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Recognizing Packaging’s Positives in Sustainability, Equity, and Inclusion

Packaging has been under significant scrutiny for some time, absorbing a lot of negative press about what needs to be fixed—namely eliminating packaging as waste.

Ptis Product Formula Resample

Packaging has been under significant scrutiny for some time, absorbing a lot of negative press about what needs to be fixed—namely eliminating packaging as waste. And we all want to achieve this goal. Even so, packaging is important and provides significantly more value than most people realize.Ptis

Packaging provides many real and perceived benefits to the product itself, the CPG, and most importantly, the consumer. In the early 2000s, the packaging consultancy PTIS developed a simple model called the PTIS Product Formula to show all the value packaging affords the product it contains. Over the years, we have continued to update the Product Formula to reflect the growth of the value that packaging provides in so many ways.

Let’s now talk more about the many ways packaging provides value to the overall product. But first, let’s go through the Product Formula’s key elements and briefly describe what they mean:

• Product—Includes the entire product and package system.

• Package—Physical package that contains the product.

• Brand Value/Purpose—Supports the overall product identity and includes the essence of the overall brand value, equity, purpose.

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