( Courtesy Smurfit Kappa )

Sustainability is changing innovation as companies rethink packaging to tackle environmental waste, according to a survey from Smurfit Kappa.

The paper-based packaging company’s survey included information from more than 200 senior executives in the United Kingdom, according to a news release. Sustainability is driving all research and development and new product development at more than a third of those business, according to the survey.

Other findings from the survey, according to the release, are:

Companies are using more recycled materials in products and packaging;
68% of businesses view materials for packaging as the most challenging area for sustainability; and
37% of consumers rate packaging design as important when making a purchasing decision.

“This research highlights that businesses are now having to address sustainability in a challenging economic environment and consumers will continue to drive the sustainability agenda,” Arco Berkenbosch, vice president of innovation and development, said in the release.

Several of the easier ways to address this is to reduce packaging used in e-commerce and reduce non-sustainable materials in the supply chain, Berkenbosch said.

“As the shift to sustainable packaging intensifies, it is critical that businesses continue to invest in innovative solutions in order to respond to consumer demand, improve brand perception and deliver successful sustainability strategies,” he said in the release.

The report, “Sustainability Reshapes the Business Landscape for Good,” is free to download from the Smurfit Kappa website.

Smurfit Kappa is based in Ireland.

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