Which packaging sustainability claims have credibility with European consumers?

Watch Amcor’s recent webinar to find out what our European consumer research revealed about the sustainability claims that matter to shoppers and how brands can focus on what they value most.

Now, more than ever before, consumers expect FMCG brands to provide more sustainable packaging alternatives. In fact, 60% of consumers are likely to switch to a brand that is more sustainable than their current brand. This highlights how vital sustainability is in maintaining trust with modern shoppers.

However, consumers are also more confused than ever about what more sustainable packaging looks like and deciphering the meaning of various sustainability logos, claims, and messages.

Over the last 12 months, Amcor conducted research with more than 4,000 European consumers to unpack the motivations, needs and frustrations that drive consumer sustainability behaviors.

In the course of our research we found that the majority of shoppers are keen to play their part in recycling, make more sustainable choices and, in some cases, they say they are willing to pay extra to ensure they’re doing their part for the planet.

But understanding what that means varies from country to country and consumer to consumer.

In our recent webinar, we discussed this research in more detail with the aim of providing FMCG brands more clarity around how to create a brand experience that resonates with conscious consumers.

Read the full article.


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