The Future of Sustainability: Insights from Our Latest Market Survey
Steve Halsey, Chief Growth Officer
December 13, 2023
In the rapidly evolving landscape of advanced manufacturing, sustainability has ceased to be a mere trend—it's now an imperative. As a Chief Growth Officer deeply invested in innovation, I recently delved into a revealing market survey that sheds light on the future of sustainability, especially in the context of plastic use. The insights are particularly relevant for communications and brand leaders looking to navigate these shifting sands.
The Surprising Acceptance of Sustainable Plastics: A key takeaway from our latest G&S Snap Poll is the overwhelming support for sustainable plastics. A striking 75.41% of respondents believe that environmentally friendly plastic could be a part of a sustainable future. This sentiment signals a significant shift in public opinion, reflecting an openness to innovations in plastic manufacturing and recycling. For CCOs, CMOs, and brand leaders, this presents an opportunity to align communication strategies with this growing environmental consciousness.
Public Attitude Towards Recycled Plastics in Products: Diving deeper, we find that this positive attitude extends to the use of recycled plastics in products. Over 55% of respondents view recycled plastic either positively or neutrally when it comes to their purchasing decisions. This insight is crucial for corporate communications and marketing strategies. It suggests a growing consumer base that values and perhaps even expects sustainable practices in product packaging.
Perceived Responsibilities in Sustainable Packaging: Our survey also explored perceptions of responsibility in promoting sustainable packaging. The findings are eye-opening: material science companies and packaging manufacturers are seen as the primary drivers of sustainable packaging initiatives. This highlights a clear expectation from the public for these industries to lead the charge. For chief communications officers and brand strategists, understanding these perceptions is vital in shaping responsible and resonant messaging.
Emerging Priorities for Sustainability: Before concluding, it's crucial to recognize other elements that our respondents identify as key to a more sustainable future. Most notably, the high importance placed on the reusability and recycling of products (over 60% each) echoes the sentiments we've seen regarding sustainable plastics. Additionally, nearly half of the respondents underscore the significance of bio-based materials and products with a reduced environmental impact. These insights suggest a broadening scope of sustainability, extending beyond traditional practices to embrace innovative approaches like fostering a circular economy.
Conclusion: As we navigate the complexities of advanced manufacturing and communication in an increasingly eco-conscious world, our strategies must reflect these evolving priorities. This survey not only reaffirms the acceptance of sustainable plastics but also highlights a broader shift towards comprehensive sustainability practices. For CCOs, brand officers, and marketing leaders, these insights provide a valuable framework for crafting messages that resonate with contemporary values and spearhead industry change. Remember, sustainability is not just a corporate responsibility; it's a strategic advantage. Let's harness these insights to drive growth and build a more sustainable future.
Note: Survey results based on a G&S Snap Poll of 305 U.S. adults between August 15 – 16, 2023