The only real expert of a product is the consumer of that product.

Left and right you are seeing major CPG brands swapping their tried and true packaging with more sustainable alternatives. But how do they ensure consumer acceptance? The perception is that if you simply swap your packaging with something non-plastic, consumers will be all in. However, reality is, countless variables go into the success of a swap and it’s far more complex than simply picking an eco-friendly material. Once a decision has been made to reinvent your product in some way, the question posed is if the change will provide your customers with the same experience, while also feeding their social need to live in a more environmentally conscious way. But is this perception the reality of sustainability?

The only way to find this out is by connecting with your consumers. Perceptions are the insights gained only by truly understanding your consumers as they connect with and use your product in-context, in their real life.

When it comes to your consumers and their drivers of motivation for selecting to buy your product off the shelf it goes far beyond slapping on a sustainable packaging label. Digging deep and exploring the sensory functions and ergonomic characteristics of a new package launch can uncover the key attributes that are most important to drive consumers purchase intent and securing repeat purchase. People want to feel they are part of something bigger than themselves when making a purchase, as if they are contributing to the social wellbeing of their world, their environment, their community. That feeling we strive to induce, can be uncovered through insights gained around what sustainability means to them in their element. Uncovering feelings around everything from how the product looks on the shelf, to how it opens once we’ve brought it home, and how it is disposed, matters.

Is the non-plastic alternative durable enough to replicate the consumer’s current experience? “In a study recently ran by Curion, we were able to provide our clients with actionable insights around overall liking of design, ease of recyclability, product carrying comfortability, ease of purchase, and in-context package performance. Curion’s client was able to conclude that when it came to updating the packaging of their multi packaged beverages to a more sustainable option, based on in-store experience and ease of at home removal of the beverages, consumers preferred a complete redesign over a simple swap of materials ”

By including consumers in your journey, you can ensure they will be equally accepting of your product and brand, and not just following the perception of a movement to live a more environmentally conscious lifestyle.

Join us at the next CFBN event on March 12th, where Curion’s SVP of Product and Partnership Solutions, Andrew Livermore, will share our approach into how we gain insights from your consumers with our proven methodologies.