Trivium releases Buying Green Report

Trivium recently published its 2021 Buying Green Report in partnership with Boston Consulting Group, surveying more than 15,000 participants across Europe, North America and South America on their behaviours related to sustainable packaging, including willingness to pay more for eco-friendly packaging, and perceptions of different packaging materials.

Key findings conclude that overall consumer demand for sustainable packaging remains high despite the major impact Covid-19 had globally and 67% of consumers identified as environmentally aware, consistent with last year’s report.

Additionally, 67% of those surveyed identified packaging that is recyclable as important, 64% viewed packaging that contains recycled content as a priority in their buying decisions and fewer than one in three consumers deprioritised sustainable packaging due to the pandemic.

“No event in recent memory has had as much impact on consumer behaviour as Covid-19, yet the majority of consumers did not de-prioritise sustainability in the face of the pandemic, a true testament to the unwavering sustainability movement led by young consumers,” said Trivium CEO, Michael Mapes.

The study also points to a consumer misconception: a gap between actual material recyclability and consumer perceptions of it. Metal, for example, is recycled at a much higher rate (64%) than perceived by the consumer (48%) while glass, plastic and liquid cartons all have a much lower rate of recycling (32%, 14%, 26%) than that perceived by the consumer (65%, 41%, 65% respectively).

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