Packaging News You Can Use

• Once a packaging trend gains traction it may influence your packaging whether you want it to or not. Watch the large retail drivers and how they can influence what happens to you. Usually what Wal-Mart wants Wal-Mart gets.
• Here’s a scary headline: Ontario’s environmental minister says plans to hold manufacturers of products more responsible for packaging they produce @ http://is.gd/bIoNk

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

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

• Now that EarthDay is over what’s the next big packaging day to promote your products and your packaging? Mother’s Day! This will get those creative juices flowing: How To Package Your Products For MOMS

• Expected the unexpected. What was considered industry standard may no longer be viable. Be prepared for sudden and rapid change.
  A few unexpected problems with their packaging from the brands: Packaging Snafus and Problems

Tags: business, Compostable, Consumers, Earth Day, eco packaging, global warming, green, greenwash, Mother's Day media, online community, package design, packaging design, packaging innovation, packaging trends, Rebranding, Small Business, social media, sustainability, sustainable packaging, Wal-Mart

• What looks good in theory many not work out practically.
  Ensure you consider packaging changes from all angles and all perspectives.
  Read Is Packaging Innovation The Chicken Or The Egg
• Earth Day count down.
  If you have packaging related to this celebration you only have a few days left to maximize exposure. Read my Earth Day post as a guest blogger on Amazon’s Green Scene Blog: How Green Is Your Earth Day Packaging?
• When great packaging story takes over the news think how you can piggyback on it.
  It’s a whole lot easier creating second hand buzz one a story has gotten traction.  EX: SunChips launched Compostable packaging followed quickly by Hanover’s.
  Frito-Lay just introduced what it is calling the 1st “100% compostable” chip bag @ http://is.gd/aM7NH
  Snyder’s Follows Frito-Lay’s Lead, Offers Sustainable Packaging
• Packaging innovation can be short lived.
  (Always a better mousetrap lurking) or someone waiting to trade on your packaging brand equity. Make the most of your innovation while its hot and newsworthy! On point read You Shopped Where?

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

I just got a call from Brandweek to comment on green product packaging backlash. I’ve been writing about it for a while but this week reading about milk bags brought it all to a head. While the idea of a milk bag looks good on paper and its attractive financially to the retailer, a lot of consumers hate it. It’s just like the variety of other eco packaging options for milk I discussed in my webinar (Designing Sustainable Packaging? 5 Things You Must Know 1st ) some are cumbersome and very consumer unfriendly and most will not likely fly here in the US no matter how environmentally friendly it is.  In fact I retailer in the UK has already stopped using the “eco friendly” milk bag due to the amount of waste.

Every week I get dozens of new green packaging press releases. Some of these are really a stretch. It’s seems with green the “in” thing to do, everyone is trying to jump on the band wagon while the topic is hot.

Many of these “green”packaging innovations really don’t make sense or in many cases won’t “connect” with the consumer.

Just because its green, environmentally friendly, sustainable, compostable, recyclable or biodegradable doesn’t mean that consumers will buy your product. Consumer acceptance is a very complicated issue. The growth of convenience and luxury categories flies in the face of the environmental movement too. They use lots of packaging and expensive too!

WE want it and we want it now. If it happens to tap into the “green movement” with environmentally friendly so much the better. The average consumer really does care about the environment they just aren’t going to sacrifice their creature comforts to get there. In reality only about 10% of the American populace inhabit this space in an ongoing basis any way. Sure we can all use a little less packaging in our lives just take a look at your trash can. Remember however, without the package you cannot have a product so give packaging a break when you think about bad bad packaging!

As I have said many times packaging has many roles to play ones in addition to protecting the product and getting it in your hands, attributes consumers will not willingly give up. Just think how you shy away from any damaged product packaging or reject the damaged or bruised produce at the supermarket. The rejection rate is already 20% without packaging this would skyrocket. And who do you think pays the ultimate price for less packaging? It’s not the retailers or the consumer products companies, its YOU the consumer. Yes, leave it at the store but look for higher prices too!

