The consumer is king: How to place experience at the centre of packaging innovation
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Consumers don’t like packaging waste. But while the concern is there, action is still lagging. If consumers don’t play their part to close the loop, then it all misses the point. The consumer, as always, is king.
From the choice of materials to (re)use, to packaging strategies more broadly, this conversation explores how solutions can be designed around real societal challenges. By placing consumers’ needs and experience as the starting point for research and innovation, progress can be oriented to reach these people-centered goals and create new value chains.
- Examples of innovations that have worked for consumers, and those that backfired completely
- How to ensure the core function of packaging across contexts (e.g. food safety, transport, reuse, hygiene, end-of-life) is incorporated into the development of solutions
- Question the ‘why’ behind innovation, rather than innovating for the sake of it