We Asked Users
This survey was presented to a prequalified TCD audience in contextually relevant web articles and newsletters.
Survey participants self-selected two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
When you think about a product’s packaging, which of these factors is more important to you?
Please select one.
When you think about a product’s packaging, which of these factors is more important to you?Survey Results
1,852 Waste Focus:
2,152 Outrage Focus:
917
Aggregate Insights
The strong plurality of votes for "The waste it produces" suggests that packaging waste is top of mind for mainstream consumers.
The fact that 17% of respondents don't think about packaging at all suggests a meaningful opportunity to educate consumers about the impact of packaging on the environment.
Further polling could explore the underlying causes of and possible remedies for consumers not thinking about packaging —e.g., lack of awareness vs. lack of attention bandwidth vs. mere apathy.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey, as described in more detail in the Insights and Methodolgy sections below.
1,852 Waste Focus:
2,152 Outrage Focus:
917
Split Insights
Among audiences consuming content about personal, everyday waste reduction, the focus on packaging waste was higher and the indifference to packaging was lower.
Among audiences consuming content with a broader focus on sustainability — including, in this case, sustainable initiatives by major brands and sustainable policies enacted by the EU — waste was still the primary consideration, though by a less overwhelming margin.
The disparity between the splits suggests that waste-focused messaging lands more effectively in the context of personal, everyday action than in the context of corporate initiatives or government regulations.
Further polling could (a) explore age-based differences in responses from audiences consuming sustainability-focused content and (b) probe sentiment among the 37% of the sustainability-focused audience who either care most about the way packaging looks or don't think about packaging at all.
Methodology
This poll was conducted among a prequalified TCD audience of likely adopters via distribution in 9 syndicated web articles. It received a total of 5,641 responses and generated segmented data across 2 primary contextual splits.
TCD surveys are embedded inline in contextually relevant web articles and newsletters. Survey participants self-select two times, first when deciding to consume the host content and then again when deciding to participate in the survey.
Contextual splits are determined by the topical focus and interests of the audience members participating in the survey. Split analysis explores the degree to which different messages — and the self-selected participants who seek them out — can shape consumer sentiment.
