80% of consumers demand more transparency with packaging

80% of consumers demand more transparency with packaging


Thomas Reiner | 06.10.2020

We must inform and educate better. Not only because we are responsible and shouldn‘t wait until regulations are in place. But above all because there are great opportunities for marketing.


A large majority of consumers want to know more about the packaging that is used in their households. The focus is on information about the type, quantity and recyclability.

These are the key findings of a study carried out by the Germany-based Institute for Ecological Economic Research (IÖW). The study is based on an online survey of over 1,000 people and is part of the Innoredux research project (www.plastik-reduzieren.de), which is funded by the German Federal Ministry of Education and Research (BMBF).

Specifically, more than 80 per cent of the respondents stated that they wanted to know more about “their” packaging. When four out of five consumers want more transparency, this is a strong signal.

On the one hand, it means that consumers feel overburdened with the disposal of accumulated packaging and demand help. On the other hand, it makes it clear that there can be no question of disinterest in packaging and recycling issues.

Today’s consumer (and even more so tomorrow) is environmentally aware and wants to act responsibly. They want sustainable packaging and clear guidance on how to buy and dispose of it “properly”.

Our task is thus clearly defined: To inform, educate and provide transparency. Obviously, we have not yet lived up to our responsibility and must make significant improvements.

In our own interest, too, we should not wait until a corresponding regulatory obligation forces us to do so. On the contrary, we should take advantage of the great opportunities that are opening up for marketing.

Because those who proactively educate, inform and ensure transparency can stand out and make a difference. Fulfilling consumer wishes, as sustainably and early as possible. That is what we work on every day. Let’s seize the opportunity!

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