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Package Design Innovating to Match New Consumer Trends

Consumer trends have shifted in the past few years, and many businesses are adapting their product packaging to meet these new priorities.

Pizza Hut and Pac Man's arcade box collaboration
Pizza Hut and Pac Man's arcade box collaboration
Pizza Hut

Consumer trends are evolving compared to just a few years ago, and package designs are adjusting to keep pace. Emily Safian-Demers, editor at Wunderman Thompson Intelligence, shared at 2022 Luxe Pack New York some notable packaging trends that have risen from shifts in business and consumer priorities in the past year.

Between a new approach to sustainability and a more playful and entertaining approach to packaging, Safian-Demers laid out both a map of packaging’s current landscape and a look at what could come next.

Sustainability Reconceptualized

A reduction or elimination of harm to the environment is no longer enough for consumers, according to Safian-Demers.  Instead, consumers are pushing for a positive impact through planet regeneration, and many expect businesses to lead the charge.

“According to our research, 84% of people believe that brands and businesses need to drive regeneration or it won’t happen,” Safian-Demers said, “which for [businesses] is a huge responsibility, but also power to know that people put their trust in you to really drive this meaningful change.”

Some brands have responded to this rising demand for sustainability with an increased sense of transparency about their sustainable practices.

CocokindSafian-Demers pointed to Cocokind, noting that in 2021 the skincare brand released new product labels that include sustainability fact panels, similar to the nutrition labels consumers are already familiar with.

The panels detail each product’s carbon footprint, sustainability details, and recycling instructions, making that information as directly available as any nutrition label.

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