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| a Perspective on G L Obal P a Ck a Ging B Y Do W

| A PERSPECTIVE ON GLOBAL PACKAGING BY DOW

| A PERSPECTIVE ON GLOBAL PACKAGING BY DOW Issue one | 2013 A PERSPECTIVE ON GLOBAL PACKAGING BY DOW BY PACKAGING A PERSPECTIVE ON GLOBAL

| PACKAGING IN CULTURES P44. Looking cool What does your fridge say about global packaging?

P12 P44

SMOOTH Camembert CHEDDAR

YogurtYYogug YogurtYYogug Yogurt Yogurt Squeezy Squeezy light light yogurt Squeezyyogurt Squeezy CREAMCHEESE yogurt Dry Roast HAM HAM

HAM4 Slices APPLE JUICE orange pear lime yogurtyo yogurtyo yogurtyo drinkdr drinkdr drinkdr Guaranana Powderer SOUP SOUP FROZENOZEN WHITE BEAN, TOMATO & ROSEMARY PLUMB TOMATO PEACH & CHIVES YOGUGURT Juice strawberryrry with other Mayonnaise natural flavours Mayonnaise CHILLIsauces Salad

SMOOTH MILK ORGANIC APPLE JUICE Orange Guacamoleamole DipDip Dip Dip Dip Juice SalsaSlSaS lsal a rk paste marinade SalsaSalS lsal a WHITE WINE African NachoNachNaachhoo Je | PACKAGING HISTORY CREAMY

Freshh MILK WINEW E MUSHROOMSHROOOOMMS Organicmilk fresh P08. So much more than just a drink FRESH Salad The development of coffee packaging

| PACKAGING MATERIALS P24. The packaging genius of nature How have a banana’s spots influenced design?

| PACKAGING AND P24 P36 P32. The unpackaging ritual When packaging becomes part of the

| GROWING E-COMMERCE MARKET P62. e-commerce wrapped up The development of e-commerce in Europe and Asia and the challenges for packaging DO NOT DELETE THIS : IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

CONTENTS

01. Around the world in 65 pages 03. Editorial 05. Contributors | PACKAGING HISTORY 06. A walk through packaging history 07. Approachable packaging history 08. So much more than just a drink *LOOKING COOL | PACKAGING INNOVATIONS P44-47 10. We need more packaging, not less: Delve into a snapshot of a variety of packaging from Interview with Lars Wallentin fridges around the world. | GLOBAL SUPPLY *THE PACKAGING GENIUS 12. Sourcing a global supply OF NATURE 14. Building the future now P24-27 18. Sadara: Life in Saudi Arabia How have a banana’s spots 20. A glance into the future: influenced design? IDEO discuss nature’s impact Interview with Ray Hammond on packaging. | PACKAGING MATERIALS 22. With nature in mind 24. The packaging genius of nature: Interview with IDEO 28. Cradle to Cradle®: Interview with Michael Braungart | PACKAGING OPTIONS 30. The 100% recyclable pouch 31. Book review: Why Shrinkwrap a Cucumber? | PACKAGING AND BRANDS 32. The unpackaging ritual *THE UNPACKAGING RITUAL 34. Packaging: Performance on the Shelf: P32-33 Interview with Lor Gold How are brands incorporating the ‘magical’ ritual of | PACKAGING CULTURE | SUPERMARKETS unpackaging into their ? 36. At the heart of shopping: Interview with Dina Howell 38. Subconsciously shopping: Interview with Paul Harrison *THINK DIFFERENTLY P56-57 | PACKAGING IN CULTURES How are trends impacting 42. How does culture shape packaging?: packaging usability? Interview with Ruud Heijblom How can technology drive 43. Milk these changes? 44. Looking Cool: What does your fridge say about global packaging? | FOOD WASTE 48. Waste not, want not… 50. Clean plates 52. Get smart about food waste 53. 6 tips on how to reduce your food waste 53. Impressive approaches 54. UN initiatives on in developing countries | PACKAGING AND USABILITY 56. Think differently: Interview with Professor Maximo Marull 58. What is ? 59. Openability: A new perspective: Interview with Claire Dumbreck 60. Designing with the mind: Interview with Dr. Alaster Yoxall AROUND 60. Bright Young Minds 61. Design in pharmaceuticals | GROWING E-COMMERCE MARKET THE WORLD 62. e-commerce wrapped up 64. e-commerce: Did you know? 65. 5 reasons why social media and packaging go hand-in-hand IN 65 PAGES

Cradle to Cradle® is a trademark of McDonough Braungart Design Chemistry, LLC | AROUND THE WORLD IN 65 PAGES P|01

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*WE NEED MORE PACKAGING P10-11 An overview of global packaging trends – where are we heading? Who is leading the pack?

*CLEAN PLATES P50-51 How are we getting on SOURCING A GLOBAL SUPPLY board to tackle food waste * P12-13 in restaurants? As we enter a critical decade, what steps are being taken to meet packaging demands?

*CRADLE TO CRADLE P28-29 How can we partner with nature to do things right? That is the question... *BUILDING THE FUTURE NOW P14-17 Exploring life in Saudi Arabia SUBCONSCIOUSLY SHOPPING and hopes for the trailblazing * P38-41 Sadara plant. An insight into consumer psychology, shopping habits and the impact on the future of packaging.

*IMPRESSIVE APPROACHES P53 Read more about how the United Nations Food and Agriculture Organization is tackling food waste in developing countries.

AROUND FAO THE WORLD IN LOOKS AT THE GLOBAL PACKAGING PICTURE AS A WHOLE, EXPLORING OPINIONS ON INNOVATION, DESIGN AND FUTURE IN 65 PAGES POSSIBILITIES FROM A VARIETY OF VIEWPOINTS. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! | EDITORIAL P|02-03

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EDITORIAL

IN 2012, THE GLOBAL PACKAGING PACKAGING AFFAIRS looks at several PACKAGING CULTURE offers insights MARKET TOTALED APPROXIMATELY key trends like mitigating food waste, on the consumer experience with US$698 BILLION AND IS GROWING sustainability, material supply/demand, packaging, such as global buying habits, AT AN AVERAGE ANNUALIZED RATE industry innovation, and how these trends perceptions and expectations. OF 4.5 PERCENT, 1.5 BASIS POINTS impact the global packaging market. OVER GLOBAL GDP.

This impressive expansion is chiefly driven by consumer market trends such as population growth, on-the-go lifestyles, and increased purchasing power from a growing global middle class. Packaging – and more specifically plastic food and beverage packaging – I have a tremendous passion for this is a large and complex sector that business and I’m excited about what the is constantly evolving with enhanced future holds to optimize and maximize technologies across the value chain emerging technology and materials to address this escalating demand science. Engaging with strategic and meet consumer expectations. customers and value chain partners PACKAGING DESIGN explores the to work together on initiatives to grow To keep pace with this growth, creative minds behind the development this dynamic industry is a priority for global packaging manufacturers are of packaging. With a nod to the past, Dow, and I look forward to continuing increasingly faced with the need to experts in the field discuss the future those conversations. closely understand shifting market of packaging design as it relates to dynamics and societal change. changing market needs in areas such With my compliments, please enjoy IN: A Perspective on Global Packaging as usability and material functionality. this tribute to the wonderful world by Dow offers an in-depth analysis of packaging. The next time you drink on the market variables for today’s a soda or microwave a frozen dinner packaging applications as well as the – I ask you to take a moment to think leading innovations for tomorrow. about the journey that package has gone through and the important role With help from some of the leading packaging plays in our everyday lives. experts and associations in the industry, IN invites you to take a different look All the best, at packaging with a holistic voyage through the packaging process by focusing on three general areas of Diego Donoso interest: Packaging Affairs, Packaging Business President Design and Packaging Culture. Dow Packaging and Specialty Plastics DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Also available as an iPad App

More information on the iTunes App store | CONTRIBUTORS P|04-05

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LOR GOLD, Global Chief Creative Officer PROFESSOR MÁXIMO MARULL at SGK, a leading brand production and teaches Packaging at the School of deployment company. Gold discusses Design in Rosario, Argentina and is the three fundamental elements that also the founder of Caffeine Founding enable the strong emotional link Brand Consulting. He talks about recent between a package and its brand. innovations and how these have supported the usability of packaging. RAY HAMMOND is a futurist with over 30 years of experience in researching, TIM MCGEE is an enthusiast in the writing and speaking on the topic of field of biomimicry, a biologist and major trends and their impact on society a at IDEO. He brings many CONTRIBUTORS and business in the future. Hammond perspectives from the fields of biology, shares his views on the future global design, and more, to offer landscape in terms of the impact the revitalizing insights into the relationship IN THIS FIRST EDITION OF IN, emerging global middle class will have. between packaging and the living world. WE ASKED SOME OF THE WORLD’S PACKAGING EXPERTS TO CONTRIBUTE DR. PAUL HARRISON is a consumer ROBERT VAN OTTERDIJK is team leader THEIR PERSPECTIVES ON PACKAGING. behavior and marketing expert at of the ‘Save Food’ initiative at the Food FIND OUT MORE ABOUT WHO THEY Deakin University. Harrison is a specialist and Agriculture Organization (FAO) of the ARE BELOW: in social psychology and has conducted United Nations. He discusses the potential extensive research into consumer of packaging in developing countries. PROFESSOR MICHAEL BRAUNGART policy. Harrison highlights how is a German chemist who introduced consumer psychology and the LARS WALLENTIN is an experienced the Cradle to Cradle® concept and shopping experience can impact packaging designer having worked for advocates that humans can make the future of packaging. major brands like Nestlé, Nesquik, and a positive instead of negative KitKat. Wallentin thrives on creativity environmental impact. PROFESSOR RUUD HEIJBLOM is a and innovation in packaging design highly regarded academic in the field of and challenges the way we see CLAIRE DUMBRECK is a PR professional international marketing. With experience packaging today. and was diagnosed with inflammatory in management, consultancy and arthritis in her mid-30s. She lets you academic worlds, Heijblom’s vast global DR. ALASTER YOXALL is a packaging in to her world and discusses living with experience provides a solid foundation expert in design and ergonomics, the condition and how it impacts her for understanding the cross-cultural specifically focused on packaging for perspective on day-to-day activities. implications on packaging. an ageing population. His work with leading companies on developing new JANE FULTON SURI is a Partner DINA HOWELL, Worldwide Chief packaging formats has earned him the and Chief Creative Officer at IDEO – Executive Officer at Saatchi & Saatchi X, title of ‘thought-leader in packaging’. a design and innovation consultancy. is an industry expert and recognized He offers a reflection on packaging At IDEO, she is responsible for evolving for her experience in shopper marketing. design and usability. excellence in content and , human Howell talks about the importance of insight, and . She shares product placement for global brands Thanks also go to the students from her thoughts on the role of biomimicry and how this can have a huge impact Elisava (Barcelona) and to the Dow in packaging and asks ‘what can we on packaging design to influence employees from the Sadara plant learn from nature?’. consumer experience. who also contributed their ideas.

Cradle to Cradle® is a trademark of McDonough Braungart Design Chemistry, LLC DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

A WALK THROUGH PACKAGING HISTORY PACKAGING AND HUMAN HISTORY GO HAND-IN-HAND. MORE THAN 20,000 YEARS AGO, PEOPLE WERE USING GRASS, REEDS AND SKINS TO PROTECT AND STORE THEIR FOOD. FOLLOWING THE DISCOVERY OF ORES, METALS AND POTTERY WERE DEVELOPED. THIS INNOVATION REVOLUTIONIZED PACKAGING AND MATERIALS QUICKLY EVOLVED.

1500 2nd 1690 1817 1852 1875 The technique of The first The -making Invention of the B.C. century arrived in was produced machine was invented can opener America (Germantown, in England – more than by Francis Wolle in Industrialization of Pennsylvania) 200 years after China the US -making in Egypt B.C. invented paperboard Chinese were the first to use sheets of treated mulberry bark to wrap foods

1500 B.C.

1200 1310 1760- 1844 1866 1876 Papermaking was Commercial The concept of using Heinz’s bottled B.C. introduced to England 1840 were manufactured in packaging to ‘brand’ ketchup was England (Bristol) a product was born. one of the first Glass was pressed The industrial Official trademarks were packaged foods into the form of cups revolution brought pioneered by Smith in America. and bowls new manufacturing Brothers for their cough The iconic glass processes that impacted drops marketed in large — made the packaging industry glass with clear glass with the invention of new to showcase the production machines ketchup’s purity — was created in 1890 and is still around today | PACKAGING HISTORY P|06-07

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times to present day, via 12,000 APPROACHABLE packaging items all housed under PACKAGING HISTORY one roof.

TripAdvisor reviews confirm that From the moment the Smith Brothers, visitors love this ‘small but unique’ makers of the first cough drop, labeled museum, which provides ‘two hours their glass jars of cough drops with their of fascination’ and great insight into trademark in 1866, packaging has been the ‘UK’s social and design history’. an important part of branding. This museum is a must-see for all trips to London. The ‘Brands, Packaging and Museum’, located in Notting Hill, Museum of Brands, 2 Colville Mews, London, displays a selection of items Lonsdale Road, Notting Hill, London from consumer historian Robert Opie’s W11 2AR. collection. At the museum, visitors can journey through history, from Victorian www.museumofbrands.com

1889 1940s 1959 1977 Michael Joseph Owens Packaging was First aluminum cans Polyethylene (PE) invented the first developed for 1950s appeared on the market became available for the automatic rotary frozen food packaging of beverages. 2013 bottle-making machine The milk carton became Today PE is the most commonplace. Milk common plastic QR codes increasingly lasted longer in paper used on retail packaging than it did in glass, and to allow consumers to the lightweight track information about were considerably the product greener

2013

1900- Late 1950s- 1953 1961 1983 early 1960s Dow’s new Saran wrap Aseptic cartons were Heinz launched the 1960 hit grocery store used for preserving squeezable, recyclable First commercial shelves. By the 1970s, long-life milk , which The majority of liquids use of . Saran Wrap was widely meant better accuracy were packaged in The invention of used to limit the effect for ketchup enthusiasts glass cellophane in 1920 of gas, oxygen, moisture, marked the beginning and other chemicals of the plastic era that make veggies lose their freshness DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

So much more than just a drink It wafts its warm and inviting scent through millions of households every morning. It is the social oil that fueled the English Enlightenment. It has been banned and lauded. It has spawned global retail chains and a US$9 billion industry. What else could so set the heart aflutter, but coffee?

