THE IMPORTANCE OF SUSTAINABILITY IN PREMIUM PACKAGING

 

The consumer of 2021 is a consumer who is increasingly attentive to the issue of sustainability. This data, in addition to concerning the field of application of ethics, in the economic context has a concrete impact on the performance of companies. Even the world of luxury must deal with the evidence of this fact and move accordingly if it does not want to run the risk of seeing reduced revenues if it does not meet the expectations and demands of consumers.

The White Paper of APP and Smithers Pira

Asia Pulp & Paper (APP), based on a study commissioned by the Smithers Pira Research Institute, has created the White Paper Sustainability in Luxury Packaging - Sustainability in Packaging in the Luxury Sector. The Institute has in fact explored the opinions on the packaging of luxury products of British, French, and Italian consumers. The study revealed 3 main pieces of evidence:

·          The 78% of consumers would be willing to pay a premium for a luxury product from sustainable packaging;

·          The 26% of consumers admit they do not know how to check if the brand is sustainable;

·          The 21% of consumers decided not to proceed with the purchase of a luxury product because of excessive packaging.



Sustainable-packaging-Burberry

Brands in the luxury sector: consumers and their expectations

First of all, 71% of consumers, therefore the vast majority, expect luxury brands to be sustainable and to use sustainable packaging. This is so true that 78% of consumers would be willing to pay a premium to buy a luxury product if the packaging was produced sustainably.

In any case, the extent of the risk that luxury companies can face is demonstrated by the fact that around a quarter of consumers (24%) choose not to buy a product if a brand is unable to prove its sustainability. It is also interesting to note that Italian consumers are more likely to check the labels of the product to verify its sustainability (37%, against 26% in the United Kingdom and 22% in France).

This is especially interesting because it shows that although several brands are striving to build a responsible procurement system throughout the supply chain, this commitment may not always be communicated effectively to consumers, and this gap can have negative consequences.

Gucci-Sustainable-Packaging

Sustainability is the third most important factor in the process of choosing luxury customers. The first criterion is in fact quality, chosen by 94% of buyers, followed by the suitability of the product in reflecting one's personality (80%). Specifically, the research shows that in terms of quality standards of luxury products, Italians are in the lead, with eight out of 10 consumers (80%) placing a lot of emphasis on product quality. However, 72% of customers are strongly influenced by the type of packaging of the products during the purchase decision.

 

Personalization is a key element, particularly if you look at the segment of millennials, i.e. those born between 1980 and 2000. The latter in fact focus particular attention on being able to express their identity, and they do so through brands. Furthermore, according to the European consumer packaging perceptions survey (2018), 55% declare that they have changed brands to avoid excessive use of packaging.

Packaging-sustainability-luxury

Attention to the use of packaging is also a recurring element of the White Paper, in which one in five consumers admits not to proceed with the purchase of a product if excessively packed. In any case, the research reveals that more than half of the respondents consider plastic and metal to be less sustainable materials, while paper and cardboard are preferred by 63% of consumers.

Armani-sustainable-packaging

Recyclable packaging from the Dolci Armani line in collaboration with Gobino.

Sustainability at the heart of luxury

, Asia Pulp & Paper, said: “Our research demonstrates how much, for consumers, packaging, and sustainability are becoming increasingly important in the process of purchasing a luxury product. Packaging and product now travel more and more hand in hand in the minds of consumers, who are more aware of a brand's commitments towards a sustainable approach, responsible sourcing, and habitat conservation. It is therefore important that both luxury brands and the packaging industry include these three elements in their communications ”.

Adam Page, Smithers Pira, concluded "Sustainability is not only a topical topic in the packaging industry, but it is also a topical topic for consumers. Consumers judge their favorite brands not only by the product itself but by even their packaging. Consumers expect brands to demonstrate their social and environmental responsibilities ".

Boxwego towards sustainable luxury packaging

We at Boxwego are aware of the fact that the packaging sector is constantly evolving and transforming, and we are driven by the desire to accompany brands on the path towards sustainable and quality packaging, which is the result of the union between product enhancement and low impact. Environmental, with the common goal of protecting the planet and guaranteeing the best possible experience to the final consumer.

To read more articles on how to make custom cardboard boxes visit our website SM Custom Packaging.

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