Even in the USA, eco-sustainability has become one of the most important characteristics of packaging, at least in this historical moment. The shift from classic plastic packaging to greener options has moved to the top of the agenda of many of the world’s biggest brands.
To get an idea of how much the environmental impact is influencing the choices of producers and consumers, just think of all the avant-garde solutions that concern not only the science of materials but also packaging engineering and graphic design. Each of these sectors integrates the other, trying to meet three increasingly meaningful needs: reduce waste, reuse materials and recycle Packaging.
Packaging, environment, and brand identity
What is sustainable packaging? Simple: it is a type of product packaging that, over time, reduces its environmental impact. To make packaging sustainable, brands generally choose to use recycled or vegetable raw materials.
We can also focus on a minimized production process, which implies a lower carbon footprint. Finally, you can play on reusability, thus extending the life cycle of the bottle/box/brick.
Opting for sustainable packaging means giving a new connotation to one’s brand identity. In short, a position is taken towards the defense of the environment, demonstrating a greater commitment to the planet.
Once you have chosen the solution that best suits your needs, the brand that opts for sustainable packaging will have to find a way to convey its transformation into a green brand to the consumer. Therefore, he will have to choose the most correct communication strategy.
Sustainable design: graphics and advertising to promote yourself
Sustainable packaging calls for sustainable design. Even in the green field, graphic design is essential for marketing. The transition to an eco-sustainable brand becomes less traumatic, in fact, if you rely on a graphic advertising agency that makes the new ecological packaging a strong point.
In the case of recycled, reusable or vegetable raw materials, a trained graphic team will be able to make the packaging attractive.
If on the other hand, sustainability is linked to a specific production step or to the use of specific practices, the communicative action changes. It will therefore be up to the creatives to insert a style element in the new package that makes the choice immediately recognizable and distinguishable.
Packaging and environmental impact: what happens in the USA
According to the data of the survey of the Packaging Observatory, presented at the International Forum on the sustainability of industrial production held on 20 and 21 February, more and more Americans are choosing a product based on the environmental impact of packaging.
Specifically, 43% of Americans prefer to buy a product with eco-sustainable packaging. Furthermore, 48% declared that they had given up the purchase of some products precisely because of their packaging in plastic or in non-reusable material.
Many brands currently pay particular attention to the aspect of sustainability, relating to the problems of environmental impact. Recent statistical analyzes have confirmed how consumer preferences are increasingly oriented towards recyclable packaging, made with biocompatible materials. Paper and cardboard are the materials of choice, compared to plastics. This trend does not worsen the aesthetic aspect of the package at all, which on the contrary is particularly accurate for the graphic part. An innovative pack can therefore in the first place improve the image of the product, as well as facilitate transport and guarantee its protection.
The most popular products are those that manage to be green without significant price increases. In particular, reusable and biodegradable materials are highly appreciated by Americans. Finally, paper, glass, cardboard, and brick are the most purchased sustainable packaging.