Marketing Brand Purpose Amazon

Public votes Amazon worst offender for using too much packaging


By Dani Gibson | Senior Writer

December 21, 2021 | 3 min read

For the second year in a row, Amazon is the worst offender when it comes to using too much packaging according a study the Chartered Institute of Marketing.

Amazon boxes

Repeat offender Amazon is public's worst company for over-packaging products

In a poll of UK customers it took a whopping 48% of the vote, with new arrivals M&S and John Lewis and repeat offenders Tesco and eBay earning less than 10%.

The study found that over 80% of UK adults think companies are using too much packaging and need to be doing more to promote sustainable packaging.

Gemma Butler, marketing director and expert in sustainable marketing at Charted Institute of Marketing said: “Consumers are far more switched on when it comes to the challenges of excessive packaging, especially plastics, and today’s findings show it’s having an impact on brand association. Companies that therefore refuse to address their product packaging impacts risk damaging not only the planet, but their reputation too.

Over-packaging is affecting how consumers shop online as well, with over 30% saying it’s off-putting, making them reluctant to use the same retailer again. More and more are people preferring click-and-collect services that save on carbon emissions associated with home deliveries.

Times are changing and brands need to change their habits. Over half of UK adults who celebrate Christmas are moving towards environmentally friendly ways to spend the holidays by reusing decorations and buying locally.

Butler concluded: “It’s clear from our research that consumers are increasingly conscious of the impact the festivities and its associated consumerism is having on the planet, and they’re expecting companies to be more transparent about it too. It’s time for brands to step up and rethink how we can celebrate the magic of Christmas without leaving a mountain of waste behind.”

Marketing Brand Purpose Amazon

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