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Regulation that have a more positive environmental or social impact. Conversely, more than half( 54 percent) have either stopped buying or have bought fewer products and services because of a negative impact in these areas.
The changes required by PPWR are an opportunity to respond to these evolving attitudes. Whether it’ s a bold new packaging design or an imaginative refill scheme, acting ahead of sustainability regulation can help strengthen a brand and open exciting new space to grow into.
Bringing consumers on the journey
Consumers have many different – and sometimes conflicting – motivations. While many support circularity in principle, if changes to packaging make a product more expensive or less convenient, they may still avoid it. So, marketers have a crucial role to play in communicating with customers about new approaches and inspiring them about the journey towards circularity.
Marketers can draw on their skills and insights to support this transition, developing viable propositions, and making the change more appealing. They can also help embed new circular business models and incorporate circularity into their own performance metrics.
Brands must understand diverse consumer attitudes on sustainability.
For instance, Kantar’ s Bridging the Gap study on people’ s attitude towards sustainability found that those in the‘ changemakers’ and‘ committed’ categories are strongly motivated and can be recruited as early adopters to help normalize sustainable behavior.
In contrast,‘ strivers’ need change to be convenient and‘ pragmatists’ want to see personal benefits before acting. By exploring nuances within and between markets, businesses can develop realistic, tailored approaches that make the most of opportunities and find innovative ways to overcome friction.
The far-reaching changes required by PPWR are undeniable. However, businesses that see this regulation as purely a compliance burden will miss out on the opportunity to embrace change as a strategic driver for innovation, and a way to connect with customers. Through embracing circularity in their models and effectively communicating their journey to customers, businesses can meet ESG and sustainability targets and position themselves for stronger growth in the future. ■
Emily Hill www. kantar. com
Emily Hill is a Director in the Global Sustainable Transformation Practice at Kantar, and the organization’ s Sustainable Innovation lead. With a background in brand strategy, insight, and innovation, Emily is deeply committed to helping brands drive sustainable behaviour, business growth, and positive social and environmental change.
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