What has happened?

In 2018 Nestlé were called out by Greenpeace as one of the biggest plastic waste producers. With a strong effort to cut down on plastic waste, Nestlé Japan have replaced their famous KitKat wrappers with a more sustainable matte paper. With 10.2% market share in a global chocolate market and almost 4 million bars sold every day, this change is designed to encourage buyers to use the paper for origami shapes and writing messages.

This sustainable initiative will reduce Nestlé’s plastic packaging by 380 tonnes per year, contributing to their brand pledge to make 100% of their packaging either recyclable or reusable by 2025.

The Media Store Take

With sustainability awareness now reaching a mainstream consciousness, consumers are also adjusting their shopping habits as identified in Nielsen’s “Global Consumers Seek Companies That Care About Environmental Issues” study.  While still juggling convenience, price and awareness along with their need to better the world, consumers are looking for companies to step up as partners in the quest to do good, (81% of global respondents feel strongly that companies should help improve the environment).

Brands that act now and reimagine offerings to meet the needs of eco-conscious consumers will ultimately win their hearts, minds and share of wallet.

Pauline Xerri