), the global market research and
business consulting firm specializing in health, wellness, sustainability and
healthy aging, announced today one of the key insights derived from its annual U.S. LOHAS Consumer Trends Study®.
When asked about packaging, three-quarters of Americans
believe many consumer products are over-packaged and about one-quarter will
look elsewhere. Minimal packaging is most preferred among consumers, followed
by recyclable packaging and use of packaging materials that are
According to NMI Managing Partner Steve French, "The 'less
is more' trend continues to resonate with consumers. Marketers can maintain
current and attract new consumers by using less packaging and 'greener'
packaging materials. Specifically, 'renewable' and 'plant-based' materials are
rated most environmentally-friendly among consumers."
As so, businesses should promote the use of post-consumer
recycled packaging as well as incorporating new environmental materials where
applicable. Consumers are showing increasing adoption of new (and easily
executed) behaviors that can save the planet. However, companies should be
careful not to use environmentally-friendly packaging at the expense of the
product or its experience. In the end, environmentally-friendly packaging can
help consumers feel better about their choice – without sacrifice.