52% of consumers want packaging that is 100% recycled

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2020, 10:16 AM UTC

Kantar’s recent survey of 80,000 people worldwide found that consumers’ behaviour towards the environment is influenced by other people, rather than brands or media influencers.

With nearly 50% of those surveyed feeling personally impacted by environmental problems, Kantar’s report states FMCG brands could invest in eco-solutions to pursue “eco active” consumers. While only 20% have classified themselves as “eco-actives”, packaging is the top concern among most consumers.

Of those polled, 52% want packaging that is 100% recycled, while 46% wished to see biodegradable packaging. Further, since the start of COVID-19, 16% of consumers say they are focusing on more green initiatives.

Buying products with reduced packaging matters to 87.5% consumers. Manufacturers are seen as the most important stakeholders by 37% of consumers to limit environmental damage. However, only 22% of consumers could name a manufacturer excelling at sustainable initiatives.

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