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.
Notably, while the use of plastic has soared, rising environmental consciousness has influenced the flexible packaging industry as product manufacturers adjust to align with Retailers and Corporate Social Responsibility. Shifts in consumer buying behavior has imposed pronounced restrictions as demand rises for more sustainable solutions across the board.1
According to research conducted in 2019 by McKinsey & Company, five major trends will severely influence packaging, demanding agility in innovative performance to navigate the pressure and potential disruptions to existing purchasing and processing practices over the next five to ten years1:
Materials, Closures and Automated Solutions
When discussing sustainability, it is important to acknowledge that packaging plays a critical role in purchase decisions, as packaging is often perceived as a direct indicator of value. Product and brand perceptions are built upon an array of cues including price, packaging material, color, environmental-friendliness, etc., and each of these cues provide a basis for consumers in establishing their impression of that product or brand.1
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