A recent survey commissioned by the Flexible Packaging Association, and conducted by Packaging & Technology Integrated Solutions (PTIS), shows that US and European retailers and consumer packaged-goods makers have gotten on board the sustainability train (see page 4). Consumers, on the other hand, are the key-and currently missing-link in a successful sustainable-packaging chain.

The PTIS survey, conducted in September with 36 Fortune 500 companies in nine end-product markets, builds upon an initial study done in January with a handful of respondents. Realistically, while the small sample does mean the conclusions should be considered carefully, respondents' comments reveal serious concerns about the consumer component–or lack of one right now–in the sustainability chain as an important market driver. Some examples follow:

“Consumers must see and be influenced by a problem before significant change will occur. The US is so big, and it's hard to see the impact of packaging. For sustainable packaging to get a foothold without a major issue, the package needs to be better than the existing format in their minds and deliver better function or value.”—Marketing director for global pharmaceuticals

“In three to five years, we expect the consumer importance to rise but not immediately. There needs to be more awarness and education.”—Packaging consultant

“Getting this to change may require regulatory drivers such as used in European markets.”—Marketing director

“They aren't there. Consumers care about convenience and portability, which conflicts with sustainability.”—Associate director of packaging

“Will require a massive culture switch in the US. We've had to discontinue larger-size products—consumers want single-serve, which is not as sustainable.”—Senior principal engineer

The net result, according to PTIS: Consumer pull toward sustainable packaging isn't expected to change much without another significant catalyst such as [Heaven forbid] government regulation, a reduced-cost benefit, even greater convenience or better value in one way or another.

How Green Was My Packaging? On the other end of the spectrum when it comes to such surveys, be sure to catch our report, “Understanding the State of GREEN in Packaging,” next month. This study, conducted by the Sustainable Packaging Coalition and Packaging Digest, will reveal the opinions of more than 1,200 converters, CPGs, materials makers, retailers and service providers.