New moves towards product transparency – whether it’s about the environment, labour rights or traceability – are making packaging work much harder. Last year was a pivotal year for responsible marketing with the smoking ban, junk food ad restrictions and the Stern Review on global warming. The pendulum has swung and it will become essential for brands to demonstrate their virtuous aspect.
As environmental issues take centre stage, brands will be obliged to use less packaging, make use of biodegradable materials and find ways of reusing and recycling containers. There are those who predict that after five years of labels becoming crowded with information, there will be a backlash against this trend and a significant shift back to emotional branding in packaging.