The Challenge of Plastic Packaging and Waste
A THROWAWAY WORLD
An Ipsos Survey
© Ipsos | A Throwaway World | An Ipsos Survey
AGENDA
2 ‒
KEY FINDINGS
DETAILED RESULTS
SURVEY OVERVIEW
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KEY FINDINGS
3 ‒
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KEY FINDINGS
4 ‒ © Ipsos | A Throwaway World | An Ipsos Survey
TIME FOR CHANGE
People around the world say they are ready for
change. Three in four global consumers (75%) now
say they want to buy products with as little
packaging as possible.
A CALL FOR ACTION
80% of people around the world say that
manufacturers should be obliged to help with the
recycling and reuse of the packaging that they
produce. 71% believe that single use plastic
products should be banned as soon as possible.
TWO LIMITS TO CHANGE
We find big variations in assessments of the local
household recycling service around the world. And,
although 63% say they would be willing to change
where they shop if it meant they would use less
packaging, this sentiment varies considerably by country.
BRANDS CAN EXPECT PAYOFF
75% of global consumers say they feel better
about brands which make changes to achieve
better environmental outcomes.
1
3
2
4
Majority believe manufacturers should be obliged to reduce packaging waste
© Ipsos | A Throwaway World | An Ipsos Survey
DETAILED RESULTS
5 ‒
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SUPPORT FOR MANUFACTURERS’ RESPONSIBILITY
20%34%
33%54%
48%43%
55%49%50%
53%56%
48%56%
54%49%
55%48%
57%67%
66%44%
53%51%
54%59%
69%61%
74%52%
37%26%
40%21%
29%34%
22%28%28%
26%23%
32%24%
26%32%
27%34%
24%16%
17%39%
32%34%
31%26%
19%27%
19%28%
12%17%
18%8%
9%8%
7%8%9%7%5%6%
4%6%5%
6%8%
4%4%6%
9%4%
7%4%5%
4%3%
3%7%
3%8%
6%11%
8%4%4%5%
5%3%
6%3%
3%1%
7%2%
6%4%
6%6%
2%2%
2%3%
6%6%
2%3%
5%
28%15%
3%6%
7%12%11%10%
9%12%
9%11%
13%13%
7%10%
4%10%
6%5%
6%10%
7%8%
4%2%
7%1%
9%
Japan
Saudi Arabia
China
Turkey
Poland
US
Brazil
Italy
Sweden
Germany
Argentina
Australia
France
Hungary
India
Belgium
Malaysia
Spain
Chile
Mexico
South Korea
Great Britain
Netherlands
Canada
South Africa
Peru
Russia
Serbia
Global Average
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
80%
93%
88%
88%
86%
85%
84%
84%
83%
83%
83%
82%
82%
82%
81%
80%
80%
80%
80%
78%
77%
77%
77%
76%
76%
75%
73%
60%
57%
Q. Do you agree or
disagree with the
following statement?
Manufacturers should be
obliged to help with the
recycling and reuse of
packaging that they
produce
Support for manufacturers’
responsibility in helping with
the recycling and ruse of
packaging which they produce
is particularly strong in
countries like Serbia (93%),
Russia (88%), Peru (88%), and
South Africa (86%) where our
survey also records
particularly low level of
satisfaction with the quality of
the local recycling service for
household waste.
© Ipsos | A Throwaway World | An Ipsos Survey7 ‒
URGENCY OF THE BAN ON SINGLE-USE PLASTICS
9%31%
25%32%
42%34%
37%38%38%
29%42%42%
45%38%
41%38%
46%41%
46%49%
52%48%
56%53%
61%59%
39%63%
42%
29%26%
31%34%
24%33%
31%31%31%
42%29%29%
26%34%
31%35%
27%33%
29%26%
25%29%
21%25%
18%20%
40%24%
29%
24%15%17%
12%11%
19%15%
12%14%
21%11%
10%10%
12%11%
12%13%
9%11%
9%7%8%8%
9%8%
7%13%
7%12%
6%12%10%
11%14%
7%7%
6%8%
4%7%
5%7%
6%6%
5%3%
4%7%
6%3%2%
7%6%
8%8%
3%3%
6%
31%16%16%
11%9%
6%10%
13%9%
4%11%
14%11%10%
12%9%
10%13%
7%10%
13%13%
8%7%
5%7%6%
3%11%
Japan
Saudi Arabia
US
Sweden
Turkey
Malaysia
Poland
Australia
Russia
China
Brazil
Germany
Argentina
Canada
Spain
Netherlands
Belgium
Great Britain
South Africa
Italy
France
Hungary
Mexico
India
Peru
Chile
South Korea
Serbia
Global Average
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
71%
87%
79%
79%
78%
78%
77%
77%
77%
76%
75%
75%
74%
73%
72%
72%
72%
71%
71%
70%
69%
69%
68%
67%
66%
66%
57%
57%
38%
Q. Do you agree or
disagree with the
following statement?
