The Positive Impact of Packaging in Sustainable Practices and Equity

For a long time, packaging has faced criticism, primarily for contributing to waste. Despite this, it's crucial to acknowledge the immense value packaging adds, often unnoticed. Packaging isn't just about containment; it extends to benefits for the product, the consumer goods company, and most importantly, the consumer.

 

In the early 2000s, PTIS, a packaging consultancy, created a model named the PTIS Product Formula. This model was designed to highlight the multifaceted value of packaging. Over time, this formula has been updated to capture the growing importance and diverse roles of packaging.

 

Let's delve into the components of the Product Formula to understand its significance better:

 

1.Product: This encompasses the complete system of the product and its packaging.

2.Package: The physical container holding the product.

3.Brand Value/Purpose: This element relates to the identity of the product, encompassing the brand's core values, equity, and purpose.

4.Experience: It includes both tangible and intangible aspects - the physical and emotional experiences associated with the product and its packaging.

5.ESG/Inclusion: This is about the packaging's role in environmental and social governance, focusing on reducing waste and enhancing consumer education. A growing aspect of this is inclusivity, ensuring that the 1.4 billion differently-abled individuals worldwide can access and use the product easily.

6.Services and Solutions: They encompasse a variety of components, ranging from various types of codes like QR codes to comprehensive instructions on how to use and dispose of products, among other details.

 

Packaging is more than just a container; it's a key player in a product's life cycle, as our Product Formula shows. With over 60 identified benefits, packaging adds real and perceived value to a product, sometimes even becoming the product itself or its delivery system.

 

Consider the often-overlooked aspects of any product and package combination: tamper-proofing for safety, usage instructions, ingredient lists, children's activities on back panels, allergen warnings, QR codes narrating the product's story or brand ethos, and recycling or disposal guidelines like How2Recycle (H2R). There's also information on refill or reuse to combat packaging waste and tracking codes for food safety or recalls. Packaging, it turns out, plays a crucial and positive role in a product's journey.

 

Recent consumer studies show diverse needs across different demographics, yet a common expectation emerges: the need for a product and its packaging to be easily understandable and usable. The rise of packaging inclusivity, incorporating tactile features for the differently abled, marks a significant, albeit overdue, advancement, considering its global impact.

 

Looking ahead, it's essential to recognize and promote packaging as an integral part of the product experience. Even if its importance isn't always acknowledged, packaging continues to be a vital component in the value chain, enhancing brand value and the overall user experience.