28 APRIL, 2022

From the informed consumer to the conscious consumer

What is the opportunity for sustainable brands?

This new reality has changed the way in which brands are perceived, positioning is no longer only based on the price-quality ratio of their products, now it is added, with greater vehemence, the connection with their consumers and the level of leadership in actions with social and environmental impact.

According to the study: The strength of our resolve: How environmental causes impact our behavior by the Institute for Business IBM, “54% of consumers surveyed are willing to pay a premium for brands that are sustainable or environmentally responsible and 62% are willing to change their purchasing decision to reduce their environmental impact”.

Therefore, at least in Latin America, attributes such as “fair trade”, “eco-friendly” and “locally produced” have gained popularity.

This is when sustainable brands have the responsibility to provide complete and transparent information about their product in order to move away from greenwashing and guide the conscious purchase decision.

Responsible production and consumption

In Plastilene Group, as manufacturers and transformers, we work with brand owners to have functional and eco-designed packaging based on the R’s of the circular economy (Reduce, Reuse and Recycle), and we also evaluate the level of use of these packages, We also evaluate the level of utilization of this packaging, communicate to consumers the correct disposal, in some cases through the LOOP-ICIPC seal we obtained this year, and implement technologies to reincorporate post-consumer packaging (PP, HDPE and LDPE) in new products, as is the case of the new post-consumer plant at Reciclene.

All these efforts can be communicated, even on the packaging.

But what to do in the face of limited space and the large amount of information to be conveyed?

The strong trend in the packaging market is towards connected experiences (information repository, learning games, storytelling, etc). These become relevant because through QR codes they are able to communicate to consumers the main messages about sustainability in the product and packaging.

However, these tools also offer the possibility of having feedback from consumers, an important aspect in the hybrid of virtuality and presentiality in which we find ourselves.

In the face of the conscious consumer, closeness with sustainable brands must be a two-way street.