6 Questions to Drive Conversations Around Sustainable Packaging Design (part 2 of 2)

News

2021/01/19 6 Questions to Drive Conversations Around Sustainable Packaging Design (part 2 of 2)

6 Questions to Drive Conversations Around Sustainable Packaging Design

source from: 6 Questions to Drive Conversations Around Sustainable Packaging Design | 2021-01-08 | Flexible Packaging (flexpackmag.com)

Does a smaller package always translate to better sustainability?

Short answer: Not always. In some cases, we might design a package to be smaller, but in order to do that we have to maintain its strength by making the material a little thicker. When we talk to our clients about going smaller, we let them know this can require some give and take.

This move can certainly improve the perception of sustainability, but it may not do much in the way of actual sustainability. And while we’re talking about smaller footprints, take time to understand what’s available to you to make the most of it. Print embellishments (e.g., embossings and foils) can maintain a premium look, positively improve the perception of value all without demanding additional space while maintaining recyclability.

Do your sustainability efforts have a place in your product’s story?

A recent report revealed more than 60% of consumers go out of their way to recycle and purchase products in environmentally friendly packaging. There’s a good chance the suppliers you work with have a sustainability story of their own. Is there an opportunity there? Maybe new materials are emerging that enable your packaging converter to use less (energy, water, material, etc.) on the front end. That's an important story to associate with and share.

Has the pandemic influenced your approach to sustainable packaging design?

COVID-19 has presented a number of challenges in 2020. It’s also forced us to think inside the box as e-commerce growth continues to climb. A growing number of brands — I would go out on a limb and say consumers as well — are becoming less concerned about standing out on a shelf and more interested in what they can do inside of a package.

This post-purchase branding effect features simple exterior packaging focused on getting from point A to point B safely. The inside, however, is optimized with compelling graphics and informational inserts to create a more engaging experience.

An old concept that’s more important than ever

Going forward, brands must not only trust, but lean on their packaging converters to innovate, identify, and capture the sustainable design opportunities that lay ahead. According to McKinsey, this requires having three critical elements in place:

A proven methodology to benchmark packaging products in terms of not only cost and convenience, but sustainability as well
Understanding the full opportunity and value at stake across the product portfolio from increasing sustainability requirements
Having the right partnerships in place to respond to consumer and customer packaging demands going forward

A GlobalWebIndex study found more than 60% of consumers say they’re likely to switch to a brand that is more environmentally friendly than their current brand. The clamor, expectation, demand, and need for sustainable packaging design is getting louder. You hear it. Does your supplier? Just ask.

Fast Link

TOP