Sometimes you come across a small item in the press that really catches your eye. Here’s one: last
month a piece of research commissioned by Thoughtworks, a technology company, found that the
number one issue for British shoppers in the next decade will be to reduce packaging and use more
The survey of 2,000 individuals found that 62% of the public would be more concerned with how
environmentally-friendly their food packaging was over the next 10 years. This contrasts with 57% of the
public which said that the price of their food would be the main driver behind what to buy.
Now, concern around the more efficient use of resources and proper management of waste (particularly
plastics) has really taken off in recent months as a result of the Blue Planet effect, but this really feels
like a big change in attitude.
Kevin Flynn, director of retail strategy at ThoughtWorks, said these words:
“The research showed the seeds of a consumer change which retailers and supermarkets would have to
adapt to. He said if retailers did not listen to their consumers on issues such as reducing plastic
packaging waste, the shoppers would simply go elsewhere.”
Let’s hope so, Kevin. And isn’t it nice to hear some good news in between the reams of columns inches
devoted to Mrs. May’s latest cock-up, reasons why I won’t ever be able to buy a house or Elon Musk
doing something weird again.
But it would be irresponsible of me to cite these findings without quickly swapping my rose-tinted
glasses for a pair of more critical ones. Isn’t this a classic case of what academics call the ‘attitude-
behaviour gap’? That is, consumers who say they are concerned about ethical issues but do not
necessarily express them in their market behaviour.
To answer my own question: I don’t know. I haven’t read the report in detail, and I’m not a social
researcher. But if one of you out there are, why not drop a comment – I’d love to hear your thoughts.
In any case, here at Zero-Living we care about the environment. And there’s certainly no gap between
our attitudes and our behaviours. That’s why we provide details on the packaging used for each item
that we sell (check out Shipping Info for any one of products on this website). We think you guys
probably care, too. So hopefully this has provided you with some food for thought or at least helped you kill a minute or two at work.
Our very own Atlas and Ortus ship all their items in 100% recyclable packaging and with a personal touch!
Link to study:
Thanks from Zero-Living