Eco-Insights blogger Robert Lilienfeld quickly differentiates between packaging that’s warm and fuzzy and packaging that is not.
Would you like a glass of dihydrogen monoxide?
How about a glass of water?
You can just imagine the look of incomprehension (or maybe fear) on consumer faces if you ask the former question…
... and the look of acceptance and desire if you ask the latter.
Now, what if I offered you some dried fruit in a flexible package?
Instead, how about if I offered you dried fruit in a pouch?
My point is simple: The term “flexible package” is technically descriptive, but has no real meaning or positive emotional value to consumers or, for that matter, to media, NGOs or your state legislators.
But pouches are warm and fuzzy. To consumers (and others) they are an apt and positive description that makes them far more understandable and acceptable.
So, let’s start thinking like consumers, rather than material suppliers, converters and packaging engineers. It’s truly the smart and flexible thing to do.
What do you think? Please comment below.
Missed one of Bob's blogs? Read them here.
Robert (Bob) Lilienfeld has been involved with sustainable packaging for more than 20 years. He is currently editor of The ULS (Use Less Stuff) Report, a marketing and communications consultant to AMERIPEN and other organizations, and is a professional photographer.
See a host of new ideas in packaging pouches, bottles and more at WestPack 2016, Feb. 9-11 in Anaheim, CA.