Page 63 - Packaging News Magazine Sep-Oct 2019

September-October 2019
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BRAND & PACK DESIGN
63
75%
of Unilever’s growth in FY 18-19 has been delivered by the company’s Sustainable Living Brands.
BROUGHT TO YOU BY
Unilever CEO Alan Jope has said, “We'll dispose of brands that don't stand for something,” and has launched the first personal care brand for the company – Love Beauty and Planet – inspired by Unilever's Sustainable Living Plan. It offers ethically-sourced ingredients and bottles that are made from 100 per cent post-consumer recycled plastic. Hart suggests it is no longer enough for brands to “talk the talk”. By being authentic and transparent, brands with a greater purpose can not only build trust with consumers, but also help a brand to grow.
THE PURPOSE TREND
Millennials and Generation Z are driving the brand purpose trend. “There’s a wealth of sales trends globally that show that products liv- ing in the sweet spot of 'healthy for me and healthy for the world' are growing in demand,” says Hart. Aus- tralian consumers of all ages are be- coming increasingly aware of what they put on their skin and into their bodies, with Roy Morgan research revealing 53 per cent of Australians are interested and willing to reduce meat consumption.
“Our diets are evolving and ad- justing,” says Hart. “Brands are leveraging 'plant power' as a sus- tainable and more economical food source in helping prevent climate change.” He uses Loving Earth, a business based in Mel- bourne, as one of the many exam- ples demonstrating its brand val- ues. It creates fair-trade, raw and
RIGHT: Mikey Hart says the Loving Earth vibrant pack semiotics have helped change the uncool perceptions of ‘doing good’.
BELOW: Healthy for me Healthy for the world – an overarching trend.
OPPOSITE PAGE: Unilever’s Sustainable Living Brands are contributing to the company’s ambition of halving its environmental footprint.
organic chocolate, that is vegan, and gluten and dairy free.
“The pack’s design semiotics have radically changed from playing in a rather dull ‘worthy space’, to a place that is full of vibrancy and optimism and helping to change the ‘uncool’ perceptions of doing good.”
SUSTAINING THE FUTURE
Hart left Print21+PKN LIVE attend- ees with his guiding principles for a sustainable future – be human, be authentic, innovate, and take a stand. Transparency and corporate responsibility are key, says Hart, as well as sharing with consumers
how products are made and where it is sourced.
“As consumers, we to have a role to play too, by shopping with our conscience and changing our pat- tern of behaviour and by carefully considering our choices and where our money is spent; choosing brands that combine a strong so- cial and environmental purpose,” he says. “Embrace new possibili- ties. Look to partner up. Create new processes and ways of work- ing. Most importantly, be more cu- rious, because the way things used to be doesn’t need be the way it’s always done.” ■