Survey Reveals Generation Gaps on Sustainability Attitudes - Packaging Digest
“The Sage Group conducted a web-based research study called, “My Views on Environmentally Friendly Packaging,” and delivered it to nearly 800 multiple-generation “friends” via an email or a Facebook link and took care to use commonly understood terms. For example, the survey didn’t refer to “sustainable packaging,” because 89 percent of consumers don’t know what it means. Queries ranged from, “What makes a company or brand environmentally friendly?” to “How does that friendliness affect purchasing decisions?””
See the article above for generational differences on a variety of topics. Here are the common findings among all groups:
- They believe they can have a significant impact on the environment.
- They seek data on the environmental impact of a product and its packaging on which to base purchasing decisions.
- They view “hard-packaging” and over-packaging as environmentally destructive.
- They’re unaware of the sustainability nuances of the various types of packaging materials (plastic is bad, glass is good, reused materials are good, etc.).
- To them, sustainable packaging is recyclable packaging. Period.
- They avoid buying from companies they perceive as having a bad reputation—ethically or environmentally.
- They recognize greenwashing when they see it. Authenticity and transparency are essential to them.
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