Single use plastics
should be banned as
soon as possible
71% of global consumers
believe that single use plastic
products should be banned as
soon as possible, with support
for such a move breaking the 7
in 10 barrier in 19 of the
countries surveyed. People in
the US show lower levels of
approval, with 57% favouring
such a move.
© Ipsos | A Throwaway World | An Ipsos Survey8 ‒
ATTITUDES TOWARDS ENVIRONMENTALLY VIRTUOUS BRANDS
41%60%
64%47%
56%60%
37%46%
41%40%
34%45%47%
39%46%
49%47%
35%30%
34%51%
32%31%31%
30%35%
33%35%
15%
34%26%21%
37%29%20%
41%33%
39%39%
42%33%30%
37%30%
26%27%
39%44%
39%21%
39%39%40%
40%36%
36%24%
38%
10%4%
4%8%
6%8%
7%8%7%11%
7%5%
6%13%
9%8%
10%9%11%
19%9%12%
12%9%
14%11%
10%19%
13%
5%6%
5%3%
5%6%
3%5%
4%3%
3%3%
3%6%
3%5%
5%3%
4%5%
9%4%6%
5%5%
8%4%
8%4%
11%3%
7%4%5%
6%12%
7%9%
7%13%14%15%
5%12%12%11%
13%11%
2%9%
12%11%
14%10%11%
17%14%
31%
Global Average
Peru
Mexico
Serbia
South Africa
Chile
Canada
India
Russia
South Korea
Great Britain
Hungary
Germany
Malaysia
Spain
Brazil
Argentina
Australia
Italy
China
Turkey
Belgium
Poland
US
Netherlands
Sweden
France
Saudi Arabia
Japan
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
75%
86%
85%
84%
84%
80%
79%
79%
79%
79%
77%
77%
76%
76%
76%
75%
74%
74%
74%
73%
73%
72%
71%
71%
70%
70%
69%
59%
52%
Q. Do you agree or
disagree with the
following statement?
I feel better about brands which
make changes to achieve better
environmental outcomes
A strongly positive attitude
towards brands which make
changes to achieve better
environmental outcomes is
more evident in emerging
economies like Peru (60%
strongly agree), Mexico (64%),
Chile (60%), and also Turkey
(51%), than in the most affluent
countries like Japan (15%), the
US (31%), the Netherlands
(30%), France (33%), Sweden
(35%), but also Saudi Arabia
(35%) (a country with a GDP
per capita higher than
Germany).
© Ipsos | A Throwaway World | An Ipsos Survey9 ‒
WILLINGNESS TO USE LESS PLASTICS
28%20%
39%40%
34%48%
30%42%
38%40%
37%31%30%
51%34%
43%32%
37%53%
44%44%
39%41%
56%41%
47%53%
50%40%
27%36%
32%32%
38%23%
42%31%
36%34%
37%44%
47%27%
43%34%
45%41%
25%34%33%
40%39%
24%40%
33%29%36%
35%
19%13%
12%11%11%
18%10%
11%11%
10%11%
12%18%
7%12%
10%15%
9%9%9%
7%8%
7%6%
6%5%
7%8%
10%
12%4%
7%6%
5%6%
5%5%3%
3%5%
5%2%
3%6%
7%2%
4%6%
5%4%
6%3%
7%3%
3%7%
3%5%
14%27%
10%11%
12%5%
13%11%
12%13%
10%8%
2%13%
5%6%5%
9%7%
8%11%
8%10%
7%10%
11%4%4%
10%
Saudi Arabia
Japan
Sweden
Argentina
Russia
Turkey
US
Brazil
Australia
France
Italy
Netherlands
China
Germany
Malaysia
South Africa
South Korea
Belgium
Chile
India
Spain
Poland
Canada
Mexico
Great Britain
Hungary
Peru
Serbia
Global Average
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
75%
86%
81%
81%
81%
80%
80%
79%
78%
78%
78%
78%
77%
77%
77%
77%
77%
75%
74%
74%
74%
73%
72%
72%
72%
72%
71%
56%
55%
Q. Do you agree or
disagree with the
following statement?
