SUSTAINABILITY STRATEGIES
“Consumer behaviour can shift quickly when there’ s a clear sustainability benefit”
Craig Woodburn, Sustainability Director, Molson Coors
“ What matters is that any approach we take balances environmental impact with delivering a workable, effective and fair system, and is something consumers can see value in.
“ People want their drinks in different can or bottle sizes and these are often all different shapes as well. People like some brands in iconic bottles and get used to seeing that branded unique container rather than a standard container. From a sustainability perspective, greater consistency in bottle design could help improve efficiency and circularity. At the same time, it’ s important that packaging continues to reflect brand identity, so the challenge is to find solutions that deliver on both fronts.
“ There is opportunity to communicate with consumers more – whether that’ s via the product itself or other ways. I think there is awareness that businesses are doing their best to reduce the environmental impact they’ re having. It just takes time.” sustainabilitymag. com 79