In matters of sustainability, consumers frequently say one thing but do another. Global research from Kantar, for example, has found a huge majority (87.5%) of shoppers say buying products with reduced packaging matters to them, but only 20% could be classed as “Eco-Actives” – people who take regular actions to reduce their packaging waste on a daily basis.
That 20% represents a $382bn opportunity, Kantar estimates – so, quite apart from the moral obligation to address issues around climate change, the environment and sustainability, there’s also a good business case. And if you then add in those many...