Why and How Brands Should Move Toward More Sustainable Labels
While "sustainability" as a strategic initiative encompasses much more than packaging (social, economic and environmental factors must all be considered), packaging is the one touchpoint all consumers, value chain partners, investors and retailers will see.
As the demand for sustainability picks up steam, some brands might still need to decide what exactly a retailer, investor or consumer observes as they pick up the product. Is the packaging and labels a seamless extension of its commitment to sustainability in all aspects of business, or are there disconnects between sustainability goals and how the product is packaged and labeled?
Not deciding is a decision in itself, as the label is the face of a brand in the marketplace and consumers are already beginning to stop picking up less-than-eco-friendly products.