Going Around In Circles: #Recycling and #Circularity

An Ipsos Synthesio Report

In an era focused on sustainability and environmental concerns, packaging has become a prominent topic in consumer conversations. However, there is a significant gap between consumer perception and the reality of sustainable packaging practices. This article explores consumer beliefs and challenges in achieving true circularity while analyzing the role of brands in educating consumers and building a circular economy.

Consumer attention on social media regarding packaging waste has increased by 30% in the past six months. Global citizens rank waste, packaging, and plastic as a top concern, surpassing other environmental factors. Confusion and misperception surround recycling, particularly in terms of sorting different materials and understanding recycling symbols.

Labelling complexity adds to consumer confusion, with numerous terms, symbols, and ecolabels causing distrust. To pave the way for a circular economy, it is crucial to address these challenges and provide clear information to consumers. Brands should clarify their sustainability efforts and avoid adding to the confusion.

Overall, consumers are increasingly concerned about the environment and packaging, but confusion and mistrust hinder progress. Brands can play a significant role in educating and informing consumers while aligning their practices with the principles of the circular economy. By reducing confusion, providing clear information, and fostering transparency, brands can lead the way toward sustainable practices and a circular economy.

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IpsosSynthesio was acquired by Ipsos in 2018, and remains a standalone Ipsos company. Ipsos was founded in 1975, has 18,000 employees, and is the leader in market research and consumer insights. Combined, Synthesio and Ipsos deliver world-class technology and services for Social Media Intelligence.

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