According to American brand expert and author Dr Vickie VanHurley, environmentally friendly packaging is an essential part of the purchasing decision for younger generations, especially Generation Y, whose members are not prepared to compromise when it comes to sustainability.
Research shows that consumers of the Millennium generation Compared to older citizens, young people lead a more environmentally friendly lifestyle and are increasingly concerned about protecting the environment. As a result, packaging will no longer just have to adequately protect a product in future, but also be sustainable.
„Packaging has long been regarded as a silent seller,“ says VanHurley. „They have the task of informing the consumer and convincing them to buy, while at the same time emphasising the quality and functions of the product. I often refer to them as the ‚skin of the trade‘, as they represent the consumer's first real point of contact with a product or brand.
But of course, adequate protection of the contents is also essential - and this is where the material is crucial. I have seen many brands go under because the lightweight, environmentally friendly packaging was not suitable for adequately protecting the contents. This leads to poor results and dissatisfied customers.“
However, one packaging material that VanHurley believes has great potential is Cardboard box - and that both with regard to Sustainability as well as performance. Advances in printing, such as improved colours and the introduction of special effects such as textures, foils, holograms and embossing, have ensured that complete packaging can now be branded, while creating an impression of quality in the consumer's mind that can help drive purchasing decisions. The range of possible designs is almost unlimited, so that the product carton can be presented in a highly visible and appealing way for sale.
The construction is also important: cartons can be produced in many different shapes, including 3D designs with rectangular or square sides, hexagonal, triangular, pyramid-shaped, spherical, domed and elliptical formats - depending on the brand's requirements. A wealth of special effects is also available, such as mechanisms For easier opening and reclosing, handles, spouts, windows and inner levels for better securing and/or presentation of the product.
Consumers are also increasingly demanding reassurance that their product is optimally protected and secured. All too often, small problems turn into big ones due to packaging errors. Cartons, on the other hand, enable Integration of different security systems, both in overt and covert form. For example, tamper-evident or child-resistant closures are available as well as tagging mechanisms, creative construction design and various printing and ink systems that offer brand owners many options.
Tony Hitchin, Managing Director at Pro Carton, agrees: „With the ever-growing focus on sustainability, many consumers - especially millennials - are looking for eco-friendly options that not only offer optimal performance and best presentation options, but are also practical and meet strict sustainability criteria.“
„This is where cardboard boxes come into play. Not only do consumers trust them and find them more practical than other forms of packaging, they also appreciate that cartons are made from renewable raw materials, are compostable and easily recyclable. As a result, cartons are rapidly becoming the packaging of choice worldwide.“
(Source: Pro Carton)
