A quick look at Google Trends [above image] shows the stats for keyword searches on Google, highlighting the importance of purpose-driven sustainable packaging for consumers.
It is interesting to note how many local Australian resources are available to brand owners and manufacturers when it comes to sustainable packaging, such as APCO, and AIMCO, [to mention just a few] to drive ERP targets.
These resources typically focus on technical inputs and resultant measures.
Such initiatives would be enhanced when complimented with: Innovation in marketing to drive return on investment [ROI], such as White Space Ideation as the spear for innovation.
Sustainable Packaging through innovation pipelines
White Space [the convergent point] is where unmet unarticulated needs are uncovered to create innovation opportunities. It leads to new growth potential by uncovering gaps in existing markets and processes. White space can be used to identify new markets or map incremental innovation in products and services. It is in this space that sustainable packaging needs to be included as one of the outputs.
Innovation pipelines include 1. Consumer insights [brand], 2. Speed [technology availability] and impact on the market. Speed and impact can be determined with innovation sprints/workshops that embrace inclusive sustainable packaging initiatives.
However, the implementation of sustainable packaging is not straightforward and requires a diverse squad of experts to work cohesively and cost-effectively to ensure success.
Marketers typically have access to these resources as do key aligned/partner packaging manufacturers enabling them to have secured and amortized funding for large-scale rollouts, yet the Queensland Agri growers do not.
Purpose-driven Growth Hacking for the Agri producers
To commercialize and scale the Agri growers’ produce and brands for enhanced local market penetration and global export, the growers would benefit from following a similar data-led marketing approach. This approach is collaborative and would open the doors for collective data and insights by category as well as Usage and Attitude studies.
Sustainable Packaging, Commercialization & Scale
Data and insights would enable the launch of successful long term products & sustainable packaging through:
- Deep consumer insights, Know Your Consumer Deeply [KNYD],
- Predictive data analytics,
- Category strategies, including U&A studies,
- Brand Strategy and creation,
- Brand Architecture including Intellectual Property of regional branding [such as ‘Noosa’], as a regional brand and how this interacts with the growers’ brand and associated Intellectual Property ownership for long-term IP management,
- Innovation pipelines with Pack Price Architectures or [PPA’s],
- Scale in Marketing strategy to enable sustainable packaging discussions,
- Technical audits, packaging engineers and strategists,
- Access to small/medium scale packaging manufacturers.
These tools are typically available to large brand owners who lead the charge for sustainable packaging and as such have long-term plans in place to achieve dominant market share as well as modeling on waste reduction. These tools would similarly leverage the Agri growers’ ability to gain further market share across the board.
If you are a large brand owner that wants to work with a local and global squad of experts in Innovation, Strategy brand and packaging or are involved in scaling local producers through marketing, data and branding get in touch