Role of Sustainable Packaging In Business
To believe that nature is separate from us is one of the biggest human tragedies. Every decision we make against nature is in reality a decision against our own growth, protection, and survival. Globally, thousands of companies contribute millions to global warming. From making to purchasing, we are all a part of the chain that is damaging to Mother Nature.
In the last decade, various companies participated in growing awareness about global warming, carbon emissions, and practices that can reduce individual carbon footprints. But many still wonder whether their CSR initiatives will captivate their audience as effectively as tacky marketing campaigns. Are customers really moved by sustainable packaging? Does the emotional side of marketing last as long as the tacky and fun side? The answer is, yes!
In this blog, we will review how sustainable e-commerce packaging is becoming readily accepted, promoted, and encouraged by customers across the globe and how positively it impacts your business.
Do Customers Care?
A recent study conducted by McKinsey & Company confirms that up to 60% of consumers pay a great deal of attention to sustainable packaging. They believe that using recycled paper and paper-based packaging is more effective and are willing to pay a higher cost for the product if that means helping the planet. What was interesting in the study was that the decision of a customer towards buying a product was not bothered by plastic or eco-friendly packaging. Their preference lies in the quality of the product and its use.
What companies need to understand is that the consumer expects you to care for them. If your approach to sustainable packaging is to in return help them or improve their experience, it would have a positive impact on your ROI.
Packaging VS the Consumer
For the consumer, the packaging is important. It matters to them how they receive their product, in what condition, and their experience unboxing it. Many companies undermine the value of customized packaging, believing that their online customers won’t pay much attention to it. However, that is no longer the case. Customers who receive products in loose, untidy, and unimpressive packaging are less likely to make another purchase. Poorly packed products are right away assumed to be of cheap and low quality.
Similarly, products that are responsibly packed, with attention to the environment and consumer interaction with them are likely to win over competitors. Your consumer will assess how effectively you have incorporated your claim of sustainable recyclable materials.
Any e-commerce company interacts with the consumer at two levels- digitally and through its packaging. Companies pay a significant amount of effort into developing their digital presence with interactive websites, social media marketing, and much more. However, only a few aces the packaging game without realizing that it is actually the first physical interaction your consumer is going to have with your product.
In a study published in 2018, it was proven that consumers build their perception of a company and its product within the first 7 seconds of interaction. So packaging really comes before your product is even revealed, and at this stage, your customer has already made the decision whether or not they would like to return to you for more.
What Qualifies Sustainable Packaging?
For packaging to be sustainable, it has to be a facilitator of safety for users throughout its life cycle. It should have no damaging effects on the environment and must be manageable in waste after fulfilling its purpose. Recyclability of the package means it should be manageable through industrial recycling mechanisms and should help conserve resources by contributing to society as a renewable material. Another important aspect of sustainability is that it reduces the cost of production.
Eco-Friendly Packaging Options
1. Corrugated Boxes
Corrugated boxes are commonly used in mailer box packaging. They are ideal for both retail products and e-commerce product packaging. According to research by EPA, corrugated boxes are the most recyclable materials in packaging. For companies what could be better than a material that is highly graceful, versatile in terms of design and production, and sustainable at the same time? Corrugated boxes are a premium choice for users who want to win their consumers at first interaction and at the same time play a conscious part in preserving the environment.
2. Kraft
Naturally brown kraft is an aesthetically beautiful option for packaging. Sustainable or not, many companies choose to go for it because of its attractive appeal and cost-effectiveness. But from the environmental point of view, kraft plays a great role in reducing carbon footprint.
How to determine if Sustainable Packaging is for you
1. Determine the product type
Do you have products that are fragile, prone to contamination, or expensive items that require durability?
2. Customer type
Does your target audience care about nature? Are they millennials, naturists, and those who often participate in sustainable practices?
3. Your brand philosophy
Every brand has a philosophy and character. Are yours aligned with sustainable practices? You may not have been an active participant in sustainable practices but wish to grow into it. Do you have a marketing strategy in hand to position yourself as a conscious brand?
If you are torn between the decision of whether or not sustainable packaging will make a difference, remember that 58% of your consumers are more likely to come back and order again if you are an eco-friendly brand. Whereas only 40-48% consumers return to companies that have standard non-ecological packaging.
Conclusion
Sustainability is important. For us, for the society and the world in which we breathe and grow. As a company whatever chain of events we generate, it eventually circles back at us. So, it is essential to pay heed to eco-friendly practices to ensure that only good comes our way. If you are a business worried about the nature and the growth of your company, know that both go side by side. Sustainable packaging practices will bring you nothing but a larger customer footfall, respect, and loyalty from both consumers and nature.