In a worldwide jungle of 'green' consumers, U.S. shoppers' interest in sustainable packaging resembles a seedling that's only begun to sprout.

 

A new Datamonitor report suggests that sustainable packaging, gradually becoming an expectation of many American consumers, could benefit many stakeholders-flexible packaging converters included-as the movement gains momentum during and after the recession. Moreover, a high proportion of consumers are interested in the sustainability points of packaging, even as general interest in packaging remains relatively low.

The consumer survey, conducted in the second half of 2008, showed that nearly half of U.S. consumers feel that packaging design has a medium or high level of influence over their choice of food and drink purchases. Of this group, only 18% felt packaging had a high level of influence on purchase, supporting the report's assessment that consumer concern over ecological matters means packaging is becoming a top-of-mind issue.

The Datamonitor report collected responses from 15 countries and found that consumers in the U.S. were some of the least concerned about excessive packaging: Only respondents in Germany, Brazil and Russia appeared less concerned on these counts. (Analysts were quick to point out, however, that this does not indicate that U.S. shoppers are not ecologically minded consumers, but instead the overall interest in sustainable packaging is currently low and that consumers are less aware of this particular issue.)

As history has proven, consumers may affect change by exercising their right to boycott products that do not meet their expectations. As such, in 2008, 35% of U.S. respondents sought alternative products if they deemed that the one they were considering buying used excessive packaging.

Hands-on experiences yield highly motivated graphic communication students

Survey suggests that “high-touch” experiences are required to motivate students to pursue graphic communication careers.

The Print & Graphics Scholarship Foundation (PGSF) and Illinois State University collaborated to produce a study examining how students were influenced to pursue a career in graphic communications. The data ultimately suggests that “high-touch” experiences, including high school technology courses, are required to motivate students to pursue graphic communication careers.

Data collected from 60 student responses indicated that high school graphic communication technology classes had the strongest influence over students who chose to major in graphic communications once in college. However, trends toward slimming down or entirely eliminating these programs in high schools across the nation remain a serious challenge and may cause the number of graphic communication majors to dwindle over time. Analysts involved in the study noted that maintaining these programs requires, in addition to financial support, support from the grassroots level, whether in the form of time or talent commitments from local suppliers and print shops.

Students surveyed also indicated that their participation in yearbook clubs or employment with graphic communication companies were also highly influential. Graphic communication companies that bring high school and college students aboard for summer or part-time work are likely to positively influence these students, though the return on investment won't be immediately seen.

Organic products maintain popularity in uncertain times

As consumer spending takes hits from across the board, organic foods hold their own.

Consumers, in reaction to economic uncertainty, may have another reason to tighten their belts: According to a joint study by Organic Trade Association (OTA) and KIWI Magazine, 73% of U.S. families buy organic products at least occasionally, subsequently enjoying the health benefits of organic eating.

Furthermore, findings show that 31% of U.S. families are actually buying more organic foods compared to a year ago as many shoppers reduce their spending in other areas before cutting their organic product intake. Nearly one in five (17%) of survey respondents also said their largest increases in spending in the past year were for organic products.

Other research in the organic industry has noted that, like their non-organic counterparts, organic products are subject to several frugal consumer trends, including shifts to private label offerings and purchases using coupons.

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