AUDIENCE BEHAVIOR – It’s clear people are striving to lead more sustainable lives — 83% of consumers are willing to change their own consumption habits to help make tomorrow’s world a better place. And if the old adage of judging a book by its cover is true, then a product’s packaging makes a pretty important first impression. The packaging is what a brand comes wrapped in — in more than just the physical sense. It can often be a representation of how much a brand understands its audience’s values, needs and behaviors. And as today’s more demanding consumers look for brands that do as much for the environment as they do for them (even in a recession, 1/3 of consumers say they are more likely to buy environmentally-friendly products), closing the sale is sometimes all about how it’s packaged. 

BRAND BEHAVIOR – As an upside, companies are using the recession to reinvent their packaging in order to save money on materials and shipping while addressing environmental concerns. “Lean and green” packaging creates a win-win-win scenario. It saves costs and reduces the company’s footprint while creating a “green halo” for the brand — all while meeting retail partners’ needs to cut operational costs and adding consumer relevance by being less wasteful. “Eco-effectiveness” proves that capitalism and environmentalism don’t need to be mutually exclusive.

SAM’S CLUB: SQUARE MILK JUGS

As part of a 189 store trial Sam’s Club is switching to a square case-less milk jugs that can be stacked on top of one another, saving room during shipping, on store shelves and in homes. Store coolers now hold 224 gallons compared to 80 previously. They also eliminate the need for milk crates and their costly upkeep. All the costs associated with packing, shipping and storing are passed on as savings (10-20 cents per gallon) to consumers who also benefit from the milk’s extended shelf life and added freshness.

KELLOGG’S: SPACE-SAVING BOX

Kellogg’s is testing a new space-saving box for its line of breakfast cereals that will use 8% less packing materials than a traditional box. The new boxes contain the same amount of cereal, but take up 5% less shelf space. The shorter, fatter design meets consumers’ desire for a more convenient fit on their pantry shelves. In addition to saving space at home, the new boxes allow retailers to fit more inventory on store shelves - consequently providing added variety for customers.

HP: REPURPOSABLE PACKAGING

Sometimes the most innovative packaging is no packaging. HP has reduced 97% of the materials customers normally discard for its Pavilion dv6929 Notebook. Gone is the box and excess Styrofoam, replaced by the HP Protect Messenger Bag. Three of the award-winning bags fit in one box - eliminating a quarter of the delivery trucks used previously and reducing costs and CO2 emissions. The laptop will be displayed inside the protective bag and customers will leave stores with laptop, accessories and bag - sans box.

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If you have any questions, comments, or suggestions please email either Frank Striefler (frank@mediaartslab.com) or Erik Hanson (erik@mediaartslab.com).