Communicating Sustainability through Brand and Packaging
Associate Prof. Min Teah
Curtin University
A little about me:
Background in graphic design and creative advertising.
Passionate about packaging and a collector.
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5 min: Intro
15 min: Consumer trends and the “so what” about sustainability?
45 min: Tips and case examples
15 min: How to apply to your business
15 min: Wrap up
Packaging & Brand
o Packaging is pprriim mee rreeaall eessttaattee for food and beverage products
o “I get it” at first glance o Attention and retention o A key touchpoint
o One of the most tangible aspects of a
physical product experience
What comes to mind when you think “sustainability”?
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o Customers know what it means to be sustainable o They care about
sustainability
o They will pay more for
sustainability
Sustainability Claims
SSoom mee ccoom mm moonn ccllaaiim mss::
o ‘Green’, ‘environmentally friendly’, ‘eco- friendly’ or ‘environmentally safe’
o ‘Recyclable’ and ‘recycled’
o ‘Certified’ products
o Water/energy/fuel efficiency claims o ‘Renewable’ or ‘green’ energy
o ‘Carbon neutral’, ‘carbon offsets’ and
‘greenhouse gas emission’ claims
o ‘Sustainable’
Do you know how to recycle?
A box of chocolates has this
label on the side. What on
earth does it mean?
Your Logo or Name Here
Sustainability is interwoven into the fabric of Australian society
45% Pay lot of attention to environmental and societal issues in the news 48% Believe buying sustainable
products shows others who they are and what they believe in
42% See friends and family actively change their behaviour in order to be more sustainable
The Australian Sustainability Story
9 Source: Kantar Australia Sustainability Market Study 2020
o We’re a leader in sustainability
o Our company operations are sustainable o We are a green brand
o 100% sustainable o Green leaves
o Green colour
o The recycling logo o Eco-friendly
o Consumers know “Green” is a good thing.
It is expected. It is not about telling
consumers how green you are. Show them
Cliches.
The Generic Brand Video
Climate change is currently just scraping onto the list of people’s
concerns, with wars and cost-of-living crises higher up their agendas.
Wider effort to protect the planet, promote a fairer society and stimulate a more prosperous economy .
Benefit to the customer.
PLANET. PEOPLE. PROFIT
Sustainability Stance
Behaviour Barriers
There is an opportunity for success, but first what is stopping a consumer from being sustainable.
Carbon ”what”? #1 Where do I Start? #2 #3
There’s always
tomorrow
Conscious consumerism
Some common themes
PROCESS 1. Zero waste 2. Energy efficiency 3. Recycled materials 4. Supporting local PEOPLE
1. Fairtrade (equity) 2. Social inclusion and
diversity
CAUSE
1. Health
Best practices for sustainable branding
#1: Opportunity for innovation and
differentiation
Pulp Pantry Chatu Tea
#2: Embed sustainability in
brand ZenWTR
#3: Focus on the positive
Saltwater Brewery
#4: Focus on core benefit or issue
Fitzroy Premium Navy Rum
#5: Collaborate
Cape Collection
Best practices for sustainable branding
#6: Share what works
Nippon Ham
#7: Change behaviour Responsible Cafes
#8: Create an
aspiration
Pulp Pantry
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iinnnnoovvaattiioonn aanndd
ddiiffffeerreennttiiaattiioonn
Chatu Tea
ZenWTR
##22::
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ssuussttaaiinnaabbiilliittyy
iinn bbrraanndd
Saltwater Brewery
##33::
FFooccuuss oonn tthhee
ppoossiittiivvee
Saltwater Brewery
Fitzroy Premium Navy Rum
##44::
FFooccuuss oonn ccoorree
bbeenneeffiitt oorr iissssuuee
Cape Collection
##55::
CCoollllaabboorraattee
o RReedduuccee aanndd rreeuussee..
o CCrroossss pprroodduucctt ccaatteeggoorryy ooppppoorrttuunniittiieess..
All Birds and HelloFresh
##66::
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o CCoonnssuum meerrss rreeqquuiirree bbrraannddss oorr bbuussiinneesssseess ttoo bbee aaccccoouunnttaabbllee..
o G Grreeeenn pprroom miisseess ccaann bbeeccoom mee ggrreeeennw waasshhiinngg ssttaatteem meennttss..
o EEvviiddeennccee iiss iim mppoorrttaanntt..
Lifecyle Assessment (LCA)
o Ability to measure and track
o Content for communication
e.g. infographics.
Nippon Ham
HelloFresh
Labels
Responsible Cafes
##77::
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TThhee d deessiig gnn aannd d eeaassee ooff
uussee.. FFuunnccttiioonnaalliittyy ooff yyoouurr
Happy Happy Soy Boy
##88::
CCrreeaattee aann
aassppiirraattiioonn
Branding on Sustainable Packaging
LLeeaaffyy G Grreeeennss PPaacckkaaggiinngg SSuussttaaiinnaabbiilliittyy CCllaaiim mss::
o Produces 54% less waste o Uses 38% less water
o Has 46% less impact on ozone depletion
o Has 40% less impact on climate change
o Uses 35% less plastic
Where to start?
Think of one aspect of your
brand/business or packaging you can
improve in sustainability?
Turning the Dial
Simple steps.
#1: Taking Stock
• RReevviieew w yyoouurr
ccoom mm muunniiccaattiioonnss
e.g. website, socials and communications - are they communicating the right sustainability
message?
• CCoonndduucctt aa
ssuussttaaiinnaabbiilliittyy aauuddiitt
#2: Brainstorm
• CCoonnssiiddeerr w whheerree aarree yyoouurr aarreeaass ooff kkeeyy iim mppaacctt - what can you do well and measure.
E.g. how your processes reduce energy use? Or how easy to recycle?
What materials you use?
• It is the collection of
#3: Experiment and Evidence
• EExxppeerriim meenntt aanndd eennggaaggee with your
customers.
• RReeiinnffoorrccee iinn yyoouurr ccoom mm muunniiccaattiioonnss
what you want people to
remember. E.g. we use
100% recycled plastics.
Calculating Carbon Footprint
https://carbonpositiveaustralia.org.au/calculate/
Sustainable Impact Index
https://www.msci.com/our-solutions/indexes/acwi-sustainable-impact-index
Lifecycle Assessment Tool
https://sustainabilityguide.eu/methods/life-cycle-assessment/
Some resources:
Key Takeaways.
o Packaging is integral part of communicating sustainability. (e.g. material, means of disposal) o Align sustainability message with brand.
o You can claim it provided you can provide evidence.
o Keep message simple.
o Does not have to be extremely costly or complicated.
o Consumers understand the value of sustainability. Question is, how do you
communicate the benefit in relation to your
Source: gstudioimagen1 on Freepik
