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A majority of consumers believe packaging is 'excessive'

Datamonitor.jpgA majority of consumers believe that contemporary packaging has become excessive. That’s the finding of a new study, “Sustainable Packaging Trends: Consumer Perspectives and Product Opportunities,” from Datamonitor (www.datamonitor.com), which surveyed customers in 15 countries in 2008. Given this statistic, Datamonitor suggests that providing more sustainable packaging plays a significant part in meeting customers' expectations,

Key findings of the study include the following:
• Ecological issues are undoubtedly firmly in the mainstream of society, with more than 75% of consumers stating that protecting the environment is important to them. However, there is a pronounced attitude/behavior gap, with around 25% of consumers not acting on their beliefs by buying environmentally friendly products

• Industry players must ensure that all the routes toward sustainable packaging are evaluated and contribute to broader efforts to educate consumers. For every change to packaging, there are both positive and negative consequences to be considered

• Many consumers would like to simplify their lives and de-clutter them, both emotionally and physically. Packaging that is more sustainable, due to being less excessive and less draining on resources, can be a part of this important de-cluttering process. In that sense, it becomes “lifestyle supporting.”

More information on the study, including the table of contents and ordering information is available online.

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