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Here’s the tricky thing about sustainable packaging: While it’s not a primary purchase motivator for most people, a blatant disregard for it may turn off consumers, who have increasing expectations for brands to incorporate green business practices.
In The Hartman Group’s Sustainability Outlook: The Rise of Consumer Responsibility, the Bellevue, Wash.-based firm interviewed 1,600 people and identified 88% of the population as members of the “world of sustainability.” (Interestingly, while the majority of Americans identify with the term, only half can define it.)
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