Packaging Trends (Cont’d from Page 7)
What Tech Factors mean for packaging 2023: Focus on functionality The high occurrence of QR codes throughout the COVID-19 pandemic has lowered the usage barrier of this technology. However, avoid the temptation to dazzle with interactivity that delivers nothing beyond a gimmick. Consider how smart packaging can add value by providing the right information/ support at the right moment. 18 months-2 years: Align with the influencers As consumers increasingly shop online and di- rectly through social media, consider how packag- ing design can appeal to the influencer. Be agile enough to respond to viral memes and trends, get- ting limited edition pack designs and functional- ities to market before the consumer moves on to something new. Environmental Factors Climate change is the defining global threat today, with consequences that are fueling environmental degradation, natural disasters, weather extremes, food and water insecurity, economic disruption, conflict and terrorism. While as many as 70 percent of global consumers are convinced there is still time to save the planet, according to Mintel Consulting’s 2022 Sustainabili- ty Barometer, more than half say responsibility for doing so falls on manufacturers and governments rather than on themselves. As these issues are in- creasingly put in front of consumers, brands must provide climate-friendly consumption choices, and manufacturers must provide packaging alternatives, both of which are easy to understand and action- able for consumers. These decisions will increasingly be made based not on individual sustainability comparisons, but on the larger impact of carbon and how consumers can reduce the total carbon footprint of their life- styles and purchasing decisions. Packaging is just one component in complex circular economic strategy Technological innovations and social responsibil- ity will converge with eco issues and force brands and package manufacturers to create a singular umbrella strategy. AI gets real CO2 AI—the innovation from Boston Consulting— is an AI-powered digital solution that enables retail- ers, e-retailers, brands and package manufacturers to quantify emissions and then provide solutions to reduce them at scale.
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