The Future of Sustainable Household and Laundry Care Packaging

Introduction

Well over half of consumers across 20 nations consider grocery products to be over-packaged. Although this sentiment varies depending on product sector, it is symptomatic of intensifying pressure for the packaging industry to develop more sustainable solutions across the supply chain. In short, sustainability remains an industry defining issue for packagers and their customers.

Scope

*Covering home and laundry care, it outlines the major drivers and inhibitors of sustainable packaging mostly from a consumers' perspective

*Detailed action points (over 40 pages) showcasing best practice examples of global packaging innovations to assist benchmarking efforts

*Evidence-led insight covering how consumers put their sustainable packaging views into action and to what extent attitude-behavior gaps persist

*Incorporates multiple waves of proprietary consumer research across 20 countries. Accessible as a full length report and summarized PowerPoint brief

Highlights

Widespread environmental concerns are driving the sustainable packaging agenda Indicative of just how significant the issue has become, about two-thirds of consumers globally are willing to endure some degree of economic burden to protect the environment a finding made even more relevant in the context of the global economic crisis

Negative public perceptions of packaging have driven much of the sustainable packaging debate so far. Packaging is often seen as a burden to consumers and the environment (with French and UK consumers most likely to perceive grocery products to be over-packaged), thereby elevating the importance of sustainability in the 'packaging mix'

Minimizing the environment burden is just one of a number of important features determining how consumers will judge packaging. Nevertheless, claims associated with more sustainable forms of packaging, such as 'reduced packaging' and 'recyclable/compostable', exert a favorable influence on consumers' product evaluations

Reasons to Purchase

*Obtain compelling 'evidence-led insight': access multiple waves of primary consumer research data to facilitate improved strategic decision making

*Develop compelling 'on-trend' products: better meet household & laundry care consumers' packaging expectations with highly valued packaging features

*Opportunity profiling: identify industry sentiment, consumer segments and best practice to better capitalize on an industry defining trend

