How to Create Consumer-Friendly Circular Packaging – Watch our Video Series!

Demands on packaging are increasing: it should be protective, stackable, informative but also practical, attractive and circular. To fulfil these requirements, consumers should be taken on board. That’s why understanding their behaviour is crucial, also in order to understand how behavioural challenges can be overcome.

Circular packaging – that is, packaging designed to be reused, recycled, or composted – is both a question of supply and demand. Of course, companies can and need to opt for the most sustainable packaging approaches. But what if certain types of packaging have a low acceptance level, leading consumers to break the loop?

In the “Club for Sustainable Packaging Solutions” as part of our Consumer Insight Action Panel, the CSCP has worked with retailers, manufacturers, recyclers, academia, civil society, and a consumer community to identify behavioural challenges of consumers when aiming to establish circular packaging solutions. Drawing from the Club member’s expertise, we digged deeper to better understand consumer behaviour and their underlying needs and reasons.

In this video series (in German), we present our findings to decision-makers in companies to encourage and enable them to package both sustainably and in a consumer-friendly way. The series comes shortly before the demand to offer reusable packaging for all to-go food and beverages sold in Germany becomes mandatory on 1 January 2023. The demand (Mehrwegangebotspflicht) is part of the new Packaging Act and obliges companies to offer reusable packaging that is not more expensive or worse off (higher overall product price, limited packaging sizes) than disposable alternatives. The CSCP is part of the Implementation Alliance for the regulatory request and actively involved in the question of how new reusable packaging solutions can also be accepted by consumers.

The video series includes practical and easily-digestible chunks of information (10-18 min per video), including the topic of re-usable packaging. Starting with the chicken-and-egg problem of responsibility for circular packaging, the series also covers packaging myths and complexities, approaches to multiple uses of packaging, and presents design and evaluation tools. Since the retailer’s point of view is always of central importance for manufacturers, we interview experts from two German retail companies in the last video.

The videos are in German and you can watch them by clicking on the respective links below:

The Consumer Insight Action Panel is a CSCP programme. This round of the Club for Sustainable Packaging Solutions was made possible with the support of the German Federal Foundation for the Environment (DBU).

For further questions, please contact Stephan Schaller.