Brands are replacing plastic packaging to keep pace with new sustainability laws. As material changes to packaging become mandatory, producers must figure out how to do so while remaining on-brand. Luckily, newly published research from Quad reveals that sustainable packaging changes can not only increase successful recycling outcomes, but also positively shape consumers’ brand perception.

“The study shows sustainable alternatives can be both compliant and a positive brand experience,” said Dr. Zhao, Associate Research Director at Quad’s AMI. “The research is particularly important as the rollout of Extended Producer Responsibility (EPR) laws put packaging producers another step closer to a future where they bear greater responsibility for what happens to packaging at the end of its useful life. For brands navigating these laws, especially e-commerce brands whose packaging doubles as a first physical brand experience, being able to test new packaging before it goes into market is a huge competitive advantage.”

Consumer insight is a competitive advantage | Quad