WESTROCK PULSE PACKAGING SURVEY
The Impact of COVID-19 on Consumer Attitudes Toward PackagingDownload Infographic
The purpose of the WestRock Pulse Packaging Survey is to measure consumer preferences for packaging. We ran our regular consumer insights study in November 2019, and so we replicated it in September 2020 — with a few additional COVID-19-specific questions — to find out exactly how the pandemic has impacted the relationship between consumers and packaging (spoiler alert: we’ve gotten closer).
Our data show that as consumers juggle the many impacts of COVID-19 on their lives, they want packaging to be safe, sustainable and provide a unique brand experience.
In a COVID-19 world, consumers want packaging to connect them to products safely - and consumers have high expectations when it comes to safety.
Amid the COVID-19 pandemic, 82% of consumers agreed that it is important for brands to balance safety and concern for the environment when designing their product packaging.
Many sustainability-related packaging features are more impactful today than they were before COVID-19. As important as safety is, consumers are not willing to sacrifice sustainability for it.
Several features related to packaging aesthetics saw significant gains in impact on consumer purchasing decisions from 2019 to 2020.
Another area that saw significant gains was the communication of brand values on packaging.