Common big picture sustainability issues for organizations are often in news cycles, in marketing communications, on sustainability websites and in reports. Targeting carbon neutrality by 2050, moving away from harmful chemicals by 2035, sustainable sourcing goals with a 2030 timeline and gaining 3rd party accreditation for a sustainable product by 2030 are all examples of worthy initiatives but all exist “behind the curtain.”
Behind the curtain initiatives are ones necessary to start, to fulfill regulation requirements, to comply with sustainability standards and to satisfy investor and stakeholder needs. They do not resonate with most everyday consumers.
Distant timeframes and what feels like impossible means to track combine to create a message that feels like writing a check consumers cannot cash for many years. Behind the curtain initiatives are likely categorized as “nice to know” but not a driver to buying decisions.
To have a more immediate impact on the consumer, get “in front of the curtain”. Packaging is an underutilized means of relaying an organizations’ sustainability program directly to the consumer. Print on packaging acts as a billboard for customers both at the point of sale and in their homes upon purchase.
The story can be about the sustainability aspects of the product enclosed — certified organic, use of recycled materials, or made with renewable energy. The story can reveal certifications or membership in sustainable organizations. The story can include sustainable aspects of the package itself — compostable, recyclable, made from recycled content, light-weighting, or reduced size. The story can be about how to best dispose of the package through clear labeling.
If you want to connect your sustainability program with your customers, print it on your package. Appeal to the eco-aware (people interested in knowing what you are doing) with authentic and careful wording. Appeal to the eco-conscience (people who want the details) with a QR code pointing the consumer to details/proof of the claim.
Packaging is on stage for all to see with every trip to the market and every package on the doorstep. Organizations who do not use the packaging stage to communicate with consumers are both a missed opportunity and a risk of consumers looking elsewhere.
A study by Nielsen IQ found that 78% of US consumers say that a sustainable lifestyle is important to them. ( Do consumers care about sustainability & ESG claims? | McKinsey). To appeal to this majority, use the package to tell your story.