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Greeting Cards | Two thirds of consumers now make purchases based on company sustainability credentials

Wed 27 Oct 2021 | 05:30 am GMT
Jakki Brown | Products of Change Writer

Sustainability was a key topic at this year\'s GCA AGM

Environmental and sustainability awareness has become a rising trend across the greetings card industry, with almost two thirds - a whopping 65% - of consumers now making their purchasing decisions based on a product’s ethical credentials. This has been earmarked as just one of the biggest shifts in the consumer’s greeting card buying patterns that was tracked in the recent research project commissioned by the GCA and undertaken by the respected survey company, OnePoll. The findings are based on the responses from 2,000 adults who give greeting cards at least once a year.
A slide Darren Cave shared at the recent GCA AGM and Conference.
Sharing some of the highlights at this month’s GCA AGM and Conference (October 14), Darren Cave, vice president of the GCA and commercial director of UK Greetings, highlighted that over a fifth of those surveyed went so far as to say that sustainability is a ‘very important’ consideration in their greeting card buying decisions today. “Only 8% of those responding to our survey said that consideration for the environment was not something they thought of when selecting a greeting card,” said Darren. The responses showed that females and younger card buyers are the most acute in their environmentally-centric greeting card purchasing habits.
Darren Cave (far left) with (left-right) Helena Mansell-Stopher (Products of Change), Rachel Hare (Belly Button), Sarah-Jane Porter (Moonpig), Daniel Prince (Danilo) and Amanda Fergusson (GCA) at the event last week.
The findings were shared by Darren just before a panel session at this month’s well-attended event, with Rachel Hare, managing director of Belly Button Designs and Helena Mansell-Stopher, founder of the Products of Change membership hub, going into greater detail on the sustainability front. While Rachel shared what measures she has put in place in her business – which includes all Belly Button Design cards being supplied completely plastic-free from the start of next year, Helena hit home the urgency of businesses adopting more sustainable practices while remaining commercial.
Above: Helena explained how we are running out of finite resources.
Products of Change’s greeting card and affiliated product members now include Danilo, Carousel Calendars/Otter House, Cath Tate Cards, Glick and Out of the Blue Studios/Into the Green. Instigated by Heidi Early, co-owner of Earlybird Designs in conjunction with Products of Change and supported by PG and the GCA, a Cardie Green Team meeting is scheduled to take place via Zoom at 11am on Wednesday, 10th November to discuss more ways the industry can improve its sustainability. Anyone interested in attending can email Helena on helena@productsofchange.com
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