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How to make your brand more sustainable

Recent marketing research has shown that many customers today are willing to spend more money for a lower environmental impact. This statement reflects a market trend that has already been present for some years and is exponentially consolidating.

What do lovers of the environment want from their favorite brands? Greater awareness and lower CO2 emissions, for instance. Production processes that are careful not to waste precious resources, recycled or recyclable materials and ideas for sustainable packaging. Yes, the way you package your product can also attract or drive potential customers away.

Identikit of the environment-loving customer

We could say that sustainability is in trend. Most customers believe that everyone can do something to save the environment, and are willing to boycott a brand if it’s caught in anti-ecological practices. The difference between packing your product in plastic or paper, therefore, is not just a matter of personal sensitivity. Your brand identity is at stake here.

According to marketing surveys, the sustainable-savvy client:

  • belongs to the new generations, from those born in the 1980s to the very young customers;
  • often connected to digital and attentive to social issues;
  • active on issues of legality, respect and equality.

I mean, he’s a guy you’d like to have among your regular customers, right? Well, then tell him that your values and his are the same and that your commitment to the environment is real and steady.

You can do this at every stage of your company’s production. From your choice of materials for your product to a sustainable and creative packaging in which to deliver it, from the responsibility of creating a healthy environment for your workers to detailed and public reports where you affirm your ecological choices.

Sustainable packaging: 5 ideas to start reducing plastic

In the packaging industry, environmental sustainability is a particularly delicate issue. After decades of irresponsibly wasted plastic and cellophane, companies are beginning to wonder what alternatives can be used for more eco-friendly packaging.

Here are some good examples:

  1. hygiene products wrapped in biodegradable packaging, to be thrown down the toilet;
  2. boxes in recycled and recyclable paper, ready to end up in the separate collection;
  3. PVA, a non-toxic and 100% biodegradable polyvinyl compound that dissolves in water;
  4. packaging created with vegetable waste and therefore completely compostable;
  5. reusable packaging (for example glass containers to be reused as jars).

These are just a few ideas that science has identified as useful for reducing plastic consumption and improving ecological awareness in consumers. In the upcoming years, more and more biodegradable, compostable or recycled materials will be developed, and those will make high-quality sustainable packaging easier to achieve.

Identify the right solution for your product, based on the required resistance, the core values ​​of your brand and the regulations in force regarding the reduction of single-use plastics in your Country. Packaging is the first thing customers see when your product is delivered to them, it is the wrapping that envelopes it and reminds them of your name and logo. Make sure you associate them with positive concepts and a valuable commitment to your customers and the environment.

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