Freshly roasted, coffee has a similar to that of fresh bread or fruit. In fact, coffee is very delicate, and the secret to a good brew starts by protecting the beans from damaging environmental factors such as sunlight, moisture and oxygen. Preserving and storing coffee beans is not only important for maintaining freshness, but also to keep up with global demand. It takes four years for a coffee plant to yield fruit, which makes it extremely difficult for farmers to respond quickly to the fluctuating market.

Coffee packaging has always gone hand in hand with consumers’ evolving Coffee entered the Western world in the preferences and the different patterns 17th century through the vibrant trade of each decade. Coffee tins were the of the Venetian Republic with North most popular method to preserve coffee Africa and the Near East that introduced back in the 1930s but since then, coffee many unusual goods to Venice. packaging has taken many shapes and Centuries later, two developments sizes. Today, packaging materials range helped promote the widespread from heavy foil, cans and laminates to popularity of coffee. First, the opening paper bags and jars. of the world’s first cannery in 1813, which introduced preservation Modern life continues to push the technology that merchants would coffee industry towards new packaging clamor for. Second, the invention of solutions – and accompanying the espresso machine in the middle challenges. The phenomenal success of of the 19th century which brought major international coffeehouse chains quality coffee brewing into the home. has driven on-the-go consumption, | PACKAGING HISTORY P|08-09

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but also poses a major sustainability challenge in terms of the disposal of takeaway coffee cups. In parallel, the massive popularity of quality home- brewed espresso coffee has led to an explosion in the usage of single-serve capsules, and a growing concern of how to dispose of them appropriately. To minimize waste, businesses are already participating in customized take-back programs that help divert millions of coffee pods from landfill. It is not just in terms of packaging that the coffee industry has been trying to become more sustainable. Over the past decades increased focus has been on promoting Fairtrade coffee and certification. According to the Tropical Commodity Coalition’s 2012 Coffee Barometer, some 16 percent of global coffee production and 9 percent of global coffee sales in 2010 were certified under a sustainability standard.

It is likely that the coffee industry will continue to surprise consumers with innovative solutions to meet ever- changing consumer habits. Because one thing is for certain: coffee will stay on the menu for years to come!

DID YOU KNOW?

OVER 1,400 MILLION CUPS OF COFFEE ARE DRUNK AROUND THE WORLD EACH DAY. IT IS ONE OF THE MOST CONSUMED DRINKS AFTER WATER. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

| Watch the interview on our iPad version (available on the iTunes store) ‘We need more packaging, not less’ | PACKAGING INNOVATIONS P|10-11

Issue one | 2013 Lars Wallentin, an innovative packaging and global designer

LARS WALLENTIN IS REGARDED AS Which countries or regions are leading each other, and this is not good for ONE OF THE LEADING PACKAGING in terms of innovative packaging? the future. IN THE WORLD. DURING When it comes to material and HIS 40 YEARS IN THE INDUSTRY, HE creativity, our friends from Japan are What is the consumer’s role HAS BEEN RESPONSIBLE FOR THE far ahead. However, this packaging in packaging innovation? DEVELOPMENT OF CREATIVE DESIGN can be too expensive and not used The consumer’s role is next to nothing. SOLUTIONS FOR BRANDS SUCH AS in the Western world. So forget that When Steve Jobs created the iMac NESTLÉ, NESCAFÉ, MAGGI, BUITONI, for a moment. and iPod, he didn’t need the consumer. NESQUIK OR KITKAT. WE SPOKE He had a vision. If you ask the consumers TO HIM ABOUT SOME OF THE England is very creative within the what they want, they will tell you that RECENT HAPPENINGS WITH sophisticated retailer market. But they they need everything but cannot define it. PACKAGING INNOVATIONS. have been overtaken recently by France. Brazilians also come very high up as How do packaging trends vary and What is your definition of they have little tradition in packaging, where will future trends come from? innovative packaging? and therefore they are more creative. Trends will depend on how Innovative packaging has many different sophisticated a market is. The trend characteristics. Let’s start with the Another country that has developed in England with its retailers is that simplest one: it has to look good. It’s all recently in terms of innovative packaging has to be funny. Then you about . It’s about creativity: packaging is Sweden. They’ve become can go to the other extreme that is it has to be different. It’s about ecology: very creative while they were not China, which is at this moment ten what do you do with the package creative ten years ago. years behind – here the packaging is afterwards. It’s about ergonomics: you very busy. But watch out! The Chinese need to be able to handle it properly. It’s The US is definitely not leading the are moving at the speed of light. I can about the five senses and it’s about the innovation of packaging. There is tell you, in five years’ time I will go to selling effect: if it doesn’t sell then it is too much legislation in the US that China to learn about packaging design. art, not good packaging. And packaging kills creativity. They have new machines, the has a lot to do with communication: most up-to-date equipment and they the consumer has to understand This means in a nutshell: if you want have an ever-growing customer base. instantly what the product is about. to learn something about innovative package design today, you need to look In the US – where trends originated I think these are the main areas that you to England, France, Scandinavia and you from many years ago – I have not seen have to think of when you develop new should try to make a jump to Japan. many new trends starting because of and innovative packaging. their approach to packaging design and What do you see as the biggest their legislation. I think the new trends What have been the biggest changes challenge to the packaging industry? will come from England, France and, in the world of packaging since you The challenge to the packaging industry maybe in five years’ time, they will have been in the business? is being able to work together instead come from Greater China. When I came into the business in 1962 of fighting each other saying that from Sweden, I was very much cardboard is better than plastic or the Looking to the future, how do you influenced by glass, paper, cardboard other way around. We need more see packaging design changing? and metal. The plastics industry had just packaging, good packaging and not less. Packaging design is evolving very started. Today, I think it’s all about As you know people still have a very well today on the technical side. plastic. People want to see what they negative opinion of packaging, despite This is mainly due to how we use raw buy – so transparency has become a big saving billions thanks to good packaging materials. Right now we are moving ‘buying’ factor and plastic is a good in the Western world. towards thinner films, thinner aluminum solution for that. and more standardized packaging. The real challenge for the packaging One thing that will lead in the next five Plastic is not only transparent, it is light industry is to try to explain to the public years is the whole ecological question. too, can be recycled or incinerated and the industry that it’s very often However, in terms of communication and of course, with the new printing a combination of materials like plastic, we stand still; some companies even go technologies, you can print everything cardboard, metal and others that bring backwards as they believe the consumer very beautifully on it. the solution. I still see them fighting needs everything on a package. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! | GLOBAL SUPPLY P|12-13

Issue one | 2013 SOURCING A GLOBAL SUPPLY Report on the continuity of global supply of performance plastics for packaging

The next ten years will be a critical time for our world. Similarly, demand for high-performing packaging is expected Population growth will create escalating demand for more to rise exponentially as a result of population growth and rapid energy resources, resulting in tensions between increasing urbanization. Nearly two-thirds of the developing world’s energy requirements and the impact on the environment. population is expected to be living in cities by 2025 according to UN projections. Where will all this packaging come from? DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Building future supply to meet growing global demand for packaging. | GLOBAL SUPPLY P|14-15

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BUILDING THE FUTURE NOW

PACKAGING THE GROWING there will be a 70 percent drop in those MIDDLE CLASS living below the middle class standard The flourishing global middle class, by 2030. A report by Ernst & Young4 specifically in the developing world, estimates that by 2030, two-thirds of the is having an immediate and dramatic global middle class will be in Asia-Pacific impact on the packaging industry. Over while Europe’s share will have dropped the next few decades, the ‘global middle by 14 percent. To put things into class’ is projected to more than double, perspective, currently 525 million from 430 million in 2000 to 1.2 billion people in Asia identify themselves as in 2030 – from 7.6 percent of the middle class which is more than the world’s population to over 16 percent total population of the EU! By 2030, – according to the World Bank2. the spending power of China’s middle By definition, the middle class spend class alone will equate to nearly anywhere between US$10 and US$100 US$10 trillion in goods and services5. per day and consequently any increase in numbers drives economic growth An expanding global middle class A CRITICAL DECADE as well as boosting consumption will drive an increase in demand THE QUESTION BECOMES ONE OF and investment. for packaged goods such as drinks, BALANCE. HOW WILL WE AS A SOCIETY pre-packaged convenience and MANAGE GROWING DEMAND WITH The largest segment of this ever- packaged fresh foods (including milk, APPROPRIATELY SOURCED SUPPLY? expanding middle class will come vegetables, meat and poultry). Lucintel’s WHAT ARE COMPANIES DOING TO from Asia, specifically from hundreds Analysis6 estimates that the global plastic APPROACH THIS EVER-CHANGING of millions of Chinese and Indian packaging industry revenue is estimated GLOBAL PICTURE? consumers. According to Reuters3, to reach US$271 billion in 2018. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

SOURCING A GLOBAL SUPPLY

➣ ➣

U.S. GULF COAST ➣

SADARA ➣ ➣

THE GLOBAL PACKAGING MARKET IS GROWING AT AN ANNUAL RATE OF 4.5% 1.2 basis points over Projected Global GDP 60,000 During construction of Dow’s joint venture chemical project in Saudi Arabia – Sadara – the workforce will peak at around 60,000 people. This will require services and infrastructure much like a small city.

Growing consumer spending power as is also a key influencer as consumers MEETING THE DEMANDS well as increased urbanization will likely are increasingly looking for functional, AND PREPARING TO GROW result in a change in shopping habits prepackaged and convenience foods. The 2012 global packaging market – more supermarket shopping where This is also influenced by a changing was valued at US$698 billion, a figure consumers have more options to family structure, an increase in women that will continue to rise with increased purchase packaged goods as opposed entering the workplace and longer consumption. Although paper and to shopping in specialty stores or local working hours. Consequently, people board packaging make up the biggest fresh food markets. Urbanization is have less time to purchase and cook chunk of this value, flexible plastic expected to boost sales of healthcare fresh home-cooked meals and are and rigid plastic are expected to plastic packaging, including personal looking for packaged alternatives. see the highest growth levels in care and cosmetics products, with the According to a recent survey by the years to come – 4.5 percent and sector expected to see the highest Association of Chamber of Commerce 5.5 percent respectively. growth rate by 20187. and Industry of India, 82 percent of India’s workforce in cities prefers to eat Let’s take the specific example of THE CHANGING FACE OF SOCIETY packaged food than eating fresh food Polyethylene (PE) – the basic building Other influencing factors on packaging or in a restaurant8. The results are based block of plastic packaging. Global demand include the trend towards on families where both husband and demand continues to grow at a multiple smaller households, meaning food wife work or single person households, of GDP – for every 1 percent growth must be repackaged to suit this purpose; highlighting clearly the need for fast in global GDP we expect a one MMT the trend towards an ‘on-the-go’ lifestyle and convenient solutions. increase in PE. The long-term growth | GLOBAL SUPPLY P|16-17

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SADARA IN NUMBERS

x450 trucks

During construction, one large ship per day will arrive requiring offloading and transport of over 450 trucks of materials from the ports opportunity for PE is tremendous, packaging. Location wise, Sadara is to the marshalling yards. especially in developing regions (India, a prime spot as it will ensure product Africa, Latin America and South East can be delivered to the world’s fastest- Asia), if we take into account the growing regions such as Asia-Pacific, 5,400 km of cable predicted regional GDP growth rates. the Middle East and Eastern Europe. The complex will require 5,400 km of cable… Population growth in these areas will enough to run from Jubail to London. also drive PE demand and growth. To service demand in the Americas, Dow announced plans in 2011 to invest Consequently, it is important for approximately US$4 billion in projects 720,000 sqm companies, such as Dow, to continue along the United States Gulf Coast to Facilities needed to perform the pipe to invest in projects to enhance leverage the abundant supply of natural fabrication, stress relieving, sandblasting, painting and testing will require 720,000 feedstock strength and meet growing gas currently being produced in North square meters of shop floor, the equivalent demand around the world. An example America. These investments will of 176 football fields. of investing for growth is the Sadara strengthen the company’s integration to project. In 2011, Sadara Chemical create a competitive advantage based on Company (Sadara), a joint venture lower feedstock costs that will enhance developed by Dow and Saudi Arabian Oil the profitability and competitiveness of Company (Saudi Aramco), was formed Dow’s downstream businesses, including to ensure customers in developing Performance Packaging. regions have a constant and reliable x176 football fields supply of high-performing products. It is clear that with a growing middle Comprised of 26 manufacturing units, class comes increased spending power the joint venture will be one of the globally and a shift in buying habits that world’s largest integrated chemical will drive demand for high-performance 80,000 tons facilities and the largest ever built in a packaging that meets consumer The amount of steel needed to build Sadara would build eight London Olympic Stadiums. single phase. Sadara will possess flexible preferences. Materials manufacturers cracking capabilities and produce more like Dow will need to continue to Jeddah than three million metric tons of invest in new assets to grow with the Jubail high-value performance plastics and packaging industry. These investments specialty chemical products, capitalizing in turn will strengthen local economies, 2,500 km/2 lines/width of Saudi Arabia on rapidly growing markets in energy, create an influx of jobs and build The amount of pipe would build two lines transportation, infrastructure and durable foundations for the from Jubail to Jeddah – the entire width consumer products, including development of packaging innovation. of Saudi Arabia.

1 World Resources Report 1996-97, World Resources Institute in collaboration with the United 5 Homi Kharas, The Emerging Middle Class in Developing Countries, Brookings Institute, Nations Environment Programme, the United Nations Development Programme, and the http://siteresources.worldbank.org/EXTABCDE/ World Bank (Oxford University Press, New York, 1996), p.3 Resources/7455676-1292528456380/7626791-1303141641402/7878676-1306699356046/ Parallel-Sesssion-6-Homi-Kharas.pdf (June 2011) 2 Emerging Focus: Rising middle class in emerging markets, EuroMonitor International, http:// blog.euromonitor.com/2010/03/emerging-focus-rising-middle-class-in-emerging-markets.html 6 Global Plastic Packaging Industry 2013 – 2018: Trend, Profit and Forecast Analysis, Lucintel, (March 2010) http://www.lucintel.com/reports/chemical_composites/global_plastic_packaging_ industry_2013-2018_trend,_profit_and_forecast_analysis.aspx (March 2013) 3 Homi Kharas, The Emerging Middle Class in Developing Countries, Brookings Institute, http://siteresources.worldbank.org/EXTABCDE/ 7 Ibid Resources/7455676-1292528456380/7626791-1303141641402/7878676-1306699356046/ Parallel-Sesssion-6-Homi-Kharas.pdf (June 2011) 8 Survey: Ready to Eat Food in Metropolitan Cities, Associated Chambers of Commerce & Industry in India, http://www.assocham.org/ (January 2011) 4 Hitting the Sweet Spot – The growth of the middle class in emerging markets, Ernst & Young, http://www.ey.com/Publication/vwLUAssets/Hitting_the_sweet_spot/$FILE/Hitting_the_sweet_ spot.pdf (April 2013) DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

(ERP) and manufacturing systems to Sadara, and hundreds of people are working on those, but my specific role is very Sadara-centric. I focus on in-house IT projects, and cash flow. A lot of my work is setting things up to work well in the near future, and that is fun.

