PACKAGING / PALLETISING PETplanet Insider Vol. 25 No. 04/24 www.petpla.net 27 How the “Greenwashed out” trend will impact the beverage PET market by Linda Lichtmess, Consultant at Euromonitor International Euromonitor’s annual “Global Consumer Trends” report reveals the most relevant trends for the upcoming year. It provides insights into consumer’s ever evolving values and explores how their behaviour impacts and shapes the FMCG industries. One of the top six trends identified is “Greenwashed Out” where consumers demand businesses to step up and prove their eco credentials. This article will take a closer look at this particular trend and its potential impact on the PET industry. In the past few years, consumers have not only worried about climate change, but tried to have a positive impact on the environment through their everyday actions (Euromonitor Voice of the Consumer Survey 2023, 64% of global consumers). This effort, however, seems to have little value as consumers realise that climate change is moving on, the world moves from one crisis to another. Even worse, consumers increasingly distrust many companies and their brands when it comes to their sustainability initiatives, as more greenwashing cases have made the news. This is a threat to companies and their long-term success. For the packaging industry and PET bottles in particular, this has certain implications, too. Transparent communication: no more greenwashing Consumers in 2024 are no longer won over by vague labels proclaiming “climate neutral” or “eco-friendly” without substantial evidence. They demand transparency and authenticity from companies, especially in the realm of sustainable packaging. In response, the PET bottle industry is undergoing a significant paradigm shift, emphasising clear communication about their environmental initiatives. More so, the EU’s Green Claims Directive is going to protect consumers by requiring companies to substantiate their sustainability claims. Besides the regulatory pressure, the higher frequency of natural disasters will impact businesses and economies too and makes immediate action even more urgent. A more transparent communication will be vital to not only educate consumers but also to foster trust and empower consumers to make more informed choices aligning with their environmental values. “45% of global respondents mentioned their company plans on investing in certifi cations to avoid greenwashing over the next fi ve years” Source: Euromonitor’s Voice of the Industry Sustainability Survey 2023 For the PET market, this is especially crucial as there has been a lot of attention on vague claims such as “climate neutral”, often found on bottled water brands. This has sparked various debates whether single-use PET bottles that travel hundreds of kilometres across European borders can be sustainable in the first place. Moreover, most brands have removed that claim after debates and even pending legal actions by non-profit organisations. This shows even more the need to back up such claims in order to not lose consumer’s trust. Sustainable packaging as a future investment It is crucial to understand that sustainability investments are not only a contemporary trend, but a strategic future investment driving longterm efficiency. There are long-term financial benefits when making such investments, e.g., investing in sustainable packaging technologies such as light-weight bottles. Energy-efficient manufacturing processes and the utilisation of recycled PET materials not only align with environmental goals but also lead to reduced production costs. This dual impact not only appeals to environmentally conscious consumers but also makes businesses bulletproof for the future. Source: Euromonitor’s Voice of the Industry Sustainability Survey 2023 Embracing the change As the “greenwashed out” trend gains momentum globally, the PET bottle industry in Europe finds itself at a crossroads. Embracing this shift with a commitment to transparent communication and sustainable practices is not just a necessity but a strategic imperative. Businesses that invest in genuine sustainability will not only weather the storm of consumer scepticism but also position themselves as pioneers in a future where responsible packaging is not just a trend but a way of life. www.euromonitor.com
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