The packaging revolution

Packaging is often overlooked by businesses, despite the prevalence of online orders requiring postage and increasing media and consumer scrutiny over plastic waste. Product packaging is often the first impression a customer will have of your product and an opportunity to market your brand values.

The single-use carrier bag tax: the beginnings of the packaging revolution

In October 2015 the UK government introduced a 5p charge on single-use plastic bags. Any initial media and consumer misgivings were eclipsed by the success of the scheme. Research by the Department for Environment Food & Rural Affairs indicates an 83% reduction in the issue of plastic bags across the seven main supermarket retailers in 2016. This equates to around six billion fewer single-use bags in circulation that year – roughly equivalent to the weight of 300 blue whales, 300,000 sea turtles or three million pelicans!

Public opinion: the changing tide on plastics

Changing consumer attitudes to plastic packaging were cemented in 2017 by the BBC airing of Blue Planet II. Following the show’s final episode, on the impact of mankind on the seas, there was a huge public response to the issue of plastics in the ocean. Online search behavioural specialist, Hitwise reported a 55% increase in searches for ‘plastic recycling’ following the episode. Environmental charities also experienced a surge in visitor traffic to their websites, such as The Marine Conservation Society (169% increase) and the World Wildlife Fund (51%).

Packaging: what customers expect in 2018

A recent study by Unilever showed that a third of consumers choose to buy from brands they believe are doing social or environmental good. Companies are increasingly having to demonstrate their environmental responsibilities in order to win custom – a topic we covered in our blog post: why corporate social responsibility matters to your business. With the current scrutiny on plastics; packaging is likely to be the primary focus of consumer and media pressure on sustainability that UK businesses will face in 2018. However, this drive shouldn’t be seen by businesses as costly or restrictive, but an opportunity.

Using packaging to sell your company values

Historically packaging has been used as advertising space – a chance to impress upon consumers your branding, logo and contact details. These will continue to be important, but increasingly the nature of packaging itself will take priority. Whereas traditionally quality has been the primary value associated with packaging, the biggest opportunity for brand association now rests with sustainable, minimalist packaging, produced from recycled materials.

Sustainable packaging alternatives

Using recycled (and recyclable) packaging materials is well established, but the cutting edge of packaging has moved from plastics to entirely different materials. Company vegware produces packaging from plant-based material, whilst London start-up Skipping Rocks Lab is working on a biodegradable and edible ‘water ball’ designed to replace plastic water bottles.

Trialling, supporting and adopting sustainable packaging can help a company establish themselves as a sustainable business and win custom in the environmentally conscious marketplace.

Encourage re-use rather than single-use

Another opportunity for business comes in the form of reuse. Coffee company Starbucks offers customers a 25p discount for using their own tumbler or cup rather than a single-use paper cup. As well as positive publicity for the brand, the policy encourages consumers to purchase a Starbucks reusable cup; generating revenue and visibly promoting the brand every time it is used.

Marketing your packaging initiatives

Any positive changes you make to your packaging policy; including reducing quantity, encouraging reuse, or switching to more sustainable materials is an opportunity for promotion. Consumers want to hear about the efforts that brands are making to improve their sustainability and shopping habits are changing in response.

Marketing and social media campaigns with QuayClick - the Exeter web design agency

If you’re planning a new packaging initiative or policy, but aren’t sure how to communicate this to your customers then Quayclick can help. Our social media experts can help with running engaging campaigns to make users aware of your values, whilst our copywriters can ensure your website and promotional materials communicate your sustainable approach. Please contact us in Exeter if you would like to discuss a new marketing campaign and discover how we could help.