Consumer goods packaging serves as an important marketing and branding tool yet consumers have concerns about the environmental impact of packaging.
How can your packaging clients be sure their product is seen as important? Make sure the packaging is perceived as necessary. Here are the instances when consumers appreciate packaging:
- Packaging keeps products clean — 26% of consumers don't want to lose that feature
- Packaging keeps products in good condition — 31% of consumers appreciate this feature
- Packaging keeps products fresh — 31% of consumers want this feature
- Package contains use instructions and for food, contains cooking instructions — 33% of consumers want this feature
So while slightly over one-half of consumers would sacrifice packaging for the environment, your clients can still relay marketing and branding messages as long as packaging functions in a consumer-friendly manner.
Source: Nielsen release, 2.28.2008