An online survey of over 2,000 people aged 16-75 across the UK, commissioned by packaging group, Mondi and conducted by Ipsos MORI, has revealed just how important packaging is becoming in customers’ perception of a brand’s sustainability.
The results showed that 58% of British consumers admit they would switch to a different brand because it uses less packaging – revealing the David Attenborough effect is in full force.
61% of southerners – those living in the South West and South East of England outside of London - said they would make the switch, compared to the respectively 54%, 53% and 47% of Londoners, Scots and the Welsh who responded.
British women have an edge when it comes to taking action, with six out of ten (61%) saying they would switch brands for one with less packaging when shopping for food and everyday household items. By contrast, only just over five out of ten (54%) men said they would do so.
The survey also showed that just under two thirds (65%) of respondents aged 35-44 - the generation known as Xennials- were prepared to switch brands for less packaging, versus around half – 54% of Gen Xers, and 52% of Baby Boomers.
The survey results highlight the importance for brands to incorporate sustainability into their packaging development and production, concluded Sara Sizer, Group Communication and Marketing Director at Mondi.
“It is encouraging to see that consumers are willing to make different choices to accommodate more sustainable packaging,” she added.