As soon as I heard about Sadara during an all-employee meeting at Dow, I knew I would love to work there. I have previous experience working in innovative start-ups, and knew how challenging and exhilarating it can be. The fact that Sadara is trailblazing in terms of what we are building, as well as the product mix and markets we are targeting, only added to the excitement and made me eager to be a part of this. Being one of the only women working on this project has also been a challenge, but I like being a groundbreaker.

Sadara will impact the chemical industry I work in Sadara Information as a whole; the enabling technologies Technology, and have two roles: we are putting in place are state-of-the- Project Management Office Leader art within the packaging industry. and IT Business Office leader. We have Everyone in IT loves to work on the large-scale IT projects currently in place cutting edge, and I know from to bring enterprise resource planning experience how exciting it is to do that!

SADARA I am a Supply Chain Specialist.

In addition to enhancing my experiences within Dow, Sadara is a rare opportunity to contribute towards building a very Five Dow large chemical complex. It is also an exciting life experience. This will be employees on something that I can be proud of assignment with and share with future generations. With its strategic location within Sadara Chemical the Middle East, Sadara will be a key Company speak leverage for reliable supply of advance packaging materials for the packaging to us about life in industry especially in Asia, Africa Saudi Arabia and and Europe. their hopes for the trailblazing Sadara plant. | GLOBAL SUPPLY P|18-19

Issue one | 2013

I am the Commissioning and Start-Up Leader for the Site Raw Materials Warehouse within the Sadara supply chain. It is my job to ensure that the Site Raw Material Warehouse is fully prepared for start-up by the identified start date. This includes operations design, implementation and facility construction. Additionally, I am responsible for providing logistics support related to delivered raw materials for all commissioning and start-up activities existing on-site.

When I decided to join the project, I saw Sadara as an opportunity to join a project that is unlike anything that most people ever get to experience in a career. Once I arrived, I learned that this Sadara’s impact on the packaging project is not just transformational for industry is two-fold. A new source of Dow and Saudi Aramco but also for the production of performance plastics will Kingdom of Saudi Arabia. New products be more accessible to European and are entering the Arabian market, Asian markets. Additionally, Sadara will I am the Supply Chain Manager new infrastructure will be developed be a large customer of high-quality responsible for Planning, Customer to support Sadara activities and the packaging materials used to efficiently Service and Site Logistics. For Sadara, number of jobs created as a result transport and protect product going the joint venture developed by Dow will change industry in Saudi Arabia. to our local global customers. and Saudi Aramco, we are focused on building the organization, establishing the processes & systems, and mobilizing logistic service contracts. I am the project liaison between Sadara I have been working with joint ventures and three utilities companies, who will in the Middle East since 2005 and I find build, own and operate facilities to this both an interesting and challenging provide industrial gases and water area. The region is seeing very high to the entire Sadara site. growth in the petrochemical industry, driven by the national oil companies This is the largest chemical project in as they diversify their revenue sources. the world and it is exciting to be part The Middle East is the place to be to of the team that will design, build and experience first-hand a fast-paced, high start-up this plant. It’s simply something petrochemical growth environment! nobody has done before on this scale.

Sadara is another very significant project Sadara’s high-quality polyethylene will in the region. As the sector’s critical allow packaging producers to use less mass increases, the supporting material to create lighter packaging industries follow and grow. For example, concepts that require less energy and in packaging supplies were imported, turn reduce the environmental footprint. now regional producers are establishing businesses. With new businesses, the latest technologies in packaging and logistics are deployed. In some cases, these new technologies are required to accommodate the unique requirements of the Middle East. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Interview with Ray Hammond, Futurologist:

FOR OVER 30 YEARS RAY HAMMOND HAS RESEARCHED, WRITTEN, SPOKEN A glance into AND BROADCAST ABOUT HOW MAJOR TRENDS WILL AFFECT SOCIETY AND BUSINESS IN THE FUTURE. HIS 2007 BOOK ‘THE WORLD IN 2030’ FOR PLASTICSEUROPE OFFERED the future PREDICTIONS ON DEVELOPMENTS THAT WILL SHAPE THE WORLD. HAMMOND HAS BEEN AWARDED WITH THE MEDAL OF THE ITALIAN CHAMBER OF DEPUTIES FOR SERVICES TO FUTUROLOGY. LEARN MORE AT WWW.RAYHAMMOND.COM

‘The principal consequence of a rapidly-growing middle class is a growing world market for food, water, energy, healthcare, education, transport and consumer goods’

‘Human innovation is the key to all sustainable economic growth’ | GLOBAL SUPPLY P|20-21

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QUESTION be a continuing challenge which will a given because it will be fueled by In your opinion, what are the three last at least until the end of this century. population growth and globalization. major global trends driving growth and The world is undergoing a transition innovation we will see emerging over in which we must migrate our energy The challenge for emerging nations is the next two decades? sources from fossil fuels to renewable to achieve rapid economic growth while and sustainable forms of energy. avoiding the many mistakes made by ANSWER This will not be easy, quick or cheap. nations that have industrialized in the past. The first major trend is asymmetric world These risks include worker exploitation population explosion. There are seven A second challenge is to pursue global (child and adult), climate damage, imperial billion people on the planet today. By 2030 development in ways that do not ambitions and international conflicts. the number will be approximately 8.2 antagonize those whose religious billion and by the middle of the century and cultural views are out of step with QUESTION world population will be over nine billion. attitudes in developed nations. It is What can we change today to anticipate By its very nature this population growth already suggested that we are seeing and enjoy future decades? will trigger further economic growth, but a clash of civilizations as globalization it will also present world governments creates interfaces between developed ANSWER with very significant challenges. and less developed societies, and it will To be sure that we can enjoy future require tolerance and good management prosperity we must limit our individual The second major trend driving skills to minimize the cultural dislocation and collective use of energy derived economic growth and innovation is that inevitably follows the connection from fossil fuels. We must also look accelerating, exponential technology of the world’s peoples and cultures. closely at other significant contributors development. Led by developments in to greenhouse gas emissions such as the information technology sector, most Global population increase is a third agriculture. The major symptom of climate areas of technology are seeing, and will challenge that will have to be faced this change is extreme weather and this will continue to see, rapid innovation and century. It is likely that sufficient food spoil our opportunities to enjoy the wealth growth for the next 30 years. It has been can be grown and husbanded for nine and leisure opportunities that will be suggested for over 30 years that Moore’s to ten billion people (so much of today’s created in the latter part of this century. Law (the annual doubling of computer agriculture in the developing world is processor speed and power) is running still at subsistence and can be Human innovation is the key to all out of steam, but microprocessor greatly improved). Drinking water may sustainable economic growth. Supporting manufacturers now say that they can prove more difficult to find as climate and promoting a culture of innovation foresee the technological pathway that change exacerbates drought in the should be central to all economies and will enable exponential development regions where there is likely to be the education policies. Innovation is not into the 2030s. largest rise in population, and new just about developing inventions and techniques of low-cost, low-energy producing new materials, it is also about The third trend driving economic growth desalination and water purification discovering new and better methods and is continuing globalization. When will be required. Long-distance water processes for doing things we already do. conducted ethically and sustainably, pipelines may also have to be built. The opportunity for innovative thinking to globalization is the greatest force for produce sustainable growth opportunities social good on the planet. Since 1995 As renewable energy harvesting and is enormous, but we do not yet do globalization has lifted almost one billion storage improves it is likely that the enough in our cultures, in our education people out of subsistence-level living and energy demands of ten billion people can systems and in corporate cultures to allowed those people to join an economic be met, but the urge to continue world foster this most important talent. class that is able to afford accommodation, reliance on fossil fuels must be resisted. education and healthcare. Globalization QUESTION has done more to reduce world poverty QUESTION What message would you send to than all of the international aid given There is an emerging global middle business leaders around the globe? by the developed nations to emerging class which is set to number some nations since World War II. five billion people by 2020. What are the ANSWER consequences on the economy, supply As mentioned before, our ability to QUESTION and demand? Is the world ready? enjoy our future depends on the climate What critical challenges face us on in which we live. I would also add that a global scale? ANSWER education and further education needs The principal consequence of a rapidly to be given greater priority by almost all ANSWER growing middle class is a growing world governments. As a futurologist, I know The most critical challenge facing market for food, water, energy, healthcare, that the best way to shape the future is humankind is climate change caused education, transport and consumer to develop the minds of those who will by greenhouse gas emissions. This will goods. Global economic growth is be creating it. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! Report on packaging materials on packaging Report With nature in mind nature With

YOU ONLY HAVE TO TAKE A LOOK AROUND YOU IN THE NATURAL WORLD TO REALIZE THAT PACKAGING HAS ALWAYS EXISTED. AS YEARS HAVE PASSED, SO HAVE OUR ATTEMPTS TO IMITATE NATURE WITH OUR MAN-MADE DESIGNS. WE BEGAN WITH PRIMARY MATERIALS SUCH AS LEAVES AND WOOD, PROGRESSING TO SECONDARY NATURAL MATERIALS LIKE LEATHER AND PAPER, BEFORE EVOLVING INTO INDUSTRIAL PROCESSES TO PRODUCE PLASTICS, METALS AND A WEALTH OF OTHER PACKAGING SOLUTIONS. | PACKAGING MATERIALS P|22-23

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PACKAGING ESSENTIALS The purpose of packaging has always been the same – to protect the product. But how has packaging evolved to maintain this fundamental responsibility in line with consumers’ needs?

Today’s consumer lifestyles require smart packaging functionality: permeable packaging that keeps Gamble (P&G) took a more proactive that is liquid at room temperature food fresher for longer; packaging approach, opting for sustainable but becomes a film when frozen, that withstands high temperatures plant-based fibers in the manufacturing allowing consumers to use the for microwave ovens, and packaging of the trays for its disposable razors. product and discard the packaging that withstands the lowest Not only are they biodegradable, in an environmentally friendly way. of temperatures in freezers. they are cheaper to make and lighter, Other packaging designers have resulting in lower transport costs and captured environmental sustainability

Packaging designers require materials a lower transportation CO2 footprint – in a different way – embedding seeds that meet these needs. Increased a win for the company and a win in cardboard so any disposal will result printability, better gloss, higher for the environment. For P&G, the in a plant or tree growing. transparency, excellent taste and odor benefits are a sleek design and properties and enhanced flexibility – positive association for investing in Nature bore the concept of packaging; these are the attributes necessary environmentally responsible packaging we took it, evolved it and made it to help make the package sell. in a highly competitive market. something more through chemistry and engineering. We seem to be coming Niels van Hoof, a Strategic Product MAKING IT HAPPEN full circle in packaging design, returning Designer in The Netherlands, stresses WITH INNOVATION to the concept of nature through the critical role of packaging as the Innovation is at the very core of innovative and . ‘first contact a customer has with your efforts to make packaging more Will we complete the circle through product.’ He adds: ‘A lot of companies environmentally friendly. Companies a future where all packaging is today have looked at how they can at the forefront of the packaging value completely in tune with nature? better develop packaging that mimics chain, dedicated to ongoing research Only time – or innovation – will tell. nature, not just in terms of its beauty and development in this , are and in some cases its simplicity, but pioneers in this. also by using sustainable materials.’ Innovation is not limited to one THE SOUND OF SUSTAINABILITY packaging material over another, Sustainability is becoming a louder and companies appreciate that every buzz in the ears of packaging designers. Brand owners have to make decisions on material sourcing, suppliers and ultimately production, taking into account consumer preferences for . Consumers are increasingly choosing products that are inherently sustainable and/or are marketed in sustainably sourced packaging.

An interesting study to illustrate this trend is that of Mattel, the makers material has its role in the packaging of the world-famous Barbie doll. evolution. Developments continue at Testing on the Barbie revealed a rapid pace, and as consumer demands paper fibers from deforested regions change and creativity grows, so does in Indonesia. In the ensuing furor, the need to innovate. the company pledged to change its sourcing policy and instructed its Professor Michael Braungart (co-creator suppliers to commit to sustainable of the Cradle to Cradle® concept) packaging. In another case, Proctor & has worked on a packaging solution

Cradle to Cradle® is a trademark of McDonough Braungart Design Chemistry, LLC DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

THE PACKAGING GENIUS OF NATURE Why is IDEO looking to nature for Looking to nature can change the way designers design inspiration? think – and the way we make. Jane: As designers, whether we’re creating packaging, products or places, Consider the strawberry. Around the world, this delicious fruit quietly transforms we usually think first of human purpose its natural packaging from white to red, signaling that it’s ready to eat. The and pleasure. Nature’s elegance inspires external layer is a high-performance material, protecting from spoilage and us with beautiful forms, folds, spirals, moisture, yet also biodegradable and made with abundant materials. It blurs patterns, shapes, layers, materials the line between packaging and product, and invites us to look deeper. In this and colors – immeasurably enriching conversation with IDEO’s Jane Fulton Suri, Partner and Chief Creative Officer, human imagination. But three current and Tim McGee, Biologist, at IDEO we’ll consider how nature’s packaging flair opportunities in design prompt us can change the way designers make – and the way we think. to also seek guidance from nature: environmental impact, complex systems IDEO (pronounced ‘eye-dee-oh’ is an award-winning global design firm that takes and new technologies for production. a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow. Tim: We tend to talk about ‘nature’ as encompassing all living organisms on Earth – their interactions, behaviors, systems, and incredible diversity. Packaging in nature offers a multitude of mental models that can change our perception of what’s possible in design. So, looking to nature can change not only what we create but also the way we think and the way we make. | PACKAGING MATERIALS P|24-25

