Page 50 - Print21 Jan-Feb 2022

Associations
Fibre-based packaging is customer priority choice
The Real Media Collective (TRMC)
is continuing to conduct research with Australian consumers on how they interact with paper and print products. Environmental credentials remain a top priority for consumers across fi re-based packaging, and understanding the demands of consumers,
and how we can therefore assist our customers develop the best packaging solutions, will be critical for 2022. The research is clear – consumers are becoming increasingly conscious of their packaging choices.
A survey across Australian consumers, conducted by TRMC and independent research company, Toluna, sought to understand consumer preferences, perceptions, and attitudes towards packaging.
Respondents were asked to choose their preferred packaging material (paper/cardboard, glass, metal, and plastic) based on 15 environmental, practical, and visual attributes. Among the 10 attributes, paper/cardboard packaging is preferred, with
69 per cent of consumers choosing it for being better for the environment, 50 per cent because it is easier to recycle, and 72 per cent because it is home compostable.
Attitudes Clear
Consumer attitudes towards plastic packaging are clear, with 59 per cent of respondents stating that they are actively taking steps to reduce their use of plastic packaging. Plastic packaging is also accurately perceived to be the least recycled material, with 72 per cent of consumers believing
it to have a recycling rate of less than 40 per cent.
Paper/cardboard packaging is considered to be the most recycled material, with 45 per cent believing the Australian recycling rate to be more than 60 per cent. With an actual recycling rate of 87 per cent,
Kellie Northwood, CEO, The Real Media Collective
Kellie Northwood says TRMC research reveals that consumers are increasingly aware of the potential impact of their packaging, and are choosing fib e- based where they can.
one of the leading rates in the world, there is still a significant number of consumers who underestimate paper/cardboard packaging’s high recycling rate – something we will continue to work on with the soon to be launched Love Paper campaign.
Glass is considered the
second most recycled packaging material, followed by metal. With actual recycling rates of 54 per cent and 90 per cent respectively, the recyclability of these packaging materials is also widely misunderstood by consumers.
The survey found that consumers throughout Australia are willing to change their behaviour to shop more sustainably. Some 43 per cent are willing to spend more
on products if packaged in sustainable materials and 43 per cent would also consider avoiding a retailer if they believe that retailer is not doing enough to reduce its use of non- recyclable packaging, while 55 per cent would purchase more from retailers who are removing plastic from their packaging.
Paper Preference
When it comes to online shopping, 66 per cent of consumers prefer products to be delivered in fitting packaging, ie that is not too big for the size of the actual product, and 51 per cent prefer these products to be delivered in paper packaging. Consumers don’t like to see waste in their deliveries, and retailers are now looking to not waste either, and are looking to inclusions in their 5kg parcel satchels, which may have only
a 3kg product, a magazine, catalogue or brochure, to add the sales opportunity with customers, without the distribution cost.
The research continues: 55 per cent of Australians report that non-recyclable packaging should be discouraged through taxation. Some 42 per cent think that brands, retailers and supermarkets could be
doing more to introduce more sustainable packaging, however, 53 per cent think that they
are doing enough to inform people of their commitments and changes in relation to sustainability.
From July last year Coles stopped stocking single-use plastic tableware products such as cups, plates, bowls, straws and cutlery. Instead, customers were offered certifi d reusable options, made from responsibly sourced paper or recycled material. This in tiative will divert 1.5 million kilograms of plastic from landfill ach year, and reinforce the importance of
fi re-based products.
Sustainable Demand
The Toluna survey also found that 70 per cent of people agree it is important to use paper products from sustainably managed forests, ie forests that conform to strict environmental standards. In Australia, 90 per cent of forests are certified as being sustainably managed,
in comparison with the
global average of 12 per cent. TRMC is proud to announce our new partnership with Responsible Wood, which oversees the licence for PEFC across the region, and supports sustainably managed forests globally.
Overall, the survey found that Australians are conscious of their packaging use, and believe that paper/cardboard packaging is the most effective and sustainable, which they are correct in believing. Thi provides opportunity for the print sector when providing environmental solutions
for their customers. Despite screaming it for more than a decade now with campaigns such as Two Sides, it is fi ally being heard – paper products have high environmental credentials, and fi re-based packaging is just the beginning of the story. 21
50 Print21 JANUARY/FEBRUARY 2022