Sustainability isn’t just a sexy buzzword in the package design world—it’s also a way to win with consumers. But there’s a tension at play. Consumers say they want brands to walk the talk on sustainability but are often unwilling to pay extra to support consumer packaged goods companies and brands. In other words, if sustainability means spending more without gaining something else, consumers aren’t interested.
That said, there’s an opportunity to shift the focus of the conversation to reward for both parties. CBX VP Strategy Jaime Klein Daley points to Design Thinking—defined by the Interaction Design Foundation as “developing an understanding of the people for whom we’re designing products or services in a way that crafts a superior customer experience”—as a way to solve for consumer needs in a way that also solves for sustainable packaging.
Her article in Packaging Digest cites some interesting examples of brands leveraging Design Thinking to create value that simply can’t be found elsewhere (e.g., colder ice cream, courtesy of stainless-steel reusable packaging) and shift the conversation toward reward, rather than guilt.
If you’re in need of a new mantra because “reduce, reuse, recycle” has gotten old, try this one on: replace and rethink. There’s no time like the present to start reimagining the experience and future your packaging is creating.
Read the full article in Packaging Digest.
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