New research reveals sustainability is transforming businesses’ approach to packaging innovation
*One-third of companies say sustainability is driving all R&D and new product development *Companies are investing most heavily in using recycled materials in their products and packaging *68% of businesses view materials used in packaging as the most challenging area for sustainability *37% of consumers rate packaging design as important when making a purchasing decision. A new survey by paper-based packaging leader Smurfit Kappa has revealed sustainability is transforming the innovation agenda as businesses rethink their products and packaging solutions in an effort to tackle environmental waste. The Sustainability and Profitability Survey, which was conducted among 200 senior business executives in the UK, showed that sustainability is driving all R&D and new product development in more than a third of companies.