Research Drives the Paper and Packaging Board’s Campaign
In addition to referencing the Hartman Group’s findings, the Paper and Packaging Board conducted its own research as it designed the new sustainability-focused initiative, which now includes a new microsite (PaperForNature.com), videos, digital banners, social media content and much more.
The effort is designed to appeal to young consumers — those who are most likely to consume and trust online content — and educate them about the sustainability of the paper and packaging industry. But it also targets a broader category of consumers aged 18-49, which includes Gen X, Millennial and Gen Z shoppers.
The Paper and Packaging Board found that this growing group of 50 million consumers, dubbed Expressives, is the biggest category of paper and packaging users. Yet, even though they prefer paper packaging to plastic by a 2:1 margin and avoid plastic packaging by a 4:1 margin, they feel some guilt about their paper consumption. They also have misperceptions about the size and health of our nation’s forests, with 58 percent believing that forests in the United States are shrinking and 61 percent believing they are more fragile when the opposite is true.
The Paper and Packaging Board also found that educating these consumers about our industry’s commitments to sustainable forestry, eco-friendly product innovations and environmentally responsible manufacturing processes dramatically increases their belief that paper, paper-based packaging and corrugated cardboard boxes are part of the environmental solution, rather than part of the problem.
In addition, research shows that vibrant animation and strategic use of digital platforms, such as TikTok and YouTube, appeal to young consumers, making it more likely that they will experience and react positively to the campaign’s important messaging.
“In order to stand out from all the brands and industries professing sustainability, we created a world that would appeal to both the young and young at heart — a world awash in color and optimism where we can show consumers that their choices matter,” says Hansan. “Ultimately, we want them to know that when they choose and recycle paper and paper-based packaging, they are a force for nature.”
Visit the Paper For Nature microsite today to see how the new initiative promotes the paper and packaging industry’s ongoing and growing commitment to sustainability.