12 DS SMITH
HEIMBACH Keen and green
Millennials have become a driving force for the Circular Economy. Sam Jones, sustainability manager at DS Smith, explains their significance for the paper making industry
A s the incomes of
millennials – those born between 1980 and 1996 – increase, so does the
impact they are having on brands and, consequently, the pressure for sustainability that comes with their demands. And if brands want to survive,
they will need to adapt to the green attitudes of millennials – those consumers born between 1965 and 1980 – and their spending habits. Millennials have created a seismic change in attitudes towards sustainability and social justice and their influence cannot be underestimated – especially as they continue to use a variety of effective methods to shape a more sustainable and circular economy.
Millennials know how to talk Millennials treat products that are detrimental to the environment with an understandable ruthlessness: they are far less tolerant of them. And, they don’t just vote with their wallets; they also use their voice to tell the world about their views. A huge share of voice is
commanded by millennials on social media platforms which they have used to lead heated conversations against brands which continue to slip up on the basics, such as using single-use plastics, non-recyclable material, sourcing paper from unsustainable forestry practices and needlessly over- packaging their goods. Brands that pave the way for
sustainability and who proactively commit to social causes will not be
May/June 2020
overlooked in the consumer lens. Although, they must do it in an authentic and credible way – those who attempt to greenwash or fool consumers with unsustainable practices will likely see their brand trust damaged in the future.
The sustainable shopper We have officially entered the era of the value-driven consumer. Gone are the days when purchasing decisions are based on “is this product good for me” but instead, “is it good for the planet?”. Millennials want to know if
the paper they use is recycled, if the plastic use is necessary and if the volume of greenhouse gasses produced justified. This is especially true amongst millennials who have championed the idea of sharing more. The rapid rise of the ethical consumer has urged companies to build and convey, and win the hearts of the eco- conscious consumer, but how should they do it? Clever packaging for example,
can aid the circular economy concept by enabling the re-use of packs already in the supply cycle. As seen with Ted Baker, the brand developed a completely recyclable pack, with the aim of reusing 20 per cent of these boxes annually. This way, companies can help the environment and show customers that they care.
Millennials put their money where their mouth is Millennials are the largest demographic in the workforce and cannot be ignored – they are willing to put their money
where their beliefs are. As such, the products, and services they purchase need to match their expectations. To ensure eco-minded millennials
continue to loosen their purse strings, brands need to offer them a deal on sustainability that appeals to their sustainable mentality. With the public discussion on the environment widespread, businesses are already rethinking how they can be savvier about the materials they use in their products. By maximising recyclability, brands can contribute to saving the planet, and keep their edge in the market.
Millennials will not shop until unsustainable packaging is dropped It is clear that millennial attitudes are translating into how they buy their goods. The global rise of e-commerce means that companies have to rethink their packaging to ensure it is designed in a robust way to allow products to be delivered through a variety of channels. As they review their packaging,
brands are under constant scrutiny to ensure they get every aspect of their packaging right, including goods protection, sustainability, environmental and most recently, an exciting experience. Unboxing videos have been the
latest trend to gain prominence, proving extremely popular on a variety of channels. If brands can engage customers in these key moments of the purchasing process, and instil excitement from a recycled package, we’re likely to see brands around the world follow
suit in their effort to contribute to the overall customer experience in more sustainable ways.
What is the next step? Millennials are catalysing positive change by placing the onus on brands, packaging companies, and recycling authorities to unite in the adoption of tougher environmental regulations. However, sustainability is not
the only factor driving millennials’ purchase decisions – convenience also plays a huge part, and increasingly, brands are caught in a juggling act between sustainability whilst also trying to ensure goods are delivered quickly. Thankfully, many brands have
learnt to juggle these both with the help of packaging. Single- use, hard-to-recycle material is being substituted by more easily recyclable packaging like paper and cardboard – the latter boasting the highest recycling rate of any material, with 85 per cent being recycled across the EU. The adoption of these materials will enable firms to place sustainability and circularity into their business plans so that they can continue to supply millennials with always-on, same day, flexible delivery services. It is vital that these positive steps
towards sustainable packaging are firmed up through a holistic and collaborative approach from multiple stakeholders within government and industry. This will ensure meaningful progress will continue.
Pulp Paper & Logistics
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