A multifaceted educational approach can help business owners, sustainable packaging companies, and environmental organizations effectively promote the benefits of label-less compostable packaging.
By Michelle Horneff-Cohen
While the actual practice of composting has been around for many years, label-less compostable packaging and its sustainability benefits are a relatively recent phenomenon. According to an extensive research study conducted by TIPA Compostable Packaging, only 31 percent of consumers in the U.S. have significant knowledge about label-less compostable packaging. Of this small group, more than 84 percent admit that they have little to no understanding of its advantages. As such, they are less inclined to purchase or use compostable packaging alternatives for their products.
On the other hand, the remaining 26 percent who are familiar with the advantages of compostable packaging reveal that they are willing to buy a product packed in compostable packaging.
Drawing from the conclusion of this research study, we can confirm that knowledge is indeed a powerful and necessary tool for driving demand. Hence, sustainable business owners and environmental organizations must adopt a multifaceted educational approach to shift consumer demand from conventional plastic packaging to label-less compostable alternatives. Here are six effective strategies to increase consumers鈥� awareness and knowledge of label-less compostable packaging and its benefits.
#1: Organize Interactive Community Events
Community events, like workshops or seminars,聽are an effective way to engage directly with consumers and offer them a hands-on learning experience about compostable packaging and its benefits. Through these events, experts can break down the value of these eco-friendly alternatives while addressing any misconceptions or questions from consumers.
Conducting hands-on demonstrations using samples of label-less compostable packaging can also help consumers see their practical benefits firsthand, making it easier to convince them to buy for their household.
#2: Use Social Media Platforms
To reach an even wider audience at a lesser cost, manufacturers and environmental organizations can run digital campaigns about label-less compostable packaging and its benefits on social media platforms like Facebook, Instagram, X (formerly Twitter), and TikTok.
They only need to ensure that the designed educational content is simple, visually appealing, and engaging. These educational contents could include informative videos, infographics, or testimonials from satisfied users of label-less compostable packaging.
Ward Packaging, a sustainable packaging supplier based in New York City, is a perfect example to prove the effectiveness of social media in promoting the benefits of label-less compostable packaging. The brand consistently posts a series of visually appealing infographics on its Instagram page.
Using these relatable pictures and graphics, they simplify complex concepts about compostable packaging and offer their audience a visual representation of how this tool can positively impact their daily lives and the planet. They also post video content showing the lifecycle of their compostable packaging from production to the point of decomposition with a voiceover emphasizing benefits.
#3: Collaboration with Sustainability or 鈥淕reen鈥� Influencer聽
This generation has diverse social media influencers passionate about eco-friendly products and practices. Besides being committed to sustainable goals, they are popular with thousands of followers on social media platforms.
Hence, business owners and environmental bodies can collaborate with these influencers to further amplify the word of label-less compostable packaging. By leveraging the trust these influencers have with their followers, the benefits of these eco-friendly packaging alternatives can reach a wider and more willing group of consumers.
So, how does this collaboration work? Pretty straightforward!聽Producer of label-less compostable containers will supply samples of these packaging products to selected green influencers for their personal use. Then, the latter can take to their online pages to share their experiences about using the products, the firsthand benefits they got from their usage, and the overall environmental impacts.
To further drive the adoption of these eco-friendly packages, suppliers could offer extra samples of their packages to the influencers and encourage them to share them as giveaways to some of their selected followers.
#4: Creating Special Sections on Company Websites聽
Business owners, packaging companies, and environmental organizations can create sections on their websites dedicated solely to providing detailed information about their compostable packaging products. In these sections, articles and blog posts about the benefits and latest innovations in compostable packaging can be posted consistently, serving as valuable resources for consumers.
To make these sections more interactive, companies can create a space after each blog post, or article where consumers can leave questions and get real-time answers.
#5: Partnership with Schools
Ever heard of the phrase, 鈥淐atch them young?鈥� Environmental organizations can partner with schools to incorporate practical lessons about the benefits of label-less compostable packaging into their curricula. Through this partnership, the younger generation can better understand why compostable packaging matters, instilling in them the need to embrace its use when they are older.
Nonetheless, it is crucial to emphasize that the school lessons on label-less compostable packaging must be practical. Thus, these organizations are expected to provide schools with label-less compostable containers so that the latter can demonstrate to the students how these packages are disposed of to facilitate effective decomposition.
#6: Provide Clear Information on The Compostable Packaging聽
While it is certain that eco-friendly packaging alternatives do not have the traditional labels, they must contain clear information confirming their compostable nature and benefits. Businesses could achieve this by including pamphlets containing guidelines within the packaging of products. This information can guide consumers on how to compost the packaging appropriately and explain its environmental benefits, making it easier for them to make informed purchasing decisions.
This strategy is also necessary because most compostable packaging tends to mimic their non-compostable counterparts in appearance. Recent studies revealed that companies producing non-compostable alternatives are often fond of greenwashing, which implies that they mislead consumers into believing that their products are eco-friendly and even compostable when they are not. Hence, providing clear and honest information about the compostable packaging within the product can prevent consumers from making the wrong choice.
Effective Education
Ultimately, a multifaceted educational approach encompassing these six strategies can help business owners, sustainable packaging companies, and environmental organizations effectively promote the benefits of label-less compostable packaging. With that increase in consumer awareness and knowledge, more residents and businesses in the U.S. will feel more inclined to adopt eco-friendly packaging in their daily lives. | WA
Michelle Horneff-Cohen is the Founder of Clean Composting Company and Creator of The Compost Collector庐. With a passion for sustainable living and more than 25 years of experience in residential property management, Michelle saw, first-hand, the need to tackle inefficiencies in organic waste management. Driven by her vision for a cleaner, greener future, she leads the company in developing innovative, sustainable solutions that empower communities to compost with ease and confidence. For more information or bulk pricing options, contact Michelle at (415) 269-8803 or e-mail [email protected]. To order The Compost Collector庐, visit .
References
鈥� Compostable Products (2023) Understanding the Role of Compostable Packaging in North America
鈥� Truth-in-Labeling Laws https://calrecycle.ca.gov/plastics/labeling/
鈥� TIPA Compostable Packaging https://tipa-corp.com/sustainability/
鈥� Unpacking Labeling and Design: U.S. Consumer Perception of Compostable Packaging (2020) Unpacking Labeling and Design: U.S. Consumer Perception of Compostable Packaging
鈥� Understanding the Role of Compostable Packaging in North America (2021, January).https://sustainablepackaging.org/resources