Shades of Green

Marketing, packaging & branding all have critical roles in shaping sustainability in the eyes of the consumer.

“One of the things you have to remember about Sustainability is that it will take us all forever to accomplish."  This is a quote by William McDonough, co-founder of the firm MBDC and co-author of the book Cradle to Cradle.

These words are not meant to discourage, but rather reflect the holistic manner in which the topic of Sustainability, needs to be approached

Today, there is a significant increase in the use of environmental claims in product marketing, including “green” claims concerning product packaging.  Sellers and marketers frequently use terms such as “recyclable,” “recycled content,” “biodegradable,” “degradable,” “compostable,” “sustainable” and “renewable” to make green claims about their packaging.

When such claims are used to sell products, consumer perception and substantiation issues may arise.

Also, in recent years, there has been an increase in the use of environmental seals and third-party certification programs purporting to verify the positive environmental impact of product packaging.

The trend towards verification is attributed to the rise in mandatory national reporting.  Organizations that join these programs agree to voluntarily reduce their environmental impact beyond what is required by law.

In addition, these programs act as a powerful communication tool with consumers and corporate stakeholders, as the perception of the seal on a package denotes authenticity.

But consumers are savvy and may have varying interpretations of such seals and programs, and there is a great deal of confusion, false perceptions, and inflated reality.

So much so, that the FTC recently held a forum on Packaging specifically related to eco-marketing claims on packaging.

Packaging is an easy target for legislature, and now that the FTC is involved in creating mandates around the validity of claims, we still  need break through innovation in materials, design and recycling to truly be on the path to sustainability.

While there is a raft of packaging needs to consider, e.g., on food ~ portability and shelf life ~ these needs do not always align with the environmental necessity of our planet.

For example, a package claims that the company is 100% wind-powered…what does this really mean and how does the message get carried through to the consumer!?  What is the real, (in)tangible value of this claim!? And, why should the consumer care!?

Communicating Sustainability Effectively to the Consumer

There is a real, not perceived, knowledge gap.  Marketers and designers must communicate with authenticity, transparency and sustainability ~ in a language that consumers understand.

In the business of brand packaging design, visual imagery has become an emotional “short hand” to trigger Consumer buying motivations and purchase responses, so it is key to learn how to translate the new “Green” vocabulary into meaningful nomenclature

Let’s further explore some terms from this new lexicon:

• The Three R’s ~ in the world of “Green”, this is the standard for Reduce, Reuse, Recycle ~ to extract and reuse useful substances found in items that may be otherwise considered as waste

• Alternative Energy ~ energy derived from sources that have little or no impact on the environment and produce no net greenhouse gas emissions in generating electricity.  Such sources include wind and solar.

• Biodegradable ~ a material that breaks down with the assistance of microorganism

• Carbon Footprint ~ 
the amount of carbon dioxide emissions created by a person or industry; and estimate of an individual’s or organization’s impact on the environment

• Compostable ~ a material that breaks down to become what is effectively dirt. It contains no toxins and can support plant life

• Fossil fuel
 ~ fuels containing methane, petroleum, coal and natural gas, which are derived from fossil matter.  These are called "fossil" fuels, as it takes many years for them to be created in the natural environment.  Burning fossil fuels creates greenhouse gases, which are a factor

• Green sheen ~ similar to Green wash, has been used to describe organizations which attempt to appear that they are adopting practices beneficial to the environment

• Renewable resources ~ those that can be replenished, so they are not permanently depleted; alternate-energy sources such as solar or wind power instead of nonrenewable oil, or fast-growing plants like bamboo

• Repurpose
 ~ to take what may be otherwise a waste item and use it for another purpose - e.g a coffee jar becomes a jar for keeping nails (reclaimed or recycled materials are rescued from the garbage dump and turned into new products (plastic bottles reborn as fleece jackets; old magazines become packaging)

• Sustainable ~ indefinitely viable, capable of maintaining productivity or usefulness in the long term. 
Sustainable design, graphic or otherwise, seeks to reduce impacts on the environment by relying on the use of renewable resources, among other measures.  It employs practices that do no lasting harm to the Earth's resources, valuing the survival of future generations over immediate needs!

Sustainable Design - A Visible Issue

There is growing pressure around sustainable design, because unlike the climate, it is a visible issue. 

The consumer has contact with packaging every day and contributes to the growing problem of waste through packaging.  Our research has found that not only do consumers want to simplify their daily lives through “low impact” living, they do not want or need all the unnecessary packaging that surround their brands; they perceive it as extraneous to the product.

