# Geotarget Packaging Brands are shedding light on local businesses through packaging initiatives. By [Amy Duong](https://www.trendhunter.com/amyduong), Trend and Research Writer | Published Oct 28, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/geotarget-packaging ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 31 to Nov 17, 2020 - Published: Oct 28, 2020 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Geotarget Packaging trend ### 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. ### 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. ### 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. ## What the Geotarget Packaging trend means for industry ### For 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 for Geotarget Packaging Trend score 4.1 out of 10, from popularity 59%, activity 54%, freshness 9%. - Popularity: 59% - Activity: 54% - Freshness: 9% ## Examples of the Geotarget Packaging trend 4 featured examples from Mar 31 to Nov 17, 2020. - [Interactive Bottle Caps](https://www.trendhunter.com/trends/sparpend): SharpEnd Partnered with Guala Closures Group to Grow Its Connected Caps (Category: Marketing) Implication: The production and packaging industry can explore disruptive innovation opportunities by incorporating connected bottle caps that offer interactive experiences. - [Scannable Responsible Packaging](https://www.trendhunter.com/trends/dispose-of-product-packaging): Lumi ID Helps Consumers Properly Dispose of Product Packaging (Category: Eco) Implication: The packaging industry can leverage scannable codes and mobile technology to enhance consumer experience and communication. - [Chromatic Artistry Seafood Branding](https://www.trendhunter.com/trends/canned-seafood-branding): This Conceptual Canned Seafood Branding is Locally Focused (Category: Marketing) Implication: Exploring innovative ways to make food products visually appealing and stand out on store shelves. - [Geotargeted Chip Bags](https://www.trendhunter.com/trends/stacys-pita-chips-bags): Stacy's Pita Chips Uses QR Codes to Share a Women-Owned Business Directory (Category: Lifestyle) Implication: Opportunity to implement geotargeted packaging and QR code features to promote local businesses and drive sales. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)