Why sustainable packaging matters to today’s conscious fashion shoppers

Sustainable packaging now matters to almost two thirds of fashion shoppers, reveals research by Drapers in partnership with paper packaging firm Smurfit Kappa.

The data comes from Drapers’ Sustainability and the Consumer 2021 report, which polled 2,000 UK adults about their attitudes towards packaging. It found that 64 per are more likely to purchase from a brand or retailer if it uses sustainable packaging. Meanwhile, 73 per cent state that the use of paper or cardboard packaging is important to them when considering a brand’s level of sustainability. Another 77 per cent think brands should use as “little packaging as possible”, while two-thirds (66 per cent) say it’s important to them that the packaging can be recycled.

However, perhaps more significantly for retailers, nearly half (49 per cent) of fashion shoppers surveyed said they would pay more for both sustainable packaging and sustainable delivery. In addition, a third (33 per cent) say they have rejected a purchase because of unsustainable packaging.

Commenting on the importance for retailers to introduce sustainable packaging, Eddie Fellows, CEO of Smurfit Kappa UK and Ireland, says: “Packaging is a visible and tangible signal of a brand’s commitment to sustainability. The report highlights how sustainable packaging is increasingly becoming a significant decision driver for consumers purchasing fashion and an indication of a brand’s sustainable status. It also underscores the importance for businesses to understand the opportunities in moving to sustainable packaging, the ramifications of inaction for reputation, and the role that sustainable packaging can play in reaching sustainability targets.

“There is often a misunderstanding among retailers that switching to a greener supply chain will incur significant investment. We work closely with our customers to help them understand the longer-term cost benefit of optimising and greening their packaging supply chain.”

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Photo by Erda Estremera on Unsplash