Signal 44% accept a 2% sustainable packaging surcharge if it is disclosed

Summary

Capgemini finds that many consumers will accept small environmental surcharges as long as they are transparent. Some 44 percent would accept a 2 percent surcharge for sustainable packaging. A further 43 percent would pay a 2 percent premium to offset carbon emissions. Sustainability credentials such as eco-packaging and ethical sourcing matter to 58 to 60 percent of consumers in everyday categories. The report advises brands to keep green surcharges small and explicit, around 1 to 2 percent, for example by pairing indulgent products with refill kits or offset credits.