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APP survey reveals Americans want sustainable paper and packaging

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APP survey reveals Americans want sustainable paper and packaging

January 28, 2015 - 18:59
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More than half of Americans (56 percent) would like to have more sustainable options for the paper and packaging products they purchase, according to a new survey released by Asia Pulp and Paper (APP). Additionally, 42 percent of survey respondents indicate that they are willing to pay more for sustainable paper or products in sustainable packaging.

While preferences range across generations, a clear inclination towards more sustainable / eco-friendly options in paper and product packaging is emerging. According to the survey, 63 percent of Millennials indicate a strong preference for having more sustainable options in the paper and product packaging they purchase. This sentiment is also high among other generations, with more than half of both GenXers (51 percent) and Baby Boomers (55 percent) saying they would like to see a wider range of earth-friendly paper and product packaging options.

"The U.S. market is seeing an increasing number of Americans placing higher levels of importance on the role of sustainability - be it reused, recycled, certified, or deforestation-free materials - in a company's product packaging and broader environmental practices," said Ian Lifshitz, Director of Sustainability and Stakeholder Relations, Americas, for Asia Pulp & Paper (APP). "This is a fundamental and critical marketplace shift with significant implications for brands, particularly with regard to how they integrate environmental sustainability in the paper and product packaging they sell in the marketplace and, more broadly, across their supply chains and global operations."

The survey also found that one-third of Americans say that conducting research into a company's environmental practices before making a purchase is important to them. This number jumps to 50 percent when looking solely at Millennials and 31 percent of GenXers and 20 percent of Baby Boomers express similar sentiments

Other notable findings include:

  • Fifty-two percent of Millennials are willing to pay more for earth-friendly / deforestation-free / sustainable paper products or products in such packaging; 38 percent of GenXers and 36 percent of Baby Boomers also indicate they are willing to spend additional money on these types of products.
  • Seventy-one percent of respondents say that a product's sustainability attributes (such as chlorine-free, certified as deforestation-free, made from recycled materials) influence paper and package purchasing decisions; from a generational perspective, 83 percent of Millennials indicate that the sustainability attributes of a product influence purchasing decisions, while 68 percent and 62 percent of GenXers and Baby Boomers, respectively, also agree this is an important consideration.
  • Nearly half, (47 percent) of Millennials say they are likely to consider whether a product is certified as deforestation-free when purchasing paper products, such as copy / printer paper, paper towels / napkins, magazines and books.

These results are based on 1,017 interviews, conducted online by ORC International from September 25-28, 2014 among a demographically representative U.S. sample of adults 18 years of age and older.

About Asia Pulp & Paper

As one of the world's largest pulp and paper companies, Asia Pulp and Paper Group (APP) is responsible for delivering quality products to meet the growing global demand for tissue, packaging and paper. On any given day, our products find their way into the hands of consumers in various branded forms from all over the world.

Started in 1972 with Tjiwi Kimia producing caustic soda, now we run operations across Indonesia and China with an annual combined pulp, paper, packaging product and converting capacity of more than 19 million tons each year. Today, APP markets its products in more than 120 countries across six continents.

Over the years, we have expanded our operations significantly through the acquisition and expansion of several of our pulp and paper mills. It's our commitment to customer satisfaction that enables us to grow our share in paper sales worldwide and broaden our presence through offices in many countries. We believe ‘tradition and modernity go hand in hand,' which means we value long-term relationships as part of our Eastern traditions, while we also are eager to embrace the modern values of innovation and efficiency.

Maintaining the integrity of our supply chain is also crucial to APP's operations as well as our commitment to our Sustainability Roadmap Vision 2020. Learn more about APP's path to operational excellence by reading our Sustainability Reports and Forest Conservation Policy.