Packaging in the post-Covid ‘new normal’ is going to involve balancing competing tensions; the newly acute emphasis on hygiene, sustainability in the time of climate emergency, and the critical need to deliver value in recessionary times.
Many consumers around the world are going to be facing very immediate pressures on lower-order Maslow needs (health and disposable income), so the issue of sustainability risks being deprioritised in practice, despite the strength of feeling behind it.
By assuming positions of societal and ethical leadership, manufacturers can ensure that consumers aren’t forced to make uncomfortable trade-offs between any of these factors. Product and packaging development will need to equally cater to the ‘new normal’ demand for strict hygiene, the immediate restrictions on household expenditure as well as the long-term societal recognition for sustainability if we are going to emerge from this crisis with humanity strengthened.
Sustainability remains relevant even at the height of COVID-19 as illustrated by people’s attitudes to health and the environment. In Clean, Green and Affordable we find those companies which can continue to drive better environmental outcomes in the face of reduced consumer confidence and increased sensitivity to hygiene have an opportunity to build themselves long-term reputational equity and better chances of success.
You can hear all three authors of the paper in conversation about the key themes running through it, in this half-hour episode from our ongoing series of “Ipsos Talks”:
Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
Web-Seminar: How to win consumers over through health benefits in the yogurt category
Today it is challenging to understand consumer behaviors and drivers when it comes to their buying habits and needs. That is why DuPont Nutrition & Biosciences partnered with IPSOS to conduct qualitative consumer research to understand better the consumer drivers for choosing yogurts with additional health benefits, the ingredients that relate to these health benefits and how consumers relate to them. In this web seminar we will take you through some of the results of this study and introduce you to some new concepts and ideas to be able to answer the consumer demand for additional health benefits in yogurts.