27th Jul 2022
Over half of Gen Zs would be less inclined to shop again with a retailer or would look for an alternative retailer, if they considered the packaging not to be sustainable and/or resourceful. GenZ and their increasingly resourceful consumerism is influencing the behaviours and habits of other generational groups so what needs to be done to engage with this influential group?
Using the insights uncovered by our research, we’ve pinpointed five key areas to help progress packaging strategies that that deliver genuine sustainable benefits and engage GenZ consumers.
1. Share your journey on your socials
Our research shows that Gen Zs are most likely to use social media and their own searches online to inform and educate themselves. Take your customers, and prospective customers, on your sustainability journey by creating content to share on your social media channels. Sharing your journey this way will educate and influence perceptions and create better habits to collectively help the environment.
2. Be upfront and personal
It’s time to get real and transparent. Be transparent on your reasons why the packaging used in the business is the best solution, both from a product protection and a lifecycle perspective. Online fashion retailer ASOS created a short video to explain why using plastic mailing bags is the right solution for their business. Transparency is valued by GenZ and rewarded with loyalty to the brand.
3. Demonstrate resourcefulness
Our research showed that Gen Zs want packaging that’s stronger and more durable so it can be re-used multiple times.
Your packaging partner can help develop the right material blend that offers strength and durability, while also incorporating recycled and/or sustainably sourced materials. Also, adding a second glue strip to a mailing bag enables it to be re-used for returns or re-commerce sales.
5. Empower the individual
Gen Zs are the most engaged demographic when it comes to recycling with 1-in-5 recent fashion purchases made online being a pre-loved item. Enabling customers to contribute to recycling efforts can be achieved by simply printing the material type on the packaging item or instructing on how to re-use packaging for returns. Retailers including Oliver Bonas have partnered with Thrift+ to encourage them to return unwanted clothing and do so using the original packaging and offer an incentive in the form of a credit to use when they are ready to purchase again.
5. Make your packaging re-usable and recyclable
Our research shows that reusability and recyclability are the two key drivers for packaging innovation. This can be achieved simply by adding a second glue strip so the packaging can be used again and improve the recyclability by using a single material type, such as polyethylene (LDPE4). Reducing packaging labelling, for example paper address labels, will also reduce material consumption and contamination when it comes to the recycling the item at the end of its life.
Are you ready to take action?? We’re here and ready to help, you can reach our team by emailing email@example.com or calling +44 0161 203 5767
Download the full research report for free here