Consumers are “greenwashed” out while simultaneously growing increasingly concerned about the environment, according to Euromonitor’s 2024 global trend report. Greenwashing is the process of giving a misleading impression about a company’s environmental responsibility. Consumers are individually making efforts to reduce their food waste and plastic use and recycle more, but they’re discouraged by seeing climate catastrophes persist and feel like their impact isn’t enough. More consumers are skeptical of sustainability messaging from businesses that place the responsibility of fixing the problem on individuals, particularly when it comes to recycling. They’re looking for organizations to step up and contribute to the solution with transparency and proof of their actions, rather than vague promises of sustainability.

What this means for YOUR business

The key to addressing this consumer trend is complete transparency to avoid greenwashing claims. Businesses will need to share concrete proof of their sustainability practices and regularly monitor progress. However, this creates a marketing opportunity for brands to distinguish themselves as leaders in this emerging industry by proactively changing how their products are made and investing in audits and certifications. Promoting verified credentials can help to cement trust and authenticity, so consumers feel confident about their purchase decision.

Depending on the location, this verification can also help your business to get ahead of changing government compliance policies. For example, many states have or will implement Post Consumer Recycled (PCR) content laws that require a certain amount of recycled content in packaging and regular reporting to the associated agencies. Businesses have a limited window to update their packaging, which can disrupt their production process and potentially increase costs. Placon helps companies get ahead of these changes by offering stock food and stock retail packaging with PCR content that meets the minimum required content in all 50 U.S. states. Placon can also tailor PCR content for businesses that may have sustainability goals that exceed legal requirements.

Additionally, advertising PCR content on your packaging is a fantastic way to signal your commitment to sustainability. This becomes especially important to demonstrate value to customers, as sustainable business practices are often more expensive and can drive up the shelf price. For customers to be willing to pay more, it helps to put the impact of their purchasing decisions in perspective for them, so they know their purchase makes a difference.

In short, consumers’ transparency needs are changing alongside the climate. While there are upfront costs in implementing and auditing, transparent sustainable practices have become a marketing advantage for businesses to stand out among greenwashed messaging. Moreover, they’re a requirement to stay competitive and compliant in a world demanding change.

Sources

What Are the Top Consumer Trends in 2024? – Euromonitor.com

ABOUT PLACON
Since 1966, Placon has been a leading designer and manufacturer of innovative and sustainable plastic packaging for medical, food, and consumer goods markets. Placon has manufacturing operations in Madison, WI; West Springfield, MA; Elkhart, IN; and Plymouth, MN, and is currently ranked in the Top 20 in Plastics News 2024 Thermoformers Rankings. Placon delivers packaging breakthroughs that inspire better engagement between people and products.