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1、MAPPING THE JOURNEY TO SUSTAINABLE PACKAUTHORSLaurence BrillaultDr Pippa BaileyWhat consumers wantMarch 2023ESG SERIESIPSOS VIEWSSustainability is a critical issue for Consumer Packaged Goods(CPG)companies.The question is not whether they should be on a path to demonstrably better outcomes,but rathe

2、r how do they get there.A key part of a holistic sustainability strategy for most CPGs is their packaging blueprint.This is a complex matter,especially when manufacturers are operating across markets and categories,and relying on scale to make their environmental shift both effective and profitable.

3、Most CPG companies have defined and communicated near-term sustainability goals with 2025 or 2030 the typical reference.More than half of Ipsos Reputation Council Members say that Environment,Social and Governance(ESG)concerns have fundamentally changed the way their business operates(Figure 1).Some

4、 have signed Non-Governmental Organisation(NGO)agreements,while others have aligned with country specific objectives,and/or defined their own targets.Whichever the scenario,to deliver against those goals,the overall sustainability vision and strategy needs to be translated and integrated at business

5、 unit level by each function within the company to build a clear project pipeline.The move towards more sustainable packaging is not only an opportunity to help the planet but also a commercial opportunity,with consumers looking for more environmentally friendly solutions.Considering various environ

6、mental concerns,the accumulation of waste,packaging and plastic is the third-biggest concern across the globe(41%),after the threat posed by climate change(46%)and extreme climate events(43%).1 Three-quarters of people across 28 countries agree that single-use plastic should be banned as soon as pos

7、sible and more than eight in ten global citizens say they would like to see an international treaty to combat plastic.2 Yet,consumer perception of recyclability doesnt always align with the actual carbon impact of packaging.3 In this paper,we share five key insights indicating how much consumers are

8、 ready to trade-off for sustainability,and show what to consider to best design a holistic sustainability strategy,from packaging material sourcing to communication,on or off pack.Figure 1 A majority of Ipsos Reputation Council Members agree that ESG concerns have changed how a business operatesSour

9、ce:Ipsos Reputation Council 2022Has ESG fundamentally changed the way our business operates?29%Disagree16%Unsure55%Agree 1.FOR CONSUMERS,THERE IS NO UNIVERSAL SUSTAINABLE MATERIAL Ipsos asked consumers in Brazil,China,Germany,the UK and the US about which pack material among paper/cardboard,glass,me

10、tal and plastic they perceive to be the most environmentally friendly for two categories,Food and Personal Care.Their opinion differs by country and category(Figure 2).Figure 2 Opinions on the most environmentally friendly packaging material differ not only by country but also by categoryBase:c.400

11、respondents each in Brazil,China,Germany,the UK and the US Source:Ipsos R&DPERSONAL CAREFOOD53%30%8%9%31%57%5%7%44%34%8%14%53%33%4%11%77%5%13%5%50%33%4%13%40%28%7%25%29%59%4%8%45%26%3%26%27%2%17%53%Paper/CartonMetalGlassPlastic23IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACK MAPPING THE JOURNEY

12、 TO SUSTAINABLE PACK|IPSOS VIEWS 2.CONTEXT,EXECUTION AND CLAIMS MATTER While consumers can show a clear opinion about which packaging material they perceive as being the most environmentally friendly for a particular category,loading additional factors can lead to different outcomes in a choice situ

13、ation.The following sustainability claims were tested in combination with different pack materials through Ipsos DUEL,a choice-based survey where appeal is defined through preference and response time:Widely recyclable(all packaging can be recycled through your usual recycling collection)Fully recyc

14、led(all of this products packaging is made from reprocessed waste materials)Reduces CO2(greenhouse gas emissions from production have been reduced)Supports biodiversity(implementing/funding initiatives supporting biodiversity)Vegan(no animal products used in production)In the UK,consumers show a str

15、ong preference for paper/cardboard for the Food category.When presented with a specific product-a single-serve RTD caf latte from a hypothetical brand Caf Maison-and asked to choose the most appealing combination of pack material and sustainability claims,the carton execution does not have an advant

