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Markets Materials

New report shines a light on the relationship between brands and bio-based materials.

  • Adidas shoes26% of brands said bio-based content is one of the selection criteria used when choosing a supplier, based on sustainability performance.
  • 52% said they have clear objectives for sourcing bio-based materials.
  • 71% said their brand communicated externally on its use of bio-based materials.

Many brands make a very public display of working with bio-based materials and products but still retain a core reliance on their traditional, fossil-fuel ingredients. Gaining an understanding of what brands, really think about the bio-economy can be a real challenge. Aiming to give the industry a better understanding of what makes a brand engage with the bio-economy, communications and PR agency Sustainability Consult have published a new report #WhatBrandsWant . Compiled over a six-month period, they surveyed more than 6,000 participants and analysed responses from over 40 brands with the results offering unique end-user insights on the drivers and barriers affecting the renewable materials market.

The findings reveal a growing commitment towards renewable materials and alternatives to fossil-based products. Half of the brands surveyed have set targets for bio-based products. One quarter said bio-based content was one of the selection criteria when choosing a supplier based on sustainability performance. Of the brands not currently using bio-based materials, two-thirds intend to incorporate them into future product lines.

Cost is viewed as the main barrier to adoption, followed by performance and availability. Respondents also cited concerns regarding feedstock, end-of-life options, as well as a lack of consumer understanding. To remedy these problems, brands are looking to the bio-based industry to provide credible information on product advantages.

Richard Delahay, Managing Director at Sustainability Consultsaid, Since 2011, Sustainability Consult has worked closely with companies invested in the bio-economy. We often hear this industry ask the same question: how can we encourage brands to invest in renewable materials? Our first ever stakeholder survey provides clear pointers, highlighting opportunities for action to mainstream bio-based solutions.

Read the full report here:#WhatBrandsWant Report


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