Does Sustainability Sell?

Brands today are increasingly aware of the need to embrace sustainable packaging as consumer demand for eco-friendly products rises. To this end, companies aim to create  sustainable solutions that will maintain sales while meeting customer expectations in terms of packaging design. At Behaviorally, we decided to test what is achievable from that perspective, leveraging the​ PackPower Score™​.

The need for more sustainable packaging has never been more pressing. From consumer demands to regulatory pressures such as the European PPWR and environmental imperatives, now is the time for brands to rethink their packaging strategies and designs. At the same time, new considerations surface for brands, as sustainable packaging often involves higher upfront costs due to the use of recycled materials, innovative designs, or more complex supply chain hurdles. Additionally, consumers may not be willing to pay a premium for sustainably packaged products due to cost pressure and inflation, while expecting similar levels of quality and design. 

Despite potential challenges, a recent report from New York University’s Stern Center for Sustainable Business shows that products marketed as sustainable now make up of 17.3% of purchases and have grown an annual rate of 9.48% over the past 5 years. This suggests that consumers are seeking products that align with their values, indicating that investing in sustainable packaging could enhance brand reputation and foster customer loyalty in the long term. 

At Behaviorally, we regularly test sustainable packaging innovations, and our expert team knows that the challenge lies in the “how to” combine sustainability with great packaging design. In a context where brands, consumers and regulators demand more environmentally friendly solutions, the team decided to explore whether innovation in terms of sustainable packaging had potential to be achieved without compromising the packaging’s ability to drive sales.

To put this to the test, two elements were considered. Firstly, what is a sustainable packaging?  The definition of sustainable packaging includes “minimizing environmental impact whilst maintaining its functional requirement. It can take the form of recyclable or reusable packs or involve reducing material and resource use.” Claims might also be included in the packaging call-outs or on other methods of communication such as e-tailer sites. 

Secondly, we needed a means of measuring the pack’s power to drive sales.  We did this by putting hundreds of pack designs to the test with Behaviorally’s​ PackPower Score™​.

The PackPower Score and Behaviorally’s leading package design testing database has been built upon our proprietary model, shaped by 50 years of studying what influences human behaviour at shelf. To succeed in the all-important moment of purchase, any brand or product must:​

• Be Seen: Breakthrough the clutter and seize consumer attention at the point of purchase.​
• Be Shoppable: Streamline the shopping experience by ensuring that customers easily find what they're looking for, minimizing any obstacles to product selection.​
• Be Seductive: Effectively communicate the unique benefits of your product, compelling consumers to take action.​
• Be Selected: Monitor and measure the behavioral impact of your packaging design to gauge its effectiveness in driving sales.​

We call this our “4S Framework”. We know that the most effective pack design can increase sales by up to 5% and the PackPower Score has become an essential metric that allows the world’s leading consumer brands to predict whether their product will be selected for purchase. ​ It is an easy-to-understand, one number score, indicating the potential of pack design to drive in-market sales.

Backed by the industry's most extensive pack design database and marrying consumer response with sales data using vision recognition AI, the PackPower Score is the industry standard for predicting package design effectiveness.  By harnessing the PackPower Score, we evaluated hundreds of pack designs in multiple product categories, from North America, Europe and APAC, to uncover the most effective packs that were also eco-friendly and sustainable.​

German brand, Ronnefeldt’s 1823 Tea, is an example of a sustainable pack that achieved a high PackPower Score (73.29).  Evaluating 1823’s pack design using Behaviorally’s 4S framework, its distinctive and elegant design aesthetics make it “Seductive”, and its bold colors and limited-edition sub-branding ensure that it is “Seen”. The brand adopts a consistent approach to sustainability on several levels, including 100% sustainable packaging materials and a responsibly and ethically sourced product.

​Another example, this time from the UK, is Wild’s Refillable Natural Deodorant.  With an impressive score of 71.87, the packaging design benefits from being “Seen”, with its bold and eye-catching colours to​ grab attention at shelf; “Seductive”, with its minimalist and modern design; and “Selected” because of its clearly contrasted and functional written communication​. The sustainability criteria is fulfilled as the product is made with all natural ingredients and is a refillable product, with a reusable case for life with plastic-free refills.

Our rigorous test covered categories from food and beverages to beauty and household product packaging and shows that eco-friendly innovation can be successfully achieved in combination with great packaging design. To celebrate those brands that achieved this success, Behaviorally has curated a Sustainability Edition of its Annual PackPower Awards, with the top 20 most effective designs - setting new standards in creativity, innovation and, most importantly, sustainability - being crowned the 2024 Winners.

With this Sustainability Edition analysing  effective packaging designs that are also sustainable, we aim not only to highlight their environmental impact, but also show how they perform at the all-important moment of truth: the sales transaction.​ By demonstrating that these principles can come together to create pack designs that both convert into sales and offer a sustainable benefit, we hope to inspire more brands to elevate their packaging.

Our winners are displayed in the PackPower Awards Metaverse Art Gallery, where you can explore the future of sustainability, great packaging design, and celebrate the brands that are leading the charge towards an eco-friendlier future. Be inspired and visit https://www.spatial.io/s/Behaviorallys-PackPower-Awards-2024-66d0b142ffe703dffa60dce0?share=4350480636492805 

You can also access our full report, which dives into key insights from these top 20 designs:

https://www.behaviorally.com/blog/behaviorally-packpower-awards-2024-sustainability-edition.