Usually, we consumers have to lobby brands to make them change their ways if there’s something we’re not happy about. We have to shout long and loud to make our voice heard, using the full might of social media and internet forums to express our dissatisfaction.
So it’s great to see big brands coming together to drive positive change themselves, without us having to ask. Some of the world’s biggest have united in their power to form a new group designed to tackle sustainable packaging and waste.
The new American Institution for Packaging and the Environment (AMERIPEN) group will give the industry a ‘material neutral’ voice to influence environmental packaging legislation and regulation. The group aims to work with existing industry organisations, using their expertise to cover all packaging issues, such as its role in society, consumer needs, environmental impact and product protection.
Packaging waste and sustainability is a constant issue for brands. As consumers, we’re growing increasingly passionate about the environment and the impact our buying choices make. We’re more interested than ever in what our favourite brands are doing to minimize environmental impact, we monitor what they do and if it’s not to our liking, we tell them. So any tick they can put in the green credentials box is another stamp of reassurance for us, as buyers, that they’re listening.
Positive changes have already been made, check out the supermarket shelves and you’ll see many brands have taken active steps to reduce their packaging, giving us the same amount of product in smaller, compact form. Or they use recycled materials in their boxes. Once upon a time, they wouldn’t have told us. But now, they make a big deal in their advertising and on-pack about their new green, innovative packaging.
Some brands even take it a step further. Future Friendly, which we had a hand in creating, working closely with BBDO New York, focuses on the small things we can all do in our communities that can make a big difference to the environment, encouraging us to participate in ‘daily green acts’ and share these ideas with neighbors.
Savvy brands understand that we actually care about green issues, and if we see a brand aligning with our concerns, then we’re more likely to buy them than a competitor. Sharing passions and concerns is what a Cultural Movement is all about. It’s what elevates a brand above the rest.