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Packaging No Spectator to This Social Moment

Already destabilized by the pandemic, many of our national and global institutions are now doubly destabilized by legitimate concerns about social justice and equality.

Matt Reynolds, Editor
Matt Reynolds, Editor

Already destabilized by the pandemic, many of our national and global institutions are now doubly destabilized by legitimate concerns about social justice and equality. I’ll spare you any soapbox didactics in this column space—those are reserved for my local circle. But what has been striking, at least in the context of our industry, has been the extent to which the ongoing conversations about social justice reform reverberate in the packaging space. Let’s face it, our business reflects society at large.

Packaging’s leading role was laid bare last month as brands lined up to retire racially charged mascots that have been appearing on packaging, some for a century or more. First the Land O’ Lakes’ “butter maiden” was dropped from carton imagery. And in June, the floodgates broke open with the retirement of imagery related to Aunt Jemima, Uncle Ben, Cream of Wheat, Eskimo Pie, Conagra’s Mrs. Butterworth’s, and others.

Conagra released this statement: “We understand that our actions help play an important role in eliminating racial bias and as a result, we have begun a complete brand and packaging review on Mrs. Butterworth’s. It’s heartbreaking and unacceptable that racism and racial injustices exist around the world. We will be part of the solution. Let’s work together to progress toward change.”

If Conagra is going to retire such an iconic brand, they are also shelving years of familiarity, sunk advertising, and brand capital. Actually, shelving is the wrong word; these brand shifts are intended to be permanent. Such decisions aren’t made lightly, despite claims of brands being windsocks blowing with the breeze. They reflect aspirational changes in direction and represent lasting brand commitments.

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