When was the last time you saw a sales person trained to tell you all about the item you are considering purchasing? The packaging tells you the story about what is inside and why you should buy it. You know the “silent salesperson.” So before you jump on the “less” packaging bandwagon give some consideration to why the packaging is there in the first place.

I wrote this little jingle for Twitter and it says it all:

“Toothpaste squeezes, eggs aren’t cracked, pizza delivered, headache’s better, beer anyone? Packaging a love affair you never knew you had.”

Now don’t get me wrong, I’m not saying we shouldn’t try to reduce the amount of packaging or solve the problem. I have seen some very interesting concepts in “green” product packaging some that make sense to the consumer. But I have seen a lot of crap too. Some companies that are just making some green packaging noise hoping to capitalize on some of the current media buzz. So think about your green product packaging message and how it integrates into your brand. Does it make real sense or are you just trying to spin green? Remember before you jump into the frenzy consider what your consumer wants and expects out of your product packaging. Will it truly make a difference in the eyes of your core customer?

Think about how much green packaging noise read about this week? Is it getting you to consider changing your product packaging? Before you leap I have two things to say: Consider purchasing my Ebook: Is It Green Or Garbage? 6 steps to greener packaging

Or give me a buzz at 678-594-6872. I’m tapped in to the latest green packaging news. I can help you assess why or not you should consider changing your product packaging to become more eco friendly. At the very least I can tell you what your competition is doing and why it matters to you.

If you are just chumming the “green” waters then be sure and visit and one of my web sites for lots of information and advice. Going green or not it pays to do your homework first.

Tags: business, Consumers, Earth Day, eco packaging, global warming, green, greenwash, media, milk bag, online community, package design, packaging design, packaging innovation, packaging trends, Rebranding, Small Business, social media, sustainability, Sustainable Life Media, sustainable packaging

1. KFC Lands in Hot Water for its Packaging @ http://bit.ly/bYUYUT

When a negative packaging campaign goes viral its hard to react positively. But the best way to handle the negativity is to tell the truth. Understanding what’s behind the scenes can help dispel negative connotations with consumers.

So don’t get mad try this instead: When Packaging Is In The News, Capitalize On It

KFC is just one of many companies under attack by environmental and watchdog groups for product packaging.  While some of the claims are justified others are not.

I’ll be explaining how to capture your consumer though Packaging Trends Shaping The Consumer Experience @

More on point find out: Are You Wanted By The Packaging Police

2. How Much Does Eco-Friendly Packaging Matter to You? @ http://is.gd/bkhjt

The ongoing conversation has been about whether consumers really want environmentally friendly packaging.

And if they do would they be willing to pay for it?

Some of the best examples are in the beauty industry where there has been a lot of packaging innovation. Look for an upcoming interview with Glenn Abrahamson the Creator of OneBathAndBody.com an interesting eco-friendly packaging story to share.

3. Target Goes 4 Eco-credibility By Adding Recycling Bins To All Stores @ http://is.gd/biENS

Leave the packaging at the store. That’s what consumer say and Target is accommodating them.

What no one ever says is that all these retailer eco efforts are factored back into the price you ultimately pay for your product.

Eco-friendly packaging is such a complicated issue. I try to take the mystery out of it by explaining six steps that can get you going in the right direction in “Is It Green Or Garbage

4. Miller Colorado Native new “craft” beer 1st brand To use SnapTag technology on packaging @ http://bit.ly/ckQnQA

One of a number of new packaging technologies making a debut.

More technologies to watch in Your Packaging Does What?

5. ConAgra Foods To Significantly Reduce Packaging, Water, Greenhouse Gas @ http://bit.ly/asf0XC

When you are a big company small changes can make a huge difference. Baby steps along the way of rethinking our packaging conundrum. We need it but we don’t want too much of it.

