Four in five consumers don’t choose reusable packaging, a new survey from PA Consulting has found.
The London-based consulting firm conducted a survey in November 2023 with a total of 4,000 consumers from the United Kingdom and the United States who shop from 28 leading brands. The purpose of the survey was to understand consumer intent, challenges, motivations, and needs around refill and reuse packaging.
Results show a massive gap between good intentions and actions. Whilst 80% said we all have a part to play in reducing the need for single-use plastics (82% UK; 77% US), 78% don’t choose products with refillable or re-usable packaging to reduce waste. Moreover, 77% don’t choose products made from recycled or easily recyclable materials. On top of that, 45% said they don’t recycle paper, plastic, glass, and metal products in designated bins or centres (36% UK; 54% US).
This disconnection between good intentions and actions was most predominant amongst people belonging to the boomer generation (born between 1946 and 1964). Whilst 85% of boomers said we all have a part in reducing the need for single use plastics, only 4% have actually used a return deposit scheme. On the other hand, a lower amount of those belonging to Generation Z (born between 1997 and 2012) agreed with that statement (72%), but 21% reported using deposit return schemes.
PA Consulting identified three strategies to close the ‘say-do-gap’: educating consumers; design systems that make it easier to store, clean, and return packaging; and push innovation.
The survey also found attitudes towards reusable packaging varied with household income. Almost three quarters of high-income earners (GBP 75,000/year; $100,000/year) use reusable cups and containers (71%), compared to just above half (55%) of low-income earners (up to GBP 29,999; up to $49,999).
Saving money by choosing reusable packaging was the most compelling motivator for 58% of consumers who opt for it. 71% said they would reuse if they received points they could save towards money off food or drinks. Reassurance that packaging would be properly cleaned also ranked high at 39%.
As for barriers to adoption, 44% cited difficulty in consistently remembering to bring reusable packaging; 41% expressed concerns about cleanliness; 39% worried about the hassle of returning, cleaning, or storing reusable packaging; and 38% see an upfront cost as a potential barrier.
“Reusable and refillable packaging is at a critical juncture, with the quick-service industry seeking ways to accelerate sustainability and new plastics and packaging regulation coming into force globally,” said Matt Millington, PA’s design strategy lead for the UK. “However, our survey highlights that behavioural change is needed to make reusable packaging stick and close the say-do gap. We need to lead with a human-centred approach to design: Understanding how to motivate consumers and remove barriers to engagement; designing packaging systems that enable convenient returns; and regular nudges at the most valuable points of influence in the customer and pack journey. Only in doing so will businesses be able to tip the balance towards planet-positive consumer behaviour and leverage the full opportunities of sustainable packaging to build a positive human future,” he concluded.