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

Posted on Nov 9, 2017 4:11:00 PM
  • 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 Consult said, “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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Topics: BBWNBrands, Bio-Based

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Luke Upton
Luke Upton
Luke has edited this site since its launch and previously worked for b2b media companies across industries including energy, advertising and sport. His role includes writing, editing and more