For enhancing the brand

Paper carrier bags are an excellent vehicle to project the brand image of retailers. Paper is very tactile due to its texture and shape. Its outstanding print quality and colour reproduction allow for great creativity in advertising and development of the brand image. Furthermore, they achieve maximum visibility and great appreciation from customers. Paper bags create emotional links between the retailer and their customers who often use them to carry their personal belongings.

Showing environmental commitment

Paper bags are in line with a modern and sustainable consumer lifestyle. Using paper bags involves giving a clear signal of commitment to the environment and improves the quality of life of consumers. By using packaging made from renewable, recyclable and biodegradable sources, retailers and brand owners contribute to reducing the use of non-biodegradable carrier bags and promoting greater environmental education. Thus, paper bags are a visible part of the corporate social responsibility that a retail brand can develop.

Consumers prefer paper

When it comes to sustainability characteristics in packaging, consumers across the European countries in our survey place the highest importance on circularity. Traits such as recyclability, reusability, and the use of recycled content consistently rank as the most important sustainability characteristics for packaging. Among these, recyclability stands out as the top priority, with consumers in every surveyed country rating it as the most important factor when considering sustainable packaging (Exhibit 4).¹