MCDONOUGH, GA. — Younger generations are doubling down on sustainable packaging, according to a recent report from ALPLA Group, a global plastic packaging company dedicated to more environmentally friendly solutions. According to the report, consumers between the ages of 18 and 34 are willing to go out of their way in terms of distance, convenience and price to buy products that come in more eco-friendly packaging, and at a higher rate. than older consumers.
The report, “2024 Sustainability and Convenience in Packaging Survey,” involved 1,000 American adults and was commissioned by ALPLA and conducted by Pollfish. Younger consumers are classified as between the ages of 18 and 34, while other cohorts are classified as “35 and older” and “55 and older.”
According to the survey, 54% of younger consumers always or often base their purchasing decisions on sustainable packaging, compared to 33% of consumers age 35 and older, and 25% of consumers age 55 and older. older. Almost half (48%) of younger consumers say unsustainable packaging is often or always a deal-breaker when it comes to buying that product.
A large majority (79%) of younger consumers said they would pay more for eco-friendly packaging, with the majority of this group saying they would spend up to 25% more. This compares to just 56% of consumers age 35 and older, and 41% of consumers age 55 and older.
Younger consumers are more likely to sacrifice convenience in search of more sustainably packaged products. According to the survey, 68% of this group is completely or moderately willing to adapt their habits or lifestyle to accommodate more eco-friendly packaging purchases, including paying more and traveling further to get it. This compares to 50% of consumers age 35 and older, and 41% of consumers age 55 and older.
Additionally, the convenience features of the packaging itself are not enough to dissuade some younger consumers from more sustainable packaging, as 34% of this audience said they would choose an eco-friendly option over a non- maintain whether it is more difficult to open or not. covered again. Only 23% of older consumers share this sentiment.
The survey also explored social influences on sustainable shopping. More than half (53%) of younger consumers say they are greatly or moderately influenced by their friends and family to shop more sustainably, compared to just 29% of older consumers.
“This growing demand for sustainable packaging presents a unique opportunity for brands to differentiate themselves,” said Billy Rice, sustainability manager at ALPLA, North America. “By embracing sustainable practices, brands can not only attract young consumers but also contribute to a healthier planet.”
Find the full results from the study on ALPLA’s Plastic Reimagined website here.
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