Consumers pick-up a penguin when choosing sustainable brands
Products which show they are ‘sustainable’ with simple, emotive pack designs are more likely to win when shoppers make snap decisions on environmental credentials in the supermarket aisle.
After recently conducting some internal research at TBP Towers, we found that most people would reject a ‘sustainable’ product which had a scientific or more rational pack design – even if that product had the best environmental credentials on the shelf.
To gain insight into an area that is increasingly crucial to clients, we carried out a series of in-depth interviews with consumers and showed them a range of packs in the tea & coffee and laundry sectors. What we found was that packaging which features dominant images of people or animals benefiting from the product’s sustainability are seen as ‘greenest’ by consumers.