I want to buy products
which use as little
packaging as possible
People around the world say
they are ready for change.
Three in four global
consumers (75%) say they
want to buy products with as
little packaging as possible, a
figure which rises to 81% in
Great Britain, Hungary and
Peru and 86% in Serbia.
Saudi and Japanese
consumers (with respectively
56% and 55%) are the least
determined, but nowhere does
the proportion of consumers
actively disagreeing surpass a
third of the total.
© Ipsos | A Throwaway World | An Ipsos Survey10 ‒
READINESS TO CHANGE SHOPPING HABITS
12%20%
16%20%
23%24%
21%27%
24%27%
23%29%
24%31%
28%24%
29%29%
35%23%
28%29%
43%39%
44%39%
36%45%
28%
36%29%
34%33%
33%32%
35%30%36%
34%38%
32%38%
31%35%
40%38%37%
32%44%
41%41%
28%33%
30%35%
40%33%
35%
16%21%
29%17%
20%24%
18%16%
17%16%16%
15%14%
16%17%
16%10%
18%14%
19%18%
20%10%11%
10%12%
13%10%
16%
4%12%
9%13%
7%8%
6%13%
9%6%7%
5%8%
6%6%6%
6%7%
7%4%
7%6%
8%10%7%
4%6%
6%7%
31%18%
12%16%17%
13%19%
13%14%
17%16%
19%16%16%
14%13%
17%8%
12%10%
7%4%
10%7%
9%9%
4%5%
13%
Japan
US
Netherlands
Sweden
Australia
Belgium
Great Britain
Saudi Arabia
Poland
Argentina
Canada
France
Russia
Germany
Spain
Italy
Hungary
South Africa
Brazil
South Korea
Malaysia
China
Mexico
Turkey
Chile
India
Serbia
Peru
Global Average
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
63%
78%
76%
75%
73%
72%
71%
71%
69%
68%
68%
67%
67%
64%
63%
63%
62%
61%
61%
61%
60%
57%
57%
56%
56%
53%
50%
49%
48%
Q. Do you agree or
disagree with the
following statement?
I'd be willing to change
where I shop if it meant I
would use less packaging
We know there can be a gap
between what people say and
what they actually do, as there
are limits to what people may
be willing (or able) to do
personally to decrease the
amount of plastic they use.
Across the 28 countries in the
survey, 64% say they would be
willing to change where they
shop if it meant they would
use less packaging.
But this figure falls to under
60% in many of the world’s
wealthiest markets, and in the
US the proportion ready to
change their regular shopping
routine stands at 49%, with a
third unwilling to change.
© Ipsos | A Throwaway World | An Ipsos Survey11 ‒
QUALITY OF LOCAL RECYCLING SERVICE
10%5%
16%17%
16%10%
18%21%
13%20%
23%22%
19%21%
18%20%
29%26%
23%22%21%22%
28%27%
23%23%
25%35%
20%
12%19%
20%20%22%
32%24%
23%32%
27%23%26%33%
32%39%
38%31%
34%37%40%42%
42%36%37%
43%42%
45%35%
32%
17%28%
27%24%
26%21%
19%25%
30%18%
20%22%
18%21%
19%18%
18%22%
13%27%
17%15%
15%16%14%
17%13%14%
20%
56%39%
25%32%
29%5%
33%22%10%
24%18%
24%12%
12%7%
13%14%
13%14%
8%9%
7%6%
11%8%
6%7%6%
17%
4%9%
12%7%7%
32%6%
9%15%
12%15%
6%18%
15%18%
12%9%
6%14%
4%11%
14%16%
9%13%12%
10%10%
12%
Serbia
Russia
Argentina
Mexico
Chile
Japan
South Africa
Peru
South Korea
Brazil
Saudi Arabia
Turkey
Hungary
Spain
France
Poland
India
Malaysia
US
China
Great Britain
Belgium
Germany
Italy
Australia
Netherlands
Canada
Sweden
Global Average
Base: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
52%
70%
70%
65%
65%
64%
64%
64%
63%
62%
59%
59%
59%
57%
57%
53%
52%
48%
47%
47%
45%
44%
42%
42%
38%
37%
36%
24%
22%
Q. Do you agree or
disagree with the
following statement?