16、age,with glass bottles and sleeved plastic bottles achieving a similar level of preference (Figure 3).Plastic bottleSleeved plastic bottleCanGlass bottleCartonSource:IpsosSource:Ipsos R&DGlass bottleAll packaging can be recycled through your usual recycling collection137Sleeved plastic bottleAll pac

17、kaging can be recycled through your usual recycling collection134CartonAll packaging can be recycled through your usual recycling collection132Plastic bottleAll packaging can be recycled through your usual recycling collection121.Sleeved plastic bottleGreenhouse gas emissions from production have be

18、en reduced73CanGreenhouse gas emissions from production have been reduced71CanImplementing/funding initiatives supporting biodiversity70Sleeved plastic bottleImplementing/funding initiatives supporting biodiversity67Figure 3 Beverage:In the UK,the claim is an important driver of preference.The abili

19、ty to conveniently recycle is the most effective determinant of choiceLESS/MORE APPEALINGImplementing/funding initiatives supporting biodiversityVegan,no animal products used in productionMobile phone screen display of an Ipsos DUEL surveyIn this research,no price was provided,so price is not a fact

20、or driving choice.Rather,it is the combination of material associations,category expectations,brand associations and claims which are determining outcomes.In the UK for example,recyclability without friction is driving preference.In other markets,the picture can be less clearcut.45IPSOS VIEWS|MAPPIN

21、G THE JOURNEY TO SUSTAINABLE PACK MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS 3.THERE IS NO UNIVERSALLY APPEALING MATERIAL-CLAIM COMBINATION The association between the pack material and sustainability claim varies between category and country.Taking the example of the Caf Maison RTD in Chin

22、a(Figure 4),the picture is different from the UK(Figure 3).In China,the most appealing combination is carton and widely recyclable,followed by glass and reducing CO2.In the UK,glass and widely recyclable comes first followed by sleeved plastic bottle and widely recyclable.On a side note,this also sh

23、ows that brands still need to educate consumers about the CO2 impact on the environment of materials such as glass.4Figure 4 Beverage:Compared to the UK,Chinese consumers are more sensitive to emissions claims.Further,there is more alignment around material with carton more likely to be preferredSou

24、rce:Ipsos R&DCartonAll packaging can be recycled through your usual recycling collection139Glass bottleGreenhouse gas emissions from production have been reduced128CartonGreenhouse gas emissions from production have been reduced128CartonVegan,no animal products used in production126.CanVegan,no anim

25、al products used in production75Sleeved plastic bottleAll of this products packaging is made from reprocessed waste materials72CanAll of this products packaging is made from reprocessed waste materials67Plastic bottleAll of this products packaging is made from reprocessed waste materials64LESS/MORE

26、APPEALINGThe ranking of most appealing material and claim combinations changes again in the context of Soffly,a hypothetical body moisturising cream,with execution of pack as a complex material pump,plastic tube,plastic pot,glass pot,carton pot or a metal pot(Figures 5 and 6).The most appealing comb

27、ination pack material and sustainability claim will be influenced by various factors,whether cultural,environmental and societal.Figure 5 Personal Care:Category fluency and functionality Source:Ipsos R&DPump bottleAll packaging can be recycled through your usual recycling collection140Glass potGreen

28、house gas emissions from production have been reduced138Glass potAll packaging can be recycled through your usual recycling collection137Pump bottleVegan,no animal products used in production130.Plastic potGreenhouse gas emissions from production have been reduced73Plastic tubeAll of this products p

29、ackaging is made from reprocessed waste materials72Glass potAll of this products packaging is made from reprocessed waste materials71Carton potAll of this products packaging is made from reprocessed waste materials55LESS/MORE APPEALINGPump bottleVegan,no animal products used in production141Pump bot

30、tleAll packaging can be recycled through your usual recycling collection140Metal potVegan,no animal products used in production128Plastic tubeVegan,no animal products used in production126.Plastic potImplementing/funding initiatives supporting biodiversity82Plastic potAll of this products packaging

31、is made from reprocessed waste materials79Carton potImplementing/funding initiatives supporting biodiversity68Carton potAll of this products packaging is made from reprocessed waste materials56Figure 6 Personal Care:In Brazil,category relevant claims of no usage of animal products drive preference S