And, there are some glaringly obvious disconnects: e.g., food with a 6 month shelf life in packages that last 6,000 years.  Now you not only have solid waste but also greenhouse gases!

Reducing the environmental footprint of packaging requires the cooperation of the entire value chain.

Recent meetings at a variety of Fortune 100 clients resulted in clients sharing their corporate positioning on going green, but the reality is in this economy is that they are not ready to fully commit investments toward "going green".

How Do we Move Forward?

So, how do we change this? Can we change this?  Again, consumer education and a clear communications hierarchy through labeling may help pressure the corporations into action.  Perhaps, if the consumer really understood which claims were truthful and viable, this would become a beneficial point of difference to drive the corporations into making the investments.

Another route would be some sort of government incentive to go green.

The corporations who had the foresight to invest in removing trans fats before there was pressure to, found themselves in a profitable position once the consumers were educated better.

Now that we understand some of the terms that are being used in today's vocabulary, how real should our expectations for a greener world through packaging be?

What do we have to do to design against sustainable packaging?

Actually, the design is easy. In fact, only a year ago my group had a package design prominently displayed at a world renowned packaging show because of its eco-friendly design.

But this was a concept. No different than the concept cars at the auto show that run on water instead of gasoline. The truth is, the design is there, the technology is there, but the funding…what is the price for a company to make sustainability a part of their corporate culture?  The price of the planet…but that is long term strategic thinking and most companies are not willing to invest in the short term (now) to get there.

Lastly, in terms of brand icons as cultural nomenclature ~ a new consumer language has been established, and it speaks of clarity in protecting the environment, reducing conspicuous consumption and our footprint, creating a healthy balance between consumerism and capitalism, and caring for our living earth (one package at a time)!

“In the long term, the economy and the environment are the same thing. If it’s un-environmental, it is un-economical.  That is the rule of nature.” Mollie Beattie Former Director U.WS. Fish and Wildlife Service.

Jackie DeLise is Vice President of Zunda Group LLC.  Zunda Design Group creates brands that inspire, by designing visual identity and packaging that evoke emotions and connect consumers to their brand, ultimately captivating attention and purchase intent at retail.  Jackie can be reached at j.delise@zundagroup.com.

Popeye Spinach Earthfirst PLA Packaging

Steve Sterling had an interesting feature in the June issue of Packaging World focused on the use of Earthfirst PLA used to make the bag packaging for fresh baby spinach from Popeye.

The piece is the latest in Sterling's regular contributions focused on sustainability.

The development of the Earthfirst PLA film for fresh food packaging has taken a significant amount of effort by Plastic Suppliers makers of Earthfirst.

Once the material was developed Sterling reports Emerald packaging worked to develop it into a packaging format that fit Popeye's needs.

One of the key issues was temperature endurance. Reportedly Earthfirst PLA has the highest temperature of 175' F allowing it to be applied in a number of instances. Earthfirst claims their PLA films have the highest temperature of any of the PLA films on the market.

Popeye Fresh Baby Spinach in PLA packaging is available at retail stores here in the US. Given the increased variety of applications PLA is suitable for, fresh produce packaging seems to make a great deal of sense for the material. Conventional forms of salad and spinach packaging is almost always discarded by consumers ending up in landfills.
Wegmans Focused on Reducing Packaging

JUGIT Container for Milk Pouch Packaging

RPC Containers Market Rasen’s expertise in the injection molding of unusually shaped containers has been instrumental in the launch of an exciting new concept in milk packaging, the JUGIT.

RPC Containers Market Rasen has launched JUGIT, a product designed to make bagged milk more acceptable to consumers. 

Developed by Dairy Crest in association with the Sainsbury’s supermarket chain, JUGIT offers consumers a pouch-based format that uses substantially less packaging material than conventional plastic milk containers, allied to the convenience of an easy-to-pour, reusable jug manufactured by RPC Market Rasen.

“Consumers are increasingly conscious about the environmental impact of packaging, and material reduction is a key means of improving this,” explains Richard Pryor, Innovation Controller at Dairy Crest.

“A huge amount of plastic is used annually in the manufacture of milk containers, but pouches require only 25% of the plastic found in the equivalent size of container, making them extremely attractive from the viewpoint of sustainability.”
RPC Market Rasen Enables Sainsbury's to 'JUGIT"

Dairy Crest trialled pouches in Sainsbury’s in 2001 but, while successful, the format was not deemed ready for the mainstream marketplace. Today, Pryor believes that consumers are now prepared to make the change.