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Overview 1
Catalyst 1
Summary 1
Table of Contents 2
Table of figures 3
Table of tables 4
THE FUTURE DECODED 5
INTRODUCTION: Intensifying pressure exists for the packaging industry to develop more sustainable solutions across the supply chain 5
This is one of four sector specific reports covering sustainable packaging 6
Sustainability captures a broad range of social, environmental and economic issues 6
Sustainability remains an industry defining issue for packagers and their customers 10
Sustainable packaging can involve a number of things, particularly as it is an evolving concept 15
Key takeouts and implications: packagers and their customers must be seen to be proactively addressing sustainability in household and laundry care 20
TREND: Widespread environmental concerns are driving the sustainable packaging agenda 21
Majorities of global citizens express concerns about climate change and protecting the environment 22
The extent to which individuals feel truly informed about environmental issues, including their own behavioral impact, is typically lower than expressed concern 30
Key takeouts and implications: with ethical and environmental issues remaining a top priority for global consumers in the coming years, packagers and their customers must act accordingly 34
TREND: Consumers are becoming more sensitive to sustainable packaging issues and perceive grocery products to be over-packaged 35
Packaging and associated waste is an important 'green' issue for consumers 39
Consumers think grocery products are generally over-packaged, although this perception has subsided slightly in recent years 41
Consumers expect retail/consumer companies in particular to make a positive environmental impact with measures such as minimizing packaging or using recyclable materials 46
Household/laundry care packaging suffers less than most other consumer packaged good formats from the perception of excess packaging 47
Key takeouts and implications: packaging is often seen as a burden to consumers and the environment, thereby elevating the importance of sustainability in the 'packaging mix' 51
TREND: Heightened sensitivity to the environmental impact of packaging is influencing consumer behavior 53
Consumers are reflecting on their own behavior in light of escalating ethical consciousness 53
A more self-reflective outlook towards environmental issues is apparent from consumers' attentiveness towards environmentally aligned packaging attributes 58
Claims associated with more sustainable forms of packaging, such as 'reduced packaging' and 'recyclable/compostable', exert a favorable influence on consumers' product evaluations 64
Given the ongoing societal emphasis on recycling, packaging is at the forefront of consumers' environmentally-driven behavior 69
Key takeouts and implications: environmentally conscious consumers want to purchase high-integrity products in packaging that reflects their desire to minimize environmental impact 75
INSIGHT: A small segment of household cleaning and laundry care consumers are highly influenced by, and acting upon, sustainable packaging concerns 76
Around 20-30% of consumers perceive packaging volumes to influence the household cleaning and laundry product choices that they make 76
Between one quarter and a third of consumers routinely opt for minimum or reduced packaging cleaning/laundry products and the propensity to do so is increasing 79
Key takeouts and implications: a segment of household care consumers, albeit a relatively small one, is heavily guided by considerations for their packaging footprint when making purchases 82
INSIGHT: Sustainability aligned benefits do not feature among the top three attributes consumers value from grocery product packaging 83
Minimizing the environment burden is just one of a number of important features determining how consumers will judge packaging 83
Informing and protecting are the two most important packaging functions valued by consumers 84
Consumers are not willing to compromise hygiene and protection for environmental benefits, but do not automatically assume reduced packaging to compromise product quality 89
The de-prioritization of environmental benefits in packaging highlights just how important it is that ethically positioned household and laundry offerings provide other more practical benefits 92
Mini case study: the experience of Frito-Lay's Sun Chips brand packaging in 2009-10 demonstrates the need to focus on the full packaging experience, and not just sustainability in isolation 94
Key takeouts and implications: environmental considerations are secondary in driving both packaging and overall household care preferences so developers need to balance the need for a wide range of features and benefits 97
INSIGHT: Sustainable packaging concerns align well with consumers' desire to 'de-clutter' 98
Living a less complicated, clutter-free lifestyle is an important aspiration for many global citizens 99
A relatively strong sentiment exists among global citizens about the need to consume less in order to improve the environment for future generations 100
Key takeouts and implications: many consumers are increasingly seeking to simplify life and will value products that align to this ideology 102
INSIGHT: Concerns about sustainable packaging potentially conflict with desires for more information about household and laundry care product credentials 103
A growing appetite for information reflects consumers' intensifying concern about the formulation specifics of household cleaning and laundry products 104
Authenticity-seeking consumers are holding brands accountable to more exacting, authentic standards 107
The need to communicate a sustainability comparative advantage, as well as wider social marketing efforts, means that package labels can be important marketing communication cues 111
Key takeouts and implications: in the pursuit of more sustainable forms of packaging, industry players must not lose sight of the important communication role the package performs 113
