Consumer Attitudes about Packaging Means Agency Opportunity

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

C. Lee Smith

C. Lee Smith

CEO and Founder at SalesFuel
C. Lee Smith is the President/​CEO of SalesFuel — a firm he founded in 1989. He was named one of the 14 Leading Sales Consultants by Selling Power magazine in 2018. Lee is the creator of the AdMall® and SalesFuel COACH™ SaaS platforms. He is also a Gitomer Certified Advisor, expert on the Sales Experts Channel and a C‑Suite Network Advisor.
C. Lee Smith


CEO of @SalesFuel | Bestselling Author of "SalesCred" and "Hire Smarter, Sell More!" | Keynote Speaker | Certified Behavioral Analyst | Sales Credibility Expert
Excited to join this awesome panel. Panel Discussion: So, You’re Hiring Again? Today! 1:20–1:50pm… — 4 days ago
C. Lee Smith