BOXES, LABELS AND BEYOND

Sustainability initiatives are becoming increasingly important for businesses - driven by government regulations and consumer expectations. In India's fast-growing FMCG sector, companies are increasingly adopting sustainable practices, from supply chains to eco-friendly packaging, to keep up with this mandate. And packaging plays a crucial role here!

Packaging serves as a tangible demonstration of a company’s commitment to sustainability and plays a pivotal role in influencing consumer perceptions and actions. There is a noted gap between consumers' sustainable intentions and actual actions, as they often prioritize cost and convenience over environmental concerns. In the  bid to navigate consumers towards sustainability by synchronizing their intent with appropriate action, the product packaging becomes a promising tool that brands and corporates can leverage effectively.

This report highlights the importance of packaging innovation in achieving ESG (Environmental, Social, and Governance) goals - brands must innovate in a way that makes sustainability an easy choice for consumers, leveraging packaging as a core component of their corporate responsibility narrative. While striving for sustainable packaging, it is important to maintain distinctive brand elements on the pack, and the pack's shape to ensure continued consumer recognition and prevent existing consumer alienation.

This complexity of measuring the impact of packaging changes, and the need for a comprehensive assessment that includes both immediate and long-term benefits is an important challenge to be addressed. Packaging innovation must align with broader marketing strategies to enhance the brand’s equity. 

Pack has the ability to carry consumers along with the brand in its pursuit of sustainability, fostering a sense of shared responsibility towards a more sustainable future. If used well, packaging can become an effective messenger of corporate responsibility.