32、ource:Ipsos R&DLESS/MORE APPEALING7 MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS6IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACK4.SUSTAINABILITY AND PREMIUMNESS BRANDS NEED TO UNDERSTAND THE INTERPLAYWhile consumers are worried about climate change-80%of global citizens say that we are he

33、ading for an environmental disaster if we dont change our habits soon5-and say they would pay more for sustainable products,this doesnt always materalise at the point of purchase.To provide additional context,a series of Ipsos surveys were conducted in the US between 2020 and 2022,with participants

34、invited to shop the dishwash category in a simulated eCommerce channel.Two brands were independently considered:Sustain,developed by Ipsos for R&D purposes,and Dawn Free&Clear,a market leader dishwashing liquid from P&G.Both were tested in the context of competition.Alternative versions of each were

35、 presented with these differences:CLAIM With or without a bottle made with recycled ocean plastic claim PRICE The sustainable claim version was tested at three price levelsConsumers shopped the category in a virtual store environment where different behaviours were passively measured.They then compl

36、eted a short survey.These studies show that in the dishwashing liquid category,at price parity,the penetration of a new product launch increases with the presence of a sustainable claim vs.no sustainable claim at all.However,when a higher price tag is applied to cover the higher cost of the raw mate

37、rials or processing,in spite of the product being seen as more premium,and people claiming to be willing to pay an extra$1.00 for it,their actual behaviour shows that theyre not even committing to an additional$0.50(Figure 7).This is an illustration of the say-do gap(what people actually buy and at

38、which price vs.what they say they would buy based on sustainable claims).80%of global citizens saythat we are heading for an environmental disaster if we dont change ourhabits soon.!$9MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS8IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACKIn the same w

39、ay that adding a sustainability message to advertisements does not necessarily make ads more effective(see Ipsos Sustainability and Advertising:Friends or Foes),adding sustainability as an additional claim on the pack of a market leader will not necessarily lead to an uplift in purchase or perceived

40、 premiumness.In a test of Dawn,the new on-pack claim alone was not sufficient to trigger higher rates of purchase even at parity pricing.More activation is required,in this case through a banner,to drive significant behaviour change at an overall level(Figure 8).This is understandable in a context w

41、here multiple similar products compete for attention and engagement.Even a category as modest as dishwashing liquid can be home to multiple claims.Banner and hero image as presented on the Target eCommerce platform for the surveyDawn Free&Clear tested on Target eCommerce store with/without the claim

42、 bottle made with recycled ocean plastic on the bottle and with/without the banner on the web page.BannerHero imageSource:Ipsos R&DObserved behaviour in virtual store(CAPITAL LETTER)=Significantly higher than corresponding product/price.Source:Ipsos R&D Base:400 per cell minimumFigure 7 Recycled oce

43、an plastics drive higher purchase rates in the virtual store when price is parity.With increased price,there is no longer a statistically significant difference between claim and no claims packsQ:How premium do you feel this product is?1%3%(A)2%1%No claim(A)Sustainable claim$4.25(B)Sustainable claim

44、$4.75(C)Sustainable claim$5.25(D)PURCHASE RATE IN A VIRTUAL STORE ENVIRONMENT27%=11%(B)11%(A)26%27%29%No claim(A)32%(B)7%4%25%(A)32%(B)33%(A)Sustainable claim(B)PREMIUM5 stars4 stars3 stars2 stars1 stars11MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS10IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAIN

45、ABLE PACK 5.THERE IS NO AVERAGE CONSUMER The uplift at the highest price point is driven by older,more affluent consumers who have been termed Pragmatists in Ipsos Global Sustainability Segmentation.6In this segmentation research,Ipsos identified five groups based on their levels of concern and enga

46、gement towards the environment.Each group has their own unique set of concerns,financial means,and priorities that influence sustainability purchase behaviours.Activists are skewed to be slightly younger and are more likely to be female.They believe the environment is at a critical stage and the wor

47、ld must act now.They say they will compromise their lifestyle to act positively towards the environment.Pragmatists tend to be older and more affluent.They are concerned about the environment and will take action through low-cost,home-oriented actions.Pragmatists say they would compromise their life

48、style if they believe it makes a difference.Busy Bystanders are likely to think that concern for climate change is overblown.They see many barriers to action on climate change,believing that it is inconvenient,expensive,and not a priority.Conflicted Contributors,however,are concerned about the envir

