Savvy marketers have known for years that packaging can play an important role in communicating a product’s proposition and influencing purchasing decisions. As consumers demand high-quality and healthy products, they also are becoming increasingly interested in the environmental impact of the product’s packaging.
A study released by the Carton Council of North America earlier this year revealed that 77 percent of consumers surveyed said that they consider the effect of their purchase on the environment. And 91 percent of consumers said that they expect food and beverage brands to actively help increase the recycling of their packages.