Since awareness of packaging is so personally tied to the daily lives of consumers in terms of use and disposal, it follows that individuals understand sustainable packaging primarily in term of its back-end environmental impacts (what happens to the packaging after they use the product at home). Sustainability trends emanate from an influential segment of consumers — the most engaged sustainability shoppers — and are adopted more pragmatically by the other segments. The most engaged sustainability shoppers strive to reduce their impact on the earth and are focused on packaging that aligns with their beliefs and priorities.

Report: Sustainability 2017

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