Novelis study reveals 70% of consumers would consider switching to environmentally sustainable brands

According to a recent study undertaken by Forum for the Future and made by Novelis, the aluminium recycler has found 70% of consumers would want to switch brands if one brand is showing more environmental credentials.

The study was conducted with the help of Madano Partnership, the marketing research agency. It was done with 3,000 people across US, UK and Poland to gain consumer insights into evercan product of Novelis. It is an certified aluminium sheet thaqt will contain 90% of recycled content and seen by the recycler company as a circular economy exemplar.

The main findings of the study include how sustainable packaging adds brand value. This is of great help as people want to purchase those products and services these days that have a positive social and environmental impact. Waste is perceived as a problem that needs to be tackled and they want the brands to solve the environmental problems.

Novelis vice president and chief sustainability officer John Gardner said: “Although aluminium is one of the most abundant metals in the earth’s crust, extracting it from bauxite is an energy intensive process and has environmental impacts to consider.

“However, recycling produces exactly the same product, saving 95 per cent energy and carbon emissions. Our focus on recycling technology and capacity expansion at Novelis is based upon the belief that it’s the right thing long-term not just for our business, but supports a fully closed-loop system with positive social, environmental and economic impacts for all stakeholders.”