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Let’s start with the first design for protection, to creating But to be effective at scale, this opportunity you mention. How might pigment for attraction, to enabling requires the active consumer steps of we look to the natural world to help us complex life cycle processes that ensure germination and planting. It presents a design for better environmental impact? delivery or transportation with other systems challenge, asking us to change Jane: First, we have a much better organisms. Yet at every step of the way our behavior too. If we’re to match awareness now of the environmental the tree creates habitat, nourishes its nature’s example to make a positive consequences of many of the environment, and supports the health contribution to our environment, we wonderful things we create for human and growth of the ecosystem, which also need to match nature’s success at convenience and delight. Too often we it is a part of. I think we recognize that creating solutions that prompt intuitive use materials and processes that deplete our designs aspire to be more like how behavior – perhaps by designing forms resources, destroy habitat, and pollute natural systems behave. that intrinsically invite us to treat the the air and water we all depend upon. environment differently. In contrast, nature’s processes enhance Jane: Nature can teach us many our environment – creating fresh water, elegant ways for packaging –to be Tim: We’ve begun to see a multitude of clean air, habitat, and food for other space-efficient, light and strong like ways that biology is influencing design. organisms. So nature helps us see not honeycomb structures, for instance. It’s clear that at times we’ll be learning just sustainable ways to make things It would be amazing if we could design from nature’s organisms the methods but actually generous, life-friendly ways. packaging that also enhances our for creative manufacturing or ingenious environment the more we use it. solutions that inspire us. And it’s also Tim: Yes, living systems tend to be A few companies have taken some clear that at times we’ll be working generous in that they create richer steps in this direction by embedding with other organisms to create systems throughout their life cycle. seeds in material that can act as a our future. For example, the bare rock of a volcanic growth medium after use. ‘LifeBox’ for island eventually becomes lush and example, embeds tree seeds and their One example of how designers are vivid green because life is creating symbiotic fungi in cardboard; several learning from nature is the Vitalis conditions conducive to life itself. years ago Pangea Organics offered PET bottle, which explicitly draws Could our designs be similarly its bar soaps in packs molded from inspiration from the way trees and generous? Think of the packaging 100 percent post-consumer paper other organisms are able to use shapes challenges a tree faces in producing pulp that incorporated organic seeds that minimize the amount of material a seed; from manufacturing durable like basil and amaranth. needed to create robust structures. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Optimization of this bottle’s geometry helps us see opportunities for design in Tim: As a biologist I was at first resulted in an iconic shape that is the interdependencies between things. surprised to find out how much thinking valuable for the brand, as well as So, for instance, rather than simply goes into packaging within the design savings of 250 tons of material a year. assume we’re going to design ‘a new community. However, the more I think box,’ designers consider how packaging about it, the more obvious it should By contrast, Ecovative’s use of fungi to plays in the overall experience we’re have been because packaging plays grow a new type of packaging material trying to create. That lets us explore an enormous role in the natural world. is about working with natural partners. questions such as: What needs It’s the interface between objects, Ecovative is using waste cellulose and protection? From what? Where will it the communication substrate, the introducing selected fungi to bind the travel? And how? Who will engage with attachment point for interactions. waste material together. Because it’s a it? In what contexts? What needs to be Now I can’t look at any natural growth process, rather than a subtractive communicated – perhaps emotional object without thinking of the one, the material can offer up unique things, like brand and freshness, as well innovative packaging functions opportunities to behave more like a as functional issues? What other artifacts the organism employs. natural system. The inputs and outputs will relate to it? How will it be used, can be biodegradable and non-toxic. stored, reused or disposed of? And, of Even familiar nature packaging The system can ‘grow around’ objects course, how might design support these continues to surprise and delight. or complex forms with little retooling. myriad needs in elegant and dynamic For example, the banana was recently Basically, it highlights a shift away from ways? This is where more radical an inspiration during IDEO’s Designs using simple bulk materials to using innovation happens, because we On: Packaging challenge. If you’ve ever smart materials that are co-evolved begin to rethink what packaging is. found an out-of-date drug on your shelf, with another life form. you probably know that the drug One of my favorite examples of this expiration date is usually in small print So, how does turning to biology help kind of rethinking is Aaron Mickelson’s and hard to read from across the room. designers to better understand design thesis project, The Disappearing Here’s a more intuitive, nature-inspired complex systems? Package, in which he presents ingenious design solution: packaging that slowly Jane: Natural ecosystems, in which ways of containing individual items, develops spots as it ages. interdependent elements respond and such as tea bags, soap powder, adapt dynamically to ever-changing and food bags, in forms that provide A brilliant idea that everyone familiar conditions, provide us with mental free-standing structure and strong with bananas can relate to instantly. models and metaphors that help us shelf-presence when purchased new, I also have been excited by how these grasp system complexity. This, in turn, but disappear over time as they’re used. conversations are just starting points

The strawberry transforms its natural packaging from ‘Lifebox’, embeds tree seeds Nature-inspired drug white to red, signaling it’s and their symbiotic fungi packaging develops spots ready to eat. in cardboard. Ageing on natural packaging. as it ages. | PACKAGING MATERIALS P|26-27

Issue one | 2013

between design and biology. Only Tim: Yes, traditionally when we a future where bacteria could be recently have scientists discovered determine the form of the things we developed to respond to a specific that the brown spots on a banana design, they stay that shape. We put wavelength of light and would grow actually fluoresce in the UV spectrum, careful effort into designing the ‘final’ as a around the surface of supposedly to signal to organisms that outcome. But in the natural world, there the light to shape a new vessel. see in that spectrum that the fruit is is no final design – things are always ripe. So we are continuing to learn responding, changing, and adapting This was more than a simple way from nature the multiple ways in which to the dynamic world. It’s possible that to make a cup. It was a new way of we can signal, and be contextually the objects of the future could be more thinking about the experience we could responsive, which adds more fuel responsive, considered and maybe have of making, buying and consuming to the fire for design inspiration more alive than we might think. nutrients and flavors: The bacteria used and engagement. to grow the cup could include probiotics Bacteria are masters of genetic to aid digestion and add flavor when And the third opportunity? engineering in their own right, water is added to the vessel. This design You mentioned that nature is informing packaging and swapping DNA to enable concept challenges the idea that new ways to make packaging. more rapid evolution and adaptation. packaging is secondary to the product Jane: New technologies for making are It isn’t uncommon for different species a consumer buys – here the packaging emerging in the life sciences, specifically of bacteria to share beneficial genes is central to the experience and its in synthetic biology, genetic engineering, in order to thrive. It would be wise to shape invites intuitive behavior – we’ll and nanotechnology. These will change look to bacteria to learn the critically ‘just add water’ to the cup and imbibe radically both how and what human important questions of why and a healthy drink. beings are able to make. We’re already how we should engage in genetic creating and modifying the building engineering, but it’s inspiring to work Tim: Will and Adam’s provocation blocks of life – so far mostly in with bacteria to engage their sheer points to an exciting future, where laboratories – so it’s a great time for enthusiasm for diversity and see packaging solutions emulate companies to begin imagining how how we can work together to design characteristics of the natural world, this new capability will shape their responsive materials and systems. going beyond our traditional notions future artifacts and the experiences of of packaging and starting to look our everyday lives. There are exciting Jane: Our colleagues Will Carey and and act a lot more like life itself. possibilities for design with living Adam Reineck, collaborating with www.ideo.com materials that will challenge many synthetic biologists Wendell Lim and of our current assumptions about Reid Williams of the University of what we want and need to create. California San Francisco, imagined

Future visions of synthetic biology. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

CRADLE TO CRADLE®

Cradle to Cradle® is a trademark of McDonough Braungart Design Chemistry, LLC | PACKAGING MATERIALS P|28-29

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TO DO THINGS RIGHT Professor Michael Braungart, who first people on this planet for us to introduced Cradle to Cradle along succeed in our efforts of being less OR DO THE RIGHT with William McDonough, points out bad, that is why we all traditionally ‘we were all focused on the idea that think in terms of ‘cradle to grave’. THING? THAT IS THE using less water, energy and material When something is wrong, do not try QUESTION… is all it takes. But it is so much more.’ to make it perfect, otherwise you just make it perfectly wrong.’ The most important element of the concept is the idea of effectiveness, PACKAGING IN THE SPOTLIGHT not efficiency. Braungart explains According to Braungart, the packaging that ‘efficiency is the traditional thing industry has been, somewhat a company does. For example, they paradoxically, the most advanced produce more eco-efficient products in both Cradle to Cradle and cradle by minimizing the use of water and to grave thinking. ‘The industry has energy. However, Cradle to Cradle talks optimized packaging to a great degree, about effectiveness, asking what is the but in a lot of cases it has optimized right thing to do, not how do we do the wrong things’, Braungart asserts. PROFESSOR DR. MICHAEL BRAUNGART IS things right.’ Being effective is ‘all about But he also maintains that the packaging FOUNDER AND SCIENTIFIC CEO OF EPEA capturing creativity in innovation, industry is one that must be celebrated. INTERNATIONALE UMWELTFORSCHUNG quality and beauty’, Braungart says. ‘We must remember that packaging has GMBH IN HAMBURG. HE IS ALSO contributed enormously to saving lives CO-FOUNDER AND SCIENTIFIC AN OPTIMISTIC AGENDA IN PRACTICE by protecting our food. While there are HEAD OF MCDONOUGH BRAUNGART Cradle to Cradle is clearly an optimistic still things to do, the packaging industry DESIGN CHEMISTRY, LLC (MBDC) IN agenda but one can certainly see has evolved tremendously, first and CHARLOTTESVILLE, VIRGINIA (USA), AND its importance. A critical step prior to foremost, and we need to recognize that.’ FOUNDER AND SCIENTIFIC HEAD OF a company adopting and implementing THE HAMBURGER UMWELTINSTITUT this philosophy is the level of LEARN FROM THE PAST AND MOVE (HUI). THESE INSTITUTES SHARE VALUES understanding – from purchasing to TOWARDS THE FUTURE EMBRACING INTELLIGENT, AESTHETIC manufacturing and production. For All stakeholders in civil society – AND ECO-EFFECTIVE DESIGN. companies to fully grasp this concept consumers, companies, government, and apply it, they must acknowledge academia and NGOs – need to move As environmental awareness began a change of mind-set at the top in order forward together, but to do so will to increase in the 1980s, one of the to start ‘thinking in cycles’. Braungart require a fundamental shift in the more interesting concepts of the highlights that ‘once leadership collective mind-set of companies broader environmental debate was understands the long-term potential that will trigger change and initiate that of Cradle to Cradle®. So what of Cradle to Cradle, the rest innovation sparked by the creativity is Cradle to Cradle? According to happens naturally.’ of scientists and engineers. Wikipedia, it is ‘a holistic economic, industrial and social framework that There are three fundamental principles For Braungart, the future of Cradle seeks to create systems that are not of Cradle to Cradle that support this to Cradle is bright. To do things right, only efficient but also waste free’. change of mind-set: first, understanding he believes we can achieve more if Essentially, it aims to keep all materials that ‘waste equals food’ and that ‘every we ‘partner with – not romanticize – used and reused within a cycle so they material can become a nutrient that nature’ otherwise leading us to do never end up as waste. Thinking lasts forever’; second, the importance of the right things. As more people holistically then, this model can be using renewable energy; and third, the acknowledge this, Braungart believes applied not only to and need to celebrate diversity. Fundamental that Cradle to Cradle will continue to manufacturing – including packaging to the concept is recognizing that each be implemented across more industries, – but can be extended to entire systems, industry, country and culture has a more products and more practices. whether social or economic. As a play different approach and attitude towards on the term ‘cradle to grave’ – a phrase effective production. Whether an individual, a country or a coined to describe more wasteful company, to do the right thing requires systems – the Cradle to Cradle concept Cradle to Cradle identifies and society to stop focusing on being more differs as it considers the well-being of recognizes the potential of progressive efficient by using less water or resources. future generations and the environment. ‘cycle’ opportunities for the Rather, society must focus on reusing environment. ‘All other species support products more effectively within a cycle. The concept asks us to go beyond the environment: why are we the ‘It’s a question of how and when will traditional thinking that environmental only ones trying to minimize damage?’ more people start thinking in terms of protection is just about producing less. Braungart asks. ‘There are far too many Cradle to Cradle, and not cradle to grave.’

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THE 100% RECYCLABLE POLYETHYLENE POUCH

THE PACKAGING FOR FROZEN FOOD Meeting these criteria in the past has Recent innovation has led to the PRODUCTS ARE SUBJECTED TO THE been possible only by using packaging introduction of polyethylene-only TOUGHEST OF ALL ENVIRONMENTS made from films produced with film for frozen food pouches that offers IN THE FOOD PACKAGING WORLD. multiple layers of different materials. 100 percent recyclability. This packaging IT NEEDS TO HAVE HIGH TEAR AND While these packaging solutions do solution offers all of the exacting PUNCTURE RESISTANCE, SUPERB BARRIER offer performance and functionality, performance properties required for PROPERTIES TO KEEP FOOD FRESH, they do not necessarily address the frozen food products, while providing GREAT OPTICS FOR EYE-CATCHING sustainability needs of consumers a sustainable end-of-life option. DESIGNS AND EXCELLENT TOLERANCE as it relates to post-consumer FOR FREEZING TEMPERATURES. requirements. | PACKAGING OPTIONS P|30-31

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BOOK REVIEW Why Shrinkwrap a Cucumber? The Complete Guide to Environmental Packaging

WHY SHRINKWRAP A CUCUMBER? IS ONE OF THE MOST ILLUSTRATIVE PACKAGING BOOKS OF OUR TIME. THE AUTHORS, MILLER AND ALDRIDGE, TACKLE COMMON MYTHS AROUND SUSTAINABILITY, ADDRESS DESIGNERS’ NEEDS ON HOW TO STEER MANUFACTURERS AND CLIENTS, ANNOUNCE NEW PACKAGING MATERIALS AND PROVIDE A WEALTH OF CASE STUDIES.

The book highlights excess packaging Plastic wrapping enables the cucumber as one of the more common concerns to stay fresh from harvest to delivery in the packaging world but in reality this to the kitchen table, reduce food waste is only the tip of the iceberg. Miller and in landfills and reduce the cost of Aldridge start by looking at how global shipping and packaging. climate change has had an impact on packaging choices and look at • Title: Why Shrinkwrap a Cucumber?: a product’s life cycle – from production The Complete Guide to to recycling or disposal – to stress that Environmental Packaging understanding the basics of packaging is fundamental to progress. • Authors: Steven Aldridge & Laurel Miller

Whatever your involvement with • Publisher: Laurence King Publishers packaging – a consumer, designer, (October 10, 2012) producer or manufacturer – through a wealth of glossaries, images, stories • ISBN-10: 1856697576 and case studies, the authors offer a library of refreshing content that • ISBN-13: 978-1856697576 ultimately underlines the necessity of packaging.

