New Initiative to Educate Consumers About Paper and Sustainability
Sustainability is playing an increasingly larger role in the lives of young consumers, particularly among Millennials (born 1981-1996) and Generation Z (born 1997 and after). This trend is expected to continue as Gen Z consumers enter the workforce and start setting up their own households. As a result, the Paper and Packaging Board’s “How Life Unfolds” Campaign® is launching a new sustainability-focused effort to more appealing to young consumers. “As our consumer audience begins to age up, we need to keep reaching out to younger generations with important sustainability messaging,” explains Mary Anne Hansan, president of the Paper and Packaging Board. “They are worried about the environment, have heard stories about recycling not being worthwhile and have misperceptions about the health of U.S. forests. That’s why we’ve created a campaign set to reach a younger audience with content that is both entertaining and educational.” The new effort is based in part on findings from The Hartman Group’s “Sustainability 2019: Beyond Business as Usual” study of American consumers aged 18-73. Researchers found that sustainability is “a cultural value and defining concern for today’s consumer,” and that “consumers increasingly hold companies and governments responsible for sustainability than individuals,” even as they adjust their own behaviors to lessen their personal environmental footprint.