ACTION POINTS 115
ACTION: Contribute to broader efforts to educate consumers about the merits of packaging and, in particular, sustainable packaging design 115
Commit to, and communicate, measurable goals in sustainable packaging 116
Communicate the positive sustainable outcomes facilitated by core packaging functions by ensuring that improved sustainability benefits co-exist with other functionality that consumers value 126
Use packaging to highlight a brands' ethical credentials, particularly sustainability causes that it supports 129
ACTION: Continually improve the environmental profile of packaging by evaluating all the routes towards sustainable household cleaning and laundry care packaging 136
Make decisions that work for individual brands and territories in question, but adopt a holistic approach that meets a number of the sustainable packaging principles 137
Adopt a 'frustration-free' philosophy to sustainable packaging design 141
Ensure vigilance and best practice in the ethical sourcing of packaging 142
Remove and/or reduce packaging materials, especially more environmentally sensitive ones, needed to house cleaning and laundry products 143
Use recycled content and increase recyclability of household care product packaging 148
Innovate and develop commercially viable packaging using alternative materials in order to help minimize raw material use 149
Increase the reuse potential of household and laundry care packaging 154
Ensure decisions are viewed in terms of the entire life-cycle of the package 156
Using Datamonitor's Product Launch Analytics (PLA) and Pack Track innovation tool, monitor the ongoing evolution in sustainable packaging innovation both within and outside your category and country 158
ACTION: Market more sustainably packaged household care products as a positive lifestyle choice 160
Stress individual choice along with environmental benefits and focus on the 'designed in' personal benefit 161
Recruit passionate advocates to leverage the viral effect that is possible with compelling sustainability-led product and marketing concepts 165
Communicate the positive aspects of environmentalism when marketing packaging sustainability 165
Use the strong environmental credentials of sustainable packaging to leverage brand authenticity 167
APPENDIX 168
Definitions 168
Supplementary data 169
Consumer survey data 169
Waste and recycling data 174
Methodology 181
Further reading and references 183
Ask the analyst 188
Datamonitor consulting 188
Disclaimer 188
List of Tables
Table 1: Consumer survey: the extent to which global citizens across 25 countries perceive global warming to be a serious problem, by country, 2007-2010 25
Table 2: Consumer survey: importance attached to protecting the environment, in 20 countries across Europe, Asia Pacific, the Americas and the Middle East and Africa, 2008 and 2010 27
Table 3: Consumer survey: importance attached to protecting the environment across 20 countries, by gender and age, 2010 28
Table 4: Consumer survey: the extent to which global citizens across 25 countries perceive that protecting the environment should be given priority over economic growth, by country, 2007-10 29
Table 5: Consumer survey: extent to which citizens feel informed about how their behavior impacts the environment, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, by country, age and gender (overall), 2010 32
Table 6: Consumer survey: extent to which citizens feel informed about environmental issues such as global warming/'carbon footprint', in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, by country, age and gender (overall), 2010 33
Table 7: Overall and per capita packaging waste, in 20 countries across Europe, Asia Pacific, the Americas and the Middle East and Africa, by country, 2004-2014 37
Table 8: Overall and per capita household waste, in 20 countries across Europe, Asia Pacific, the Americas and the Middle East and Africa, by country, 2004-2014 38
Table 9: Consumer survey: perception of grocery product over-packaging, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2008 and 2010 44
Table 10: Consumer survey: perception of grocery product over-packaging across 20 countries, by gender, age and education, 2010 45
Table 11: Consumer survey: agreement with the statement, "household/cleaning products have too much packaging" across 20 countries, by age and gender, 2010 51
Table 12: Consumer survey: degree of attentiveness towards whether packaging is environmentally friendly, across 20 countries, by age and gender, 2010 59
Table 13: Consumer survey: agreement with the statement, "if I see a product has too much packaging I will consider buying an alternative product", in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2008 and 2010 61
Table 14: Consumer survey: agreement with the statement, "if I see a product has too much packaging I will consider buying an alternative product" across 20 countries, by age and gender, 2010 62
Table 15: Consumer survey: relative importance attached to the environmental friendliness and aesthetics of packaging when gift buying, across 20 countries, by age and gender, 2010 64
Table 16: Consumer survey: perceived influence of a 'reduced packaging' and 'recyclable/compostable' claim on a grocery product across 20 countries, by gender and age, 2010 68
Table 17: Recycling rates for paper and cardboard waste and glass waste, in 20 countries across Europe, Asia Pacific, the Americas and the Middle East and Africa, by country, 2004-2014 72
Table 18: Consumer survey: perceived influence that the amount of packaging has in directing past, current and future household cleaning/ laundry product choices, in 15 countries across Europe, Asia Pacific and the Americas, by country, 2010 79
Table 19: Consumer survey: self-reported propensity to buy minimum or reduced packaging cleaning or laundry products, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2008 and 2010 81
Table 20: Consumer survey: self-reported propensity to buy minimum or reduced packaging cleaning or laundry products across 20 countries, by age and gender, 2010 82
