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Green Packaging and the Generation Divide

The drive for package innovation has collided with Americans’ desire to be eco-friendly. To further understand the nature of this interplay, Package Design magazine reached out to us, Vision Critical, to collaborate on an analysis of eco-friendly package design and what it means to consumers. 

We used our proprietary online panel, Springboard America, and its fully integrated suite of research and technology solutions to study consumer attitudes, trade-off behavior and purchase intent concerning various types of eco-friendly packaging. By asking consumers a series of upfront questions—developed in collaboration with Package Design magazine—a baseline level of understanding for consumer perception concerning eco-friendly package design across these categories was established. To help remove biases based on brand equity, we included brands of varying popularity and pre-conception—Coca-Cola and Pepsi for soda, and Bear River Valley and General Mills for cereal. 

Read the full article on Package Design magazine