Communicating Sustainability to Consumers

Sustainability is no longer an optional focus for brands, it is now a necessity to stay competitive. Consumers expect brands to place the environment and being “green” as a top priority, just as consumers do in their daily lives. There are recycling cans everywhere, more people choosing hybrid and electric vehicles, solar power has become more accessible and plastic bag bans are in effect in major cities. Green is no longer a trendy thing, it is a way of life.

Many brands have had sustainability programs for years, but communicating these initiatives to consumers has been a challenge. Consumers are skeptical. Corporate sustainability programs can sometimes come across as lacking authenticity, messages are not always clear or lack validation, and often these messages never reach the consumer at all. What better place to communicate sustainability than right on the package that the sits on the store shelf and goes home with the consumer. Put the information in their hands, and make it about what impacts the consumer and the environment.

With so many sustainable packaging options, messages […]