This all stems from a simple cucumber: did you know that shrinkwrapping a cucumber can make it last three times longer than an unprotected cucumber? DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

The experience with the brand begins before the device is in the consumer’s hands. | PACKAGING AND BRANDS P|32-33

Issue one | 2013 The unpackaging ritual

BRANDS ARE FINDING IT INCREASINGLY Jonathan Ives, Apple’s lead designer, While Apple and Leica surpass most NECESSARY TO ENCOURAGE CUSTOMER explains that ‘you design a ritual of brands when it comes to providing an LOYALTY THROUGH ASPECTS THAT unpacking to make the product feel experience that is more than just the GO ABOVE AND BEYOND JUST THE special. Packaging can be theater, it can product, all brands in some way retain PRODUCT. INCREASINGLY, COMPANIES create a story.’ It is the story behind that connection through their peripheral ARE AWARE THAT THE EXPERIENCE the brand and its essence. In his book branding activities utilized from WITH THE BRAND BEGINS BEFORE Inside Apple, Adam Lashinsky points out the beginning. THE PRODUCT IS ACTUALLY IN THE that Steve Jobs was well aware of this CONSUMER’S HANDS. fact, ‘that’s why he created a dedicated There is more and more evidence room, where packaging designers of this shift in philosophy to enable a In the consumer retail environment went through hundreds of iterations packaging experience that corresponds today, packaging has become a of package design.’ with an overall brand strategy and drives commodity in itself and the ‘magical’ consumer loyalty. ritual of unpacking is no longer Lor Gold, Global Chief Creative Officer overlooked. Testament to consumer at SGK a global brand development fascination with packaging is the company, explains that packaging must internet phenomenon of ‘’ embrace the product itself. ‘So much videos – essentially a film of a product of the story can be encapsulated on being unpacked from the package it has the packaging,’ he adds. ‘If you think been delivered in, each layer discovered about it, the packaging is a type of and appreciated almost as much as outdoor board: it’s not just the brand the product within. When it comes to that’s inside, but when it sits on your impressive and legendary unboxing table at home, what story are you experiences, technology aficionados telling? Sometimes that alone is an agree: nobody surpasses Apple or Leica. allure to the brand and the product There are unboxing videos of Apple in the box. The package should really MacBooks or iPads with more than be seen as gift wrapping, encasing 700,000 clicks. something really special.’ DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Packaging: A big part of what Gold does for clients is create compelling emotional bonds with consumers via packaging. Here Gold discusses the three elements needed to create an emotional link Performance with the consumer: great creative talent and a solid design strategy; an in-depth understanding of the brand and its values; and the brand’s commitment to on the Shelf want to create the bond. Gold discusses what it takes for packaging to ‘jump LOR GOLD, GLOBAL CHIEF CREATIVE OFFICER, OVERSEES CREATIVE the fence’, to take the leap beyond DEVELOPMENT FOR SGK, A LEADING GLOBAL BRAND DEVELOPMENT, functional packaging – and how ACTIVATION AND DEPLOYMENT COMPANY THAT DRIVES some packaging ends up on every BRAND PERFORMANCE. shelf globally. | SECTIONPACKAGING AND BRANDS P|34-35

Issue one | 2013

You have been quoted as saying of the brand is about the consistency I can’t stress enough the importance of ‘a shopper wants to be informed of the messaging and how often you mobile communications – they are the and motivated by packaging’: can disseminate that message (through future: one cannot market to consumers to what extent does this impact appropriate channels). We call this ‘shelf or support a brand without them. the selling power of a product? out’. Essentially the package becomes Transactions happen in two places: the most important aspect of our What part does packaging play online and in the store. All signs must messaging. We should embrace the in the performance of a brand? point people towards these two areas. packaging, understand it and be clear Packaging plays a huge role. In fact, Packaging becomes crucial at that about what it needs to do: it should if no other forms of marketing and ‘moment of truth’, the decision point inform all other forms of marketing and communications could be afforded, at the shelf. As decision-making is both communications. It can then become packaging would be the key part of rational and emotional, packaging part of the elevation and amplification the thinking behind brand strategy must appeal to both impulses. of a brand which is both compelling and performance. and consistent. Packaging has come along in leaps and Performance is at the center of our bounds over the last 30 years, but a huge What tools do you utilize to create the thinking, and this relates to packaging number of things can still be done with brand experience through packaging? first and foremost – every part of our packaging, a concept which is moving Firstly, we use several kinds of brand strategy and creative is in place to to the forefront of agency thinking, strategy which inform us and allow for allow the brand to perform. covering innovation, artistic sensibility the magic to be created. Although we and talent. Packaging is no longer just embrace this as creatives, it doesn’t let Packaging is probably the biggest down to the designers – both designers us of the hook. We don’t simply execute performance initiative any brand can and those with the creative ideas should creative ideas around strategy. Instead, have, and it must be thought about at be working in tandem from the outset. we elevate strategy to a fresh, magical the highest levels. Not just rationally, perspective, which is beyond doubt not just as a functional part of what the To what extent is packaging something that will grab attention and brand stands for, but as everything that the key decider in a consumer’s create desire at the shelf when there is the brand stands for. This is the key to purchasing choice? limited decision-making time. Effective achieve the utmost in performance. Packaging is much more important packaging should be something that than ever before and its impact needs consumers want to reach for and to be stronger than ever before. take home. Where previously mass advertising could massively influence someone’s What is the relationship between return TOP THREE PACKAGING purchasing decisions, media approaches on investment (ROI) and sustainable DESIGN TRENDS IN have changed so much that the shelf of packaging for brand owners? PACKAGING & ITS the store may be the only place where ROI and sustainable packaging must go RELATIONSHIP WITH CONSUMERS a consumer comes into contact with hand in hand – today, ROI is extremely the brand. dependent on sustainability decisions 1) Built-in Technology – We are just at the beginning of smart technology embedded in and the gap between the two is packaging. As time goes on, this will become How and why is it important to create disappearing, and rightly so! Brand increasingly sophisticated and useful with continued a compelling and consistent brand owners must move in this direction in research by smart technology companies. experience through packaging? order to succeed. Our largest clients are 2) Industrial Design – Shape is enduring and The ‘compelling’ is obvious – now thinking about what happens to says so much about the brand. This is where industrial design is taking over and opportunities it is about making emotional and packaging after it has served its purpose. for talented designers are available. It is less rational connections and creating Does it have another use? Should we expensive and easier to execute than it once was, brand desirability. be thinking about another purpose? allowing more small design firms to take part, to a higher level, than ever before. Packaging must either be reused in Let’s now look at the ‘consistent’: human different ways or disappear from the face 3) A New Way of Thinking – the industry is rethinking itself. Other areas of marketing and behavior is such that we must receive of the earth as sustainably as possible. communications are growing in importance, a message more than once in order for packaging being one of them. There is a move it to stick. Consistency is therefore vital. What is the impact of mobile away from just mass marketing. The emerging talent is unique and thinking about packaging technologies on the overall experience? in ways we haven’t even conceived of yet! We refer to these two elements as Mobile technologies are the gateway elevating and then amplifying the brand. to online sales and support the essence We elevate the brand so that it becomes of transactions. They are also very much the most compelling it can be, and build a part of in-store sales, acting as a as much desire through the packaging linchpin for guiding consumers to either for that brand as possible. Amplification one of those decision-making points. 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At the heart of shopping

IT SOMETIMES GOES UNNOTICED BUT, OUR INDIVIDUAL BEHAVIOR DIFFERS SIGNIFICANTLY WHEN WE CONSUME AND WHEN WE SHOP. THIS IS A STUDIED FACT THAT MARKETING SPECIALISTS ARE WELL AWARE OF. ‘WHEN YOU ARE IN THE SHOWER AND USE SHAMPOO, YOU ARE A CONSUMER. WHEN THE SHAMPOO RUNS OUT AND YOU NEED TO RESTOCK, YOU’RE IN SHOPPING MODE AND BECOME A SHOPPER. THAT IS WHEN THE EMOTIONAL DRIVERS KICK IN,’ SAYS DINA HOWELL, SHOPPER MARKETING PIONEER AND WORLDWIDE CEO OF GLOBAL SHOPPER MARKETING NETWORK, SAATCHI & SAATCHI X, A PART OF THE SAATCHI & SAATCHI ADVERTISING AGENCY NETWORK. | PACKAGING CULTURE | SUPERMARKETS P|36-37

Issue one | 2013

e-commerce will continue to grow. Driven primarily by the millennial generation (today’s 18 to 30 year olds who have grown up with the internet), the next generation of digital natives will continue to expand e-commerce, as will the middle class explosion in rapidly developing economies of Asia.

Relationships between a shopper and Interview with Dina Howell, shopper marketing pioneer a brand will become highly personal and tailored, through extremely targeted and worldwide CEO of global shopper marketing network, discounts and loyalty programs, Saatchi & Saatchi X. increasingly delivered via smartphones. THE SIMPLE TRUTH BEHIND DECISIONS We will also see the rise of tactile Understanding what lies behind our environments both online and offline choices as shoppers, is essential for to give consumers assurance on the brands to remain successful. Howell product they are purchasing. ‘It will highlights the importance of building become just like a relationship between DINA HOWELL’S SIX TIPS FOR BRANDS brand equity through advertising to two people,’ Howell asserts. TO MAKE A DIFFERENCE establish an image in people’s minds before they go into a store. The shopper will experience, and come to 1. Fully understand your shoppers. expect, more transparency. Online reviews Research behavior, understand ‘The best work that we do is when are an example of this, where purchasing motives and appreciate our clients have us look at their research decisions are much more informed by purchasing barriers. or do unique research and really seek ratings received by products and services to understand what primary purchase openly discussed online. ‘Embracing and 2. Understand the product. barriers are,’ Howell says. ‘If businesses understanding transparency is absolutely How disruptive is it? Is it an understand the real purchasing barriers, a good thing. It will also raise consumer innovation or a common product they can tailor their message and expectations and thereby increase the that everyone understands? capture the shopper’s heart. Of course, quality of brands. Brand changes that are before purchasing other factors such not well received are very quickly changed.’ 3. Is an explanation necessary? as price enter the equation. But by If it’s hard to explain, explain it and large, if you can openly address An example of this last point was on the primary package, use cues how your brand will help consumers how an orange juice brand attempted or secondary packaging to overcoming those barriers , all of the to change its packaging, but following reiterate the benefits, the ‘claim’, other noise just falls away,’ she adds. online complaints that shoppers could or something that will attract not find the newly packaged product shoppers’ attention. Howell thinks the secret lies in on supermarket shelves, quickly understanding fundamental truths. ‘Let’s reverted to the original design. 4. Interact with the shopper. take diapers, for example. Parents around The moment of interaction the world want the same: a better life Packaging’s role in helping products between a consumer and a for their child. If you appreciate that you stand out in the highly competitive mix product on a shelf is very small: can make a child’s life better by having is fundamental; as Howell points out, grasp it! a drier night, allowing them to sleep ‘newest research indicates that 76 percent through the night, then you understand of all purchasing decisions are finalized 5. Make your brand irresistible. a fundamental truth and what truly lies or made in the aisle – that means in the Make shoppers imagine they inside shoppers’ hearts.’ three to seven seconds that the shopper can’t live without your brand. spends in that area with all of the UPCOMING TRENDS competitors on the shelf’. Packaging plays 6. Include store marketing into Howell describes three major trends a crucial role in the shopping experience strategy and business plans, emerging over the next five years that and also needs to function as a point-of- to fully understand what is brands will need to monitor to stay in sale tool. It must grab attention, stand important from the outset. the game. out, and properly portray the brand. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

These automatic behaviors and goals can be influenced, for example, through a certain music type, prominently displayed food product or a PA announcement. It is human nature to look for cues to guide our decisions, including colors (red to grab attention), the word ‘special’, and positioning Subconsciously shopping in supermarkets. INTERVIEW WITH PAUL HARRISON QUESTION Is this shopping experience replicated QUESTION globally? Are there any major cultural How does supermarket design influence differences between consumers/ the way we shop? designs globally?

ANSWER ANSWER Those behind supermarket design Consumers are influenced must have a deep understanding subconsciously by emotional of the less obvious elements of the psychology, which does not vary human character. We assume we are drastically from continent to continent. very rational decision-makers, when While many elements of behavior in fact we are highly influenced by our are cultural and learned, at a high emotions, automatic responses and the psychological level, most humans PAUL HARRISON IS A CONSUMER external stimuli that we are exposed to. have the same basic goals. BEHAVIOR AND MARKETING EXPERT BASED AT DEAKIN UNIVERSITY, Consumers are ‘habitual’ and do not Supermarket planning follows a MELBOURNE, AUSTRALIA. AS A consciously engage in the supermarket, rather homogenous formula globally. SPECIALIST IN SOCIAL PSYCHOLOGY, rather, behaviors tend to be automatic. On the whole, supermarkets differ most HARRISON HAS CONDUCTED This raises an interesting dilemma prominently regionally. Although local EXTENSIVE RESEARCH ON for brand owners. On the one hand, supermarket managers may have a CONSUMER POLICY. HE ALSO they want shoppers to continue to wealth of insight and research behind ADVISES GOVERNMENT AND NON- act habitually. However, as a business them from the central testing labs, they GOVERNMENTAL ORGANIZATIONS how do you attract new customers also benefit from intuitive knowledge (NGOs) ON SOCIAL MARKETING by influencing behavior with about what will or won’t work for their AND SOCIAL CHANGE PROGRAMS. external stimuli? specific market. | PACKAGING CULTURE | SUPERMARKETS P|38-39

Issue one | 2013 DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

DID YOU KNOW?

• On average, a counter-clockwise • The prime position on a shelf is between trip around the shop floor equates to 10° upwards and 45° downwards from the around US$1.8 additional spend per trip. line of sight. Positions within the center A shopping trip lasting ten minutes of the aisle – the natural gravitational or less also equates to a bigger spend point – and at the end of the aisle are per minute. also placement contract hot spots for big brand owners. • A human’s short-term memory is inherently flawed leading to ‘just in case’ • Framing a message in a positive manner purchases on a whim – tins of tomatoes, is more impactful than a threatening chickpeas, herbs. A perfect example of message. Harrison is currently consumers who are not actively engaging researching the effect of positive with the act of shopping. message framing on consumer choice and decision-making.

QUESTION What trends will we see next? Is this psychology also applied to online supermarkets?

