What’s with that packaging?

I have realized that brands or brand managers often forget that their customers are people. And people in general react to things in a normal way. They watch, learn and grow at a normal pace which often is faster than the pace of what you think of your customer.
Constantly driven by the worry that if they don’t dumb it down for their customers, they won’t understand, brands tend to miss out on opportunities that can elevate the habits, use and consumption of people in the world.

Packaging is one such avenue that always bears the wrath of this fear when it comes to big brands. Surprisingly, small businesses have embraced packaging as a warm welcome to customize to their brand ethos and go the extra mile to bring a smile to their customer’s faces.

Sustainable brands, unsustainable packaging

Are you even listening to your customers if you’re using non-recyclable materials in 2024? Pointing to that one major e-commerce website that has its unsaid motto to deliver 10x the waste than the order of customers.
Have you seen skincare products in plastic bottles packaged in cardboard boxes or toothpaste in plastic tubes inside additional paper packaging? Who are we trying to fool? And why is this attractive to marketing managers?

Unique ways to outsmart the shelves

Beyond sustainability, there is much more scope for packaging to evolve and be unique and closer to the audience. As pointed out in this wonderful article in Forbes this year “Every product has a story, and packaging serves as a platform to narrate it. Whether it's the journey of creation, the inspiration behind the product, or the impact it aims to make, storytelling adds depth and meaning.”

Despite seeing a hike in pick up of unique products on the shelves, most marketers fail to stitch favourite and unique together not knowing how it can elevate the
most boring consumables to the most interesting stories.