| Last week, I got a call from Japan News reporting | | | | replacement of the T-shirt bag with reusable |
| here in the US. They wanted to know what was | | | | alternatives. I remember when the t-shirt bag |
| happening regarding the use of the words "China | | | | was invented and the latest rage in the |
| Free" on product packaging and labeling. The plans | | | | supermarkets, now its well on its way to |
| were for a big expose of "contaminated" | | | | becoming obsolete. Pity the plastic bag |
| products coming out of China. I'm sure you have | | | | manufacturer. |
| seen the news and are concerned about possible | | | | Similar circumstances could happen to your |
| contaminates. But what about the consumers' | | | | product and its packaging. Another hotly |
| perspective? A negative ground swell of public | | | | contested issue is the use of plastic water bottles |
| opinion could dramatically influence your product | | | | (by the way bottle water sales has outstripped |
| sales if it's coming out of China. | | | | that of soda.). This battle is far from over. In |
| That's a bad thing and it could happen to your | | | | fact, I will be addressing some of the packaging |
| product. | | | | alternatives in my upcoming presentation |
| Consumers are taking an interest in product | | | | Sustainable Packaging "From Green to Great" |
| packaging, how much, how to dispose of it where | | | | before the Wal-Mart crowd in two weeks. |
| it's coming from and how much strain is it putting | | | | The point is that sometimes you can't ascertain |
| on the environment? It's hard to anticipate the | | | | what issue will stir the consumer into a frenzy |
| voice and power of the consumers. Once an issue | | | | about your packaging. You can, however, |
| becomes mainstream in the media it could be | | | | understand the issues that consumers are |
| detrimental to your sales. The fact is that most | | | | concerned about. In recent cases, it is mainly the |
| consumers haven't a clue as to the role packaging | | | | environment. It's hot and getting hotter. So, it's |
| has to play in getting a product to the stores. All | | | | imperative that you give some thought to your |
| they know is the negative implications of "bad, | | | | product and how it's currently packaged. Is it likely |
| bad" packaging. | | | | to be an issue of contention? For example, if you |
| Think about the holidays and all the spin over | | | | are providing a natural or organic product is your |
| "wrap rage." Reporters are still writing about it on | | | | packaging "natural" too? Sometimes there are no |
| a weekly basis. What if they pick your packaged | | | | alternatives. |
| product to rage about? Will you be prepared to | | | | "Green" product packaging is in its infancy and |
| face the onslaught? | | | | there are some examples that aren't really |
| Many times these packaging issues come out of | | | | "green." The bottom line is that it's going to be all |
| the blue. Remember the aseptic ban on Juice Box | | | | about the consumer perception and how well your |
| packaging in Maine? It has since been repealed, | | | | "green" product packaging integrates with your |
| but it came out of nowhere and was the result of | | | | brand. I have already learned of some examples |
| consumer misinformation. Or what about the | | | | where CPG companies thought they were solving |
| aerosol can ban in Chicago? I remember that one | | | | the environmental issue only to be perceived by |
| well as I had a client that manufactured spray | | | | consumers as spouting "packaging greenwash." |
| paint at the time. | | | | You may think your packaging is "good" only to |
| Bans can happen overnight taking the product | | | | have it bashed by the consumer. It's all in the |
| manufacturers unaware with a serious impact on | | | | eyes of the beholder. So in reality, bad things can |
| their business. Look at what is happening to plastic | | | | happen to good packaging despite your best |
| bags and the bans in various communities and the | | | | efforts. |