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Setting a brand apart through effective sustainable packaging

A growing number of companies are focusing on sustainable products and processes to reduce their impact on the environment, improve efficiency, and strengthen their brands.

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Packaging is a vital part of the solution, and sustainable brands must use sustainable packaging to strengthen brand equity and brand loyalty.

Packaging is a fundamental part of brand essence and thus the critical ‘ambassador’ for a product’s first-moment-of-truth. Sustainability is no exception. Nearly three-quarters of consumers check labels as a source for environmental information about the product and its package, according to the 2007 GfK Roper Green Gauge Report. Research has shown that consumers tend to evaluate a product’s sustainability at the point of sale—by looking at its package and reading its labels—rather than basing their decision on corporate information such as companies’ Web sites or newsletters. And 64% of consumers say it is very important for companies to use environment-friendly or biodegradable packaging. Considering the deluge of sustainable products today and the growing importance of living a green lifestyle, MWV set out to find more about the role packaging plays in branding sustainable products.

What consumers want

 About 30% of consumers polled by GfK Roper (nearly triple the rate of 2005) consider themselves “true blue greens,” environmental leaders who want products that embody their beliefs and attitudes towards sustainability. In order to help brand managers connect with this growing group and bolster their companies’ greener brand offerings, MWV delved deeper into what aspects of sustainable packaging best resonate with consumers and influence their purchasing decisions. The MWV Center for Packaging Innovation (CPI), which houses consumer insights, market knowledge, design, and engineering, plays a key role in identifying trends impacting the global marketplace and developing customized solutions that help brands of MWV’s customers win at the shelf. CPI connected with consumers, firsthand, to explore how packaging can help build and differentiate a brand, what distinguishes a consumer product from being perceived as “sustainable” versus “greenwashed,” and how we can incorporate these findings to create customized packaging solutions that best fit the product and its promise.

Consumers told us that packaging that truly looks, feels, and says it’s sustainable—while delivering on functionality and the brand’s sustainability promise—can indeed build a brand’s sustainability profile. The study identified what makes a sustainable package a selling point for consumers and revealed that consumers will even pay a premium for products that are clearly packaged with the environment in mind.

Consumers do judge a book by its cover

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