49、onment but their financial situation takes precedence.Figure 9 Ipsos Global Sustainability Segmentation Proportion of the population globally(and in the US)Source:Ipsos Sustainability Segmentation-Environmental Sustainability:Who Cares?Base:10,530 respondents across 16 global marketsActivists17%(15%

50、)Pragmatists29%(26%)ConflictedContributors18%(19%)Busy Bystanders16%(16%)DisengagedDenialists19%(24%)-Active/Engaged +-Level of concern +Figure 8 Activation at point of sales through a banner supports higher purchase rates.Observed behaviour in virtual store(CAPITAL LETTER)=Significantly higher than

51、 corresponding product/price.Source:Ipsos R&D Base:800 per cell minimumDawn Free&Clear Dishwashing Liquid Dish Soap,Lemon Essence 24 fl oz8%No banner or claim$4.29(A)Banner and claim$4.29(D)Banner and claim$4.79(E)Banner and claim$5.29(F)Banner only$4.29(C)Claim only$4.29(B)8%7%10%(B)10%(B)11%(ABE)E

52、ven a category as modestas dishwashing liqued canbe home to multiple claims.1%3%(A)2%1%No claim(A)Sustainable claim$4.25(B)Sustainable claim$4.75(C)Sustainable claim$5.25(D)PURCHASE RATE IN A VIRTUAL STORE ENVIRONMENT13 MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS12IPSOS VIEWS|MAPPING THE JOU

53、RNEY TO SUSTAINABLE PACKQ:How premium do you feel this product is?(1 star=Not at all premium and 5 stars=Very premium).(CAPITAL LETTER)=Significantly higher than corresponding product.Figure 11 Effect of bottle made with recycled ocean plastic claim on perception of premiumness in the US(%giving the

54、 product 4 or 5 stars)Source:Ipsos R&D Base:200-900 per groupDisengaged DenialistsActivists Busy Bystanders Pragmatists Conflicted Contributors80%79%86%87%66%75%(A)87%87%84%83%No claimWith claimAs for Disengaged Denialists,they believe the environment is either not a concern,not immediate,or just la

55、rgely overblown.They are the least inclined to take environmental action nor believe that government/companies should act.At price parity,Conflicted Contributors are more willing to choose a product with additional sustainability benefits when they are made aware of it via a banner and claim on pack

56、.This also drives perceptions of premiumness.Pragmatists,are more willing to pay for sustainability and they illustrate this through their choices.No banner or claim$4.29(A)Claim only$4.29(B)Banner only$4.29(C)Banner and claim$4.29(D)Banner and claim$4.79(E)Banner and claim$5.29(F)Total8%7%10%(B)11%

57、(ABE)8%10%(B)Disengaged Denialists7%7%7%9%6%10%Activists10%7%9%13%(BF)11%7%Busy Bystanders10%8%11%13%11%12%Pragmatists6%5%11%(ABE)9%7%11%(AB)Conflicted Contributors4%5%6%12%(ABF)6%5%Figure 10 Effect of bottle made with recycled ocean plastic claim and banner on purchase rate in the USSource:Ipsos R&

58、D Base:100-200 per groupObserved purchase behaviour in virtual store(CAPITAL LETTER)=Significantly higher than corresponding product/price.1415IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACK MAPPING THE JOURNEY TO SUSTAINABLE PACK|IPSOS VIEWS IN SUMMARY 1.For consumers,there is no universal sust

59、ainable material:from one market to another,for food or household and personal care categories,what consumers perceive as being the most sustainable packaging material differs across plastic,glass,carton,metal.2.Context,execution and claims matter:indeed,even when consumers state a strong opinion ab

60、out one material being more sustainable,when presented with an illustration,they may still choose a product packaged in a different material.3.There is no universally appealing pack material-claim combination:from one market to another and from one category to another even within the same market,con

61、sumers do not intuitively associate the same packaging material with the same sustainable claim.4.Most consumers are not ready to pay more for the sole benefit of sustainability,but sustainability can contribute to the premium perception of the product.5.There is no such a thing as an average consum

