What shoppers want from their sustainable products | WARC | The Feed
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What shoppers want from their sustainable products
Consumers are interested in the sustainability credentials of product packaging, but views on this topic differ significantly by country, a study by consultancy McKinsey has found.
Why consumer views on packaging matter
Packaging has a multifaceted role in shaping consumer attitudes towards a brand and its products. Factors like design and labeling retain their importance, but sustainability concerns have grown in significance.
McKinsey surveyed over 11,500 consumers in 11 countries: Brazil, China, France, Germany, India, Italy, Japan, Mexico, Sweden, the UK and US. It found:
- Consumers across the world were not aligned on which type of packaging they perceived...
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