Investment into carbon footprint technology, specifically within the packaging industry, is low. It is difficult to pin point the exact reason as to why, however research by Isabella Hargreaves unveiled some interesting insights.
Any B2B investment takes time, as a decision progresses through a process where an increasing number of stakeholders are introduced at touchpoints, to arrive to a purchase decision. The B2B purchase decision making process generally begins with a business needing a solution to a problem, and subsequently conducting an information search – most of which is conducted online. After a number of potential solutions are discovered, further, more senior stakeholders are brought into the decision process to assess options.
When the number of stakeholders increases, so does the purchase criteria and complexity. Differing members of the decision-making unit will have different agendas and needs to satisfy. The ultimate decision is made by the budget-holder, or c-suite members of the organisation. To whom, a pitch for investment must be made, relaying the benefits and potential return on investment of a purchase. The issue with a carbon footprint tool is return on investment can’t be concretely evidenced, and relies on the business to act on their corporate social responsibility, relieving any damage caused on the environment, and promoting such initiatives through green and sustainable marketing communications. Marketing sustainability efforts has proved successful for many businesses, which in turn has made the marketplace highly competitive and rife with greenwashers – businesses who claim to be doing more for the environment than they actually are. In some cases, larger businesses even seem to be worried of communicating green credentials, from fear of being targeted by NGOs for not doing enough.
Coupled with the difficulty of evidencing return on investment, it seems that within the packaging industry a lack of carbon footprint knowledge exists. Packaging professionals have differing backgrounds, with some coming from science-based training and some from business-based training. The lack of a standardisation of knowledge creates an uneven playing field. Those who may be involved with the purchase decision-making process for a carbon footprint technology may not have a wealth of knowledge of the area, and may fail to know what attributes are valuable when reviewing potential tools.
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