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According to statistics from The Natural Marketing Institute’s annual U.S. LOHAS Consumer Trends Study, approximately 75% of Americans believe many consumer products are overpackaged, and this overpackaging will cause about 25% of them to look elsewhere for products. The study also reported that minimal packaging is the top preference of consumers, with recyclable and environmentally friendly packaging next on the list.
The Natural Marketing Institute does note that, although beauty brands having environmentally aware policies and practices—including packaging—helps attract and maintain the loyalty of consumers, brands implementing eco-friendly designs and initiatives shouldn’t do so at the expense of the products or consumers’ experience with said product. It is most important to let the eco-friendliness of a package contribute to a product’s story, as opposed to detracting from other benefits of the item or being the only talking point a product offers.