Listening to consumers’ thoughts on sustainable packaging in our insight sessions recently, we realise there’s been a shift.
We’ve noted before that it’s something people feel manufacturers should be offering anyway, without making a song and dance about it. And that for most it’s not a driver of brand choice. It’s certainly not an added value thing they’d expect to pay more for (especially since they expect sustainable packs to look and feel ‘less than’ or ‘worthy’ in some way).
All of that remains true. What’s changed is that it is no longer just an ethical choice. What excites consumers are ethical packaging solutions they can enjoy. Packs that are sustainable and beautiful. Pleasurable to handle, tactile – an aesthetic, sensory experience. More, not less, aesthetically pleasing than the non-sustainable option.
When a pack hits this head/heart spot, they can really stand out from the crowd, and make that critical difference at point of purchase.
Kay is Lucid’s Associate Director and also leads our international work. She possesses real wisdom, pragmatism, strong marketing nous and also speaks fluent French. Kay began her career at The Foreign Office and P&G before moving into insight at One World and Stimulating World. She then moved client-side, working in insight and marketing at Allied Domecq and Pernod Ricard before joining Lucid.