Category
Lifestyle
Assisted Choices
Trend cluster
Category
Geotarget
Packaging
Brands are shedding light on local businesses through packaging initiatives.
4.1
Trend score
Trend
What is the Geotarget Packaging trend?
Geotarget Packaging: 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 consumer insight behind the Geotarget Packaging trend
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.
Trend themes
Themes within the Geotarget Packaging trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Geotarget Packaging trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
Manufacturing
Interactive packaging, including connected bottle caps and scannable QR codes, requires manufacturing capabilities that can integrate tech-driven features directly into product packaging.
Workshop question
How can your brand practice corporate social responsibility through branding?
Trend signals
Trend signals for Geotarget Packaging
Trend score 4.1 out of 10, from popularity 59%, activity 54%, freshness 9%.
Popularity59%
Activity54%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Geotarget Packaging trend
4 featured examples from Mar 31 to Nov 17, 2020CategoryMarketing
Interactive Bottle Caps
SharpEnd Partnered with Guala Closures Group to Grow Its Connected Caps
The production and packaging industry can explore disruptive innovation opportunities by incorporating connected bottle caps that offer interactive experiences.
CategoryEco
Scannable Responsible Packaging
Lumi ID Helps Consumers Properly Dispose of Product Packaging
The packaging industry can leverage scannable codes and mobile technology to enhance consumer experience and communication.
CategoryMarketing
Chromatic Artistry Seafood Branding
This Conceptual Canned Seafood Branding is Locally Focused
Exploring innovative ways to make food products visually appealing and stand out on store shelves.
CategoryLifestyle
Geotargeted Chip Bags
Stacy's Pita Chips Uses QR Codes to Share a Women-Owned Business Directory
Opportunity to implement geotargeted packaging and QR code features to promote local businesses and drive sales.
