Lux Research: Household consumers equate recyclability with sustainability

A consideration of household consumer attitudes and behaviors toward packaging sustainability has numerous links with perceived recyclability, says Boston-based Lux Research in a new 10-page e-book.

The publication, titled “Finding the Sweet Spot of Packaging Innovation,” is co-authored by Derek Gingrich, the Lux Research director of anthropology, and Matilde della Fontana, a senior research associate.

In a section of the report headed “Understanding the shift in antiplastic sentiment,” the duo writes, “Consumers increasingly view materials like paper, glass and aluminum as more sustainable alternatives to plastic. They perceive paper as simpler and compostable, glass as easily recyclable and reusable, especially if aesthetically pleasing, and aluminum as having a more reliable recycling history.”

The researchers add that the production of glass and paperboard can entail significant carbon emissions and energy use, but several years of criticism directed at the plastics industry mean “consumers believe plastic is unsustainable because it’s too complicated to recycle effectively.”

Gingrich and della Fontana continue the report by spelling out that the antiplastic sentiment is far from the only influence on the packaging brand owners choose and how household consumers react to it.

“If consumers were fully embracing aluminum, glass or paper, consensus would be mainstream and a transition away from plastic would be straightforward,” write the Lux Research staff members. “But they’re not embracing the alternatives because plastic serves many practical purposes for consumers that alternatives can’t match.”

According to the two researchers, “The convenience and functionality of plastic in products like squeeze bottles are unmatched by alternatives like aluminum tubes or glass bottles with multiple components.”

However, publicity surrounding chemicals found in some plastics—including bisphenol A (BPA), phthalates, per- and poly-fluoroalkyl substances (PFAS), plasticizers and styrene—have given paperboard, glass and aluminum packaging makers additional selling points for their products.

Lux Research says some household consumers will adopt these chemical fears into their purchasing habits but as with recyclability sentiment, “usability and practicality are significant factors influencing” their continued acceptance of plastic.

Related to both trends are how regulators could become involved, the research firm adds. “Examples include the EU’s laws to prevent false claims on recyclability and the U.S. Federal Trade Commission’s review of environmental claims guidelines,” write Gingrich and della Fontana.

Regarding how brand owners should proceed in a packaging landscape with several competing factors, the analysts recommend three key strategies: 1) analyzing their current choices: 2) don’t consider a new choice “set in stone” and be prepared for shifting household consumer preferences and new regulations; and 3) engage in consumer education, support and incentives when introducing a new packaging option.

The 10-page e-book “Finding the Sweet Spot of Packaging Innovation”  can be downloaded from the Lux Research website.