Diageo, which owns the brand, said it plans to run a trial of the new environmentally-friendly packaging from next year. Diageo's paper whisky bottle, which will be trialled in spring 2021, will be made from wood pulp and will be fully recyclable, the company said. The idea is that customers would be able to drop them straight into the recycling. A recent report from Capgemini on sustainability
Stats
- As a result of the pandemic, 78% of consumers believe that companies have a larger role to play in society
- Consumer behavior is changing: 79% of shoppers have changed their purchase preferences based on social responsibility, inclusiveness, or environmental impact – for example, 53% of consumers overall and 57% of consumers in the 18-24 age group have switched to lesser known brands if they are sustainable.
- 65% of executives say their consumers are very much aware of their sustainability initiatives, but almost half of consumers (49%) do not have any information to verify the sustainability claims of products and 44% of consumers do not trust product sustainability claims
- 75% of consumer products and retail organizations say they have a strategy, infrastructure, and resources in place to drive sustainability and circular economy efforts. However, when it comes to deploying company-wide initiatives that have impact, less than a quarter have managed this.
Kees Jacobs, Vice President, Consumer Goods and Retail at Capgemini:
“So far, many organizations have viewed sustainability as a bolt-on. However, when baked into an organization’s mission and purpose, sustainability has the potential to entirely change an organization’s relationship with its customers and partners. The pandemic has heightened global desire for authenticity and responsibility, particularly from large organizations. As businesses focus on transformation in the wake of the pandemic, they should put sustainability at the heart of their efforts.”
