New research reveals sustainability is transforming businesses’ approach to packaging innovation
June 24, 2020A new survey by
paper-based packaging leader Smurfit Kappa has revealed sustainability is
transforming the innovation agenda as businesses rethink their products and
packaging solutions in an effort to tackle environmental waste. The Sustainability
and Profitability Survey, which was conducted among 200 senior business
executives in the UK, showed that sustainability is driving all R&D and new
product development in more than a third of companies.
The research also showed how businesses are focusing on packaging specifically
as a key innovation opportunity with seven in 10 businesses citing materials in
packaging as their biggest sustainability challenge, followed by collection and
recycling (59%) and the materials used to manufacture products (56%).
Furthermore, almost nine in 10 businesses have included used or recycled
material in products / packaging as part of their sustainability strategies.
Commenting on the research findings, Arco Berkenbosch, Smurfit Kappa VP of
Innovation & Development, said: “This research highlights that businesses
are now having to address sustainability in a challenging economic environment
and consumers will continue to drive the sustainability agenda.
“There are plenty of easy wins for suppliers to tackle in the global packaging
industry without driving up significant costs, starting with reducing the
amount of empty packaging in the eCommerce channel and the use of plastic when
transporting goods in the supply chain. We have found that there is growing
demand for the products in our Better Planet Packaging portfolio which are
sustainable alternatives for single-use plastic.
“As the shift to sustainable packaging intensifies, it is critical businesses
continue to invest in innovative solutions in order to respond to consumer
demand, improve brand perception and deliver successful sustainability
strategies,” added Mr Berkenbosch.
The survey, which also examined consumers’ views on sustainability and how they
are adapting to create a more sustainable future, found that 37% rate packaging
design as important when making a purchasing decision. Further signalling
consumers’ awareness of brands’ packaging, the research showed more than half
of customers have purchased a product specifically because it had reusable or
biodegradable packaging in the past six months.
The Sustainability and Profitability Survey showed eight in 10
businesses view sustainability as a long-term investment rather than a cost
with consumers continuing to drive organisations’ attitudes towards sustainable
practices.
Further reading of the survey results is available in the Sustainability
Reshapes the Business Landscape for Good report which is available to download here.