Packaging today symbolizes all the contradictions of today's consumer, torn between marketing, emotions and commitment.
We want to reduce our impact, we want less packaging but more safety.
75% of consumers say that packaging remains a symbol of brand attention during the purchasing process. These same consumers reject and criticize plastic, size and cushioning solutions.
We don't have the same high standards when it comes to our food purchases or repeat purchases. In this act of purchasing, we have a strong tendency to reduce or even eliminate packaging.
On the other hand, for a more upscale or luxury product, the social and emotional aspect leads us to expect careful, if sometimes superfluous, packaging.
The interdependence between packaging, product, brand image, function and commitment also evolves according to our age and CSP.
So what does the future hold for packaging?
Conclusion:
Today's retailers have to reconcile image, function and commitment, while putting the consumer at the center of their thinking.
We can't duplicate a turnkey solution because the customer isn't the same, the brand positioning isn't the same, the destination function is different, and so are the commitments.
Whether we're talking about primary, secondary or tertiary packaging, the question remains the same: how can we do better?
And let's not forget: the best packaging is the one we don't produce.
If you have a project or would like to rethink your e-commerce or logistics packaging, let's talk over a coffee with one of our experts.