How Brands and Buyers Can Band Together to Fight the War on Plastics

FMCG and Retail | 11-15-2018

According to research published by the American Association for the Advancement of Science, we produce about 400 million tons of plastics each year, more than one-third (36%) is single-use plastic packaging.

These numbers can feel staggering to individuals, leaving them asking, “What possible difference could I make in this number?”

“Our ethos, what we believe, is that one person can make a difference,” says Kendra Peavy, VP, Global Communication, S’well. “By private and public sectors coming together, you have access to new communities, new resources, and new ways of spreading the word.”

Peavy and Crystal Barnes, SVP, Global Responsibility & Sustainability, Nielsen, recently sat down to talk about how brands, governments and communities can come together to give back the power to consumers and help them understand how they can make a big impact.

A recent global survey showed that the majority (73%) of consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. “Research shows that consumers want to change, they just need help understanding how their everyday choices can make a big dent on larger issues like pollution, especially when it comes to plastic pollution,” said Barnes.

Peavy explained how brands can make their sustainability messaging relatable. “Even if you don’t have that [sustainability] mission, how can you make it digestible? How can you create those small steps that can create that impact and help people feel empowered by the steps that they’re taking?”

The Sustainable Shoppers Buy the Change They Wish to See in The World report outlines how governments around the world are tackling the plastic pollution problem, many times by relying on retailers and manufacturers to drive that change.

“By being proactive rather than reactive, companies can avoid being caught off guard while also building more societal and cultural influence,” said Barnes.

Hear more from Kendra and Crystal in The Database podcast.

Tagged:  SHOPPER  |  CONSUMER  |  CPG AND RETAIL  |  CAUSE MARKETING

Get the Nielsen Newswire Newsletter

By clicking on Subscribe, I agree to the Privacy Policy and Terms of Use.