Pure Beauty

UK customers expect recyclable packaging from brands, study finds

By Becky Bargh | Published: 15-Jul-2020

Almost three quarters of shoppers want to see brands using more sustainable packaging, or reduce it altogether

Almost three quarters of UK and Irish shoppers expect brands to use recyclable packaging, a new study has found.

The report, titled Selling Sustainability: Adapting to the New Conscious Consumers, commissioned by e-commerce solutions provider PFS and strategy consultant LiveArea, found more than 70% of customers said that brands should be opting for recyclable packaging.

Meanwhile, 74% agreed brands should do their best to reduce their packaging altogether.

The report said that the Covid-19 pandemic had shone a light on excess waste accumulated by many brands due to increasing numbers of consumers receiving parcels at their homes during lockdown.

In a statement, it said: “While the world has been locked down, we have seen many consumers paying more attention to the sustainability of the products they purchase every day, along with the process retailers go through prior to their successful delivery.”

In turn, this has turned shoppers’ attention to the impact their purchases have on the environment, with 35% saying a product must be naturally or locally sourced and sustainable.

“Our research clearly highlights the immediate need for brands to be more environmentally responsible,” said LiveArea’s Creative Director, Benoit Soucaret.

“The Covid-19 pandemic has made consumers reassess what’s important to them and their own personal impact on the planet.

“Now more than ever these conscious consumers expect brands to deliver on sustainability and are looking to them to communicate how they are doing this.”

But despite a spike in online sales during the stay at home order, almost half of respondents said they would prefer to shop in-store and ‘buy online, pick-up in store’, which, the report said, was largely due to the lower environmental impact when delivering goods.

Christophe Pecoraro, Managing Director of PFS Europe, added: “For retailers, a change in behaviour and beliefs means they must work even harder to gain and maintain loyalty from consumers by positioning themselves as a brand that understands the needs and desires of its customers throughout the entire buying journey.

“Getting the balance right is important, but so too is authenticity. Consumers can see through empty gestures – substance is essential.

“The brands that meet these needs will be best positioned to thrive in the future.”

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