Feature Commentary:
 
Green Packaging Noise - By JoAnn Hines Packaging Diva
 
I just got a call from Brandweek to comment on green product
packaging backlash. I've been writing about it for a while but
this week reading about square milk bottles brought it all to a
head. While the idea of a square milk bottle looks good on paper
and its attractive financially to the retailer, a lot of
consumers hate it. It's just like the bag of milk I discussed
earlier its cumbersome and very consumer unfriendly and mostly
likely will never fly here in the US no matter how
environmentally friendly it is. 
 
Every week I get dozens of new green packaging press releases.
Some of these are really a stretch. Its seems with green the
"in" thing to do, everyone is trying to jump on the band wagon.
Many of these innovations really don't make sense or in many
cases won't "connect" with the consumer.
 
Just because its green, environmentally friendly, sustainable,
compostable, recyclable or biodegradable doesn't mean that
consumers will buy your product. Consumer acceptance is a very
complicated issue. The growth of convenience and luxury
categories flies in the face of the environmental movement too.
They use lots of packaging and expensive too!
 
WE want it and we want it now. If it happens to tap into the
"green movement" so much the better. The average consumer
really does care about the environment they just aren't going to
sacrifice their creature comforts to get there. In reality only
about 10% of the American populace inhabit this space any way.
Sure we can all use a little less packaging in our lives just
take a look at your trash can. Remember however, without the
package you cannot have a product so give packaging a break! 

As I have said many times packaging has many roles to play ones
in addition to protecting the product and getting it in your
hands, attributes consumers will not willingly give up. Just
think how you shy away from any damaged product packaging or
reject the damaged or bruised product at the supermarket. The
rejection rate is already 20% without packaging this would
skyrocket. And who do you think pays the ultimate price for less
packaging? It's not the retailers or the consumer products
companies, its YOU the consumer.
 
When was the last time you saw a sales person trained to tell you
all about the item you are considering purchasing? The packaging
tells you the story about what is inside and why you should buy
it. You know the "silent salesperson." So before you jump on
the "less" packaging bandwagon give some consideration to why
the packaging is there in the first place. I wrote this little
jingle for Twitter and that's says it all. "Toothpaste
squeezes, eggs aren't cracked, pizza delivered, headache's
better, beer anyone? Packaging a love affair you never knew you
had." 
Now don't get me wrong, I have seen some very interesting
concepts in "green" product packaging some that make sense to
the consumer. But I have seen a lot of crap too. Some companies
that are just making some green packaging noise hoping to
capitalize on some of the current media buzz. So think about your
green product packaging message and how it integrates into your
brand. Does it make real sense or are you just trying to spin
green? Remember before you jump into the frenzy consider what
your consumer wants and expects out of your product packaging.
Will it truly make a difference in the eyes of your core
customer?



Visit the Divas Other Websites

Packaging University
Packaging Diva
Packaging Boot Camp
Packaging Coach
Do It Yourself Packaging
Packaging Your Invention


POPON - Point of Purchase Online Network Featuring JoAnne Hines - Packaging Diva