Table 21: Consumer survey: degree of attentiveness towards 12 different packaging functions/benefits, across in 20 countries, by function, 2010 89
Table 22: Consumer survey: perception that reduced packaging in grocery products may compromise product quality across 20 countries, by age and gender, 2010 91
Table 23: Consumer survey: influence of ethics/sustainability benefits on household cleaning and laundry product choices, in 17 countries across Asia Pacific, Europe, Latin America, MENA and North America, by country, 2009 93
Table 24: Consumer survey: perception that living a less complicated lifestyle has become more or less important compared to two years previously, across 20 countries, by age and gender, 2010 100
Table 25: Consumer survey: propensity to use ingredient information on product packaging to help make cleaning or laundry product choices, across 20 countries, by age and gender, 2010 106
Table 26: Consumer survey: importance attached to knowing that the household care products used are formulated in an environmentally friendly manner (e.g. phosphate free, low-sodium), across 20 countries, by age and gender, 2010 107
Table 27: Consumer survey: perceived appeal of information on product packages that allows users to see where and how a food or beverage product was made, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2008 and 2010 110
Table 28: Consumer survey: perceived appeal of information on product packages that allows users to see where and how a food or beverage product was made across 20 countries, by age and gender, 2010 111
Table 29: Consumer survey: perceived influence of various environmentally themed labels on purchasing decisions across 15 countries, 2010 112
Table 30: Consumer survey: degree of attentiveness towards whether packaging is environmentally friendly, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 169
Table 31: Consumer survey: perceived influence of a 'reduced packaging' claim on a grocery product, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 170
Table 32: Consumer survey: perceived influence of a 'reduced packaging' claim on a grocery product, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 171
Table 33: Consumer survey: perception that reduced packaging in grocery products may compromise product quality, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 172
Table 34: Consumer survey: perception that living a less complicated lifestyle has become more or less important compared to two years previously, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 173
Table 35: Consumer survey: degree of attentiveness towards whether packaging is environmentally friendly, in 20 countries across Europe, Asia Pacific, the Americas, and the Middle East and Africa, 2010 174
Table 36: France: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 175
Table 37: Germany: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 175
Table 38: Italy: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 175
Table 39: Netherlands: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 176
Table 40: Russia: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 176
Table 41: Spain: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 176
Table 42: Sweden: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 177
Table 43: UK: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 177
Table 44: US: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 177
Table 45: Canada: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 178
Table 46: Brazil: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 178
Table 47: Saudi Arabia: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 178
Table 48: UAE: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 179
Table 49: South Africa: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 179
Table 50: Australia: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 179
Table 51: China: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 180
Table 52: India: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 180
Table 53: Japan: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 180
Table 54: Singapore: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 181
Table 55: Korea: composition of municipal waste (1,000 tonnes), by waste type, 2004-2014 181
List of Figures
Figure 1: Sustainability captures a broad range of social, environmental and economic issues 8
Figure 2: The sustainability challenges differ markedly depending of economic progress 8
Figure 3: Corporate social responsibility (which also encompasses sustainability) remains a top-tier business issue for consumer companies 10
Figure 4: Packagers are increasingly familiar with, and acting upon, sustainability principles 11
Figure 5: Retailers (and their customers) are leading the drive towards more sustainable forms of packaging 13
Figure 6: Improved cost management drives many decisions to embrace sustainable packaging initiatives 14
Figure 7: Sustainable packing is an 'umbrella term' incorporating a range of principles 16
Figure 8: Understanding both the drivers and inhibitors of sustainable packaging will allow for better decision making regarding an issue that could potentially re-shape how a company operates 19
Figure 9: Deep-rooted environmental values that now characterize majorities of global citizens 22
Figure 10: There is worldwide consensus that global warming is a serious problem 24
Figure 11: More than three-quarters of citizens globally attach high importance to protecting the environment-a sentiment that is pushing the sustainable packaging agenda 26
Figure 12: On a like-for-like basis, citizens in a few countries consider sustainability-led issues to be more of a concern than the economy in 2010 29
Figure 13: Despite being in a global recession, a considerable proportion of global citizens would-in theory at least-sacrifice some economic growth to address environmental concerns 30
