Almost everyone in the U.S. thinks recycling helps the environment – and most say that recycling helps them feel better about what they buy. This has long been a boon for brands, as it has given consumers a guilt-free card to buy more. But this belief is changing. Americans are increasingly confused about recycling, and they’re losing faith in the recycling system overall.
In their confusion, who do people hold responsible? The answer: companies.
A recent collaboration between ERM Shelton, the Can Manufacturers Institute, and other partners shows there is a way forward. It involves communicating about the recyclability of your product packaging in a way that improves consumer understanding – and our results offer a surprising twist.
In ERM Shelton’s latest research publication, we examine:
- The growing confusion among Americans about the recyclability of product packaging
- The role people believe companies play in recycling
- How companies can address people's confusion and help demystify recycling
- Results from a campaign that promoted the recyclability of one kind of product packaging and led to surprising results
- How strong, substantiated recyclability claims empower consumers – and your brand
This report will show you how to lead consumers from the mystery of recycling to the message of packaging recyclability. In the process, your brand can increase product sales, promote recycling attributes, and improve consumer confidence in our entire recycling system.
Download From mystery to message: How talking about product recyclability can positively impact your brand today to learn lessons from the front lines for your company.