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Every story that touches on sustainability and packaging immediately points to consumer behavior and reiterates that the next generation of consumers will demand less packaging.
Millennials have taken the lead as the generation that cares more about general sustainability and packaging sustainability than any other age demographic, according to Packaging Sustainability: A Changing Landscape from PMMI Business Intelligence, a division of PMMI, The Association for Packaging and Processing Technologies.
With Generation Z continuing to come of age and consuming goods for themselves, they have shown similar buying habits, voicing concern for recyclability, reduced product waste and reduced packaging waste. Together, they drive consumer packaged goods (CPG) companies to offer sustainable options, primarily by checking packaging labels for information about recycling and/or sustainability and putting the product back on the shelf if it doesn’t meet their standards. Displaying a willingness to put their money where their mouth is, coupled with the awareness it has raised among older generations, resulted in almost 60% of consumers saying they would pay more for eco-friendly packaging, according to PMMI’s report.