“The example of countries such as Canada, where consumers have successfully switched to this ‘greener’ way of buying milk, suggests the same can be achieved in the UK.”

To encourage reusability of the JUGIT, the only part that needs to be cleaned between pouches is the spike attachment. JUGIT is sold with two of these, so that consumers do not have to wash the attachment before fitting each new pouch. A detachment handle is also supplied to enable greater flexibility in pouring.

Dairy Crest asked RPC Market Rasen to turn the JUGIT concept into a workable pack because of its proven track record in creating complex packaging formats. The fact that the site is UK based was also a factor, reducing the freight miles involved in delivery of the jug.

RPC Market Rasen worked closely with Dairy Crest, Vibrandt 1hq and pouch manufacturer Glopak to ensure seamless integration of the four parts of the JUGIT – jug, lid, spike and handle – as well as the necessary durability for long-term reuse.

The lid, spike and handle are injection molded in white # 5 PP, while clear material is used for the two pint jug. This enables the Sainsbury’s branded pouch to be seen throughout its product life, while Dairy Crest has also taken advantage of the clarity by placing the cardboard sleeve used to brand JUGIT inside the jug.

RPC Market Rasen is currently manufacturing JUGIT using a pilot mold to coincide with the trial launch of the format in selected Sainsbury’s stores. If the trial proves successful, full tooling will be commissioned to enable a full national launch in 2009.

Wegmans Looks to Reduce Packaging Waste

New York-based grocery store chain Wegmans is working on finding innovative ways to reducing packaging.

The company is trying to make the recycling of packaging easier for consumers by adding the phrase “recyclable 1” and “recyclable 2” to produce packaging.

The company also reducing packaging waste by eliminating the use of wax containers for certain deli items. The elimination resulted in a reduction of nearly 1 million pounds of packaging waste that otherwise would have been landfilled.

The idea to eliminate the wax containers came from a store manager responding to an open invitation from the company seeking ideas for reducing packaging waste.

Wegmans, like other companies is realizing the operational and PR benefits of improving efficiency and reducing waste. Packaging is an area where many companies can work to streamline.

Bacheldre Watermill Flour Packaging

Organic flour producer, Bacheldre Watermill has developed an environmentally friendly package design for its new flour packaging.

The company had developed a sustainable package for its flour.  The only component of the packaging that wasn't sustainable was the label. 

Bacheldre Watermill found a solution using a NatureFlex NM film from Innovia and a completely biodegradable BioTak adhesive.  The combination of the previous packaging with the new label have transformed their packaging into one that is highly sustainable.

“With the introduction of these new compostable labels, our packaging is now fully sustainable and is able to achieve biodegradation within just a couple of months," said Matt Scott, co-owner and founder of Bacheldre Watermill.

The company's flour packaging is stylish thanks to some simple graphic design and creative use of the metallised  NatureFlex NM labels.

According to Innovia, NatureFlex NM is a unique cellulose-based film, manufactured from renewable wood pulp and metallised in-house. 

It is the only metallised biodegradable film suitable for home composting because the level of metal is so small - less than 0.02% - which slows the film's degradation by a matter of days but does not interfere with its biodegradability in any other way.

"It certainly stands out as something special in the flour category, and it is!!," said Scott referring to his company's new packaging.

Bissell Little Green Packaging

Bissell has recently launched a rather dramatic environmentally-friendly redesign of its popular compact spot cleaner vacuum. 

The new Little Green Multipurpose Deep Cleaner - is virtually PVC free and made from recycled and recyclable plastic.

The packaging for the new cleaner is equally impressive. 

No Styrofoam or plastic is used in the packaging except for a small thin plastic bag used to hold the directions and warranty information.

The packaging is made from corrugated paperboard stock. 

The carton and inner packaging are made from a minimum of 75 percent recycled corrugated materials.

For more information on the Little Green visit our sister site Sustainable is Good Products.

Miller Brewing Company Packaging Recycling

Last week Miller Brewing Company released their first ever Sustainable Development Report.  The report outlines a number of initiatives and highlight of the company's efforts towards more sustainable operations.

Of interest to Sustainable is Good readers, Miller says they have diverted 2.5 million pounds of packaging waste from landfills over the past five years for an overall packaging recycling rate of 99.9%.

