30 As consumer awareness grows, brands must adapt their strategies and innovate sustainable solutions that align with eco-conscious values, ensuring a balance between luxury and environmental responsibility. As the dialogue around sustainability intensifies, brands are increasingly recognising the need to adapt to eco-conscious consumer expectations. Today’s consumers are not just passive recipients of products; they are informed, engaged, and expect brands to reflect their values, particularly when it comes to environmental responsibility. At London Packaging Week, a panel discussion featuring industry leaders Cory Connors, Director of Sustainable Packaging at Orora Packaging Solutions; Michelle Atkinson, Senior Global Breakthrough Innovation Lead - Sustainable Solutions at Diageo; and Sarah Flower, Senior Product Manager – Luxury Packaging & Technical Solutions at Fedrigoni, presented insights on how brands can align their offerings with the evolving demands of eco-aware consumers. Understanding the eco-conscious consumer To effectively cater to eco-conscious consumers, brands must first understand their motivations and behaviours. Michelle acknowledges that consumers are now more aware than ever of climate change and its implications. “Consumers care about the planet, they care about climate change, and they want to be more sustainable in the way they live, but there’s a gap between what they say they want and what they actually purchase,” she said. “In the drinks industry, we’ve seen that while 68 percent of consumers express a desire to buy sustainable products, only 12 percent do so.” This discrepancy raises important questions for brands, specifically ‘what prevents consumers from following through on their intentions?’ One significant barrier is the overwhelming array of choices available in the marketplace. For many consumers, the sheer volume of options can lead to decision fatigue, making it challenging to prioritise sustainability amidst a myriad of factors such as price, convenience, and brand loyalty. Underscoring the need for brands to ensure that sustainability does not come at the expense of quality or enjoyment, Michelle added: “When enjoying a gin and tonic with friends on a Friday evening after a long week, nobody wants to risk compromising that experience.” Michelle suggested that the onus is on the industry to create sustainable products that enhance rather than detract from the consumer experience. “We must step up and create these sustainable products that are still luxurious and don’t compromise the consumer experience,” she explained. This highlights the dual challenge facing brands: they must not only innovate sustainable options but also ensure these products resonate with consumers’ expectations for luxury and quality. The importance of clear communication Effective communication is pivotal in bridging the gap between consumer intentions and actions. Michelle raised the issue of how brands communicate their sustainability efforts, noting that clarity is essential. “We must ensure that our packaging reflects our sustainable efforts clearly and that consumers understand what they are purchasing,” she asserted. The challenge, however, lies in the diverse regulations governing sustainability messaging across different markets. Cory highlighted the clutter of symbols often found on packaging, which can confuse consumers rather than aid them. “During an event last year, a poll asked consumers about 27 different packaging symbols, and the only one they recognised was the chasing arrow. We have these symbols now which are on packaging because people assume they will mean something to somebody but actually all it does is create a lot of noise,” he recalled. This lack of recognition illustrates the urgent need for standardisation in sustainability messaging. “We’re hoping that standardisation becomes a norm in the industry,” Connors stated, advocating for clear and consistent communication that empowers consumers to make informed choices. “Regional variations in consumer expectations mean we must tailor our messaging accordingly,” Michelle noted, indicating that the nuances of sustainability may resonate differently depending on where Embracing sustainability How brands are responding to eco-conscious consumer demands
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