Consumers now attach more importance to buying sustainable products
Last but not least, developments in the packaging industry will be strongly shaped by changes in consumer behaviour, which in turn are shaped by demographic and social change; customers have become more professional, and now have more bargaining power.
In an interview with the magazine “Packaging 360°”, Christoph Kopp, who headed the above-mentioned Horváth study, sketches the current situation. “People attach greater importance to sustainability and are more willing to buy sustainable products. This isn’t just private consumers, but also big retail groups,” he reports.
Increasingly, consumers expect products to be more sustainable – and they’re willing to put their money where their mouth is. The same applies to major companies, particularly brand owners, and this has a snowball effect on purchasing, sales and administration.
Important aspects that will shape change in the industry include:
- Pursuing a holistic vision of sustainability
- Developing new strategies for procurement, and acknowledging its pivotal role
- Introducing a more systematic approach to marketing
- Promoting innovation
- Restructuring production networks