Packaging is a clear point of contact with the consumer, regardless of sales channel, and therefore a strategic tool for a brand that is helpful in people’s increasing ambition to become more sustainable-oriented in everyday actions and choices. The BillerudKorsnäs deep dive Packaging Sustainability for Helpful Brands shows that brand owners who clearly empowers consumers to act more sustainable are in high demand among global consumers.
In BillerudKorsnäs Consumer Panel Report 2017, the highest index score of all was on the opportunity for brands to differentiate by packaging sustainability, giving clear benefits to the consumer to act more sustainable. Be it easier recycling, reducing food waste or a beneficiary second and third use of packaging.
Those benefits, if communicated, would be powerful to show that you are a helpful brand. The long-term winners will be the brands and corporation that are perceived as really helpful. Because all consumer (and B2B customers) will feel sure that they are part of the solution – not the problem.
From the content:
- Helpful brands – a key to success
Being helpful is a general, holistic approach to your business model, encompassing both why and how you do business. It is also about operating close to your customers: listening, interacting and innovating to make it easier for them to act in a sustainable way.
- Helping the consumer be a hero
About brand owners and the support, inspiration and innovation they can provide to make it easier for consumers to do right.
- Packaging as a strategic tool
Brand owners that are able to activate and engage consumers, to communicate the value and functionality of the packaging and to make consumers feel their behaviour has a positive impact, will be rewarded through preference and loyalty.
- Packaging as a sustainability enabler
Food waste is the highest priority for consumers when discussing the global challenges that packaging can help solve in the future.
- Making recycling easy
Making it easy and rewarding to recycle is number one on consumers’ list of dream results of future packaging innovation.
- Going beyond the obvious
Consumers are asking for true innovation – new ideas that change the role of packaging in their everyday lives.
Download the report, read our story about how Helpful Brands have a huge opportunity to gain market shares and watch our video series about Packaging Sustainability at:
More reports and trends on Packaging Sustainability at www.billerudkorsnas.com/trends
About BillerudKorsnäs Consumer Panel
The survey was conducted online in May 2017 by Syno International / Cint on behalf of BillerudKorsnäs. A representative sample of 3,300 people based on age (18-65 years) and gender participated from 16 cities: Berlin, Delhi, Jakarta, Cairo, Karachi, Lagos, London, Los Angeles, Manila, Mexico City, Mumbai, New York, Paris, Shanghai, Stockholm and Tokyo. BillerudKorsnäs Consumer Panel and Packaging Sustainability Index is a recurring series of surveys to further explore citizens view on packaging sustainability globally and locally.
* The index used in BillerudKorsnäs Consumer Panel is NPA (Net Positive Attitude) and is calculated as the share of consumers answering with the two most positive alternatives out of six, detracted with the share of consumers with the two most negative alternatives. With an average of 54,1 NPA, packaging sustainability is valued high by our panel representing megacities around the globe. A megacity is defined by the United Nations as a metropolitan area with a total population of more than 10 million people. Some definitions also set a minimum level for population density (at least 2,000 persons/square km).
For further information, please contact:
Bernd Schmitz, Communications Manager, +46 (0)709 314 050, firstname.lastname@example.org
BillerudKorsnäs provides packaging materials and solutions that challenge conventional packaging for a sustainable future. We are a world-leading provider of primary fibre based packaging materials and have customers in over 100 countries. The company has 8 production sites in Sweden, Finland and the UK and about 4300 employees in over 13 countries. BillerudKorsnäs has an annual turnover of about SEK 22 billion and is listed on Nasdaq Stockholm. www.billerudkorsnas.com