Eco-conscious consumers want to purchase high-integrity products in packaging that reflects their desire to help the environment. They also demonstrate greater loyalty to environmentally and socially responsible brands, even in challenging economic times. “Answering their call for green products is good for business—and the planet,” said Dean Maune, executive director package development, Aveda.
But with consumer awareness continuing to rise, marketers are driven to seek greener ways to accomplish their mission. Until the day comes that all products are packaged in equally affordable, durable, biodegradable packaging, marketers are taking steps they can in the right direction. They are making choices to reduce, reuse, recycle and re-purpose packaging to reinforce an eco-conscious philosophy without sacrificing functionality or quality.