The recycling service
for household waste
is good in the area
where I live
We observe big variations
around the world in
assessments of the local
household recycling service in
the area they live. In Russia and
Serbia, less than a quarter are
positive (24% and 22%
respectively), while in Sweden
and Canada 70% agree that the
facilities in place are in good
shape.
In most of the emerging
countries surveyed, satisfaction
levels are under 50%.
Strongly agree Tend to disagreeTend to agree Strongly disagree Don’t Know
© Ipsos | A Throwaway World | An Ipsos Survey12 ‒
CLARITY OF LOCAL RECYCLING RULES
5%9%
15%15%
19%19%
21%17%
23%19%
21%12%
20%30%
23%26%26%
23%21%
23%25%
31%29%
31%28%
35%34%34%
23%
16%13%
20%22%
19%20%
22%26%
21%27%
28%37%
36%27%
34%31%31%37%40%
38%39%
33%38%
37%41%
33%36%
38%30%
27%18%
29%24%
27%21%
20%22%
27%17%
19%26%15%
19%21%22%
18%21%
25%16%
16%19%
15%19%15%
13%12%
11%20%
44%55%
25%30%
28%35%
19%26%
23%25%
13%8%
3%14%
15%11%
12%11%
11%11%
7%8%
8%4%
7%7%
4%5%
17%
8%4%
12%9%
7%6%
18%9%
7%12%
19%16%
27%10%
7%10%
13%9%
3%12%
13%9%
10%9%8%
11%15%
11%11%
Russia
Serbia
Argentina
Mexico
Chile
South Africa
Saudi Arabia
Turkey
Peru
Brazil
Hungary
South Korea
Japan
India
Malaysia
Poland
US
Great Britain
China
Spain
France
Italy
Australia
Netherlands
Canada
Sweden
Germany
Belgium
Global Average
Strongly agree Tend to disagreeTend to agreeBase: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
Strongly disagree Don’t Know
53%
72%
70%
69%
69%
68%
67%
64%
64%
61%
61%
60%
57%
57%
57%
57%
56%
50%
50%
46%
44%
43%
43%
38%
38%
37%
35%
22%
21%
Q. Do you agree or
disagree with the
following statement?
The recycling rules for
household waste are
clear in the area where
I live
A similar variation can be seen
when it comes to the clarity of
the rules for household
recycling locally; they are
rated particularly highly by
people living in Belgium and
Germany (72% and 70%
respectively) and rather less
so in Serbia and Russia (22%
and 21%).
Once again, people in
emerging countries are
generally less likely to find
these rules clear.
© Ipsos | A Throwaway World | An Ipsos Survey13 ‒
AWARENESS OF PLASTICS’ RECYCLABILITY
10%10%
17%18%
12%19%
22%17%
23%21%
15%31%
25%31%
25%23%
29%35%
41%27%
34%37%
34%41%
37%33%
44%51%
27%
14%26%
22%23%
30%25%
25%30%
25%30%
38%22%
30%26%
31%36%
29%24%
19%32%
27%26%
30%22%
28%34%
25%23%
28%
29%20%
23%23%
29%24%
22%15%
21%25%
27%22%
15%20%
13%29%
14%20%
13%20%
12%10%
18%17%
12%14%10%
9%19%
34%8%
16%20%
19%18%
14%22%
16%9%
14%8%
10%13%
14%8%
9%13%
15%9%
7%12%
13%13%
9%5%9%
9%13%
14%35%
22%16%
10%15%
18%16%16%15%
6%17%
20%10%
16%4%
19%8%
12%12%
20%15%
6%7%
14%14%
12%7%
14%
Great Britain
Japan
France
Australia
South Korea
Canada
US
Hungary
Belgium
Netherlands
Germany
Saudi Arabia
Sweden
India
Russia
China
Spain
South Africa
Chile
Italy
Argentina
Mexico
Malaysia
Turkey
Brazil
Poland
Serbia
Peru
Global Average
Base: 19515 online adults under the age of 75 across 28 countries. Fieldwork dates: July 26th – Aug. 9th 2019
Agree
55%
74%
69%
67%
65%
63%
63%
62%
62%
60%
60%
59%
58%
58%
57%
57%
55%
53%
53%
51%
48%
47%
46%
44%
42%
41%
39%
36%
24%
Q. Do you agree or
disagree with the
following statement?
