How can packaging improve its public image?

How can packaging improve its public image?

The packaging industry faces concerted opposition from consumers, whether it be over plastic bags, so-called ‘excess’ packaging or recycling difficulties. How can it change public perceptions?

Mike Churchman Director Churchmans Marketing Communications Says:First, I would suggest commissioning research to better understand the beliefs that underlie public attitudes to packaging. To what extent, for example, are these attitudes a symptom of repressed guilt as we all devour more consumer goods? Use this understanding to develop a communication strategy that presents packaging as a public good, underpinning choice, health and rising standards of living worldwide.Consider running a short, sharp advertising campaign to stimulate debate and demolish myths. Update the Code of Practice for Responsible Packaging and distill it into no more than 10 ‘Principles of Packaging’, which all relevant companies can sign up to. Use these principles and other key messages in the continuing programme of political lobbying to ensure awareness of the packaging industry’s goals among a wide range of opinion formers. Take a long-term view. It takes years to change public attitudes, but it can be done with the right strategy, resources and leadership.

Michael Bennett Managing director Pelican Public Relations Says: Packaging will always get a tough time because it’s the material that’s left when the consumer has got what they want from inside.Businesses are increasingly concerned about their environmental image, yet very few use their packs to explain to customers how they are responding to the green agenda. This is a real missed opportunity.In reality, all packaging material sectors – glass, corrugated, metals, plastic and paper – have a great story to tell when it comes to reducing packaging waste, so the industry is starting from a sound base. I’d like to see packaging producers, industry organisations, brands and retailers jointly fund a national advertising, on-pack and PR campaign that highlights how good packaging preserves resources, reduces waste and delivers environmental benefits.By communicating a simple, consistent and co-ordinated message, consumers will begin to see packaging as a valued resource, rather than a load of old rubbish.

Adam Lewis Manager Burson-Marsteller Media headlines about excessive Easter egg Says: Packaging should be a warning sign for the industry. Unlike the proverbial egg hunt, this is an issue the industry can’t hide from. It is also a subject that won’t respond to ‘green-wash’. Modern consumers, increasingly informed by high-profile campaigns from environmental stakeholders, won’t have the wool pulled over their eyes. Words need to be backed by actions and investment.This creates an opportunity for the industry to show leadership and drive change across the retail sector. This could mean stepping up efforts to develop and promote more reusable or biodegradable materials. It might mean investing in more recycling facilities and doing more to educate people about what and how to recycle. This will give the industry something to communicate, but more importantly, it will create sustainable credibility among consumers. In this case, less really could mean more.

Charlie HoultChief executive Loewy Says : It’s not ‘game over’ for packaging, despite the recent Budget and the regular rumbles about the environment. But we can’t shrink from the debate; everyone needs to know where the responsibilities lie.We need to offer responsible choices to consumers so the onus is shifted to the supply chain and ultimate ‘end users’. The market can decide whether to pay a premium for recycled materials, or for the product deterioration issues of lower-specification products. It is the consumers who face an array of ethical dilemmas, whether food miles, e-numbers, sugar content or packaging ‘excess’.The industry has some say over the graphics used on packaging and could develop a kite mark or ‘Intel Inside’ endorsement against a code of conduct or environmental standard.Look at the oil industry and how confrontation has mellowed over the years. BP has transformed from petrol baron to an energy company. Yes, it invested millions in the move, but has done well to face concerns head on.The mantra here is: listen, unpick the debate, offer choice and be proactive.

Cited From:Packaging News, 03 April 2008