Packaging Thought Leadership

This is a curated collection of thought leadership on a variety of topics in the packaging industry, including:
 
Power of Suggestion: Highlights the importance of suggestion, not in terms of sales tactics but as a tool to guide decision-making. The notion of suggestion as an "incessant order" is emphasized, indicating that people are more likely to accept advice or suggestions that they perceive as their own ideas.
Sustainability and Consumer Understanding: The piece underscores the importance of keeping sustainability simple. While there are numerous technically recyclable products, the average person doesn't understand the complexities of sustainability. It's crucial for brands to ensure that if a product claims to be recyclable or compostable, it must be so within the local context to avoid accusations of greenwashing.
Attention Span and Marketing: As digital device usage has increased, attention spans have dwindled. Marketing messages often become white noise due to overexposure. Different methods of information consumption, such as visual and tactile means, are discussed.
Consumer Expectations: There's a focus on the increasing expectations of consumers. They want personalized products, value for money, convenience, and sustainability, often with conflicting requirements. This challenges brand owners and product developers.
Innovation vs. Improvement: The difference between genuine innovation and mere improvement is highlighted. The text suggests that while consumers desire innovation, they often can't pinpoint exactly what they want. The danger of chasing fads instead of long-term trends is discussed, emphasizing the financial implications of misjudged market entry.
 
Target Audience:
Given the insights provided:
Brand Owners and Marketers: This group would benefit from the sections discussing consumer expectations, the importance of genuine innovation, and the changing dynamics of attention in the digital age.
Sustainability Professionals: The emphasis on consumer understanding of sustainability makes this document invaluable to those in the sustainability sector, especially in packaging.
Product Developers and Innovators: The distinction between innovation and improvement and the focus on understanding consumer wants versus needs would be enlightening.
 
In summary, anyone involved in the packaging industry, from brand strategists to product developers, would benefit immensely from this document. It provides a nuanced understanding of the evolving landscape of consumer expectations and the challenges and opportunities that come with it.​