sustainable packaging conference 2014 in seattle

emotionally driven

the vast majority of

consumer choices are

that makes it a right brain-led decision.

Credit: Heed Your Call (2014) by David M. Howitt

Don’t overwhelm with

FACTS, FIGURES & DATA

Consumers are all too busy to stop and understand the facts and figures. They can be overwhelming, making consumers feel like they are not doing enough to understand — and this can create brand backlash.

bottom line

they want your

story.… a compelling story they can tell others.

Consumers are voting more and more with their pocketbooks today.

CONTENT

DISCOVERY

HERO

= A VOTE!

CONTENTWhatever business we think we are in, we are first in the content business (nowadays).

where are you

in theconversation?

(People should find your story interesting or inspiring enough

to feature on their pages.)

People nowadays want to appear as trendsetters, thought leaders, earth savers or social activists …

and they want to do it with your content.

They can cut and paste the facts and figures off your site … (yawn). Better yet, regularly give them different, awesome stories. And, by the way, those stories should be punctuated by visual metrics.

idea

discoveryDISCOVERYMistake #1: Advertising your packaging or your product as green.

getting lost in the green noise.

ell a great story about your product

or packaging.

(Instead)

Consider making demographic-specific

packaging.

idea

Viral/Guerilla Packaging:

ConvenienceSchool Stores

Coin-Op Guerilla Marketing

HERO(Consumer mindset has changed.)

(no time/no money)

We are all stretched too thin to save the planet — we barely feel we are doing enough to save ourselves, feed our families or educate our kids properly.

“Please make our life easier!”(be the solution, NOT the problem)

“We want you to save the world for us.”

“We love changing the world just by

purchasing something we would have already purchased.”

“The less wehave to

think about one more thing,

the better.”

Grownups are too distracted, so focus on their kids;

parents listen to their kids more than

they listen to you! (kids are going to save the planet, invest in them)

We want to use your

stories. Reach your children. Give them points towards their college education when they buy your product in earth-friendly packaging.

idea

How many votes

do you think

you are getting?

Imagine The Next Institute at Butterfly Farms

The Modernsthank you

Janine James

@ModernsNYC

ModernsNYC.tumblr.com

ImagineTheNext.tumblr.c

om

jjames@themoderns.com

Imagine the Next

This document was prepared and presented by The Moderns, Ltd. The research, ideas and concepts presented in this document are for discussion and remain the intellectual property of The Moderns, Ltd. They are intended only convey our strategy, thinking, and design ideas and cannot be copied, distributed or transferred without written permissions of The Moderns, Ltd. The photography or illustrations presented here illustrate style and context direction ONLY and cannot be used outside of this document without procurring usage rights from the original artist(s) or The Moderns.