The sustainability and ‘resourcefulness’ of packaging is influencing the online shopping habits of more than half of Gen Zs, according to Manchester packaging manufacturer and consultancy Duo UK.
The sustainability and ‘resourcefulness’ of packaging is influencing the online shopping habits of more than half of Gen Zs, according to Manchester packaging manufacturer and consultancy Duo UK.
In a survey of over 1,000 Generation Z consumers, Duo found that 56 per cent are less inclined to buy from a retailer again, or would look for a different retailer in future, if delivery packaging wasn’t deemed sustainable or resourceful.
Nearly four in ten (37 per cent) said they made a conscious effort to read green messages displayed on packaging, while over 70 per cent said the ability to recycle packaging locally or reuse it were important traits.
Popular measures to make packaging more ‘resourceful’ include the ability reseal it and easily change postal addresses, and making packaging stronger and longer-lasting so that it can be used multiple times.
Brand director at Duo, Zoe Brimelow, said: “Recyclability has long been the defining trait for consumers when determining how sustainable they think packaging is. This continues to ring true for Gen Zs but we’re also seeing a shift towards the resourcefulness of packaging, which is being driven by booming pre-loved and re-commerce trends.
“Gen Zs are thinking more about the lifecycle of packaging, which creates a new opportunity for retailers to change sustainability narratives. There’s an opportunity to engage a generation of consumers to better consider the environmental performance of packaging beyond the end of its life and recycling. This could challenge misperceptions around materials like plastic and showcase the carbon saving benefits of such materials.”
Commenting on Duo’s report, Nick Beighton, CEO of online retailer ASOS, added: “In order to build trust with Gen Z consumers, businesses must be transparent about their sustainability journey and what action they’re taking to improve circularity.
"Gen Z consumers care a lot about packaging, and if you’re not communicating your choices proactively, or providing information on how packaging can be reused or recycled as part of a circular approach – just like the garments they’re buying and/or selling – consumers will vote with their purchasing power and leave your brand behind.
"Undoubtedly more change is coming, as this research shows. In order to futureproof your business, brands and retailers need to take greater responsibility for the materials they use to deliver positive environmental change."