The third moment of truth: Why sustainable packaging became a corporate necessity

Ian Payne and Colin Strong

Looks at consumers' increasing focus on environmentally-friendly packaging and suggests what marketers need to do to ensure they are approaching this issue responsibly.
  • Today an estimated 390 million plastic straws are disposed of daily in the USA alone – taking 200 years to degrade, drink with one today and it may well be with us into the 23rd century.
  • Single-use plastics have therefore become poster children for environmental irresponsibility – four in 10 consumers report that they have started using fewer plastic straws due to recent attention on the issue.
  • Nearly eight in 10 people globally believe we’re heading towards an environmental disaster unless we change our habits quickly, proving that repeated exposure to highly impactful images challenges consumers to consider the consequence...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands