, particularly when it comes to the marketing of consumer-packaged goods (CPG). With millennials poised to overtake Baby Boomers as the country’s largest population segment, is it more important than ever for businesses to take heed of this group’s growing demand for eco-conscious product offerings.
Although millennials are less likely than the older generations to spend money on non-essentials, when they do open their wallets, they prefer buying from businesses and brands that embrace environmental responsibility. In a 2015 Nielsen online survey, three out of four millennial respondents expressed a willingness to pay more for products from companies committed to making a positive environmental impact, a 25 percent increase from 2014.
Visible sustainability is all about how a business communicates its environmental goals to consumers. If a business limits its green initiatives to the making of the product, it risks being shunned by the eco-conscious consumer who views an item’s packaging as an extension of the product itself. Biodegradable, recyclable, and fuss-free packaging not only appeals to a buyer’s hunger for all that is green, it also communicates to the buyer a brand’s core values as a green business.