1220包裝創新-Sustainable Packaging FBIF_Anna Kohl_L&F.pdf

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1、How to Make Sustainable Packaging A Competitive Advantage For Your Brand?Anna KohlStrategy DirectorThe purpose of packagingPackaging is the science,art and technology of enclosing or protecting products for distribution,storage,sale and use.But its also the brand in the consumers hand.Today,every pa

2、ckaging brief should be a sustainability briefIt is the decade of decision and action on sustainability Fact 1:Current use of plastic and overpackaging has a short shelf-lifeFact 2:Consumers and Regulators ask for changeDisruptor brands show its possible12 min of usage 1000+years to decompose Making

3、 plastic waste the second biggest environmental concern&putting packagingin the bullseye of Sustainability.When it comes to packaging,consumer expectations are still mostly about reducing harm but a new mindset is emerging and stakes are risingFact 3:Asking for simple solutionsGlobal average of cate

4、gories%saying solution work for them:More local productsMore organic productsProducts that use less waterMore carbon neutral productsLighter weight packagingDeposit systems for empty packagesRefill systems or bring own containers to the storePacked in other material than plasticPackaging that is bio

5、-degradablePackaging that can be 100%recycled19.330.537.340.546.252.222.622.019.918.9Business as usualReducing ImpactGreenPositive GoodRestorativeRegenerativewhilst we start to understand that we no longer have the luxury of being less bad.SUSTAINABLEThe green sea of samenessIn the rush to be Sustai

6、nable,differentiation is getting lostLeading to a green sea of samenessReduce use of virgin plastic by 50%Unilever,P&G,Danone,AlibabaRecycled and/or bio-sourced plasticUnilever,PepsiCo,The Coca Cola Company,Nestl,Danone,LOreal,Carlsberg,Mondelez,Electrolux Group,AB InBev,AldiCollect and process plas

7、tic packagingUnilever,The Coca Cola Company,Waitrose,Alibaba,AB InBevCompostable plasticDanone,Unilever,The Coca Cola Company,Waitrose,StarbucksReusable and refillable packagingLOreal,Unilever,P&G,Nestl,Waitrose,M&SReduce material use by 25%Unilever,P&G,Danone,The Coca Cola Company,PepsiCoThere is s

8、till space for unique stories but they might not stay unique a long time.Make your goodness brand-led to create difference&competitive advantage.Jack we need some kick ass examples hereFully recyclablleNot biodegradable Think beyond Green.To create ownable Good stories.Reducing ImpactPositive GoodCo

9、nsider Packaging as an opportunityto drive behaviour change and create personal relationships.Design for your channelNew shopping behaviours make us use even more packagingSolving the packaging challenge through materials and recyclability only might increase relevance in the short term but dilutes

10、difference and is still just reducing harm and increasing cost.Adapt the packaging(and products)to the channel they live in.Brands design Packs for Stand Out in physical environments and to the rules of the past42Bigger is betterDesigned for 5 seconds Designing better:What if we designed different p

11、roducts and packs for e-commerce to better connect with consumer needs and desiresDesigning smaller makes us less wastefulSustainability&ValueDesigning with the full lifecycle in mind creates convenienceSustainability&ConvenienceDesigning together to experimet strengthen connectionSustainability&Exp

12、erienceWhat if we let consumers produce some parts themselves to help them personalize and be more sustainableMix&RefillSustainability&Personalization3D printSustainability&UniquenessConnect your pack to make it a sustainability driverWhat if we transformed packs to connect to consumers,culture and

13、commerce across channelsAt the moments that matterMoment where we can Moment where we can create difference through create difference through Brand&Brand IdeaBrand&Brand IdeaMoment where Moment where the Consumer is the Consumer is the most the most receptivereceptiveMoment where Moment where we can

14、 pivot the we can pivot the experience experience strongeststrongestPeak Peak Moment of Moment of ConnectionConnectionDifferenceRelevanceFrom 5 seconds on shelfTo always on connection through PackPackaging becomes a doorway into Packaging becomes a doorway into an ecosystem of brand experiences an e

15、cosystem of brand experiences that last for the life of the product.that last for the life of the product.Culture&SustainabilityIncreased UtilityMobile-First RetailS H A R I N G P U R P O S ES U S T A I N A B I L I T Y&I N C L U S I V I T YP R O V I D I N G P E R S O N A L I Z A T I O N,H O W T O s&

16、T R A N S P A R E N C YC O M P E N S A T I N G V A N I S H I N G P O S P O S S I B I L I T I E SSmart CommerceI N C R E A S I N G S H O P P A B I L I T Y,L O Y A L T Y&R E _ P U R C H A S EAnd enables Copyright 2022 Landor&Fitch,a trading division of WPP Brands(UK)Limited(“Landor&Fitch”).All rights

17、are reserved.Connected Packs create personalized and versatile digital experiences across all channels,so that brands can build purposeful relevance and difference to grow.Its time to reinvent the purpose of packaging for GoodConclusion6 opportunities to make your pack Good 2Think beyond Green13456D

18、esign with your brand in mindConsider pack as an opportunity for behaviour changeUse pack for transparency and educationAdapt packaging to the channel it lives inUse packaging to be generous and get closer to your consumersThe newpurpose of packagingPackaging is the science,art and technology of enclosing or protectingproducts for distribution,storage,sale and use whilst creating positive impact for people,planet and business.Thank you!landor-and-fitchIntellectual Property Rights:All content in this documents is Landor&Fitchs IP.Anna KohlStrategy Director,Landor&F