Packaging News You Can Use

Wow, have I been flooded with a host of new “green” packaging innovations this year. Everyone is jumping on the environmentalist’s green band wagon. I am constantly asked if environmental sustainability is a flash in the pan. If this is any indication, the recent Sustainable Packaging Forum was sold out with attendees looking for the latest packaging news in saving the environment.

Seventh Generation New Paper Bottle

via greenbiz.com

Heinz Plant Bottle

via Inhabitat.com

I have joked before that packaging is the true cause of “global warming.” But seriously, what is the reality? What is the real truth behind companies touting green packaging for the benefit of society? Environmental issues are a hot topic right now, so people are climbing aboard.  Global warming topics are on the news daily and people are looking for scapegoats as to its cause. Companies such as Wal-Mart are driving manufacturers to consider more environmentally friendly options in their packaging materials. In fact, their packaging scorecard continues their commitment of reducing packaging across its global supply chain by 5 percent by 2013.

The packaging industry is often chastised for having unfriendly environmental policies. I’m not here to debate this point, but I do want to talk about using environmental issues in a positive and realistic manner.

I’m not the only one either an new environmental group has been formed supporting the packaging community from a manufacturing perspective Ameripen.org

I’m not here to debate this point, but I do want to talk about using environmental issues in a positive and realistic manner

Let’s take the word “green” as an example. Obviously, we think of the color first.
But what about the variations of the definition that relate to packaging? How green is your packaging world?

• Green could mean less damage to the environment.
• Green could imply producing packaging from renewable resources.
• Green could entail designing products for environmental sustainability.
• Green could connote the use of less material and recyclable and degradable materials.

So “green” can be maximized for branding purposes in a host of different ways.  If you have a “green” packaging product what ways are you capitalizing on the current media exposure? (In addition to sending out a press announcement.) Here are a few points to consider:

• Did you support or promote participation in any Earth Day activities?
• Do you belong to one of the many organizations that support “green” and the environment?
• Did you orchestrate your new packaging introduction to coincide with Earth Day or other environmental events?
• Have you submitted your green product to the numerous packaging associations that offer opportunities for environmental awards?
• Have you submitted your package to any of the non packaging related organizations that have “environmental” awards?
• Do you have a plan in place for your staff to understand and utilize in order to build your “green” brand?
• Do your employees believe in being “green?” (This is a very important buy in.)
• Have you looked at any web sites such as treehugger.com (great site with lots about packaging) to see what they are doing?

Sure it seems a bit far fetched but Treehugger lives in the blogosphere world and we all know how important blogging is to the media. Try a quick GOOGLE search for “green packaging.” Yes, there are a few products listed but what is more important is what is NOT there. A huge area of untapped marketing potential is available for increasing the visibility for your packaging products.

No matter how unusual or “out there” the opportunity seems do not under estimate who will see and read about your “green” brand.  The branding hot spots I want you to think about are:

1. Is your “green” packaging product is a flash in the pan?
2. Has there been serious brand integration of the “green” message throughout your company?
3. Are you using your “green” message in all the promotion, literature and media exposure?

The reality begs this question. Are you packaging “greenwash” to capitalize on a current media trend or are you saving the environment with “true” environmentally friendly packaging?

Want more ways to capitalize on going green?

Order my ebook Is it Green Or Garbage

Invest in the sustainable packaging answers you need for only $14.95 and order this ebook now

http://www.packaginguniversity.com/pkgustorefront.htm#WhitePapers

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• Finding a niche and then packaging it @ http://is.gd/bLp5Y For every opportunity there is a product. I found this example fun, unique and creating a unique space. What can your product do?

• Doesn’t look like much but biodegradable wins Environmental Product of Year @ http://is.gd/bNwzn Its usually all the glitzy packaging that gets shown. This packaging is rather mundane but will it open new doors to sustainable packaging.

• It’s not new but I love the concept of Graze. They should consider a US branch on send it to me for review. There are a few critics of this as excess packaging (seriously) Picture # 2 @ http://is.gd/bSlHp

• Beauty is in the eye of the beholder, What impresses me may not impress others. Here’s the “packaging” key to know: Who Are You Packaging Your Product For Anyway?