All plastics can be
recycled
The British are, by far, the
most aware of the limits of
recycling, with only a quarter
(24%) believing that all plastics
can be recycled.
This compares to a global
average of 55% and more than
two-thirds in Poland (67%),
Serbia (69%) and Peru (74%),
the latter two being countries
where only a minority consider
local recycling rules to be
clear.
Strongly agree Tend to disagreeTend to agree Strongly disagree Don’t Know
© Ipsos | A Throwaway World | An Ipsos Survey
SURVEY OVERVIEW
14 ‒
• These are the findings of a 28-country Ipsos survey conducted via Ipsos’s Global Advisor online survey platform between July 26 and August 9, 2019.
• For this survey, Ipsos interviewed a total of 19,515 adults aged 18-74 in Canada, Malaysia, South Africa, Turkey, and the United States; and 16-74 in all other markets.
• The sample consists of 1000+ individuals in each of Australia, Brazil, Canada, China (mainland), France, Germany, Great Britain, Italy, Japan, Spain, and the United States, and 500+ in each of Argentina, Belgium, Chile, Hungary, India, Malaysia, Mexico, The Netherlands, Peru, Poland, Romania, Russia, Saudi Arabia, Serbia, South Africa, South Korea, Sweden and Turkey.
• The survey data have been weighted so that each market’s sample
composition best reflects the demographic profile of the adult population
according to the market’s most recent census data. Data collected each
month are also weighted to give each market an equal weight in the total
“global” sample.
• Online surveys can be taken as representative of the general adult
population under the age of 75 in Argentina, Australia, Belgium, Canada,
France, Germany, Great Britain, Hungary, Italy, Japan, The Netherlands,
Poland, South Korea, Spain, Sweden, and the United States. Online
samples in Brazil, Chile, China (mainland), India, Malaysia, Mexico, Peru,
Romania, Russia, Saudi Arabia, Serbia, South Africa and Turkey are more
urban, more educated and/or more affluent than the general population
and the results should be viewed as reflecting the views of a more
“connected” population
• Sample surveys and polls may be subject to other sources of error,
including, but not limited to coverage error, and measurement error. The
precision of the Ipsos online polls is measured using a Bayesian Credibility
Interval. The credibility interval around percentages based on single-
month data is of +/- 3.5 percentage points for markets where the
monthly sample is 1,000+ and +/-4.8 points for markets where the
monthly sample is 500+. Click here for more information on the Ipsos use
of credibility intervals.
• Where results do not sum to 100 or the “difference” appears to be+/-1
more/less than the actual value, this may be due to rounding, multiple
responses, or the exclusion of don't knows or not stated responses.
© Ipsos | A Throwaway World | An Ipsos Survey© Ipsos | A Throwaway World | An Ipsos Survey15 ‒
ABOUT IPSOS
Ipsos is the world’s third largest market research company
present in 90 markets and employing more than 18000 people.
Our passionately curious research professionals analysts and
scientists have built unique multi-specialist capabilities that
provide true understanding and powerful insights into the
actions opinions and motivations of citizens consumers patients
customers or employees. We serve more than 5000 clients
across the world with 75 business solutions.
Founded in France in 1975 Ipsos is listed on the Euronext Paris
since July 1st 1999. The company is part of the SBF 120 and
the Mid-60 index and is eligible for the Deferred Settlement
Service (SRD).
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GAME CHANGERS
In our world of rapid change the need of reliable information
to make confident decisions has never been greater.
At Ipsos we believe our clients need more than a data supplier
they need a partner who can produce accurate and relevant
information and turn it into actionable truth.
This is why our passionately curious experts not only provide
the most precise measurement but shape it to provide True
Understanding of Society Markets and People.
To do this we use the best of science technology
and know-how and apply the principles of security simplicity
speed and substance to everything we do.
So that our clients can act faster smarter and bolder.
Ultimately success comes down to a simple truth:
You act better when you are sure.