No longer a Unique Selling Point, but a necessity
Sustainability isn’t a ticket to heaven anymore for companies; rather, it’s a ticket to ride. In previous years, companies that invested and prioritized sustainability efforts were the first of their kind. In 2022, companies who have established environmentally-focused goals are perceived as normal or they’re expected. However, if a company has not already developed a sustainability plan, it negatively impacts a customer’s perception of them. With that said, there are two groups of consumers that companies are trying to reach when it comes to communication about their sustainability efforts: the people that expect you to incorporate eco-friendly practices in everything that you do, and those that are happily surprised when they find out a company is implementing a new sustainable practice.
A sustainable brand is evident in its packaging
Packaging is the first thing that consumers look at when an item arrives at their doorstep and is the first criteria by which the item itself is judged. As the most outward testament to a brand and its commitment to sustainability, packaging should not entail an oversized cardboard box full of void fill for a small item ordered. Instead, when their package arrives, consumers should receive a sustainable, fit-to-size box to make a worthwhile impression when they open it.