Intuitive sustainable packaging

How sustainable packaging is intuitively understood and successfully sold

Background and challenge

Many companies already have recyclable packaging on the market, but consumers do not perceive or understand it as such.
There is a big misunderstanding in society between truly sustainable packaging and consumer acceptance.

Status quo sustainability

How do consumers actually experience and live sustainability and sustainable packaging?

Message and understanding of sustainable packaging

How is sustainability understood or misunderstood?

Motivational relevance of sustainable packaging

What relevance does sustainability have in the categories and what conditions must be met?

Intuitively sustainable packaging and brand fit

What signals must the packaging send per category so that the packaging is not only perceived as sustainable, but also receives an upgrade?

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The benefits of intuitively sustainable packaging:

The topic of sustainability is currently downstream, but can have a positive impact on product and brand perception.

Intuitive sustainability effects can become a USP and an added value for the brand and product if the intuitive signals are easily recognized and the product, product benefits and consumption patterns are supported. This can simplify the purchase decision and relieve the consumer.

From the consumer's point of view, what does the packaging have to do first?

Less plastic, paper please!
Do not cheat: No excessive packaging
Haptics: Little material mix
It should feel good: Velvety feel
Part of the cycle: Recycled plastic is better than recyclable plastic
But please keep it simple: easy to separate
Reusable and refill systems are always good, but also exhausting
Colors: Green, brown, natural tones, harmonious tonality
Appearance: glossy -> less sustainable; matt -> more sustainable)
Acoustics: preferably quiet
Reclosability (to counteract the biggest environmental sin of food waste)

But that is not enough:
There must be a fit between product category, brand and sustainable packaging design.

How sustainable packaging can whet the appetite

How can sustainable packaging be understood intuitively and even sell the product more successfully? The rheingold Institute conducted research on this topic together with Tilisco and Red Rabbit for the brand manufacturers Kölln Müsli, Rügenwalder Mühle, Harry Brot and Milram.

Why you should act now

Core results:

When it comes to sustainability, there is a wide range of knowledge and involvement among consumers. While some already think in terms of a larger cycle, others seem to have only a small section of the environmental issue in mind. However, even the enlightened ones sometimes show great contradictions in their arguments and concrete everyday actions.

Important: packaging that is perceived as sustainable can become a USP and an enhancement for the product and brand. For example, the product is perceived as higher quality, associated with organic quality or promises a more careful approach to the user.

Consumers are overwhelmed by the issue of sustainability and want simple signals.

The topic of sustainable packaging is currently still on the back burner, but is becoming increasingly important and can even add value to the product.

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