Figure 14: The extent consumers feel truly informed about environmental issues is lower than expressed concern 31
Figure 15: Public awareness and interest in sustainable packaging is fueled by intensifying media attention on this issue 36
Figure 16: Consumers are becoming more sensitive to sustainable packaging issues and perceive grocery products-including household cleaning and laundry care lines-to be over-packaged 39
Figure 17: Packaging and associated waste is an important green issue for consumers 40
Figure 18: Contradictory attitudes towards the role of packaging exist, which presents an important challenge for the packaging industry and supply chain partners they serve 42
Figure 19: A majority of consumers think products are over-packaged, although this perception has subsided 43
Figure 20: Consumers expect retail/consumer companies in particular to make a positive environmental impact via measures such as minimizing packaging or using to recyclable materials 46
Figure 21: Consumers in the UK, Australia and Japan have higher expectations of retail and consumer companies to make a positive environmental impact via measures such as minimizing packaging 47
Figure 22: Household care/laundry products are less likely than food and personal care/beauty products to be perceived as over-packaged 49
Figure 23: French, Italian and UAE consumers in particular are of the opinion that household/cleaning products are over-packaged 50
Figure 24: Ethical consumerism involves a mix of 'positive' and 'negative' consumer behaviors 54
Figure 25: Consumers are beginning to believe that their own individual actions can make a difference in improving environmental/sustainability outcomes 55
Figure 26: Many citizens recognize their personal responsibility in addressing environmental degradation 57
Figure 27: Approaching half of consumers across 20 countries report being attentive towards the environmental friendliness of grocery product packaging 58
Figure 28: Well over a third of consumers in most nations will consider alternatives if they perceive a product has too much packaging 60
Figure 29: Around 40% of consumers claim to avoid excessively packaged goods on a frequent basis 62
Figure 30: Packaging sustainability considerations also influence gift buying 63
Figure 31: Promoting green credentials, whether more sustainable packaging or other related claims, necessitates finding the right balance in marketing communications 66
Figure 32: Sustainable packaging claims such as 'reduced packaging' exert a favorable influence on consumers' product evaluations 67
Figure 33: Recycling of household waste is more established in developed consumer markets-indicative of the superior recycling infrastructure that is typically apparent in these countries 70
Figure 34: Recycled content tops the criteria for how the industry evaluates sustainable packaging 73
Figure 35: Bringing one's own bag to a store or market has been a topical sustainability issue in recent years 74
Figure 36: The contested use of store-bags has made packaging and waste a more visible topic in many consumer societies 74
Figure 37: A segment of household and laundry care consumers are influenced by, and acting upon, sustainable packaging concerns 76
Figure 38: Over a quarter of consumers are highly influenced by the amount of packaging when choosing household cleaning/laundry products 78
Figure 39: In most countries, between one quarter and a third of consumers routinely opt for minimum or reduced packaging cleaning/laundry products and the propensity to do so is increasing 80
Figure 40: More environmentally friendly packaging is a hot topic for consumers, but for most it is not the most important packaging attribute sought 83
Figure 41: Packaging-which can be classified in three ways-performs a number of crucial roles, which means industry stakeholders must not become overly myopic in focusing on sustainability 84
Figure 42: Sensitivities to the chemicals in household cleaners elevates the importance of the protective features of product packaging 85
Figure 43: Sustainability benefits do not feature among the top three attributes consumers value from packaging 88
Figure 44: Consumers are not willing to compromise hygiene and protection for environmental benefits 90
Figure 45: The perception that reduced packaging in grocery products may compromise product quality does exist, but is not highly pronounced 91
Figure 46: Numerous issues influence consumers' household care product choice, so marketers need to be wary of one-dimensional marketing overly focusing on sustainability 92
Figure 47: Frito-Lay's new environmentally-aligned packaging for the SunChips brand quickly became the target of negative attention because of how noisy it is 95
Figure 48: Sustainable packaging concerns align well with consumers' desire to 'de-clutter' 98
Figure 49: Consumers have placed added emphasis on living a less complicated lifestyle in recent years 99
Figure 50: Reducing consumption levels in order to improve the environment is an ideology that majorities of global citizens subscribe to-at least from an attitudinal perspective 101
Figure 51: Concerns about sustainable packaging potentially conflict with desires for more information about product credentials 104
Figure 52: Introspective household cleaning and laundry care consumers routinely look to on-pack labeling for guidance 105
Figure 53: Knowing that products are formulated in an environmentally friendly manner is important to nearly two-thirds of consumers 106
Figure 54: Global shoppers value reassurances and transparency about how products are produced- including information on packaging about products are made 109
Figure 55: Carbon-free certified products are beginning to appear in the FMCG marketplace 112
Figure 56: Ethical wellbeing is a compelling opportunity providing impetus for strategy defining social marketing initiatives 113
Figure 57: If a real ethical/sustainability advantage exists with product packaging, companies must use it to inspire customers and end consumers 116
