Does ‘being green’ have to cost the earth?

Woman Shopping


Price, convenience and brand are still more important than ‘going green’ to shoppers, survey finds.

A video spearheaded by the CPI  (Confederation of Paper Industries) and the Beyond the Box initiative has been published showing that Brits would like to be more sustainable, but it may only be achievable if sustainable products are made cheaper.

Led by celebrity sustainability campaigner Louise Symington, you can find the video here:



Watch as they delve into strangers’ shopping trolleys and habits to discover how eco conscious shoppers actually are.

Data via a survey, exposed during the filming of this video, found:

  • One in six Brits say they simply can’t afford to shop sustainably, and almost a quarter (23 per cent) believe that green produce is ‘too expensive for most people’
  • Three quarters of shoppers say they could be made instantly more sustainable if manufacturers would just make packaging for their favourite products more eco-friendly
  • More than half of shoppers say they now make purchasing decisions based on how sustainable their favourite products are
  • However, 45% admit they’re still confused by recycling labels

Despite numerous Government initiatives and campaigns, it appears that price, convenience, and branding remain more important than sustainability when Brits are out for their weekly shop.

Andy Barnetson, Director of Packaging Affairs at the CPI and spokesperson for Beyond the Box comments: “It is encouraging to see the number of adults looking to be more sustainable when it comes to their weekly shop – particularly as many of us hit the supermarket aisles on autopilot, with our shopping lists primed. However, for those seeking positive changes, it is important to ensure sustainability is at least a consideration during the purchase process.

“A good way to do this is to reflect on the materials used to package products when you are browsing the supermarket shelves, consider the packaging and opt for those items which are wrapped in materials which are widely recyclable, such as paper-based materials like cardboard.”

Here at Swanline, we do not believe that sustainable packaging should cost more, this is why we are committed to cost neutral sustainability, which means we do not charge more for recycled products, water-based inks or FSC certified products.

FSC certified products mean that the packaging originates from well managed forests. This means the forest owner must use local workers, provide training, safety equipment and a fair wage. Forest owners also have to support the local community, such as helping to develop schools. The FSC also protects the rights of indigenous people to use the forest – their sacred sites are exempt from felling.

To find out more about our cost neutral sustainability you can contact us here.