Young Shoppers Lead the Charge for Sustainable Packaging: ALPLA Survey Reveals Generational Shift
Survey Highlights Growing Demand for Eco-Friendly Options, Presenting Opportunity for Brands
A new survey by ALPLA, a global manufacturer and recycler of innovative packaging solutions, reveals a significant shift in consumer behavior, with younger shoppers prioritizing sustainability even if it means paying more, traveling farther, or otherwise making extra efforts to choose products with eco-friendly packaging. This generational divide presents a lucrative opportunity for brands to adapt and meet the demands of this environmentally conscious generation.
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“This growing demand for sustainable packaging presents a unique opportunity for brands to differentiate themselves”
The 2024 Sustainability and Convenience in Packaging Survey, conducted for ALPLA by the third-party survey platform Pollfish, surveyed 1,000 U.S. adults. Highlights from the report include:
- 54% of young consumers (18-34 years old) said they choose products with sustainable packaging “always” or “often,” compared to just 33% of respondents 35 and older, and 25% of those 55 and older.
- 48% of young consumers said it was either “always” or “often” a “deal-breaker” if a product did not have sustainable packaging.
- 68% of young consumers have a “high” or “moderate” willingness to “change their habits or lifestyles,” such as traveling further or paying more, to choose products with eco-friendly packaging. This compares to 50% of respondents 35 and older, and 41% of those 55 and older.
- 34% of young consumers say they choose sustainable packaging even when it is less convenient, such as “harder to open” or “not resealable.” This compares to 23% of those 35 and older.
- 79% of young consumers are willing to pay more for eco-friendly packaging, with most willing to pay an extra 25% or more. By contrast, only 56% of consumers 35 and older, and 41% of consumers 55 and older, were willing to pay any premium for products with sustainable packaging.
- 53% of young consumers admitted their social circles played a significant role in their choices, saying that their eco-conscious shopping choices are “greatly” or “moderately” influenced by the choices of their friends and family, compared to only 29% of older generations.
“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.”
