Today’s sustainability-minded shoppers are buying from brands who are playing a role in reducing waste. In fact, research from NYU Stern’s Center for Sustainable Business found 50% of CPG growth from 2013 to 2018 came from sustainability-marketed products.
Brands like Dasani are responding to the sustainability need with packaging redesign. Dasani is updating its packaging to reduce plastic waste and encourage the use of more recycled and renewable materials. All bottles will be fully recyclable, and aluminum bottles will be rolled out by 2020. The company will also add How2Recycle labels to all Dasani packages to encourage consumers to recycle. Toy manufacturer Hasbro is stepping up the sustainability game by removing plastic altogether from its packaging. The company is phasing out all plastics used to package its toys and games by the end of 2022.
Brands are also partnering with innovative companies to find alternative ways to deliver shoppers’ favorite products sustainably. Loop, a new service that aims to reduce food and packaging waste, helps brands make their products available for waste-free delivery. Shoppers can buy their favorite brands like Tide, Häagen-Dazs, and Pantene and Loop delivers them in upgraded, reusable packaging. Loop will then pick up the packaging from your home free of charge, and clean and replenish what you’ve returned. Loop recently partnered with Kroger and Walgreens for the U.S. test launch.
To reach sustainability-minded shoppers and get in the basket, brands need to continue to innovate and reduce waste.
Contributed by: Eva Lopez, Account Planner, Integer New York
Image Source: Unsplash
