Consumers are complex, with powerful emotions and expectations that are influencing relationships and engagement with brands like never before. It is broadly believed that emotions are the basis for 80% of the decisions a person makes in a day1, yet—beyond marketing—few companies appropriately and intentionally act upon how and when emotions impact their customers’ impression of their brand.
Today, sustainability is often identified as a priority for brands, specifically within packaging programs. Brands are combatting their environmental impact by exploring eco-designed packaging. Bio-based designs (packaging materials that promote environmental efficiency) are a frequent topic of discussion1; however pricing, life cycle assessment results, and overall quality continue to impact these efforts and challenge bio-based options as a cost-efficient solution.2
In our post, Retailers and Corporate Social Responsibility, we wrote about how retailers are a driving force behind brands evaluating their packaging program to ensure that sustainability is considered from raw material sourcing all the way to design practices. In addition, there is increasing pressure from consumers for brands to take responsibility for the entire life-cycle of their product including the packaging it is sold in. These combined expectations are spurring companies toward more environmentally conscious business practices, enabling eco-driven projects to spearhead innovation.
Resin Identification Codes
Recycling can be confusing, but it doesn’t have to be difficult. Taking the time to understand RICs, which stand for Resin Identification Codes, can make all the difference in protecting post-consumer recycled materials.
We know that a lot goes into finding the perfect packaging for your product. Not only do you need a package that provides functionality and fits the unique needs of its content, but it is equally important that it showcases your brand personality. Add in cost efficiency and sustainability considerations, and it can quickly become complicated.
