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Campaign improves consumer attitudes toward paper packaging

Campaign improves consumer attitudes toward paper packaging
The national How Life Unfolds campaign has successfully moved the needle on consumers' affinity for paper-based packaging.

Life for paper-based packaging manufacturers is unfolding on a positive note. Last summer, the Paper and Packaging Board created the How Life Unfolds campaign to improve consumer attitudes toward paper and paper-based packaging products (see “New campaign encourages consumers to pick paper packaging”). One year later, the organization is happy to report that consumer attitudes have seen significant improvement or held steady.

Here are some highlights from the target audience who recall seeing the campaign ads as they relate to Personal Relevance and Product Quality:

• 86% of survey respondents agree that even as technology becomes more advanced, paper continues to play an important role in our lives, up from 73% in 2015.

• 68% agree that paper-based product packaging is an essential part of everyday life, up from 56% last year.

• 66% of respondents agree that products in paper-based product packaging tend to feel more premium, up 14% over the 52% who agreed with this statement a year ago. 

• 63% think more highly of companies that package their products in paper-based packaging, up from 44% in 2015.

Read all the top findings in the report here.

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