ANSWER When compared to technology, QUESTION on the whole, humans have not How has supermarket design changed evolved much over the last 2,000 years! QUESTION over time? What’s the influence of new, Our short-term memory is inherently How does color and supermarket particularly mobile, technology? flawed and we are still susceptible layout help drive consumers to make to social and emotional influencers. healthier decisions? ANSWER It is unavoidable that mobile technology It will be crucial for brand owners to ANSWER will change the way we work. However, analyze how online tools can facilitate As we have already established, most brand owners cannot lose sight of the what makes us human – meaning, purchasing decisions are not taken on importance of keeping customers at taking into account human aspects first, a rational level. The fruit and vegetable the center of all decision-making. then looking at available technology section is a perfect of tactics and how best it can work alongside used to influence consumers. Markets are segmented by different human nature. needs and shopping habits – take the Positioned at the entrance of the store, example of the working population We will see a few emerging trends. it instills a sense of well-being upon who regularly travel and are looking for A more flexible and convenient arrival. The section is set up to provide a simple way to obtain weekly groceries. shopping experience will be sought a social experience, with lots of people An innovative smartphone app has filled by consumers; additional self-service milling around, and an emotional this void, giving the option for collection technology will be installed in connection with the product on display, of shopping at the airport. supermarkets; and clever packaging in this case fruit and vegetables. will become the norm as consumers Produce experts, employed by the store It is absolutely crucial to think about are looking for new and exciting to work in the section, are on hand to your different market segments – experiences. Packaging should emerge offer advice as well as to create a social what makes them unique and what as a form of differentiation between model which inspires customers to motivates them? It is also important products, with aesthetics key in the escape their usual product choice to stay on top of and identify emerging design process. Consumers will be comfort zone – inspiring them to consumer trends. This allows potential looking for both utility combined with try something new. opportunities and risks to be identified a level of brand connection delivered early. Consumers are looking for a by product packaging in an otherwise Even something as minor as the process which is as easy as possible and homogenous environment. People are floorcovering can have a significant with minimal risks – if something goes looking for packaging which is both influence on consumers’ willingness wrong, they want to know the problem beautiful and aesthetically pleasing to buy a product in the supermarket. can be solved easily. as well as being easy to use. | PACKAGING CULTURE | SUPERMARKETS P|40-41

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How does culture shape packaging?

What is the impact of globalization Far East in terms of smell and colors. on packaging in different cultures? Just to give you one example: in the Packaging is clearly moving to a Western world it is quite normal to find stronger global focus on sustainability cookies in white packages. This would under the pressure of a more not be a good idea for the Japanese sustainable society. In terms of market though, where white is marketing, sustainability is evolving associated with death. into an important unique selling point for companies. Are there any areas where packaging does not depend on cultural taste, The alternative to the global approach and where it does not matter how Interview with is the multi-domestic approach where the product is packaged? companies adapt their messaging to You will find many examples in the Professor Ruud Heijblom, specific markets and regions. But the electronics industry where the International Management trend – especially for international packaging is not tailored to cultural brands – is moving towards the taste. And there is one good reason for & Marketing ‘Chiquita banana’ approach where this: these are companies that position companies tend to have one packaging themselves as international brands. for all regions. They are not trying to become a regional brand, nobody expects them CROSS-CULTURAL IMPLICATIONS Do you feel that cultural tastes are to be a regional brand, and their ON PACKAGING ARE BECOMING becoming aligned due to globalization packaging design does not depend AN INCREASING FOCUS OF MANY or other global trends? on regional cultural taste. PACKAGING DESIGNERS AND The difference of cultural tastes is still MANUFACTURERS TODAY. PROFESSOR important in some areas. For instance, What cultures will dominate DR. RUUD HEIJBLOM HAS BEEN you will find different regional packaging developments? RESEARCHING AND LECTURING of alcoholic drinks tailored to cultural Europe and North America are the ON INTERNATIONAL MARKETING tastes. However, this does not apply biggest producing and consuming AROUND THE WORLD FOR OVER to big global brands such as Heineken markets, these are still the dominating 30 YEARS. WE SPOKE TO HIM TO that are not interested in being seen markets for packaging. GET HIS EXPERT INSIGHTS INTO as regional brands. Other companies HOW PRODUCT PACKAGING DEPENDS like Unilever go for the middle ground. Can you give us a synopsis of your ON CULTURAL TASTE. While they use regional design on the perception of the cultural impact front packaging, they introduce their on packaging in some key markets? How long have you been researching global brand name on the back to In a nutshell I would say: and advising companies on bring the brand front of mind of cross-cultural marketing? the consumer. • In Europe sustainability is key. I was first fascinated by what went wrong in international marketing But essentially, there is the one factor • Asia-Pacific is a big region with many during the 80s. In 1988, I published that still remains an important trend cultural differences within. Therefore, a book, The Miscalculations in for packaging in all markets and sectors packaging is rather regionally oriented. International Marketing, together with – and that is sustainability. Professor Tevfik Dalgic, which was the • Latin America is very much impacted result of different research projects on What are the biggest differences with by the development of trade and the cross-cultural marketing that I did customer expectations in different developing supermarket infrastructure alongside my students. After a couple cultures when it comes to packaging? in Latin America. The Latin American of years we had collected more than Companies really have to watch the market orientates a lot around the 200 cases on miscalculations in aesthetics of packaging – they shouldn’t North American market. international marketing. This was underestimate aesthetics. American the starting point for my focus on packaging is certainly different to the • In North America the variety of cross-cultural marketing. packaging you find in the Middle or packaging and products is important. | PACKAGING IN CULTURES P|42-43

Issue one | 2013

MILK

Milk is a basic food and a key nutritional element of the human diet. Once extracted from the cow’s udder, milk, as a liquid, must be stored in secure and protective packaging. The increasing demand for milk in urban areas heralded the development of suitable containers for transporting milk in the 1860s. Today milk packaging comes in various shapes, sizes and materials dependent on local trends and cultural preferences. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

LOOKING COOL | PACKAGING IN CULTURES P|44-45

Issue one | 2013

WHAT DOES YOUR FRIDGE SAY ABOUT GLOBAL PACKAGING?

ALONG WITH THE FRIDGE, HIGH-PERFORMANCE PACKAGING HAS REVOLUTIONIZED THE STORAGE OF FOOD. PRODUCE NOW STAYS FRESHER LONGER AS A RESULT OF PACKAGING. WITH THE INVENTION OF RESEALABLE PACKS AND PERSONAL SIZE , CONSUMERS HAVE THE OPPORTUNITY TO BUY AND USE ONLY WHAT THEY NEED AT ANY GIVEN TIME. LET’S TAKE A LOOK AT A SNAPSHOT OF PACKAGING FOUND IN MOST FRIDGES ACROSS THE GLOBE. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

SMOOTH Camembert CHEDDAR

YogurtYYogug YogurtYYogug Yogurt Yogurt Squeezy Squeezy light light yogurt Squeezyyogurt Squeezy CREAMCHEESE yogurt Dry Roast HAM HAM

HAM4 Slices APPLE SALAD DRESSING JUICE *Brand owners are catching orange pear lime onto the benefits of plastic pouches withyogurtyo increasing yogurtyo yogurtyo applications fordrinkdr products drinkdr drinkdr Guaranana such as yogurt, baby food, Powderer condiments and salad SOUP SOUP FROZENOZEN WHITE BEAN, TOMATO dressings. They are lighter & ROSEMARY PLUMB TOMATO & CHIVES in weight, flexible and a PEACH YOGUGURT more sustainable choice. Juice strawberryrry with other Mayonnaise natural flavours Mayonnaise CHILLIsauces Salad

SMOOTH MILK ORGANIC APPLE JUICE Orange Guacamoleamole Dip Dip Juice DipDip BarbecueBbBarbBBararrbbbecuee u Dip rk paste marinade WHITE WINE African SALAD Je CREAMY *A meal on its own or a perfect side dish. Today,

Freshh bagged salad stays fresher MILK WINEW E MUSHROOMSHROOOOMMS for longer due to Equilibrium Organicmilk fresh

Packaging which alters FRESH the atmosphere to prolong Salad shelf life. Salad | PACKAGING IN CULTURES P|46-47

Issue one | 2013

CHEESE *The first vacuum packaging for cheese was invented in 1955 and since then packaging has evolved in leaps and bounds. Today, resealable cheese packaging is a major focus for brands due to growing consumer demand. In fact, consumers listed resealable packs one of the top three most useful packaging innovations! Resealable packs reduce food SMOOTH Camembert CHEDDAR waste, keep the cheese fresh and reduce as they negate the need for cling film and foil.

YogurtYYogug YogurtYYogug Yogurt Yogurt Squeezy Squeezy light light yogurt Squeezyyogurt Squeezy CREAMCHEESE yogurt Dry Roast HAM MEAT *Case-ready modified atmosphere packaging HAM extends the shelf life of ground beef and other meats to 14 days, meaning HAM4 Slices fresher food in your fridge and less food waste. APPLE JUICE orange pear lime yogurtyo yogurtyo yogurtyo drinkdr drinkdr drinkdr Guaranana Powderer SOUP SOUP FROZENOZEN WHITE BEAN, TOMATO & ROSEMARY PLUMB TOMATO PEACH & CHIVES YOGUGURT WINE Juice strawberryrry Once dismissed by wine with other Mayonnaise * natural flavours connoisseurs, boxed wines are Mayonnaise becoming increasingly popular CHILLIsauces Salad due to the huge environmental and cost benefits. Unfilled bags from the packaging take up to 88 percent less storage space than , which makes them more economical to transport and store. Bag-in- stays fresh for as long MILK SMOOTH *A product that is now found ORGANIC as six weeks when opened MILK comparedAPPLE to two to three in almost every fridge, the daysJUICE for bottled wine due Orange milk carton was invented in Guacamoleamole Dip Dip to minimal product oxidation. Juice 1915 but didn’t become widely DipDip BarbecueBbBarbBBararrbbbecuee ue Dip SalsaSlSaS lsal a rk paste marinade SalsaSalS lsal a WHITE WINE used until the 50s. According African Je CREAMY to the fourth diary index report, in 2012, 51 percent of milk consumed in developing Freshh MILK countries was bought loose WINEW E MUSHROOMSHROOOOMMS Organicmilk and 49 percent in packages. fresh In 2014, sales of milk in FRESH packages is expected to rise Salad to 55 percent. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! Waste not, want not…

WHY DO WE WASTE FOOD? Despite innovations in food packaging The reasons for food loss and food to help reduce food waste, we are still waste differ very much between facing an enormous amount of waste, industrialized and developing countries. dominated by consumer waste in In richer countries, most food waste high-income countries. However, occurs at the retail and consumer level. emerging markets like China are seeing An FAO report concluded consumers similar trends emerge, as household in countries with high incomes waste incomes, urban populations and overall almost as much as the entire net food food consumption continue to rise. production of sub-Saharan Africa. ‘Currently over 200 billion Yuan’s worth FOR GENERATIONS, PARENTS HAVE In developing countries, food tends of food (US$32bn/€25bn EUR) is BRIBED THEIR CHILDREN TO EAT UP to be lost in the process of harvesting, thrown away annually nationwide’ – EVERYTHING ON THEIR PLATES, transporting and storing. At all stages China’s National Food Bureau Chief, USUALLY CITING THE STARVING of the supply chain though, appropriate Ren Zhengxiao. MILLIONS ACROSS THE GLOBE. safe storage and packaging of food is MOST PEOPLE WOULD AGREE THAT crucial to tackling food waste at the STANDING STILL IS NOT AN OPTION OUR INTENTIONS ARE GOOD: post-harvesting, transporting and the Governments and institutions are aware WE DON’T MEAN TO WASTE FOOD, retail level, and especially once the food of the problem. The UN has initiated BUT RATHER – FOOD WASTE IS OFTEN has arrived in the consumer’s home. various awareness campaigns such as MORE ABOUT ABSENCE OF MIND its ‘Fresher for Longer’ and ‘Save Food’ THAN DELIBERATE PROFLIGACY: Some foods are fairly robust when pulled campaigns, and governments and IT’S THE HALF-SANDWICH YOU WANT from nature, like rice and potatoes, so major cities like Beijing and New York TO EAT LATER, THE BLACKENING packaging is less essential for protection. are also taking action. Beijing started BANANA SITTING IN THE FRUIT BASKET On the other hand, other foods are implementing garbage sorting and OR THE DINNER LEFTOVERS THAT quite fragile. Fruit in particular requires food scrap recycling in 2000, and in SOMEHOW LOOK SO LESS APPETIZING protection to ensure its safe transport March 2012 the Beijing municipal THE NEXT DAY. from field to retailer to consumer. For Garbage Management Ordinance came transportation to the retailer, packaging into force. This initiative encourages But actually how much wasted food solutions such as barrier technology and communities and households to would you expect your trash bin to efficient filling systems can help protect participate in kitchen waste recycling. contain? You might be surprised. the food and thus extend the shelf life At a time when producing food is of fruit. Resistant and vacuum packaging On the plus side, these measures and becoming more and more challenging, can help preserve fresh foods such as campaigns target not only consumers alarming figures about waste continue cheese or meat at the retailer, extending but also restaurants and canteens, to be reported every year. their expiration date. Today, case-ready key sources of food waste. In the US, modified atmosphere packaging (MAP) 15 percent of all food waste is created While one billion people suffer from can extend the shelf life of ground beef by restaurants, according to Jean hunger and malnutrition, on average and other meat products to 14 days. Schwab, senior analyst in the waste we waste up to 50 percent of our food, One of the key reasons for food waste division at the Environmental Protection according to recent global research by the at the consumer level has been too Agency. Researchers at the China Institution of Mechanical Engineers. This large portion sizes. Packaging Agricultural University found that in is becoming a global issue in light of the increasingly found in supermarkets Chinese university canteens one-third growing world population that is expected today is designed to control portions, of the food purchased was wasted, to count nine billion people by 2050 – allowing consumers to use some of enough to feed an additional ten million two billion people more than today. the product and reseal after use. people for one year. | FOOD WASTE P|48-49

Issue one | 2013

These figures should make consumers A study conducted by the Unilever It appears that a general principle think about their responsibilities both consumer goods group in 2012 shows of food waste is ‘the more we have, as restaurant customers and at home. that only 77 percent of Germans see the more we throw away’. Innovative Interestingly, consumers in some the disposal of food in restaurants packaging technology is one way to threshold countries have a greater as a problem, compared to 91 percent help reduce this trend – but public awareness of this problem than those of Chinese and 96 percent of Brazilians. awareness of the problem and serious in Europe. attempts to tackle it on an individual level need to happen in tandem.

GLOBAL FOOD WASTE GLOBAL FOOD WASTE PER CONSUMER PER YEAR: GLOBAL FOOD WASTE PER CONSUMER PER YEAR: USA PER CONSUMER PER YEAR: Europe 95-115 kg Developing countries 60-110 kg (210-250 lbs) 6-11 kg (130-240 lbs) (13-24 lbs)

Source: Food and Agriculture Organization of the United Nations (FAO)

REFERENCES: Institution of Mechanical Engineers. Global Food. Waste not, want not. For Restaurants, Food Waste Is Seen As Low Priority. http://www.npr.org/blogs/ http://www.imeche.org/docs/default-source/reports/Global_Food_Report. thesalt/2012/11/27/165907972/for-restaurants-food-waste-is-seen-as-low-priority pdf?sfvrsn=0 (January 2013.) (27 November 2012)

Food and Agriculture Organization. Global Food Losses And Food Waste. World Menu Report. Unilever. http://www.ufs.com/company/media-center/ http://www.fao.org/docrep/014/mb060e/mb060e00.pdf. (January 2011) world-menu-report/ (March 2012) DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

DID YOU KNOW?