Tags: Clean Air Tree, Consumers, Design, Earth Day, eco packaging, Environmental Product of Year, Graze, green, greenwash, media, NOTCOT, online community, package design, packaging design, packaging innovation, packaging trends, Rebranding, Repurposed, Small Business, social media, sustainability, sustainable packaging, universal packaging, Whole Foods

• The groundswell of consumer attitudes will influence the packaging industry. Consider the biggest issues in planning your packaging for the future. Are consumers angry about packaging? You bet more on point: Angry Consumer Packaging

• What happens to packaging in one country can flow to another. Once a concept gains traction it can get widespread acceptance in many countries. Look at what happened least week with Australia and mandating plain cigarette packaging. On Point: Packaging: The Hidden Power Player In A Global Society

• General issues relative to packaging may be regulated by various agencies. What impacts one group may crossover to your industry. Packaging trend: Big brother is watching you and what you do with your packaging. Are You Wanted By The Packaging Police

• Influences outside your control can impact your product packaging. Watch for movement related to causes or issues that might impact your business. Green causes are particularly hot right now but are they real? Read: Eco Packaging Transformation

• The most esoteric packaging can capture your target demographic. Remember it’s not just a package its your brand. This will explain more: Understanding The Critical Role Of The Brand In Product Packaging

Tags: angry consumer, branding, business, clamshell, Consumers, Earth Day, eco packaging, global warming, great garbage patch, green, greenwash, media, online community, package design, packaging design, packaging innovation, packaging police, packaging trends, Rebranding, retail, Small Business, social media, sustainability, sustainable packaging, wrap-rage

• 30 truly amazing wine label designs http://is.gd/bHuRo
  A product as basic as wine can be packed in so many different ways. Looking at archives of packaging by category is a good way to get creative ideas for your own products.
  For more insights read: Who Are You Packaging Your Product For Anyway?
• Universal Packaging System concept makes shipping stuff easier @ http://is.gd/bFjrg
  This innovation could radically change the way packages are shipped. One size fits all will dramatically cut down on inventory. The question remains does all the scoring detract from the structure integrity of the package?
  Find out more need to know in: 5 Things Every Business Needs To Know About Packaging
• Build Your Own iPad Stand Using iPad Packaging @ http://bit.ly/dB7nLq
  There was a whole hot of packaging designs focused around Earth Day 2010. One of the packaging paths to the future is to repurpose packaging materials for other purposes.
  For more repurposed packaging ideas read: Repurposed Packaging – The Packaging Of The Future
• CIGARETTES will soon be sold in plain packaging 2 stop young Australians from smoking @ http://bit.ly/dnwjHj
  The theory is scary pictures or no information at all will stop people from smoking. Australia is not the first company to attempt this concept. Only time will tell. But the main point is what gets adapted in one country can overflow to others.
  On Point: Packaging: The Hidden Power Player In A Global Society
• Glass packaging has the lowest carbon footprint @ http://bit.ly/blnPmI
  Who else has the same statement. Its all in how you interpret the data. Each packaging material claims their is the best.

SPECIAL REPORT: 2010 Packaging Trends Impacting What Consumers Will Buy:

In this fiercely competitive environment where every element of product packaging counts it’s important to understand any external influences that might keep your consumer from buying.

Packaging trends evolve with consumer’s wants and needs and sometimes they can become a primary factor in whether or not your packaging will succeed. It’s hard to assess each individual importance but it’s critical to manage for your overall packaging success.

Please email for a PDF copy of the top ten packaging trends.

Tags: Cardboard box, Compostable, Consumers, Design, Earth Day, eco packaging, Fast Company, glass, green, greenwash, media, online community, package design, packaging design, packaging innovation, packaging trends, Rebranding, Repurposed, Small Business, social media, sustainability, sustainable packaging, universal packaging, UPS, Wal-Mart, wine

Missed my packaging presentation?

Here’s a short video extracted from the sustainable packaging webinar

Tags: Amazon, business, Compostable, Consumers, Earth Day, eco packaging, global warming, green, greenwash, Hanover's, media, milk bag, online community, package design, packaging design, packaging innovation, packaging trends, Rebranding, Small Business, social media, SunChips, sustainability, sustainable packaging