Matching your packaging communication with your customer’s desires
The newer generations of consumers bring a fresh wind with them. Sustainability is in, brand loyalty is out.
But how do you make sure your brand’s packaging keeps up with these changes? Especially as many consumer experiences begin with the packaging, it can manifest as one of the first opportunities to showcase your USP.
Babysteps to a proper infrastructure
A recent survey by financial services firm ING actually found out almost 50% of all people aged 24-35 have said they’ve stopped buying products from brands that are deemed environmentally unresponsible. In general adults aged <30 have proven to have lower brand loyalty, and to be more likely to switch brands in the case of company/ consumer value mismatches.
As this segment continues to gain more disposable income, greener products will continue their trend towards the spotlight. In order to keep up with this consumer demand the value chain will need to work together, from start to end. We’ve talked about this before, but at LPF we believe this change will be answered by reclylability. And for this to properly work there needs to be an organized, capable infrastructure.
And for this to work, communication is essential. Luckily, any company purchasing packaging alread has the answer laid out for him. What better way to communicate with your consumers is there compared to your packaging?
Packaging communication: an often unused tool.
So we mentioned infrastructure. Logically, if value chains want customers to recycle their packaging, they’ll need to provide the means to do so. Having recycling flows that take the used products from consumer to recycling station is a requirement. At LPF we call this principle ‘the crossroads’. Consumers, convenience and sustainability need to meet each other for this principle to truly work. And this is where packaging communication comes in: if your packaging does not adequately inform consumers how to recycle it, these crossroads will never be more than an ideal.
As we said earlier, packaging luckily lends itself extremely well for this kind of job. With some packaging shapes (sachets/SUP’s) having a printable surface of more than ~90%, companies have all the room in the world to promote their communication. So use some of this real estate to communicate your brand’s advancements. In case this is a green advancement, take your consumer by the hand. Tell them (or even better: illustrate it!) how to sort your packaging and where to deposit it after the fact. These are new horizons for us all, and turning supply chains into value chains is a cooperative effort.
Consumers, organizations and governments are demanding change, and that means the packaging value chain needs to demand it of ourselves, too. At LPF we believe that plastic is too valuable to lose to the environment. And not just because it drives our business.
The current pandemic has shown how important processed foods are in the prevention of contamination, and how preserved foods can help vulnerable communities stock up during trying times. There is no avoiding places or people in a world where all your products perish within weeks, so plastics have an important role to play as our world keeps getting busier. And if companies across industries expand their collaboration to further improve sustainability, we can make Earth a better world both for ourselves and for generations to come.