THERE IS A DIFFERENCE BETWEEN ‘USE BY’ AND ‘BEST BEFORE’:

‘Use by’ means ‘Best before’ that the food indicates the is only safe for date until when consumption until products will retain the indicated day. their best quality.

Clean China: ‘Clear your plate initiative’

Restaurant waste in China equates grassroots Clean Plate Initiative, *to nearly ten percent of the country’s China is aiming for zero food waste plates annual crop production, or enough when dining out. Yuan Longping, an to feed 200 million people for a year, agricultural scientist at the Chinese according to a study by China Academy of Engineering, even publicly Food waste in restaurants Agricultural University, which examined endorsed the implementation of fines is recognized by the data from 2006 to 2008. With the for food waste, treating it as a crime. industry, associations and the public as an increasingly important Japan: The fine issue. Here are four against food waste examples of attempts * Failing to finish your dish at seafood to tackle it. restaurant Hachikyo in Sapporo, Japan, might result in an expensive outing. DID YOU KNOW? Clearly stated on the menu is the provision that patrons who fail to finish A 2011 report by the UN’s Food their signature dish – tsuko meshi – will and Agriculture Organization (FAO), be required to offer a donation. Does estimates that global food waste is this sound over the top? The restaurant around 1.3 billion tons. The SRA explains on the menu that ‘the working Too Good to Waste report estimates conditions for fishermen are harsh and that if restaurants reduced food so dangerous that it’s not unknown for waste by just 20 percent, this could lives to be lost. To show our gratitude equate to reducing waste by and appreciation for the food they 4 tonnes per year per restaurant. provide, it is forbidden to leave even one grain of rice in your bowl. Customers who do not finish their tsuko meshi must make a donation.’

Could this concept work well in other environments to avoid food waste? | FOOD WASTE P|50-51

Issue one | 2013

UK: Too Good * to Waste Restaurants in the UK waste around five times more food than UK households. They each throw away around 21 tons of food per year – almost half a kilo per diner! In an attempt to tackle this growing problem, the Sustainable Restaurant Association (SRA) launched in October 2011 the Too Good to Waste campaign, which aims to raise awareness of the issue among restaurateurs and consumers. On the campaign website restaurants and diners can sign up to the campaign and receive tips on how to reduce food waste. Simple but effective measures include serving smaller portions and providing doggy bags for diners to take their leftovers home.

More information at: www.toogood-towaste.co.uk

Brazil and Dubai: Pay-by-weight

While in Brazil the pay-by-weight Developed by Lootah Hotel Management, *concept is a growing trend, particularly this concept was introduced as a response among the lunch crowd in São Paulo, it is to the all-you-can-eat restaurants where a new concept in Dubai for those aiming many dishes are left unfinished. to reduce food waste. Since last year, one restaurant in Dubai has been trying to promote moderation among diners. Solutions DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

Get smart about food waste

GET SMART ABOUT FOOD WASTE provide information on the type of food Smartphones provide us with practical, you have left, how much of it is left, mobile help in any situation. They help and where people can pick it up easily us to communicate better, plan our days, for free or at a discount. and to educate ourselves. With food waste becoming an increasing problem More information at globally, there are now various mobile www.flashfoodrecovery.com; applications that help us in minimizing www.foodsharing.de. our own food waste: from digital shopping lists and food sharing tools PLAN AND COOK to analysis applications. Practical planners help efficiently plot food purchases and uses. They are now CHANGE BEGINS WITH AWARENESS available on mobile apps for iPhone and The Food Waste Diary, available for Android. Examples include Love Food iPhone and Android, allows consumers Hate Waste, My Freezer Organizer to keep a record of the food they and Shopy, and feature platforms that throw away. Users can add the reason, provide good tools to plan shopping trips, put a price to it and take a picture. keep ‘use by’ reminders and find recipe This app not only raises our awareness ideas for food that is about to expire. on how much we throw away but – More information in the iTunes in a disciplinary way – helps us better or GooglePlay App Store. understand our food waste habits and therefore change them. DID YOU KNOW?

More information in the iTunes TEN PERCENT OF PROSPEROUS or GooglePlay App Store. COUNTRIES’ GREENHOUSE GAS EMISSIONS COME FROM GROWING SHARING IS CARING FOOD THAT IS NEVER EATEN. There are multiple mobile applications and websites that are focused on the Source: Tristram Stuart, the Sustainable principle of ‘food sharing’. Tools like the Restaurant Association, Waste Resources Action Programme Flashfood or Leloca mobile apps or the German website Foodsharing.de help food service businesses, food recovery organizations, local community centers, and volunteers collaborate and diminish food waste. As a user, you just need to | FOOD WASTE P|52-53

Issue one | 2013

1 PLAN YOUR SHOPPING handy zip-lock bags. Also consider Before going food shopping, think about fruits and vegetables, or what you really need to buy and write blanching vegetables and then freezing up a shopping list. More importantly, them. To keep your fridge healthy, stick to your list and try to resist the check its seals and temperature setting. luring temptation of food you see on Keep in mind that food should be stored the supermarket shelves. Don’t buy between one and five degrees Celsius more food than you can eat. for maximum freshness and longevity.

2 NEVER SHOP HUNGRY 6 5 USE UP YOUR LEFTOVERS It seems counterintuitive, but going You’ve cooked more than you can eat? food shopping on an empty stomach No need to throw it into the bin – incites us to buy much more food have it for lunch the next day or freeze than we need – we are actually eating it for another time. At a restaurant, with our eyes! Ensuring you are not TIPS just ask for a doggy bag so you can ravenously hungry when you hit the on how to reduce take the leftovers of your delicious supermarket will help you limit your (and already paid for) meal with you. purchases to what you really need. your food waste There is nothing to be embarrassed about. Real professionals might even 3 CHECK THE DATES keep washable doggy bags with them, Before purchasing food, look for ready to take any leftovers home! the ’sell by’, ’use by‘ and ’best before‘ 4 IMPROVE FOOD STORAGE date indicated on the packages. Reclose opened packages to make sure 6 COMPOST And remember that ‘best before’ and your food does not dry out. Functional Instead of throwing any remaining ‘sell by’ are not the same as ‘use by’: packaging features such as split food waste into the bin, why not set up the latter means you should not eat packs and resealable packaging help a compost bin for fruit and vegetables? the product after that date, the former consumers keep food at its best. If the In a few months you will end up with are an indication of the product’s package is not resealable, store the food rich, valuable compost for your plants maximal quality! in a washable plastic or use and the garden.

DEVELOPING PACKAGING read more about some of the exciting Rising incomes in developing countries developments in sustainable packaging is leading to increased consumption detailed in the report, such as bags in those regions. A recent research developed from fruit waste in Malaysia, paper published by the UN Food and edible food packaging in Turkey or Agriculture Organization (FAO) sheds indigenous packaging of olive oil light on some of the challenges in Egypt, at www.fao.org. around food waste that this increased consumption will engender – and also some of the sustainable packaging solutions available to help tackle food IMPRESSIVE waste and loss in these countries. DID YOU KNOW?

APPROACHES With creativity, innovation and FOOD WASTE AT THE CONSUMER sustainability in mind, the report LEVEL IN INDUSTRIALIZED explores varied approaches to minimize COUNTRIES IS ALMOST AS HIGH AS food waste in developing countries, THE TOTAL NET FOOD PRODUCTION such as allowing the use of recycled OF SUB-SAHARAN AFRICA. packaging materials for dried foods as an example, when they pose no Source: United Nations Food and problem of contamination. Agriculture Organization (FAO)

The research was conducted in the context of ‘Save Food’, the FAO’s international food waste awareness campaign launched in 2011. You can DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

The Global Initiative on Food Loss and Waste Reduction – SAVE FOOD

FAO and Messe Düsseldorf are collaborating with donors, bi- and multi-lateral agencies and financial institutions and private sector partners (the food packaging industry and others) to develop and implement the programme on food loss and waste reduction.

©IAEA/Louise Potterton

The programme is composed of four elements:

D Awareness raising on the impact of, and solutions for food loss and waste. This will be achieved by a global communication and media campaign, the dissemination of Save Food programme findings and results, and the organization of Regional SAVE FOOD Congresses. Important goals are increased knowledge and changed behaviour of actors and consumers in the food chains, and promotion of the SAVE FOOD initiative to attract partners.

D Collaboration and coordination of world-wide initiatives on food loss and waste reduction. SAVE FOOD is establishing a global partnership of public and private sector organizations and companies, that are active in the fight against food loss and waste. In order to develop, plan and implement interventions and use resources most efficiently, it is essential that all these initiatives are being coordinated well, so that everybody knows what is happening world-wide, that information, problems and solutions can be shared, and that methodologies, strategies and approaches will be harmonised.

D Policy, strategy and programme development for food loss and waste reduction. This includes a series of field studies on a national-regional basis, combining a food chain approach to loss assessments with cost-benefit analyses to determine which food loss reduction interventions provide the best returns on investment. Further, the Initiative undertakes studies to the socio- economic impacts of food loss and waste, and the political and regulatory framework that affects food loss and waste.

D Support to investment programmes and projects, implemented by private and public sectors. This includes technical and managerial support for, as well as capacity building (training) of food supply chain actors and organizations involved in food loss and waste reduction, either at the food subsector level or policy level.

FAO welcomes partners – private or public – to join the Save Food Initiative and support its programme.

To join the SAVE FOOD initiative, go to fao.org/save-food/get-involved/en/ | FOOD WASTE P|54-55

Issue one | 2013

Q&A with Robert van Otterdijk, FAO: UN initiatives on food packaging in developing countries Robert van Otterdijk is team leader of the ‘Save Food’ initiative at the Food and Agriculture Organization (FAO) of the United Nations.

FAO

The FAO is carrying out research in India What can developed countries learn and Kenya. What will this focus on? from developing countries in terms We are trying to find out more about of food packaging? what the exact causes of food loss In poor countries, people don’t waste are and what solutions could be resources, as they cannot afford to. appropriate. This means economically Industrialized countries can learn feasible, environmentally friendly and from them by being more respectful socially acceptable. of available resources because their supply is not endless. What are the biggest opportunities FAO and challenges for developing countries Find out more about the FAO’s food when it comes to packaging? waste awareness programs and studies Developing countries offer huge at www.fao.org. DID YOU KNOW? potential for food packaging and the packaging industry. But the industry AN ESTIMATED 14 PERCENT needs to make investments. Therein

OF THE WORLD’S CO2 EMISSIONS lies the challenge: we need to create ARE CAUSED BY FOOD WASTE. the environment that will encourage the private sector to make the necessary Source: Denmark’s Environmental Think Tank CONCITO investments. It is up to us together with national governments to reduce risks and facilitate investments in these countries. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! | PACKAGING AND USABILITY P|56-57

Issue one | 2013

However, there still remains a lot of packaging that could be improved in terms of ease of use which could hugely improve handling and usability across the board. A prime example is medical packaging. Various, potentially life- threatening, hazards could be diminished by improvements in packaging design. Packaging improvements could avoid incorrect dosage and problems with communication with the patient.

QUESTION How are technology developments helping you?

ANSWER ‘We have several technological Think developments which are helping us to adjust to consumers’ special needs. Braille printers can be used to mark the packaging of various products and laser printers can be used on fruit skin. In addition, existing technologies such differently as smartphones can communicate via a special chip on a package (thanks to radio frequency identification) – PROFESSOR MÁXIMO MARULL HOLDS Well-developed design thinking is via this technology consumers are able A DEGREE IN FROM key to innovation and to developing to receive spoken information about THE UNIVERSITY OF BUENOS AIRES new structures, new materials products, similarly to the way you can AND IN MARKETING ANALYSIS FROM and functionalities. give voice commands to smartphones. THE AMERICAN OPEN UNIVERSITY. WITH OVER 23 YEARS’ EXPERIENCE QUESTION For those with difficulties handling IN PROJECT DESIGN, HE TEACHES What new trends are impacting design? packaging (the elderly, arthritis sufferers), PACKAGING AT THE SCHOOL OF new materials are the solution. These DESIGN OF ROSARIO, ARGENTINA. ANSWER materials are lightweight, shock resistant HE IS ALSO THE FOUNDER OF Due to new social and population trends, and easier to open than jars or glass CAFFEINE BRAND CONSULTING there is a constant need to redesign the bottles for weaker hands, for example, (WWW.CAFEINA-CI.COM). way we package products. For example, seal bags, Doypacks and pouches. there are an increasing number of people living alone which requires more food to be packaged in single portions. The aging DID YOU KNOW? QUESTION population is also ever-growing. Packaging What is the first step in packaging needs must be catered for, both in terms BRAILLE PRINTERS CAN BE design when it comes to usability? of food and medical products. USED TO MARK THE PACKAGING OF VARIOUS PRODUCTS ANSWER QUESTION AND LASER PRINTERS CAN When thinking about packaging design What is the essential component BE USED ON FRUIT SKIN. and usability we must first define of innovation? exactly the category we are referring to. Usability can refer to a multitude ANSWER of elements from handling and When it comes to innovation, it’s ergonomics, to designing spaces or essential that containers create a the design of usable packaging with better user-experience, that designers a range of people, of all different ages constantly adjust packaging to improve and abilities, in mind. the consumer experience. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

What is inclusive design?

According to the British Standards Institute, inclusive design can be defined as ‘the design of mainstream products and/or services that are accessible to, and usable by, as many people as reasonably possible…without the need for special adaption or specialized design’. It should be: user centered; population aware; and, business focused.

Design can either include or exclude consumers. All packaging should strive to be inclusive, taking into account the consumers’ capabilities, needs and aspirations. Usability, design and sustainability should work in parallel. In turn, this contributes to a products success on the market, creates a better product experience and fosters packaging innovation. This should be embedded in the development process as inclusive design is better design. | PACKAGING AND USABILITY P|58-59

Issue one | 2013

packaging changes, a guaranteed uplift in product sales needs to be demonstrated first. It is hard to persuade brand owners to take bold steps and part with millions. No one wants to be the first mover.

I am not alone in wondering if ‘openability’, as it’s called in the trade, is somewhere on the big brands’ radar and the topic is starting to pop up time and time again.

