In our most recent Insights Report: Sustainability & Consumerism—which looked at consumer behaviors and preferences across multiple generations (Baby Boomers to Gen Z)—94% of adult consumers said that they consider it important to live a more sustainable lifestyle. Across all demographics, “recycled” was the most resonant term, with the exception of Millennials,  where it ranked second behind the term “green”.
 
This shows that packaging is the most immediate area of visibility for most consumers and it would be wise for brands to focus on making packaging more sustainable by implementing PCR (Post Consumer Recycled) packaging in place of plastics, or opting for more recyclable alternatives such as glass or metal, biodegradable materials like paper, 100% bio-based materials or refillables. But packaging is just the tip of the impact iceberg. 
 
There are other changes that can be made at the Tier 1 and Tier 2 levels of the supply chain which can have a much larger impact on the planet as a whole. For example, regenerative agriculture for product ingredients, sustainable production methods that work to reduce emissions and water use, and fair trade and wages to keep communities out of poverty all contribute to the well-being of the planet in a significant way. These changes should be addressed and spoken about with regularity.
 
To that end, brands should include education on the impactful measures that they are taking as part of their marketing approach. While consumers may not know it all, the appetite is there to learn and once they’re informed, they’ll add it to their matrix for decision-making when they’re ready to purchase. Factoring in the new U.S. administration’s key climate change policy, look for awareness and action to gain momentum and for consumers to act with their wallet.
 
About the Author

Jason Parkin is the founder and president of Compose[d], a digital creative services agency based in NYC. He and the company are passionate about working with modern brands that “do well, by doing good” and traditional brands to help them incorporate sustainability practices. They craft impactful stories through innovative, branded experiences, and dynamic content campaigns. He has over 20 years of experience directing creative strategy, interactive/user-centered design, and animation, and his work has been recognized by the Webby’s, the MIN Best of the Web Awards, OMMA, and the One Show Interactive Awards. 
 
Prior to Compose[d], his experience spans industries from tech to brand and publishing. He was a founder and Design Director of Motionbox, a personal video sharing company acquired by HP Snapfish in 2010.