For a further understanding and clarification about the issues read “People Against Packaging” @

Tags: business, ConAgra Foods, Consumers, Dogwood Alliance, Earth Day, eco packaging, global warming, green, greenwash, KFC, media, Miller, OneBathAndBody, online community, package design, packaging design, packaging innovation, packaging police, packaging trends, Rebranding, recycling, Small Business, SnapTag, social media, sustainability, sustainable packaging, Target

There’s been so much in the new lately about packaging under attack, I decided to reprise this article I wrote back in 2006

I finally had to speak out. The packaging industry is under attack by the “packaging police.”

There have been dozen of backlash articles about it in the news recently. To tell you the truth I’m sick of all the articles talking about freeing Barbie from her packaging prison and how may people went to the hospital because they injured themselves trying to open a plastic clamshell and other esoteric “packaging adventures.” These issues about packaging have been beaten to death and then some. And don’t forget the blogs. Some of the worst venting about packaging appears on personal blogs under the I’ve had a bad day column.

The media loves all the negative impressions people are bombarded with about the packaging in the waste stream, landfills etc. I too thought it was much higher (brainwashed that is) but I found out when I was at Cal Poly giving the opening keynote that its only 30% as opposed to the 70-80% the media and packaging detractors would have you believe.

Who are these “packaging police” anyway? What is there mission in life? Don’t they know that without a package you can have a product? That’s what packaging is all about getting the product safely, securely and intact to the ultimate user in addition to being the product spokes and sales person. So what else is a poor package to do? We have tamper evident, tamperproof, anti- counterfeit, date stamping, TTI’s, RFID, sonic welding and other additional security measures all designed to protect the consumer and they don’t even know it.

You’d be surprised at the number of people that don’t even know about product dating on the package. I can assure you I check. With all the concern over eating healthy, product freshness is an important issue and the package tells it all. I might mention here that I’s almost impossible to read the dates in many cases. They are either in obscure locations or the type is so small you need a magnifying glass.

(I hope you read “Packaging Your Products to Boomers” available at http://packagingcoach.com/everythingaboutpackaging.htm) But seriously, packages that are difficult to open will continue to be a problem as our population ages. Do the words “manual dexterity” ring any bells?

So consumers should just GET OVER IT since they are the main cause why many products are packaged with security in mind. Lets talk about theft, counterfeiting, product integrity and product security. I got an email from Tyrone in South Africa last week. He was giving a speech on packaging innovations that impact our lives and it got me to thinking about all the wonderful and creative packaging innovations in the last 40 years. Packaging that has literally changed our lives.

Some of innovations have come about due to dire threats such as the Tylenol incident. Can you believe that happened 20+ years ago? Think of the whole category of tamper-evident packaging that evolved from this situation. When I speak to students at schools and universities about packaging they have no idea what I am talking about. They just take it for granted.

Retail claims that theft is one their worst problems so packaging that protects products form being stolen is done for a reason. The same thing with counterfeiting, which incidentally is on the rise. Anyone reading about this knows this can and will be a huge issue with the number of packaging products being sourced off shore.

Some additional packaging possibilities that can pose potential “threats.”

• Green Packaging: Can you validate your claims?
• Organic Packaging: Watch out for regulatory agencies.
• RFID: Is big brother watching you or are you watching them?
• Healthy Packaging Claims: Is It True?
• Packaging For Seniors: Can they read or open the packaging? Is it REALLY senior-friendly?
• Copycat Packaging: A lawsuit waiting to happen and does every week.

So whatever packaging discipline you are in be sure and stay attuned to what are the “Hot button” issues in your field. Prevent the packaging police for setting their sights on you.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.

Tags: business, Consumers, Earth Day, eco packaging, global warming, green, greenwash, media, online community, package design, packaging design, packaging innovation, packaging police, packaging trends, Rebranding, Small Business, social media, sustainability, sustainable packaging