Four out of five global respondents said that it is “extremely” or “very” important that companies implement programs to improve the environment. And 30% of consumers are willing to pay a premium for products that deliver on social responsibility claims.* Sustainability has a myriad of meanings to consumers. And there’s a broad spectrum of practices that encompass what it means to be sustainable in their eyes.
It's no big secret that Millennials are more likely to purchase products from brands they feel a connection with. Even when we’re not actually shopping local, we crave insight into the lives of the people who created the products we use and consume. Millennials are interested not just in what you make, but how it’s made. In fact, a 2017 study done by graduate student researchers at the Fashion Institute of Technology found that 48% of Millennial consumers are more likely to buy from a brand if they know the people behind it, and recommend creating a “strong brand community” to target this subset of shoppers. Given the amount of research that has been done on the topic, it is no surprise that brands are clamoring to respond. But with limited space on product packaging, brands have had to think outside of the box, pun intended, to tell their brand's story. Hence, the rise of “off-package attributes.”