With the holidays just around the corner, this got me thinking about the issue of "frustration-free" packaging. Not only is complex wrapping simply no fun for the kids receiving gifts packaged in such a manner, the fact is it's a much larger issue for the most rapidly growing segment of our population -- older adults.
Since going green no longer means having to forfeit beautiful packaging to sell a product in a way that is consistent with any brand's image, there is simply no longer any excuse for offering products in unsustainable packaging. In the new age of green packaging, sustainability and brand promise can now go hand in hand and beautiful packaging doesn't have to be ugly for the environment.
Using sustainability as strategy can drive change within a company's supply chain by engaging suppliers and service providers with the resulting savings running into the millions of dollars a year. A case in point: one of Canadian Tire's most popular products is a six-foot folding utility table, selling many tens-of-thousands a year. The company collaborated with its supplier on product redesign and packaging to use less raw materials to make and package the product.
There's always been a fine line in branding between flattery and imitation. No doubt store brands tread on the right side of the law. But just because they're not doing something illegal does not mean that they're completely transparent. This is the approach I find less clear-cut: when the store brand's packaging looks a little too similar to the product it's "inspired" by.