Innovation Talks #6 | Gaining consumer buy-in to sustainable packaging

About this Innovation Talk

Gaining consumer buy-in to sustainable packaging | Nick Dormon, managing director, Echo

All responsible brands are moving to sustainable packaging solutions but is this alone enough to bring success? It may be a simple swap between virgin and recycled plastic or more radical moves to concentrates and refills but most impact the consumer in one way or another – recycled plastic has an on-cost the consumer may need to bear, concentrates require new behaviours and refills are an inconvenience.

Even the invisible changes have implications with brands struggling to communicate their green efforts to retain or grown their environmentally conscious consumer base. Small, but often difficult improvements are regularly not seen as significant enough in the consumers eyes.

In this talk, Nick Dormon of Echo will discuss how sustainable packaging design needs to be developed hand-in-hand with a consumer communications piece to bring the consumer along on the journey. He will look at how designers can nudge consumer behaviour using new benefits and human biases. How acting on autopilot can be disrupted by gamification and sensorials, and how mass consumption can be countered by personalisation, ownership and personal responsibility.

About Nick Dormon and Echo

Nick Dormon co-founded London based brand and design product innovation agency, Echo, in 2004.

As MD, he runs the business, but his passion is partnering with clients on innovation and strategy. Collaborating with leading businesses including Unilever, giffgaff and The English Tea Shop, Nick works to integrate brand and product into one unified story.

In 2018 Nick proposed Echo reposition its business to deliver growth through sustainability and is now focused on helping clients including William Grant & Sons and Danone to both embrace sustainable and ethical practices and bring consumers on-board to build brands and drive commercial growth in a new circular economy.

www.echobranddesign.co.uk

About Innovation Talks by Easyfairs

This talk is part of a series of online Innovation Talks exploring the challenges and opportunities in packaging design and development for the beauty, luxury, drinks and FMCG markets.

Innovation Talks bring the best thinking in packaging design and development from the market's key leaders and influencers, offering new insights and a vision of the future of the packaging market.

Innovation Talks are presented by Easyfairs' international portfolio of premium and luxury packaging events. Follow the links below to find out more.

www.adfpcdparis.com	www.packaging-london.com