Flexible Packaging
Can recyclable flexible packaging hold the key to consumer trust?
What makes a business commercially successful in today’s evolving market, asks Simon Buswell, director at Eco Flexibles
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or many, it lies in how effectively shifting consumer needs can be met, and as the global market pushes further towards responsible and ethical consumption, sustainability sits atop the priority list for brand owners.
Sustainability is now a key driving influence for consumers, guiding their purchase decisions and shaping the future of product development. For shoppers, factors such as traceability, sustainable packaging, ethical practices and food miles are just as important as the quality of the products they’re purchasing because their purchases ultimately reflect their own values.
Trust matters, and consumers are backing businesses that are clearly and demonstrably aiming to reduce the environmental impact of business.
That means that ‘eco-friendly’ operations now come with direct bottom line impacts and an influence on profitability. In the packaging sector, we previously referred to sustainability as a ‘trend’; that no longer captures the enormity of the change. We’re in a sustainable packaging revolution and it’s now no longer a ‘nice to have’, businesses slow to make the switch will find themselves left behind.
For retail brand owners, consumer trust has
never been harder to win and more important to keep. While the demand for sustainability climbs, the specifics of what that means are also changing. Today it’s about clarity and action, rather than individual standout figures, devoid of context.
There is a now a focused drive to undo some of the harm wrought by greenwashing - the term to describe where sustainability has been more marketing buzzword than meaningful change. Greenwashing has seen distorted or exaggerated claims become more commonplace, and in turn has harmed consumer trust. Consumers are savvy enough today to challenge claims without
May 2023
www.convertermag.com
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