Is Plastic Packaging De-valuing Your Brand?
Plastic pollution has been a huge topic of discussion throughout 2022, and in light of the global Plastic Free July challenge, Robert Lockyer, Founder and Chief Client Officer of luxury global packaging provider Delta Global, is asking why brands are still using plastic?
The needs and wants of consumers continue to change and we live in a world where sustainability is not just paramount to a longer, stronger future, but is something that consumers strive for – personally and professionally.
People are now making more conscious choices in and around the home, as well as when it comes to purchases and buying decisions.
In the last 12 months, approximately 75% of consumers have recycled or composted waste while 64% of consumers have limited just how much single-use plastic they use, and Lockyer says, “Data such as this is proof that consumers’ needs and wants are changing, and it’s down to brands and businesses to ensure that these are being met. If a consumer is actively avoiding using single-use plastic, but a brand is continuing to ship products using exactly that, then they’re not only going to lose customers, but they are simply de-valuing their brand.”
From reducing meat consumption and travel time to actively supporting brands with better Environmental, Social and Governance initiatives and ethical practices, consumers are continuing to prioritize sustainability.
But how is plastic de-valuing your brand?
Being a brand in today’s world consists of much more than providing a product or service. Consumers are paying more and more attention to the ethics, morals and values of a brand and they are after much more than a simple commodity purchase.
Lockyer explains that the reputation of a brand comes down to more than just the quality of a product, “A brand could provide the very best service or the highest quality product, but if they aren’t ethical, sustainable or at least recognized as trying to be, then the quality recognized elsewhere becomes obsolete.”
He added, “Therefore, if a brand isn’t making those necessary changes to become more sustainable, or isn’t working towards a specific target, this is what it will become known for – irrespective of how popular or loved the products are. The entire brand perception and reputation changes, which can have a significant impact on business performance.”
Brands that are leading the way
Lockyer is quick to praise a number of businesses that have successfully implemented ESG and sustainability initiatives, including Matches Fashions, Burberry, Gucci, Sweaty Betty and Net-A-Porter.
Burberry has already prioritized eliminating plastic lamination from its packaging and has pledged to be climate positive by 2040. Meanwhile, by the end of this year, the brand has committed to cutting operational emissions by 95%.
It isn’t just about packaging, though, as Gucci has promised to use 100% renewable energy by the end of 2022 as well as aiming to remove all single-use plastic for retail packaging in three years.
And much like Louis Vuitton, luxury brands are changing the way in which they house their products, using only FSC accredited materials.
Lockyer says, “The likes of Sweaty Betty and Net-A-Porter are changing their focus and are prioritizing environmentally-friendly packaging that can be reused and is multifunctional – going far beyond the expectations of consumers.”
Meanwhile, Lockyer explains that a number of brands are not doing their bit and should speed up the process of becoming more sustainable,“Gymshark, for example, have such a huge online presence and are dominating the athleisure industry, however in order to remain supreme, they must consider removing the likes of plastic mailing bags from deliveries. And if they don’t, they risk being left behind, losing valuable consumers and therefore, business.”
Sustainability is now much more than protecting the environment and world we live in – it is something that consumers actively seek when deciding which brands to support.
For more information on becoming a more sustainable brand, please visit: https://deltaglobal.co/