We find ourselves at a turning point that draws attention to the importance of taking action to address the environmental crisis worldwide. This situation has driven, among many other things, the implementation of business strategies focused on seeking more sustainable solutions, business visions geared towards value generation, and consumers who are more conscious of the relevance of adopting environmentally-friendly consumption habits.

An example of this is the growing consumer demand for the use and/or acquisition of products from renewable and reusable sources. In fact, according to a sustainability study conducted by Smurfit Kappa in partnership with the Financial Times, 61% of consumers expect the brands they buy to have clear sustainability practices, and 55% of them have purchased a product specifically because it has a reusable packaging.

And these are not the only figures confirming this trend. According to findings from the 2020 Global Consumer Study by IBM, 57% of consumers would be willing to change their purchasing habits to help reduce negative environmental impact, and 85% would stop buying their preferred products if they disagree with the brand’s social, political, or ethical decisions.

In this context, it is clear that the sustainability discussion will become more recurrent and will require collaborative efforts among companies, academia, and consumers to establish dynamics more aligned with these new trends. We at Colombates understand this, which is why we strive to establish and maintain a portfolio of paper-based solutions that add value economically, socially, and environmentally.

To achieve this, we have identified some premises that support this purpose considering consumer interests:

Constant Innovation

The first premise is innovation. It’s essential to always seek opportunities for improvement in our products, aligning with these new needs. For this, both continuous study of consumer needs and the implementation of new technologies in the production chain that satisfactorily respond to those needs are crucial.

Innovation in sustainability must be ongoing and in line with changes in purchasing patterns, establishing a closer relationship with consumers and reinforcing our position as corporate citizens committed to offering advancements that meet their needs and expectations.

For instance, in the case of Colombates, we’ve recognized that consumers are increasingly aware of the long-term impacts their choices can have and evaluate the economic, social, and environmental value that brands generate. Therefore, we are working to strengthen our sustainability practices and use recycled materials to align with market dynamics and consumer expectations.

It’s worth noting that the innovation process must be continuous. Consumers regularly change their preferences and are influenced by new trends, often driven by the information society we live in. They are a click away from knowing about new advancements and offers from other brands in terms of sustainability, so acting quickly and staying one step ahead to capture their attention is vital.

Quick Adaptation

Hand in hand with innovation is the capacity to adapt. This second premise acknowledges the need to develop products that respond to sudden changes in consumer purchasing behavior, whether due to internal or external factors. In certain unexpected situations, this will be essential to address trends and maintain a strong business position.

One recent example of adaptation is the rise of eCommerce, which, according to figures from the Colombian Chamber of Electronic Commerce, reported sales of $17 billion as of August. This accelerated growth, driven by factors like the pandemic and increased technology adoption, brought challenges to the logistics chain and also shifted consumer awareness. Consumers now expect products delivered in packages made from recycled or biodegradable materials.

As a result, brands had to adapt by using packaging that met basic requirements (such as durability, design, and high demand) and was also 100% sustainable and environmentally friendly.

Organizations that understood this shift in mentality and responded swiftly managed to stay relevant and used packaging to communicate their commitment to environmental issues. In fact, we witnessed brands that had abandoned paper packaging return to using it in response to their customers’ sustainability demands, enhancing their responsible brand image.

Making Sustainability the Core of Value Proposition

Throughout this blog, we’ve seen how sustainability has become ingrained in new consumption habits. Therefore, we’ve understood that innovating and anticipating are key to meeting these demands, connecting with customers, and complementing corporate strategies to act responsibly towards the planet. All of this leads us to our last premise: making sustainability a central part of our value proposition.

For Colombates, applying this point means embedding sustainability in every aspect and making it a fundamental part of our DNA, not only through a catalog of solutions but also in how we interact with the environment where we operate and in our future vision as corporate citizens.

The reality is that sustainability is here to stay and has transformed both consumers and producers. In this regard, companies will need to respond to new consumption expectations, which show a preference for brands that implement and communicate green strategies. They should also leverage the many advantages that sustainability offers, such as creating a special bond with consumers who see our organization as a reflection of their values and commitment to the environment.