Page 62 - Packaging News Magazine Sep-Oct 2019

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BRAND & PACK DESIGN
Pack with purpose
The keynote speaker at the recent Print21+PKN LIVE, Hulsbosch’s Mikey Hart shared with delegates the importance of brand transparency for consumers, and how brands can help contribute to a sustainable future.
WHEN it comes to ensuring a casing packaging case studies from stand on current and broadly rele-
sustainable future, creative director for consumer brands at creative agency Hulsbosch, Mikey Hart, says brands have a vital role and enormous influ- ence over the interaction and reaction consumers have to prod- ucts. The connection between sus- tainability, and consumer and brand behaviour, were core to Hart's key- note address at the Print21+PKN LIVE forum in Sydney in August (see pages 12-18 in this issue), show-
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September-October 2019
brands around the world and high- lighting the guiding principles for a sustainable future.
“Sustainability means living within the resources of the planet without damaging the environment now or in the future,” defines Hart. “Sustainability means creating an economic system that provides for quality of life while renewing the environment and its resources.”
He adds that 62 per cent of con- sumers want companies to take a
vant issues, particularly relating to sustainability. Consumers expecta- tions of brands aligning with their personal values is a challenge for companies, Hart says, “but these expectations also present an oppor- tunity for companies to demonstrate competitive agility by building more authentic and profitable rela- tionships with customers”.
There is a profit to be made in brands with a greater purpose for good – Hart describes these brands as ones which represent something beyond the product, with the social and environmental cause clearly communicated and commitment demonstrated. It is more likely to attract consumers and improve purchasing decisions.
“Unilever’s commitment is a great example of this,” says Hart. “Its port- folio of Sustainable Living Brands are contributing in the company’s ambi- tion of halving its environmental footprint and increasing its positive social impact. In a Unilever report in June this year, Sustainable Living Brands have delivered seventy-five per cent of the company’s growth.”