Figure 58: Seventh Generation's entry into Wal-Mart arguably reflects the next chapter in the market evolution of more environmentally friendly household cleaners 117
Figure 59: Industry players must engage and inform consumers about sustainable packaging initiatives 119
Figure 60: Educating consumers about sustainability policies increases awareness and potentially adds impact to the changes being made, as illustrated by these food and beverage examples 120
Figure 61: Sainsbury's sustainability aligned milk bags are being touted as a 'flagship product' for the retailer 121
Figure 62: Signatory moments such as organized sustainability events can add additional clout to the sustainable packaging message 122
Figure 63: P&G ensures packaging takes center stage in wider sustainability pledges by ensuring the reduction of waste via "trusted brands" is a core pillar of the Future Friendly initiative 123
Figure 64: In the food and beverage space, PepsiCo's 'Performance with Purpose' initiative allows packaging (among other) to take center stage in the company's sustainability pledges 124
Figure 65: Household cleaning and laundry players must ensure sustainability claims are transparent to avoid accusations of greenwashing, with a focus on measurable claims an important factor in this 126
Figure 66: Manufacturers should take an approach to packaging sustainability that encompasses more than just a focus on material savings because the consumers' footprint extends well beyond that 127
Figure 67: Household care brands can generate goodwill and improve environmental outcomes by helping to incentivize consumers to change their behavior 129
Figure 68: Packaging, both within and outside of the FMCG space, will signpost sustainability credentials more vigorously going forward 130
Figure 69: The need to communicate a sustainability comparative advantage, as well as wider social marketing efforts, means that packages can be important marketing communication cues 131
Figure 70: Henkel has embraced Quick Response Code technology to help facilitate access to sustainability information 132
Figure 71: Through packaging initiatives and on-pack graphics, brands can demonstrate their sustainability credentials, but companies should look beyond 'single attribute eco-labels' 133
Figure 72: Cardia Bioplastics packaging solution was a good fit for Natures Organics in Australia 134
Figure 73: Partnering with a well established and recognized environmental/nature-focused brands can potentially add credibility to wider environmental marketing efforts 135
Figure 74: Stonyfield Farm takes website users through the "sustainable packaging journey", highlighting the incremental steps taken over 20 years as well as what the future might hold 136
Figure 75: Nature's Path Organic, which has a 'Packaging Reduction Program', is an example of a food and beverage company implementing various sustainable packaging principles for a better outcome 138
Figure 76: Packagers and their customers must explore the full range of possible future rewards and risks associated with the vast range of sustainable packaging tactics that exist 139
Figure 77: Finish Powerball Quantumatic demonstrates the potentially broader sustainability benefits of shrewd packaging design 140
Figure 78: Such is the irritation with packaging in certain usage scenarios, the term 'warp rage' has emerged 141
Figure 79: Logos of acceptable forest management certification programs will begin to appear on the packaging of Unilever's brands to convey more responsible sourcing methods 143
Figure 80: Waste reduction remains the principle area for implementing sustainable packaging principles 144
Figure 81: Unilever's 'Sustainable Development' report outlines the considerable wastage improvements associated with the company's products in the period 1995-2009 145
Figure 82: The 'naked' philosophy that Lush adopts with regards to packaging is one of the more pronounced examples of companies proactively stripping away unnecessary materials from operations 146
Figure 83: Exploring opportunities to remove outer packaging, or packaging typically associated with a category, can be an important route to reducing waste as evidenced by Puma 146
Figure 84: The Eco-Pak facilitates improved supply chain outcomes in the form of more efficient storage and transportation 148
Figure 85: It is important to consider the end-life of packaging when assessing its sustainability 149
Figure 86: Packaging derived from renewable sources potentially represents an important stepping-stone to the future of sustainable packaging 152
Figure 87: While biodegradable plastic packaging may appear more sustainable its usage is not without difficulties 153
Figure 88: Activeion Cleaning Solutions is a chemical-free alternative to ordinary household cleaners that should lead to longer term packaging/material savings 154
Figure 89: Increasing the reuse potential of household and laundry care packaging: with Replenish, consumers simply replace the Concentrate Pod, not the bottle 155
Figure 90: Life Cycle Assessments are important in helping to identify and acting upon the most important sustainability battle grounds 157
Figure 91: With Product Launch Analytics (PLA) and Pack-Track, Datamonitor provides the innovation tools to facilitate effective tracking of the most compelling packaging innovation 159
Figure 92: Ethical products can effectively tap into the desire to purchase in line with one's expressed values 160
Figure 93: While ethicality and sustainability credentials do influence household product choices, manufacturers and retailers must not lose sight of the wider hierarchy of purchase influences 162
Figure 94: Reckitt Benckiser substantially improved the product/packaging ratio to facilitate a 'win-win' sustainability outcome 164
Figure 95: Environmentalism has genuine luxury and conspicuous value 166
Figure 96: Three important commonalities represent the crossover between ethical/environmental consumerism and authenticity 167

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