“Providing consumers with trusted information regarding sustainability should be seen as a top priority”

Josh Birch, Marketing Executive of Two Sides UK explains the purpose, value and long-term vision for the Two Sides Trend Tracker survey.

What’s the main purpose of the Trend Tracker survey?

The purpose of the survey is to understand changing consumer preferences, perceptions and attitudes towards print, paper, paper-based packaging and tissue products, revealing challenges and opportunities for the industry. Being a biennial report, it allows us to keep track of changing consumer perceptions and identify what the industry needs to do in order to improve consumer opinion.

What value does it have for the paper and packaging industry?

We see the survey as great value for our industry as it directly reports on consumer opinions on a number of areas within our sector. Covering a wide range of topics from forest growth and recycling rates to reading habits, packaging preferences and thoughts on mail versus digital communication, the consumer data will help to inform the industry on what’s working and what needs improving. This information may have been overlooked by the industry because its people are already familiar with the positive facts around their specific sector, while consumers may not be aware of the sustainable efforts being made.

What are the stand-out findings of the report?

There are quite a few, but one highlight is the consumer preference for reading in print. It’s no surprise that print suffered during the pandemic in 2021, with no magazines in salons and daily commuters working from home and not picking up their morning newspapers. It’s great to see from the survey that the numbers have increased across the board. European consumers who prefer to read printed books have risen to 65%, up from 53% in 2021, and the preference for printed magazines is now 51%, up from 35%. The trend for newspapers and catalogues is similar, with the preference for print up to 31% from 26% for newspapers, and 33% from 21% for catalogues.

Did anything surprise you about the results of the survey?

One was the considerable shift in consumer thinking when it comes to reducing the use of single-use non-recyclable packaging and who’s responsible. From the survey, 39% think that governments and local authorities were the most responsible. This is a big change in compared to 2021 when consumers ranked the individual – personal choice – as the most responsible at 33%. That said, 19% of consumers still believe that the individual is also responsible for reducing single-use non-recyclable packaging.

How will Two Sides use the report in its work?

We have published three press releases and will publish a further three covering some of the headline findings from the survey. We will also be producing a small series of factographics for members to use in their social media. The results of the survey will be used in Two Sides presentations for a long time to come and will be a useful tool to engage with brands, organisations and potential members.

What can Two Sides members do with the survey information?

We hope that members will use the survey as a valuable market research tool and analyse the survey data within their own organisations. We want them to use the information to help inform their business strategies and decision-making processes, and communicate the positive sustainable aspects of our industry to their customers and consumers.

What’s your long-term vision for the Trend Tracker report?

The long-term plan is to have a consistent biennial survey where we can clearly track changing consumer perceptions and opinions over the years. From this, we can continue to inform our members about what we are doing right as an industry and what needs to be done to better inform consumers. Providing consumers with trusted information regarding our sustainability in an engaging way should be seen as a top priority for an industry that is investing so much in creating attractive, functional and sustainable products.

For more information about the Two Sides Trend Tracker survey, go to twosides.info/trend-tracker-2023

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