How Sustainable Packaging Plays a Key Role in Building Brand Transparency
The term “clean label” is confusing, not only to consumers but to retailers too. There are many variations as to what this means, it’s easy to get lost in translation. It’s no wonder why there is a growing trust gap for consumer-brands. AT Kearney published a global report, cited in ‘What’s New at Global’ magazine, March edition, on consumer trust in corporations and brands, stating in 2013, 36% of consumers had little to no trust, and today this has increased to 55% in the US and 57% in the UK.
Brand transparency is one of the biggest drivers behind consumer behaviour today, and consumers are demanding it in every aspect of their purchase journey. But, the above figures leave us to question, is enough being done? Pet Food Processing magazine ran a survey to SuperZoo attendees in 2018 and the report revealed 91% of respondents expect demand to increase for sustainable socially conscious companies over the next five years, a 30% increase from a previous 2015 survey.
Consumers not only want to know where their products come from but packaging as well. Major brands are putting an interest in packaging sustainability, with brands such as Nestle Purina making headlines with its “war on waste” strategy. Other big brand owners such as Proctor & Gamble, Unilever and retailers such as Walmart and Target are quickly following suit.
It is time to make a decision. You don’t want to be left behind, so you can either position your brand proactively as a leader or be reactive, losing your place on the shelf.
At Emmerson Packaging, we have made it our responsibility to come up with innovative solutions that meet the sustainability goals of our customers, while also being cost neutral.
Our award-winning umbrella of sustainable ‘Smart’ products, has been extended with the commercialization of Smart-LAM, a PE/PE lamination that’s perfect for treats and small pet food bags. It has all the features you expect of a typical stand-up pouch, with added benefits. As an easily recyclable #2, the high-density polyethylene (HDPE) is not only stiff, but runs well on your packaging lines. We make sure to use lamination grade inks which are protected by the top layer of the film, so you no longer have to worry about smudges or scratches to your graphics. That’s not all. With a luxurious Silk finish, we are also proud to offer two different barrier options—Moisture or Moisture and Oxygen— so you never have to worry about shelf life again!
Smart-LAM joins SmartPack™, our innovative award-winning process that gives the aesthetics of lamination with only one substrate. SmartPack™ allows us to take your standard pre-made pouch and convert it into a #2 recyclable format, giving your customers the sustainability they are demanding. With a single layer of film, SmartPack™ is not only durable but scuff-resistant. With nearly a billion produced, it’s fair to say SmartPack™ has diverted many packages from the landfill!