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Work sustainability into brand value

Managers who have a hand in integrating sustainability and design advise consumer packaged goods companies that are new to this approach to be sure that any sustainability effort is part of a marketing strategy that consumers can clearly associate with brand value.

Sustainable packaging by itself, while an important undertaking, won’t universally sway consumer purchase decisions.
Paul Earl-Torniainen, senior packaging engineer at General Mills, says about 1% of consumers are willing to pay more at retail for a sustainable package. “These consumers are motivated primarily by the types of materials used,” he said at the recent Proof: Market Research and Strategy Development for Package Design conference in Chicago.

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