Increased consumer pressure and tighter legislation is resulting in a huge drive for improved standards of sustainability within FMCG. The result is that many major corporations are putting huge efforts into reducing the environmental footprint of their products.
Communicating these achievements to consumers is a valuable opportunity to mark out brands as category leaders and an ethical choice versus their competitors. For many brands, the amount of capital invested in sustainability means that leveraging it with consumers is increasingly a commercial necessity.
But, despite behind-the-scenes improvements, packaging is failing to communicate products’ sustainability credentials clearly – meaning that many of these increasingly important messages are failing to cut through.
Based on our bespoke research, The Semiotics of Sustainability explores the consumer mindset around sustainability and reveals a ‘design lexicon’ that advises how FMCG brands can best communicate sustainability on pack.
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