Packaging Trends (CONT’D FROM PAGE 66)
Packaging is just one component in complex circular economic strategy Technological innovations and social responsibility 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 retailers, e-retail- ers, brands and package manufacturers to quantify emis- sions and then provide solutions to reduce them at scale Packaging becomes UN-ited Brands and package manufacturers are tagging eco and social efforts to the UN Sustainable Development Goals (SDGs), which are 17 interlinked global goals de- signed to be a ‘shared blueprint for peace and prosperity for people and the planet.’ What Environmental Factors mean for packaging 2023: Recycling is crucial Despite global recycling systems being broken, recy- cling remains the most understood and actionable (if not effective) means for consumers around the world to do something they believe to be better for the environment 18 months-2 years: Explain actions and results There is no excuse for a lack of transparency—espe- cially third-party transparency—and no substitute for it. Legal Factors A myriad of national, federal and local laws have been enacted to protect consumers from unfair, deceptive or fraudulent business practices. In recent years, more rules and restrictions have been created to protect the health and safety of consumers, accelerated by the COVID-19 pandemic. In addition, new rules around the use of plas- tics and materials that contribute to pollution, as well as human and planetary health, will affect consumers. Across the United States, for example, plastic bag, extended pro- ducer responsibility (EPR) and per- and polyfluoroalkyl substance (PFAS) laws are being enacted and enforced. Legislators turn to taxes and bans to drive change where ‘self-regulation’ has failed PFAS chemicals have been targeted, particularly in foodservice packaging, as media interest, and (as a result) consumer concern grows over these ‘forever chemicals.’ Plastic taxes and PFAS bans In 2021, the US Congress proposed a national excise tax to levy a $.20 per pound fee on virgin plastic used to make single-use plastics. From January 2023, the sale or distribution of food packaging containing PFAS chemicals at or above 100 ppm is banned in California. 18 months-2 years: Expect more of the same No doubt consumers will rally behind legislation that, on the surface, appears to benefit the environment. Con- sumer support will spur additional bans which will put sig- nificant cost pressures on manufacturers in their quest to meet mandates and find suitable, though more costly, al- ternatives. Greg Kishbaugh is the Editor of Flexo Market News and a Contributing Editor to Board Converting News.
Packaging technologies enable and support more intelli- gent, informed and convenient use occasions Brands and package manufacturers are marrying ma- terials, components and digitally-enhanced technologies to create next-generation purchase and use experiences. What Technology 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. Con- sider 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 directly through social media, consider how packaging design can appeal to the influencer. Be agile enough to respond to vi- ral memes and trends, getting limited edition pack designs and functionalities to market before the consumer moves Climate change is the defining global threat today, with consequences that are fueling environmental degrada- tion, natural disasters, weather extremes, food and water insecurity, economic disruption, conflict and terrorism. on to something new. Environmental Factors
While as many as 70 percent of global consumers are convinced there is still time to save the planet, accord- ing to Mintel Consulting’s 2022 Sustainability Barometer, more than half say responsibility for doing so falls on man- ufacturers and governments rather than on themselves. As these issues are increasingly put in front of consumers, brands must provide climate-friendly consumption choic- es, and manufacturers must provide packaging alterna- tives, both of which are easy to understand and actionable for consumers. These decisions will increasingly be made based not on individual sustainability comparisons, but on the larg- er impact of carbon and how consumers can reduce the total carbon footprint of their lifestyles and purchasing de- cisions.
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April 24, 2023
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