Welcome back to the Crazy About Packaging Podcast! This time, the C.A.P. Pack explores a topic that influences how people think, act, and even feel about packaging—language. In this episode, we’re joined by Dr. Joanna Gavins to discuss the ways in which language shapes public perception of plastics.
The University of Sheffield’s research team analyzed 4.5 million words from consumers, brands, and policymakers to understand how different groups talk about plastics. The results? There’s a major disconnect in how plastics are perceived—and that communication gap could be holding back meaningful progress.
If you’ve ever wondered why some consumers see plastic as a problem while industry professionals see it as a solution, this conversation is for you. Keep reading for a sneak peek at what we covered, then head over to Spotify, Apple Podcasts, or our website to listen to the full episode.
First up, let’s meet our guest. For this episode, we’re thrilled to welcome Dr. Joanna Gavins, a cognitive linguist from the University of Sheffield. As a professor specializing in language and cognition, Dr. Gavins studies how the words we use shape our thoughts, emotions, and actions. Her research focuses on how people talk about their environment — and more specifically, how language influences public perception of plastics, recycling, and sustainability.
Dr. Gavins was part of the Many Happy Returns project, a two-year interdisciplinary study involving researchers from engineering, chemistry, psychology, human geography, and linguistics. The project explored how shifting language around plastics could influence consumer behavior, helping researchers understand why public attitudes toward plastic are often at odds with industry messaging.
One of the most striking findings from Dr. Gavins’ research was how brands and consumers frame plastics differently.
They found that large companies tend to take a "parental" tone when talking about sustainability — frequently treating their relationships with consumers like those of a parent with their children. They consistently frame their sustainability conversations around "helping," "supporting," or "enabling" their customers to do the right thing by properly recycling materials.
Meanwhile, consumers express frustration and confusion. If large companies are "helping" consumers to be more sustainable, then the end responsibility and the burden of waste management has been placed on them, even though they didn’t create the problem.
"Consumers don’t feel supported or encouraged by retailers and manufacturers," Dr. Gavins explains. "They feel like they never asked for this problem, and now they’re left to figure it out."
Rather than feeling empowered by sustainability messaging, many consumers believe companies should be doing more to manage waste at the source instead of telling consumers how to dispose of it properly. This gap in expectations contributes to the negative perception of plastics, making it harder for companies to shift the narrative.
One of the biggest takeaways from the study? Consumers just want to be told what to do — clearly. Many brands focus on feel-good messaging, but research suggests direct, no-nonsense instructions work better. Somewhat counterintuitively, research even suggests that companies should make use of targeted negative language that clearly states what not to do.
"Negative language can actually be really helpful," says Dr. Gavins, "and that kind of goes against a lot of company instinct. There's lots of research now in linguistics that shows that it takes us longer to process negative language, and that keeps our minds active and focused on what that negative language is describing. So, for example, if you say, ‘Don't put this in your household waste,’ that's more likely to have the effect you want than if you say, ‘Please recycle this packaging” in a positive way."
Many brands assume that plastering their packaging with eco-friendly buzzwords like green, sustainable, and recyclable will win over consumers. But the research suggests the opposite — too much sustainability messaging can actually turn people off.
Overuse of green messaging can lead to skepticism, with consumers feeling overwhelmed or misled. Instead of relying on broad sustainability claims, companies should focus on precise, actionable instructions that simplify decision-making for consumers.
For decades, plastic has been framed as cheap, disposable, and throwaway — and that perception is hard to change. Even when data suggests that plastic is the most sustainable option in certain applications, consumers often refuse to believe it.
"People have been conditioned to see plastic as trash. If you want them to reuse it, you have to completely reframe the conversation," Dr. Gavins explains.
Instead of reinforcing the idea that plastic is waste, brands need to focus on overcoming the negative perception of plastics by communicating that it’s a valuable resource that should stay in circulation.
Shifting the perception of plastics from disposable to reusable is key to encouraging sustainable behaviors.
This episode is a must-listen for anyone in the packaging industry. The words we use matter — not just for marketing, but for actually changing behavior. If companies want consumers to engage with reuse and recycling, they need to start speaking their language.
Want to learn more? Connect with Dr. Gavins on LinkedIn and download the How to Talk About Plastics guide to see the power of language for yourself.
Don’t miss the full episode: listen now on Spotify, Apple Podcasts, or our website.
Have thoughts on this discussion? Let’s keep the conversation going! Follow us on LinkedIn or email us at ICPG@impactgroup.co. See you next time!