Minimal packaging is most preferred among consumers, followed by recyclable packaging and use of packaging materials that are environmentally friendly.
According to NMI Managing Partner Steve French, "The 'less is more' trend continues to resonate with consumers. Marketers can maintain current and attract new consumers by using less packaging and 'greener' packaging materials. Specifically, 'renewable' and 'plant-based' materials are rated most environmentally friendly among consumers."
Businesses should promote the use of post-consumer recycled packaging as well as incorporate new environmental materials where applicable, according to NMI. Consumers are showing increasing adoption of new (and easily executed) behaviors that can save the planet. However, companies should be careful not to use environmentally friendly packaging at the expense of the product or its experience. In the end, environmentally friendly packaging can help consumers feel better about their choice—without sacrifice.