Projecting Ethical Branding Through Packaging

Packaging is the first physical contact most consumers have with a brand – so make it count

First impressions are everything. It’s a phrase that’s well-worn to the point of cliché, but for good reason – it’s true. And, in today’s always-online world, where consumers are bombarded with thousands of competing messages in every area of their lives, it’s more important than ever.

In today’s world, a brand’s competition isn’t just from its direct competitors on-shelf. It’s from the smartphone notifications constantly buzzing in a consumer’s pocket, targeted emails, TV and radio adverts, and online sales with free same-day delivery that pull the consumer’s attention in dozens of different directions – all of them away from your brand.

To get – and crucially, keep – your consumer’s attention, a modern brand needs to offer something deeper. It needs to have a personality that’s instantly recognisable, while also standing up to long-term scrutiny. And, like any personality, this must be built on a foundation of ethics and principles.

‘Ethical consumerism’ has been a known phenomenon for several decades, but the explosion of the internet means it is now crucial for brand success. It means consumers can access information about almost anything from almost anywhere and at almost anytime, and as a result, are more informed about the impact of their shopping habits than ever.

A Deloitte survey found this has coincided with many consumers making a concerted effort to adopt more sustainable lifestyles. Meanwhile, an OpenText2 study found the majority of consumers would be willing to pay more for a product that was ethically sourced or produced. The same study found that 81% of respondents felt ethical sourcing mattered to them.Interestingly, 20% of these respondents said this had only become the case in the last year.

This indicates a continuing shift in consumer behaviour; one that will only increase as time goes by. And, with Gen Z consumers on the cusp of maturing into the world’s leading spending power, brands will have to walk the talk when it comes to ethics.

If a brand’s message does not resonate with a consumer, that message is highly likely to be lost amidst the sea of other marketing messages modern consumers have to deal with.

Sustainable, ethical messaging that is muddled by overdesigned, unnecessary plastic packaging will likely not land well with modern consumers.

Great packaging design should work hand-in-hand with brand messaging to not only display company values, but to embody them in a way that consumers can touch and feel, as well as see. It is important to remember that packaging’s job does not necessarily end once the consumer has made a purchase. How the consumer opens the pack, the way the pack functions to protect the product, and – if necessary – the convenience of returning a product in its original packaging are all vital touchpoints that a brand can use to reinforce its values through packaging.

Themes of ethicality and sustainability are hot topics in the packaging industry of today, as it seeks to meet the demands of modern consumers.