Why current customer communications isn't cutting it

I have had the privilege of working in the packaging industry for over 20 years. It is an incredibly resilient, innovative and capable trillion dollar market and a vast percentage of people have zero understanding or knowledge of it. Their "Go to" question will be "Is that boxes?", or "why can't they be more sustainable?" if I mention it is where I work. That is such a narrow understanding or even awareness of the tiniest tip of an an enormously diverse constellation. It's like me saying driving is putting your hand on the wheel. That is a part of it, but not remotely the true picture.

This is a trillion dollar market, where we interact with these products all through our days - they are in our homes, our cars, our offices and we carry them with us all the time. And yet, despite this vast market- companies face consumer confusion, skepticism, backlash and frustration or misunderstanding.

Why? Because communication is not authentically reaching it's audience

Most brands push messaging from their own perspective—not the consumer’s. They assume customers will understand complex claims ; such as material technology sustainability manufacturing, but fail to realize:

?? People process information differently—through sight, sound, or feel.

?? Consumers care about what’s relevant to them, not corporate goals.

?? Claims must be transparent, authentic and verifiable

?? People rely on outdated knowledge, so brands must constantly update perceptions.

If your message isn’t structured to engage with how people actually receive and process information, you’re losing them before you even start. Modern consumers are besieged by messaging all day and our brains are wired to ignore and delete anything that is not designed to be retained.

The Solution: Circular Communication

The Circular Communication Framework ensures messages aren’t just heard, but understood, embraced, and acted upon.

It revolves around four principles:

?? Speak to How People Process Information

?? Make It Customer-Centric

?? Be Crystal Clear About Reality

?? Update Perceptions with Current Information

Let’s break it down.

1?? Speak to How People Process Information

People absorb information through sight, sound, or feel—and effective communication must engage all three. Think about a particularly happy memory to help you consider:

1. Can you remember the music, the conversation, the sounds? You are an auditory learner
2. Is it like a photograph where you can see exactly what everyone looks like, and what they are wearing and where you are? That is visual learner
3. What about emotions? If you retain the feel, vibe, ambiance from the memory you are a kinesthetic learner.

I am auditory; my memory flows from the sounds - I will then fill in the feeling or visuals after. This is why I have to read books or information loads of times to take them in, but a song can hear once and never forget it.

Many brands fail to account for this, crafting messages that resonate only with one type of audience. This leaves potentially two-thirds of your audience not taking your message into their mid to long term memory where you want it.

How Circular Communication Fixes This:

? Visual consumers → use visual cues, language and assets to paint the picture they will understand.

? Auditory consumers →Need to hear about it, using audio assets to deliver the message to them in a format they will take on, and tie it into language they really hear

? Kinesthetic consumers → Experiential, Augmented assets and emotive habits or use or immersive experiences, using language that feels right.

Brands have to not only cast a wider net in their communication vehicles , language and media but they must live the mantra that repetition is the way to mastery.

2?? Make It Customer-Centric: People Buy What They See Themselves Using

Communication is often framed as: “Here’s what our company is doing.”

But customers don’t care what you’re doing. They care about what it means for them.

People don’t buy products. They buy solutions to their own problems.

Where Brands Go Wrong:

1. Using corporate jargon instead of real-life consumer benefits.
2. Focusing on technical innovations without explaining why they matter.
3. Assuming people will automatically care about features or benefits without making it relevant to their lifestyle.

How Circular Communication? Fixes This:

? Transfer of ownership → Frame the message around the customer’s lifestyle.

For example rather then saying "biodegradable packaging" use "breaks down naturally - can home compost" or, if that is not the case "Biodegradable with your help- send me X so I can break down naturally"

? Emotional connection → Emotion overrides reason. Features and benefits have no meaningful resonance, we need an emotional connection to the how the product is going to make us feel to want to use it.

? Social proof → People trust people. Highlight real customer experiences and how you solve others problems.

3?? Be Crystal Clear About Reality: Don’t Call It Recyclable If It’s Not

One of the biggest failures in communication when it comes to sustainability is :

Making broad claims that don’t match consumer reality.

A brand might claim: “100% recyclable packaging.” But if local waste infrastructure doesn’t support it, then it isn’t recyclable for the customer.

Where Brands Go Wrong:

1. Making global claims without considering local realities.
2. Assuming that “technically recyclable” means “actually recycled.”
3. Failing to educate consumers on how to recycle or dispose of materials correctly.

How Circular Communication? Fixes This:

• Radical transparency → If recyclability depends on conditions, say so.

Don't say “100% recyclable.” when you mean “Recyclable where facilities exist—check locally.”

• Access & knowledge → Educate customers on maximizing use and proper disposal.
• Infrastructure-driven messaging → Partner with retailers, recyclers, and local governments to ensure your message aligns with reality.

Action for brands: If consumers can’t actually recycle it, then it’s not really recyclable.

4?? Update Perceptions with Current Information

People assume they know a topic if they’ve engaged with it before—even if their knowledge is outdated. I developed a game changing way to cut through the noise when interviewing thousands of leaders in my career "When was the last time you had an active project on this topic?" It is astonishing how big a gap this will show.

With a major printing conference I was running one of the executives I spoke with declared:

“I know all about digital print.”

When asked when they last engaged with it they responded , sincerely "late 1980s”.

They had utter conviction that they knew about the market despite about 35 years passing. Clearly in this case their information was not simply old, it was outdated and irrelevant. You or I might see this and say "That makes no sense at all!" but I know I do it frequently, just to a less exponential degree!

I surveyed 250 Packaging leaders about a year ago, and of them 15% had stated they did not have active projects in sustainable materials, but when asked about their market understanding 100% said they were up to date. Even though 15% had no projects within the last 2 years their minds convinced them they were current.

In this timeframe global regulation has changed, sustainable materials from seaweed, pea protein and multiple other scalable technologies have emerged and there have been significant forecast adjustment on chemical recycling just scratching the surface. They have a totally inaccurate picture of the market but any time they interact with this topic they are using limited information to try to make strategic business decisions.

We have to keep communication current. Our brains decide we already know a subject without taking the time to update whatever information we have. Your brand has moved forward, it is vital to let customers know this so they can update their current understanding.

How Circular Communication? Fixes This:

? Re-education as a strategy → communication isn’t a one-time announcement. It’s an ongoing conversation.

? Bite-sized updates → Regular, easy-to-digest content ensures consumers stay informed. ? Correct misinformation → If consumers have outdated beliefs, address them head-on instead of letting myths persist.

Action for brands: Don’t assume customers already know. Keep them informed.

Circular Communication - the Marketer's Ally

Marketing teams are already overworked and under pressure to deliver results. Circular Communication? is a tool of amplification and improvement

? It’s an optimization tool→ “We maximize impact by helping marketing teams get more from their current efforts.”

? It reduces wasted ad spend → “Marketing teams waste 21-41% of budgets due to ineffective messaging. This optimises that spend”

? It bridges marketing & consumer perception → “We fine-tune the message so it speaks the language of the customer.”

? It’s plug-and-play → “No extra work, just better results from existing strategies.”

? It delivers measurable ROI → Clients have seen a 20-50% increase in conversion rates, ensuring every dollar spent goes further. Acquisition costs have been reduced by 30% whilst increasing engagement.

Want to make sure your messaging actually resonates?

Don't follow those wasting 27% of their budgets on ineffective messaging. It is time to take back control of your message and engage with your customers in conversation. If you would like a complimentary audit of your communications DM me.

#Sustainability #CircularEconomy #Marketing #ConsumerEngagement #BrandTrust #Communication