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
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. Manufacturing - Interactive packaging, including connected bottle caps and scannable QR codes, requires manufacturing capabilities that can integrate tech-driven features directly into product packaging.