The report says Miller is planning on reducing the weight of their packaging and the amount of materials used.  It also indicates the company will, "Use recyclable materials, where appropriate."

"We have begun to move toward vegetable based inks in our package printing and we began working with suppliers to identify ways to reduce the cardboard content of our folding cartons and the metal content in our bottle caps," the report says.

"These slight adjustments will maintain the integrity and durability of our packaging while providing a measurable impact on our material use and environmental footprint."

Miller is using SmartGate during its product development and has teams working with Wal-Mart and Sam's club packaging and display optimization.

Consumers Confused as to Source of Fiji Water

Packaging design not enough to convince consumers the water is actually from Fiji

As we have reported extensively over the past year on both of our sites - bottled water has been the subject of increased scrutiny from a growing group of eco-conscious consumers. 

Its interesting to see Fiji Water is dealing with a new issue - consumer confusion as to where it actually comes from. 

The company is dealing with the problem through marketing and packaging design.  They have added the phrase "From the Island of Fiji" to all the bottled water packaging.

Fijilive reports at least 60 percent of Fiji Water’s customers are not convinced that the bottled mineral water comes from Fiji.

Margo Jamieson of Fiji Water said that while the source makes the product unique, consumer trial is really driven by package design and the “idea” of Fiji.

Some think that the product comes from Mount Fuji (in Japan).

At the FIA Congress, Jamieson said that definitely since the initial researches, they have started to put on the bottles “from the islands of Fiji” in their marketing.

“We point to where Fiji is unique. We are very much taking that as part of an education process and we are definitely part of it.

“In the world that we live in, where we have so many different consumer choices, different brands out there, there is confusion. But we definitely as part of our program is to market the idea of Fiji.

Jamieson says that most of Fiji Water is exported to the United States market, although non US markets are growing most rapidly.

She said Fiji Water holds 2 a percent share of the US market and that “over 600 competitors are always vying for our business.”

Fiji Water does magazine advertising with over 147 million impressions. “Our target consumers are 41 per cent more likely to read magazines and 29 per cent less likely to watch TV versus the general population.”`

via Fijilive

Fox's Confectionery Switches from PVC to PET Packaging

UK candy manufacturer Fox's Confectionery recently changed its candy jar packaging from PVC to PET. The change helped them increase the visibility of their candy – which is critical to the success of the brand.

Switching from PVC to the highly recyclable PET plastic also helped Fox's improve the environmental impact of its packaging.

The new PET packaging is produced by RPC Blackburn. A large segment of Fox's business comes from the cash & carry market and visibility on store shelves is critical – the company's candy needed to stand out.

“Brand image is extremely important and the RPC Blackburn jar shows the individually-wrapped sweets at their best,” said Tracey Mattlock, Marketing Manager at Fox's Confectionery.

The company choose lids whose color matches the color of the candy in the jar.

Fox's packaging change is a smart, simple and low cost example of how a company can make a packaging change to accomplish several key goals including sustainability.

Method Uses Packaging to Unify New Personal Care Collection

San Francisco-based Method's new natural personal care collection features packaging that gives the line its own unique identity. 

The collection consists of three products: body wash, creamy hand wash and a body bar.

The collection's hand and body wash are packaged in #2 HDPE plastic bottles which feature a quilted pattern design. The square quilted pattern is also present in the body bar.

The quilted design holds the line together visually making it easily identifiable on store shelves and in consumers minds. 

The packaging was designed in-house by Method's own design team.

“The quilted look for the natural moisturizing personal care line is designed to connote the soft moisturizing formula within the bottles,” said Method's Rachel Goldberg.

“The designer also considered the existing décor of bathrooms, which are usually tiled. They were designed to be decorative but in a subtle, sophisticated way.”

The hand wash packaging is square and features an easily removable label allowing consumers to have the packaging blend in with their own home environment

Method's Director of Marketing, Katie Molinari told Sustainable is Good the removable label was purposely incorporated into the creamy hand wash packaging. “We don't believe that a logo needs to, or should be, a prominent feature in a home care product,” said Molinari.

“We design our products for the home and treat them as accessories to compliment someone's personal style. We hope people will recognize Method products by their unique design rather than a logo or label.”

When the label is removed the packaging is only distinguishable as a Method product by an embossed “m” on the side of the bottle.

Molinari added the body wash packaging is made from 25% recycled HDPE plastic.

Sustainable is Good was unable to obtain information from Method on who is producing the packaging.  A previous incarnation of Method's body wash was produced by Amcor.