Tag discusses the future of connected packaging and sustainability
Revolutionizing Packaging: Connecting Brands and Consumers in a Sustainable Future
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In a world driven by innovation, the packaging industry stands at the forefront of a transformational journey, where sustainability meets technology to create connected packaging solutions. The insights shared during the People of Packaging podcast with tag experts uncover how brands leverage these advancements to build greener futures while deepening customer relationships. Embrace an exploration into this dynamic realm where creativity and responsibility intersect.
Key Takeaways:
Connected packaging is becoming a pivotal element for brands to interact directly with consumers, enhancing the user experience and enabling data collection for improved engagement strategies.
Sustainability in packaging is no longer an afterthought but a vital component of the brand narrative, with initiatives like extended producer responsibility (EPR) shifting the onus onto companies to ensure the end-of-life-cycle management of packaging is efficiently handled.
Tag's comprehensive approach, supported by its recent Dentsu acquisition, streamlines the journey from innovative packaging design to sustainable sourcing and connected consumer experiences, providing holistic solutions for brands aiming to make impactful market moves.
Bridging the Gap: The Future of Connected Packaging
Connected Packaging: A Portal to Enhanced Consumer Engagement
The evolution of technology has granted packaging a new lease on life, transforming it from a mere container to a conduit of rich consumer engagement. Connected packaging, through QR codes, NFC tags, or RFID technology, offers an interactive layer that brands exploit to nurture customer relationships and gather valuable first-party data.
Paul Lynch, head of experience in commerce, emphasizes, "We're moving into a world where brands want to own first-party data." The functionality of connected packaging transgresses traditional marketing, enabling brands to adopt a more personalized approach based on genuine consumer insights.
"But it's a very immersive world that people could move around in. And the more times they visit, the more access they get," boasts Paul, highlighting the crafting of virtual worlds which evolve with seasons, effectively augmenting product lifecycle without the need for constant physical packaging changes.
Sustainability vs. Innovation: Striking the Balance
Yet, as digitization grows, so does concern for sustainable practices. Striking a balance between implementing cutting-edge connected packaging and maintaining eco-friendly credibility is a tightrope walk many brands face today. The push towards sustainable solutions cannot overshadow the environmental implications of technology-rich packaging enhancements. Brands are now tasked with designing reusable, recyclable, or compostable packaging whilst ensuring technological components do not compromise these eco-credentials.
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Sustaining the Brand and the Planet with Intention
Navigating EPR and Sustainable Commitments
Extended Producer Responsibility (EPR) schemes are crafting a new roadmap for brands in their sustainability pursuits, and companies like tag are instrumental in this transition. Emily Stolarsic, the sustainability director at tag, points out how brands are increasingly held accountable for the afterlife of their products.
Emily notes, "Brands are responding to that. In that with the rise of extended producer responsibility schemes, or EPR, it's no longer up to just the consumers of what happens to that package. It's actually the responsibility of the company who make that package and put it on a shelf."
Global brands, under increasing scrutiny, seek innovative ways to fulfill their sustainability commitments. Tag rises to the challenge by leveraging its extensive network and expertise to provide tested solutions, ensuring brands don't reinvent the wheel—driving faster, more effective sustainability transitions.
The Power of Foresight: Integrating Strategies for Seamless Efficiency
An End-to-End Model for Modern Packaging
The discussion highlighted the comprehensive approach that tag adopts. It integrates all facets that a brand contemplates — from ideation and design, all underscored by sustainability and functionality, to sourcing and data analytics. This cohesive strategy, Jan Stollerman, global business director, describes, "from beginning to end, service organization. That means we can do strategic design, we can do tier two and tier three creative…"
Devin Nutter, director of strategic sourcing, reinforces the necessity of involving sourcing specialists early in the packaging design process to ensure feasibility and efficiency. This collaborative strategy propels tag to a unique position — the ability to navigate a brand through the entirety of the packaging lifecycle.
Leveraging global insights, tag's amalgamation of creative prowess, strategic sourcing, and sustainability expertise places them in a vanguard role in the packaging revolution. They're not merely observers but active architects shaping the future of packaging. As a nexus for innovation, tag ensures that brands adapt to evolving market dynamics and environmental nuances, supporting them as they forge a path toward a more sustainable, connected future.
Every brand's journey is peppered with unique challenges—meeting evolving consumer expectations, maintaining ecological integrity, and contributing to a circular economy. Tag remains at their side, ensuring no brand commences from ground zero, be it in connected packaging endeavors or charting new waters in sustainability.
The potential of connected packaging and its influence on both businesses and consumers is undeniable and inspiring. As tag champions this evolution, brands prepare to embrace a future where packaging is integral to their narrative, directly engaging with consumers and the environment with newfound accountability. It is the dawn of an era where packaging is not simply seen, but it speaks, resonates, and takes decisive action toward a greener planet.
"We're able to pull it together based on what Jan is able to produce, and then we hand it over. Paul and his team can provide some analytics on the marketing success aspect." - Devin Nutter
"The pack sits at the center of everything that a marketer does… now with the connected pack, it could tell you, 'Hey, I'm getting ready to expire.'" - Jan Stollerman
"Brands are responding with the rise of extended producer responsibility schemes, or EPR. It's no longer up to just the consumers of what happens to that package." - Emily Stolarcyk
"We're seeing that our customers are actually looking to use the digital platform to change their campaigns and not necessarily continually reprint the packaging." - Paul Lynch
Resources:
Tag's website: tagww.com
Connect with the guests on LinkedIn:
Sustainability Director at Brook + Whittle / Sustainable Packaging / Labels / Printing
9 个月Emily E. Stolarcyk ?? s
Sales & Marketing Manager @ Netpak Packaging | Folding Carton Specialist - Printing & Packaging
9 个月Love this podcast in particular - especially the discussion on connected packaging. After countless hours and $$$$$ on NFC, RFID and implementation on the packaging line, it still seems as though we are still evaluating ROI. It is a brand awareness tool, essentially a marketing expense? Is it a tool for advertisers so CPG can leverage additional revenue streams? Great guests!
Marketing Communications Manager at Tag Americas
9 个月Thanks for having our fabulous packaging and strategic sourcing 'Tag Team' on your podcast, Adam! Devin, Emily, Jan, and Paul are equally passionate and knowledgeable about what they do, and you were able to shed light on that in an authentic way. Wonderful job as always!