Can Consumer Packaging Become Eco-Friendly?

As marketers and brand leaders who understand the importance of consumer packaging across the marketing mix, we’re also interested to see how retail industries will begin employing more biodegradable and recycled packaging.

We recognize that it comes down to simple economics of cost and practicality as much as function, convenience and of course brand image, but much like the public movement to rid styrofoam of CFC’s back in the late 1980′s, there also needs to be a new movement to ensure all, or most, packaging becomes recyclable, biodegradable and/or re-used.

While walking the local grocery isle one may often be perplexed by the variety of packaging that seems to use more materials than what is required to safely contain, seal and promote the product. Excess plastic, cardboard and non-functional design make some of these products difficult to purchase and from a consumer’s point of view (POV) it could appear that the brand really didn’t put that much effort  into its packaging strategy beyond cost and utility.

Yes, we’re being general (there are a few good examples of eco-friendly packaging that are also functional) however, considering we’re well into the second decade of the 21st century, there just aren’t enough excuses for more products with eco-friendly packaging available.

The folks at Frito Lay are making a good start by promoting their new eco-friendly and compostable Sun Chips bags, but why aren’t they extending this practice to all their packaging? (Frito Lay’s first attempt in 2010 caused a major stir in the marketplace when the new packaging made too much noise so the new bags were temporarily halted. In 2011 the company regrouped and came back with a superior product package that was less noisy.)

The Frito Lay division in Canada did a great job of promoting the first Sun Chips bag by being humorous about the noise while keeping on message with the composting aspect.

The Mounting Problems

There is so much “recyclable” stuff in our landfills and plastic in our oceans often because we’re too lazy and it’s too inconvenient to recycle. According to Wasteonline.org: “Packaging can be defined as materials used for the containment, protection, handling, delivery, and presentation of goods.

Packaging can be divided into three broad categories:

• Primary packaging is the wrapping or containers handled by the consumer.

• Secondary packaging is the term used to describe larger cases or boxes that are used to group quantities of primary packaged goods for distribution and for display in shops.

• Transit packaging refers to the wooden pallets, board and plastic wrapping and containers that are used to collate the groups into larger loads for transport, which facilitates loading and unloading of goods.

Because of its large volume, packaging waste tends to be very visible. Approximately 70% of primary packaging is used for food and drink which is often discarded in a dirty state and contaminated by residues of the original contents of the original contents. Each of these three groups needs to be reviewed with an eye on being environmentally sound.

Getting the Message out on Alternative Packaging

There are several websites that share important information on environmentally responsible packaging (e.g. American Retail Supply, Molded Fiber) but the mainstream consumer isn’t going to go out of his/her way to purchase everyday products based on whether or not it has environmentally friendly packaging.

The packaging industry as a group therefore needs to make these vital changes. How then can we develop the most cost effective environmentally packaging solutions that will fit in with marketing and functionality needs? Part of the solution will be educating consumers to automatically recycle and re-use  most of what we use. Another way to generate more interest is to keep the issues in front of the consumer via traditional and social media.

Speak up on Packaging 

For those who are interested in learning the latest news and happenings from an insiders view, there is an excellent resource online for both consumers and industry professionals called Package SPEAK where industry facts and FAQ’s can be found as well as insightful articles and opportunities for comments are open to all.

Who’s Doing it Right?

Again, how can we find ways to do the right thing by making packaging cost effective, marketable and functional as well as being environmentally friendly? Those who are able to effectively solve this puzzle will no doubt be looking at the issue from a closed-loop sustainability POV where both the product end life cycle (including the packaging) will use less materials and involve recycling, re-using or ensuring it’s biodegradable.

We would welcome the thoughts and recommendations from packaging industry experts:

Marketing Offshore Medical Care

Medical Tourism has become a growing business involving more than 50 countries. For a few enterprising companies there are opportunities to promote safe and affordable health care for those who are in need.

In the US, a 2008 survey of health care consumers by Deloitte Consulting found that 40% of Americans would consider medical tourism if the price for the medical treatment was half and of comparable quality.

In Canada, “supporters of international health-related travel argue that medical tourism promotes patient choice, gives consumers access to treatment alternatives not found in their local communities, permits expedited access to care, fosters global competition, and puts pressure on more expensive health care facilities to lower their prices.”

Although critics argue that the quality of health care may be at risk (as well as ensuring there is continuity of care) many offshore medical facilities have opted to go through a formal, standardized accreditation process to ensure there are safe standards and delivery of high quality care. The International Society for Quality Health Care Inc. (ISQua) (of which Accreditation Canada is a founding member) “promotes excellence in health care – nationally and internationally – by encouraging health care organizations to measure themselves against national and internationally recognized quality standards.” For the offshore health consumer, ensuring their chosen medical facility is properly accredited will (if not already) be a requirement just for starters.

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Manifesto

What you really need is a manifesto. – cd

World Cup On-Field Advertising

The 2010 FIFA World Cup has arrived and practically the whole world is watching – and what they’re seeing is some very well placed on-field advertising. These high-res digital boards circumvent two thirds of the field in view of the television cameras and change every minute or so to reveal another of the official World Cup sponsors.

Considering that commercial breaks are infrequent during the match, these highly visible displays are (in this writer’s opinion) an excellent platform to communicate top-of-mind awareness to a world-wide audience.

In addition to the official sponsors while watching the Uruguay/France game I couldn’t help but notice some other sponsors on the constantly-changing boards and think these were smart placements. The on-field displays run 30 seconds between each transition and of course the real payoff is when a goal is scored as the replays will go on for ions. (The English goal tender Robert Green’s now infamous “mistake” will forever show Shanduka Energy [Coca-Cola] in the background.)

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