TWO in three European consumers (63%) are intent on creating a more sustainable lifestyle, data from a new study conducted on behalf of Pro Carton has found.
The European association of carton and cardboard manufacturers’ study also revealed that 58% of respondents put recycling at the top of the list to reduce the impact of climate change.
Respondents in all five countries surveyed – UK, France, Germany, Spain, and Italy – all agreed that being sustainable has become more important. However, those in mainland Europe seem to be more committed than those in the UK – where just over half (57%) say a sustainable lifestyle is more important, compared to 69% in Italy, 67% in Spain, 66% in France, and 59% in Germany.
In total, over 5,000 consumers were surveyed with further questions on their attitudes towards the environment and packaging perceptions – exploring everything from deforestation and transportation to other global concerns such as the war in Ukraine, Covid-19, and the economic crisis.
Among the biggest challenges identified by consumers, climate change (63%) ranked second only to the cost-of-living (71%) but ahead of warfare (59%), the economy (55%) and poverty (52%). German consumers place greater concern on warfare (74%) compared to just 32% of Brits – which Pro Carton said is ‘almost certainly’ a result of their respective proximity to the ongoing conflict. In comparison, 84% of respondents in the UK are concerned about the cost-of-living, compared to 60% of German consumers.
The study also revealed that consumers across Europe have growing concerns about the environmental impact of plastic packaging (55%), while more than three-quarters (79%) admit that the cost-of-living crisis, war in Ukraine and the fallout from the pandemic are hindering a focus on a more sustainable lifestyle.
Addressing ways to combat climate change, recycling more has risen in the ranks, escalating from second position in the same Pro Carton 2019 study to first place in 2022. It was closely followed by planting more trees – the previous first-place winner – and using more natural, renewable materials, which held steady in third place.
Winfried Muehling, marketing & communications director at Pro Carton, said, “The findings from our latest consumer survey demonstrate unequivocally that when it comes to recycling and respecting the planet, consumers are willing to do their bit. The research points not only to the impact of current global crises, but the steadfast attitudes of consumers since the sustainability debate came to the fore.
“The results show us that consumers are willing to play their part, but they also expect brands and producers to respond to their cry for more environmentally-friendly packaging and guidance on recycling – both of which are huge components of the merits of the cartonboard industry. The trust consumers in Europe show in the collection and recycling system for fibre-based packaging materials is particularly notable. The high recycling rate for paper and cartonboard packaging of 82% combined with the strong resilience of the fibres used to produce cartonboard makes the material a true circularity champion.”
