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DUBLIN – A new survey conducted by packaging specialist Smurfit Kappa highlights growing appetite amongst European customers for fashion brands to adopt more sustainable forms of packaging.

Amongst respondents within the UK, 45 per cent of the sample indicated that they’re become more conscious of the packaging their orders arrive in, with 37 per cent insisting they wouldn’t order from a fashion brand or retailer if they knew the packaging methods used were unsustainable.

Arco Berkenbosch, VP of innovation and development at Smurfit Kappa, says:  “Consumers want online fashion brands to act responsibly and consider the social and environmental impacts of their businesses. Fashion brands, and indeed all brands, need to adapt to consumer demands on sustainability or they risk losing customers’ business.”

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