The report also highlighted an opportunity for brands and companies to build consumer trust. Consumers want to be more sustainable. It is often the case that consumers do not know which brands are committed to sustainable practices. The research highlighted that over two-thirds (69%) of consumers stated that they did not always trust brands and retailers that say they are sustainable and only 36% believe brands and retailers are doing enough to be sustainable.
However, it is often a challenge for consumers to make exclusively sustainable choices. Shoppers have busy lives, and often have conflicting priorities. Price can remain a barrier for fashion purchases, with 76% of consumers stating they would buy more sustainable fashion if it was more affordable. Taken together with the findings that half of consumers will pay more for sustainable packaging and delivery, consumers are demonstrating a growing appetite to incorporate sustainability into their purchasing decisions.
The research found that consumers believe it is retailers (43%) who should be leading the way when it comes to improving performance on fashion sustainability, ahead of Government (27%) and consumers themselves (12%). Despite this, only 27% of consumers believe retailers are leading the way. Tony Smurfit, Group CEO of Smurfit Kappa, commented: “Sustainability is one of the challenges of our time. Packaging provides a clear opportunity for brands and retailers to demonstrate their sustainability, and with the continued growth of eCommerce, fit-for-purpose sustainable packaging is an even more integral part of the brand experience. We continue to partner with an increasing number of our customers who are responding to the growing demand for sustainable packaging and as businesses strive to meet, and accelerate, their commitments to deliver a better planet for all.”