M&M'S switch to paper bags as part of sustainability drive
Young Chinese consumers have an increasing awareness of sustainable lifestyles and demonstrate strong desires to enjoy fun and fashion trends when practicing it, according to a survey conducted by M&M'S.
Their enthusiasm has been sparked by M&M'S, the chocolate brand of Mars Wrigley that has been popular around the world for 80 years, in a recent nationwide campaign that incorporated a sustainable concept with fun and artistic activities.
Under the theme of sustainability, M&M'S advocates fun, diversity and participation, making it possible for every young person to become a "Sustainability Idol", said Wan Jinling, marketing vice-president of Mars Wrigley China.
"We aim to provide consumers with deliciousness and happiness while promoting packaging that is more conducive to circularity, ultimately contributing to building a more sustainable and better tomorrow for our planet," she said.
M&M'S, working with a large supermarket chain and an art organization, staged sustainability art experience activities in almost 100 supermarkets across nine major Chinese cities, including Shanghai, Guangzhou and Shenzhen, from July 28 to Aug 19.
It came shortly after the launch of new sustainable initiatives by the brand, including compostable paper packaging for its 40-gram bags of milk chocolate M&M'S and canister lids made from recycled polyethylene terephthalate, or rPET, for the 270-g sharing pack in July.
Since it accepted applications on July 28, the campaign has received wide attention.
More than 17 million young people have spread information for the activities online.
Roughly 3,300 young consumers visited the art experience sites, received professional guidance in sustainable art creation, engaged in interactive activities and created their own artworks about sustainability.
Online, the events became a hotly-discussed topic that roughly 8.7 million people took part in, figures from M&M'S indicated.
After participating in the activity, Mowanyouyou, an influential tourism blogger with 1 million fans, posted online: "I increasingly feel that low-carbon, environmental protection, and sustainable development should become a way of life. For example, using reusable bags, bringing your own water bottles and utensils, purchasing products with sustainable packaging and participating in recycling efforts." Wan said the sustainable efforts of M&M'S are winning recognition and support from young consumers.
"We're taking action to support the circular economy through investment and innovation, working toward a world where packaging material never becomes waste, but is reused, recycled or composted," Wan noted.
Recycled packaging
In one of the sustainability efforts of M&M'S, the brand has started replacing the packaging of the 40-g bag with compostable (under industrial condition) paper, the first of its kind in China.
It has been a part of the brand's efforts in line with the commitment of Mars, the global snacking giant, for sustainable packaging since it recognized that packaging waste is a global challenge that threatens the oceans and health of the planet.
Although having no apparent difference from the old packaging, the new one, under industrial composting conditions, can be composted by more than 90 percent within six months, breaking down into nontoxic byproducts such as water and carbon dioxide, said the brand.
It can also save at least 55 percent of virgin plastic usage when compared to the previous packaging, making it more sustainable, the brand's figures indicated.
At the same time, M&M'S introduced its canister lid made from post consumer recycled PET for its 270-g sharing pack of chocolate in the Chinese market.
PET, a common plastic, has been widely used in food and beverage packaging due to its high physical and chemical stability toward food. But more importantly, it can be recycled.
The new canister lids of M&M'S use 96 percent recycled PET, according to the brand.
"This year, we are exploring sustainable packaging as a way to support sustainability. We hope our efforts can inspire more young people that sustainable living can be fun, inclusive and easily accessible," said Wan.
Rising awareness
In a bid to understand the sustainable living attitudes of young people in China, M&M'S carried out a survey in July and August among 583 individuals aged 18 to 35, and released the findings report in early September.
The report found that about 58 percent of respondents want fun when practicing sustainable living, which is in the same view with M&M'S who encourages people to live the sustainable lifestyle they choose and helps them feel included by championing fun as a way to share their true-self and connect with others.
More than 91 percent of the respondents said they are engaging in sustainable living through various ways, such as green socializing and low-carbon transportation, benefiting the natural environment and social development.
Among them, turning off lights when not in use, carrying their own water bottles and carrier bags, and buying only what is needed to reduce hoarding are the top three common actions they take to reduce energy consumption, show the findings.
Also one part of the young group chooses to live a circular life, acquiring second-hand goods, exchanging old items and turning waste into treasure for secondary use.
More than 60 percent of the respondents tend to buy goods that can be recycled or have a longer life span in their daily consumption. They try to complete the closed loop of product circulation in their own way to save energy and resources, the findings indicate.
"The pursuit of a sustainable lifestyle among young people today is not only a reflection of their concern for the planet and their introspection, but a manifestation of their sense of responsibility and spiritual values toward the future and the world," said Wan.
"By gaining their support and recognition, we aim to better advocate sustainable concepts to young people and encourage more of them to join the M&M'S family as 'Sustainability Idols'", she added.
chenhong@chinadaily.com.cn
