Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.
Recommerce, or the buying and selling of used and previously owned goods, may be in its infancy in China compared to the West, but there is growing evidence that Chinese consumers, especially younger shoppers, are embracing the trend.
Sushma Panchawati, Dave Rees and Jimvarghese Mukuzhical, ESOMAR, Asia Pacific, 2019
A study looked for patterns and themes in how people live and function in their homes – as well as what home feels like from an emotional perspective – to show how homes are changing and affecting consumer behaviour.
Crawford Hollingworth, Melissa Gill, Jonathan Hanratty and Sam Paul, ESOMAR, Asia Pacific, 2019
Australian Red Cross, a humanitarian aid organisation, used behavioural research and insights to reduce the amount of unrequested goods sent from Australia during times of humanitarian crises in the Pacific Region.
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Livio Martucci, WARC Exclusive, April 2019
Offers brand managers and marketers advice on how to tackle plastic packaging in the FMCG industry and how big data and an authentic approach towards corporate social responsibility can help drive brand loyalty.
Four fifths of consumers globally believe companies should help improve the environment, according to a recent survey by Nielsen, and brands are starting to respond with increasingly bold messages and commitments.
In 2019's post-plastic landscape, brands will need to move beyond simplistic messaging and token gestures and embrace systemic change, as consumers seek meaningful relationships that reflect their own progressive values.