petition to develop and commercialize responsible packaging technologies will reach a fever pitch, re- sponsible approaches, collaboration, and the shar- ing of intellectual property for the greater good will reign. In the years ahead, consumers will be hungry for leadership and demonstrable change in the environ- ment and ethical causes that plague society the world over. Consumers will reward companies that take ac- tion on sustainability issues in a responsible way and institute ethical business practices. The companies that will ‘win’ over the next 10 years will be those that fuel this new era of conscious con- sumption. Tomorrow’s consumers will actively seek out environmentally responsible packaging and ag- gressively reward brands that help them understand what is actually better, rather than what is ‘less bad’. Successful brands, package manufacturers, and retail- ers will be those that develop, commercialize, and put to use environmentally responsible packaging based on science and facts rather than social media fiction and fear. According to a recent study, 44 percent of U.S.Millen- nials (aged 26-43) say one of the best ways for a brand/ company to show that it represents their personal val- ues is by following environmentally friendly practices.
Packaging Study (Cont’d from Page 7)
BestBrightHalfHOUSEfour.qxp_Layout 1 9/13/18 3:04 PM Page 1 2030: What Consumers Will Want And Why The next decade will usher in an era of conscious, rather than conspicuous consumption. While com- not be fully known at present. For example, in August 2019, San Francisco International Airport banned the sale of single-use plastic water bottles, resulting in a backlash among travellers not happy about the incon- venience it created; the Indian government held off banning single-use plastics as it was seen as too dis- ruptive at a time when the nation is coping with an economic slowdown. Once the more responsible packaging choice has been made, brands can use onpack messaging to make consumers aware of why a specific packaging format or material has been used. More importantly, to help consumers understand what action they can take to- wards reuse or proper disposal. Many consumers globally aren’t recognizing person- al responsibility when it comes to sustainability ef- forts; rather, they expect product and packaging manu- facturers to lead the charge.A better understanding of terminology and technology will empower consum- ers to make more informed and responsible purchas- ing decisions.
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