62、er,depending on their levels of concern and engagement towards the environment,their attitude towards material and their willingness to pay can be significantly different.In todays context,sustainability benefits are necessarily communicated as simplified messages.It could be tempting to design the

63、packaging part of a sustainability strategy around a blanket approach of switching all pack materials to one material(e.g.r-PET,carton,glass).This would bring its own challenges however,such as:Design restrictions and the typical requirement for category fluency rather than disruption Quality preser

64、vation of sensorial properties over time e.g.for food items,the management of the aroma volatile migration from one product to another especially during transportation or in warehouses where a pallet of high fat product such as chocolate could be placed close to a pallet of spices Supply security an

65、d potential price escalation,as this could be in high demand globally Replacement of the production/packaging line assets.There are multiple considerations in designing the pack element of a holistic(and profitable)sustainability strategy.These include the sourcing of material,the potential investme

66、nt in new production assets,the impact of new materials and pack designs on operations,as well as the communication that should be deployed in every market and in each category.It is critical to understand the details and extent of the say-do gap so that execution risks are mitigated and integrated

67、into a holistic sustainability strategy.To translate this overall sustainability strategy whether global or local,into the most effective packaging project pipeline,it is therefore critical to understand,quantify and appropriately communicate sustainability claims that resonate with consumers.This j

68、ourney can be mapped through a simple five-step framework:Orientate,Focus,Act,Talk,Evaluate(Figure 12).“It is critical to understandthe details and extent of hesay-do gap so that execution risks are mitigated andintegrated into a holisticsustainability strategy.17 MAPPING THE JOURNEY TO SUSTAINABLE

69、PACK|IPSOS VIEWS16IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACK REFERENCES 1.EDF&Ipsos.2022.“ObsCOP 2022.”https:/ towards single-use plastics.”Global Advisor.https:/ packaging sustainability:Understanding the performance trade-offs.”https:/ Climate,Infrastructure and Environment Executive Agen

70、cy.“How LIFE is reducing emissions from glass production.”European Commission,16 March,2022.https:/cinea.ec.europa.eu/news-events/news/how-life-reducing-emissions-glass-production-2022-03-16_en5.Ipsos.2023.“Ipsos Global Trends 2023:A New World Disorder?”https:/ 6.Ipsos.2022.“Environmental Sustainabi

71、lity:Who Cares?.”https:/ FURTHER READING Sustainability and Advertising:Friends or Foes?https:/ The Sustainability Imperativehttps:/ 12 Mapping the journey of sustainable packSource:IpsosORIENTATEWhich material best conveys the sustainability claim in each market?What is the impact of a change to pa

72、ck material or implementation of your consumers perception in key markets?Which sustainability segment drives these perceptions?Is there a say-do gap,if so in which market and how big is it?FOCUSTranslate the consumer insight into:Sourcing material options(materials,suppliers,availability,etc.)and c

73、ostsassociated.Production asset impacts(investments,performance of the lines,etc.).Logistics(cross-sourcing,volumes and weights for transport and warehouseconsiderations,etc.).Communication required depending on options chosen across markets toconsumers and retailers.ACTBased on the sustainability v

74、ision,build a holistic packaging sustainability strategy with clear objectives for all teams(procurement,commercial,finance,marketing,R&D,production and HR-new skills may be necessary),to then build clear integrated project and activity pipeline.EVALUATEAssess the impact of your packaging options an

75、d choices in market,to evaluate and mitigate risk,and adjust your pipelines as needed.TALKExecute the communication plan:For consumers:they need to know what you are doing,how can they play theirrole on the sustainability journey.For retailers:bring them on the journey,they are a key interface betwe

76、en yourbrands and the consumers.For suppliers:they can help you develop new technologies to achieve yourgoal,improve efficiencies,etc.For internal audiences:ensure your teams understand the choices made andbenefits for all parties and ultimately the sustainability of your business.18IPSOS VIEWS|MAPPING THE JOURNEY TO SUSTAINABLE PACKAUTHORSLaurence Brillault Innovation,IpsosDr Pippa Bailey Sustainability Director,UK and Global,Ipsos MAPPING THEJOURNEY TOSUSTAINABLE PACKWhat consumers wantThe Ipsos Views white papers are produced by the Ipsos Knowledge CIpsos