Blog

I'm excited to announce the release of our new study on consumer perspectives towards sustainability labeling on product packaging. The survey of over 1,300 adults in the US and Canada reveals important insights: Moderate label reading habits - Only 29% frequently check labels for details like sustainability claims while shopping. This shows room for greater utilization. Desire for accurate claims - 72% want companies to provide verified sustainability info on packaging. But only 45% are willing to change purchase habits to reward such actions. Knowledge gaps - Just 15% feel well-informed on sustainability labeling approaches and implications. Expanded consumer education is needed. Cautious optimism - 30% feel hopeful stakeholders can collaborate to improve labeling practices, but 40% remain pessimistic about feasibility. This research identifies gaps between consumer attitudes and behaviors. While demand exists for trusted sustainability marketing, progress requires reducing barriers through awareness building, financial incentives, and simplification. There are opportunities for companies, policymakers and consumers to play constructive roles in realizing incremental labeling improvements over time. Many thanks to my co-authors Enzo Casal and William Anthony Download the PDF.