Welcome to Invok's second installment of our Sustainability Watch series. Here, we share relevant news and insights on some pressing issues facing the CPG industry. We hope these articles will help spark conversations among your team and inspire you to consider how we as an industry can be part of the long-term solutions to our planet's environmental problems. 

In the past year, 76% of shoppers have made a conscious effort to purchase more sustainable products.

Packaging solutions company Shorr published their 2022 Sustainable Packaging Report last month, in which they surveyed over 1,113 U.S. consumers about sustainable packaging and shopping. Along with finding that over three-quarters of consumers have tried to purchase more sustainable products over the past year, the report also highlights that 77% of consumers expect brands “to offer 100% sustainable packaging for their products in the near future.” On top of that, 47% would be willing to pay more for a product that offers sustainable packaging. While there is always the intention-action gap to consider with what consumers say they will do vs. what they do, every study and trends report has the same message – investing in sustainable packaging is not only good for the planet but good for your business as well.

Learn more here: Shorr

How to Nudge Consumers to Make Sustainable Purchases

Regarding consumers saying one thing and doing another, there is an excellent article in the Harvard Business Review about the behavioral dynamics that hinder “stated good intentions from turning into actual good deeds” and how brands can help close this say/do divide. As is outlined in the article, one way we can go about this is by eliminating excuses such as “it’s too complicated” or “it won’t make that much of a difference.” Education and awareness remain important parts of the customer journey regarding sustainability, and this should be accomplished at every point of interaction with your brand. From your digital presence to leveraging loyalty/rewards programs, QR codes, or even augmented reality, there are lots of exciting ways in which CPG brands can be authentic and encouraging about sustainability practices.

Learn more here: Harvard Business Review

Corporate Transparency and the Cure for Greenwashing

Another reason consumers don’t purchase sustainable products is that they don’t trust the brand or its claim. Greenwashing is not a new phenomenon, but recently there has been a renewed focus on corporate transparency. Whether it be sustainability, diversity, or inclusivity (to name a few), there is an expectation from consumers that brands are open, honest, and committed to making positive changes both internally and externally. The CEO of American Sustainable Business Network, Jeffrey Hollender, wrote recently that the best way to avoid greenwashing is to ensure “environmental claims are factual, clearly defined, verified through third-party sources, and adhere to federal guidelines.”

Simply put, consumers are extremely skeptical about anything that comes across as marketing jargon, and they can easily research and validate what you are claiming. So, make your customer's life easier – share your progress, back up your commitments, and ask for feedback. It’s amazing where some transparency can get you.

Learn more here: Inc.