![Page 1: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/1.jpg)
![Page 2: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/2.jpg)
![Page 3: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/3.jpg)
emotionally driven
the vast majority of
consumer choices are
![Page 4: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/4.jpg)
that makes it a right brain-led decision.
Credit: Heed Your Call (2014) by David M. Howitt
![Page 5: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/5.jpg)
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
![Page 6: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/6.jpg)
they want your
story.… a compelling story they can tell others.
![Page 7: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/7.jpg)
Consumers are voting more and more with their pocketbooks today.
![Page 8: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/8.jpg)
CONTENT
DISCOVERY
HERO
= A VOTE!
![Page 9: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/9.jpg)
CONTENTWhatever business we think we are in, we are first in the content business (nowadays).
![Page 10: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/10.jpg)
where are you
in theconversation?
(People should find your story interesting or inspiring enough
to feature on their pages.)
![Page 11: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/11.jpg)
People nowadays want to appear as trendsetters, thought leaders, earth savers or social activists …
and they want to do it with your content.
![Page 12: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/12.jpg)
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
![Page 13: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/13.jpg)
discoveryDISCOVERYMistake #1: Advertising your packaging or your product as green.
![Page 14: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/14.jpg)
getting lost in the green noise.
![Page 15: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/15.jpg)
ell a great story about your product
or packaging.
(Instead)
![Page 16: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/16.jpg)
Consider making demographic-specific
packaging.
idea
![Page 17: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/17.jpg)
![Page 18: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/18.jpg)
Viral/Guerilla Packaging:
ConvenienceSchool Stores
Coin-Op Guerilla Marketing
![Page 19: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/19.jpg)
HERO(Consumer mindset has changed.)
![Page 20: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/20.jpg)
(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.
![Page 21: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/21.jpg)
“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.”
![Page 22: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/22.jpg)
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)
![Page 23: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/23.jpg)
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
![Page 24: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/24.jpg)
How many votes
do you think
you are getting?
![Page 25: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/25.jpg)
Imagine The Next Institute at Butterfly Farms
![Page 26: Sustainable Packaging Conference 2014 in Seattle](https://reader033.vdocuments.mx/reader033/viewer/2022061213/54970616b4795943288b45e2/html5/thumbnails/26.jpg)
The Modernsthank you
Janine James
@ModernsNYC
ModernsNYC.tumblr.com
ImagineTheNext.tumblr.c
om
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.