Brands are shedding light on local businesses through packaging initiatives
Trend - Some brands are leveraging marketing tactics to bring awareness to other local businesses and initiatives during the pandemic (which, so far, has proven to be a turbulent time for small businesses). This is done through unique packaging concepts such as QR codes that directly connect local businesses, recycling programs, and more.
Insight - The current economic climate has impacted many businesses, but independent businesses have suffered greatly in particular. As a result, consumers have become more mindful of how they shop and seek ways to support local brands. These consumers tend to be those already immersed in social good; for many in this group, their goal is to keep the human element of the economy afloat.
Insight - The current economic climate has impacted many businesses, but independent businesses have suffered greatly in particular. As a result, consumers have become more mindful of how they shop and seek ways to support local brands. These consumers tend to be those already immersed in social good; for many in this group, their goal is to keep the human element of the economy afloat.
Workshop Question - How can your brand practice corporate social responsibility through branding?
Trend Themes
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Geotargeted Marketing — Brands are using QR codes on product packaging to connect consumers with local businesses in their area, providing a unique marketing strategy that supports community-driven initiatives during difficult economic times.
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Interactive Packaging — Consumer packaged goods companies are leveraging modern technology to create product packaging that can connect with consumers' smartphones, creating an interactive experience with products that creates deeper levels of engagement.
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Responsibility and Sustainability — Brands are increasingly offering more information on the products they sell, including information on responsible disposal and more environmentally-friendly materials. This trend supports consumers' heightened awareness of social responsibility and environmental concerns.
Industry Implications
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Retail — Geotargeted marketing strategies can be implemented by a wide variety of retail companies, connecting customers with businesses in ways that are relevant and engaging.
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Consumer Packaged Goods — As consumer concerns regarding responsibility and sustainability continue to gain momentum, companies in the consumer packaged goods industry will find success in positioning themselves as transparent and responsible brands.
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Manufacturing — Interactive packaging, including connected bottle caps and scannable QR codes, requires manufacturing capabilities that can integrate tech-driven features directly into product packaging.
