The environment is top of mind. Together, we are part of the solution.
Let’s talk sustainability.
84% of our Expressives (our targeted consumer audience) voice increasing concerns about consumption of paper and paper-based packaging -- and guilt about waste. But we know their guilt is fueled by misunderstandings about our forests. 58% of these consumers think the forests are shrinking, and 61% think this natural resource is fragile. Still, 3 out of 4 Expressives feel positively about our industry and products. In fact, they prefer paper-based products over plastics, 2:1. That sets the stage for a timely story of environmental stewardship.
Our latest research has unearthed even more good news. Learning the truth about industry sustainability practices and product benefits dramatically improves whether Expressives see the industry as part of the environmental solution or problem. And we were able to change minds across the board. After hearing our messaging, paper perceptions improved by 32 points, paper board by 27 points, and corrugated cardboard by 33 points.
Here’s where the magic happens: when people feel like they are part of the environmental solution by choosing paper products, their likelihood of consuming more paper and packaging increases. Simply put, they feel good about what they’re buying, so they buy more.
We’ve also learned how to move the dial by connecting our industry and product sustainability benefits to consumer values and aspirations. We’ve pinpointed the specific language and messages that work. And with our roadmap in hand, our campaign has already begun telling a powerful sustainability story at a scale the way only we can.
The result? A 2021 and beyond where paper and paper packaging are increasingly recognized as a part of the environmental solution creating a strong playing field for our essential industry.