Poor openability is an unwelcome reminder of what I can’t do. It’s humiliating. I go from feeling like a capable, healthy woman to someone with severe palsy. Why should anyone OPENABILITY: care? Because I am prepared to pay for products that don’t make me feel like this. A NEW When brands spend so much on research to fine tune products and packaging to reposition a brand, they are ignoring swathes of consumers who have long since written off their PERSPECTIVE products or are screaming in anger at it. I’m pretty sure I am not alone in making Interview with Claire Dumbreck everyday product choices based on ease of openability, or avoiding products PR PROFESSIONAL, CLAIRE DUMBRECK, of my tendonitis-ridden thumb and that I’ve subconsciously deemed as just WAS DIAGNOSED WITH INFLAMMATORY underpowered forefinger will win too difficult. ARTHRITIS IN HER MID-THIRTIES. HERE the battle to crack open the seal SHE DISCUSSES LIVING WITH THE on a miniscule cap. CONDITION AND HER NEW PERSPECTIVE DID YOU KNOW? ON DAY-TO-DAY ACTIVITIES. What are consumer brands doing with packaging to cater for the growing AGE UK RESEARCH HIGHLIGHTS My initial reaction was gosh, this is ageing population? Surely all brands THAT EASY TO OPEN PACKAGING what it must be like to be 90 years old. want all customers to be able to access IS ONE OF THE TOP FACTORS IN People should know there are really their products and find the experience THE PURCHASING DECISION FOR easy things that can be done to make so easy that they flood back in their MORE THAN HALF OF CONSUMERS life easier for old people. Life with droves to do it all again? OVER 50. arthritis can be really hard and certain packaging opening maneuvers are In my research, I expected to hear about impossible due to the strength or how packaging for the elderly and dexterity required. Like people half infirm was the next big thing. I was to my age I have stood there screaming be disappointed. Apparently with such at the designers of a carton of orange huge investments in the manufacturing juice as I wonder if the plucky duo process alone required to execute DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! Beatriz Peixoto Monica Lopez and Gloria Kelly Monica Lopez Gloria Kelly

are easy to use and single portion. Designing We’ve also seen people avoid certain Bright Young Minds drink and soup cartons and tinned meats. STUDENTS FROM ELISAVA with the mind BARCELONA SCHOOL OF DESIGN Medical packaging is more complex. AND ENGINEERING SHED LIGHT Bottles with CRCs are often left ON PACKAGING INNOVATIONS DR. ALASTER YOXALL IS PRINCIPAL decanted as people struggle to get into TO ENHANCE USABILITY. RESEARCH FELLOW AT SHEFFIELD them. However, most medicines are HALLAM UNIVERSITY’S ART AND now in unit-dose packs. The trouble is How can design help provide better RESEARCH CENTRE. HIS AREAS they all look the same and when you’re usability for your target audience? OF EXPERTISE ARE IN DESIGN AND on multiple medications it can be The usability of packaging can be improved ERGONOMICS WITH REGARD TO difficult to remember what you’ve taken. through design, from ergonomics and the PACKAGING DESIGN FOR AN AGING There are things to help people but extent of packaging, to the ease of opening and closing for product preservation or POPULATION. HIS WORK WITH it really could all be designed better; optimizing the use of resources through LEADING COMPANIES ON DEVELOPING however, creating change is all wrapped new materials, both recyclable and recycled. NEW PACKAGING FORMATS HAS up in legislation so it’s hard. EARNED HIM THE TITLE OF The projects that excite us the most are ‘THOUGHT-LEADER IN PACKAGING’. Would you say big brands are now the ones which seek a solution to new starting to take this issue more seriously? needs created by a change in buying habits or consumption trends. For example, How can design help provide Yes. A quick trip round the supermarket in recent years buying products by weight better product usability for your shows examples of ‘easy access’ pasta, in supermarkets and takeaway meals have target audience? cereals, jams and enhanced ring-pull become more popular driving the need for As we age we face significant changes designs. However, it’s not consistent; food containers that allow for transport, in strength, dexterity and cognition. some brands make no effort whatsoever, use and , which has provided a new Designing with this in mind we can some make valiant attempts that don’t challenge for designers. change features to facilitate ease of quite work in practice and some work If you could redesign one specific product, gripping, reduce the strength needed really well. how and what would you do differently? to tear or twist for example, and Our students are asked this exact question improve the instructions so we more If you could redesign one specific in the Innovation & Structural Packaging readily understand what we have to product, how and what would you workshop – of all the modules offered in the do to gain access. do differently? Master of Packaging course at Elisava, this Any form of drink, bottle or carton. We’ve is the one that generates the most exciting projects! Students are given the opportunity Have you seen significant evidence recently done some work on malnutrition to redesign both the graphics and structure that people are now choosing products in hospitals in Australia and hydration of the packaging in order to improve for their ease of access and moving away – malnutrition linked to packaging access usability. We specifically focus on healthcare from those products (be it medical or food is a big problem. Packaging is a major products and improvements have been packaging) that are difficult to get into? issue. My hunch is that it’s likely to be proposed for cotton wool packaging, cotton wool buds, talcum powder and Certainly ease of access changes the case elsewhere too (indeed I’ve seen depilatory wax. behavior. We’ve seen examples of bottled water used in the UK). If I had people living on ready meals as they the resources I’d change this tomorrow. | PACKAGING AND USABILITY P|60-61

Issue one | 2013 Monica Lopez and Ana Pierro Monica Lopez and Ana Pierro Monica Lopez Carolina Caycedo and Denise de Carmen Caycedo Carolina Gloria Kelly Monica Lopez and Ana Pierro Monica Lopez

DESIGN IN A FEW IDEAS… FOILS: Printed with days of the week or numbers in order to help patients remember to PHARMACEUTICALS take tablets. Compliance rate is greatly increased with these measures.

COLOR-CODING: Graphic design on packaging to incorporate color IF EVER THERE WAS AN AREA WHERE USABILITY OF PACKAGING WAS OF KEY coding to demonstrate the IMPORTANCE, THE PHARMACEUTICAL INDUSTRY IS IT – IN FACT, IN NO OTHER correct dosage. SECTOR CAN BADLY DESIGNED PACKAGING HAVE FATAL CONSEQUENCES. MACHINE-READABLE CODES: Well-designed pharmaceutical packaging must be designed with the user in mind, With ever-increasing use of meaning the elderly, those with debilitating illnesses or conditions, and healthcare smartphones comes the possibility workers. Good design of pharmaceutical packaging offers both usability (meaning of incorporating machine-readable opening and closing) as well as readability. Simplicity is key. Clear graphical design codes onto packaging which must be used to ensure details on the packaging can be both read and understood correlates to an app alerting (including how and when to take medicine and the dosage). Both elements are patients on timing and correct critical for usability and safety. Another key question is how to balance ease of dosage of medicine. use for those in need of the medicine while creating packaging which is also safe for children? SMART PACKAGING: Packaging which measures the amount of There is a call for regulation to have a more prominent role in governing how liquid or solid medication in a bottle packaging must take more notice of user needs (specifically in terms of markings using the same technology as used on packaging). This is a big step towards combining usability with safety in order in touch screens (capacitance) – to create more user friendly packaging. they can accurately measure down to one pill or one milliliter of liquid. Several projects have also been set up to research this issue. One of these is the This can be transmitted to patients HELP project (Finland), led by VTT and funded by the Finnish Funding Agency for through 3G and enhances a patient’s Technology and Innovation Tekes. The HELP project was implemented to develop adherence and compliance to testing methods for pharmaceutical packaging design as well as to compare correct dosage. different designs.

Despite its importance, pharmaceutical packaging has seen very little change over the last few decades. With an aging population and changing regulations, pharmaceutical companies will have to start innovating in the private sector to avoid being left out in the cold. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! | GROWING E-COMMERCE MARKET P|62-63

Issue one | 2013 e-commerce wrapped up

tiers of packaging – primary, secondary apparel online purchases – they want and tertiary – respond to very different the box to be fully and easily reusable. needs. At store level tertiary packaging On that subject, it is interesting to note (used in transportation and logistics) that as reasons for e-commerce returns, and secondary packaging (the outer a mere 3 percent are due to transit pack), are discarded in the back room damage, which is testament to the and never reach the consumer’s hands. fundamental role of quality packaging In e-commerce, however, secondary in growing the e-commerce packaging is the first thing consumers business sector. see when they receive the product, making it almost as important as the SUSTAINABLE PACKAGING primary packaging. Sustainability is now high on the agenda of e-commerce players. Frequent The roles of primary packaging in complaints on excess packaging are home delivery reflect similar attributes driving businesses to seek alternative TEN YEARS AGO, DOWNLOADING to those needed in-store. These include solutions and technologies. For example, A SONG FROM A DIAL-UP INTERNET the need to physically protect the global online retailer Amazon has CONNECTION TOOK TWELVE-AND- product, provide legal and informative launched ‘Frustration-Free packaging’ A-HALF MINUTES. TODAY, IT TAKES instructions to the consumer and be a certification that they say ‘works JUST 18 SECONDS. WITH INCREASING strong enough to withstand manual with manufacturers to box products INTERNET SPEEDS AND ACCESS, and automated handling. It does not, in Certified Frustration-Free Packages, 3G AND 4G SPECTRA AND THE however, need to be aesthetically which reduces the overall amount PROLIFERATION OF SMART DEVICES, pleasing enough to be used as a of packing materials used’. New ALL ASPECTS OF OUR LIVES HAVE point-of-sale tool like it would in-store. packaging technologies are being ADJUSTED TO THE SO-CALLED developed that better fit products inside MOBILE SOCIETY. SHOPPING TOO. While primary packaging is prominent by taking accurate measurements of in stores, when it comes to e-commerce, the product and a box around QUALITY IS KING secondary packaging is the real star. it, better securing the product and Gone are the days where shopping The requirements of the outer pack providing packaging that takes up less online was hindered by security are multiple and diverse. Chief among space in transport vehicles. In addition, concerns or product remoteness. these are ensuring safe delivery and unnecessary and plastic e-commerce is now a quality experience, product quality. The pack itself may pellets to protect the primary package operating with maximum security and need to include a number of goods of are also being removed. sophisticated software, giving consumers different shapes and sizes, and it will as realistic a shopping experience as have to comply with national and/or e-commerce has been strong in many possible, short of physically going international courier and postal service developed markets of Europe, North in-store. Whether buying online instead requirements. But most importantly, America and Australasia for a number of offline, consumers demand the it has to provide fundamental protection of years, and is already exploding in highest quality, and online purchasers through complex and unpredictable south and east Asia, particularly in expect to receive their products in mint delivery systems, and prevent the India and China. With this explosion condition. The only way to ensure this product package within from shifting in e-commerce consumption comes is with effective packaging. But how during transport. ever-more sophisticated consumer does packaging fulfill that responsibility? demands, also in terms of packaging. Lastly, it must meet consumer Consumers will increasingly demand THE ROLES OF PACKAGING expectations. Shoppers want a package high-quality but low-impact packaging. Most clicks-and-mortars have quite that is easy to open, and that does not Whether, and how, the packaging sophisticated and differentiated use an excessive amount of materials. industry will proactively respond to packaging solutions for their different And when they need to return products this trend will be the one to watch. types of customers. Indeed, the three to the vendor – frequent in clothing and Stay tuned. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING! e-commerce: Did you know? e-commerce globally:

e-commerce was born just It is expected to be a over 40 years ago Source: http://www.mivamerchant.com/blog/ US$1.4 trillion market by 2015 the-history-of-ecommerce-how-did-it-all-begin Source: http://econsultancy.com/us/blog/7810-e-commerce-infographics

2013 2016 10% 6.5% of total retail of total retail sales globally sales globally Source: http://econsultancy.com/us/ blog/7810-e-commerce-infographics

2012 What’s driving e-commerce growth Retailers increased investment in their 70% Proliferation online marketing more people purchased of smartphones channels and digital from a mobile device and tablets marketing budgets Source: http://econsultancy. Source: http://getlevelten.com/blog/julie-miller/ com/us/blog/7810- 10-shocking-e-commerce-facts e-commerce-infographics China China v. USA 40% 242 million of people use the online Chinese shoppers internet on their last year mobile phone in China, that’s more than the number of million people there are 167 online American shoppers in America last year Source: http://econsultancy.com/ us/blog/10946-china-a-special- Source: http://econsultancy.com/us/ report-on-digital-marketing-and- blog/10946-china-a-special-report-on- e-commerce digital-marketing-and-e-commerce

Purchasing breakdown Of those, about one-third make one transaction and half make one or two transactions

75 million About a quarter make people, or one-third of the three to five purchases and total internet population, the other quarter make six buy goods online to be or more*

shipped to them in a * Source: http://www.pressroom.ups.com/ pressroom/staticfiles/pdf/fact_sheets/ three-month period comScore_Customer_Experience_White_ Paper.pdf

Online experience: consumer satisfaction with online shopping is high overall (86%) but consumers are: Most satisfied with: Least satisfied with:

83% 82% 79% 58% 57% 65% ease of checkout variety of brands/ online flexibility of shipping, re-route packages the ease of products tracking ability including flexibility to making returns choose delivery date and exchanges

Source: http://www.pressroom.ups.com/pressroom/staticfiles/pdf/fact_sheets/comScore_Customer_Experience_White_Paper.pdf (May 2012) | PACKAGING AND E-COMMERCE P|64-65

Issue one | 2013

5 REASONS WHY SOCIAL MEDIA AND PACKAGING GO HAND-IN-HAND

PACKAGING TO ENGAGE AND PROLONG PACKAGE PROMOTION VIA SOCIAL MEDIA Nowadays packages come with a myriad Big or small, companies around the globe of digital information: QR codes, websites, promote their activities through social media handles, links to competitions, games, channels. With a solid number of likes for a online shopping outlets and so much more. page or an impressive number of followers, Packaging design today not only needs to brands nowadays have a variety of easy-to- attract the consumer from the shelf but it use platforms that they use to announce needs to prolong the consumer engagement new packaging design, features or benefits experience – which is where social media directly – and immediately – to the consumer. steps in. Packaging can provide the right Facebook probably takes the lead here, access point for a prolonged customer but slowly Pinterest is bringing ‘pinnable’ experience if enticing enough. packaging to life.

NOT JUST A CONSUMER, A PACKAGING SOMETHING TO COMPLAIN ABOUT DESIGNER TOO You only have to type ‘packaging’ into Social media gives consumers ever-greater Twitter to see just how many people want leverage in influencing package design. to complain about the amount of packaging When branding is being reviewed and they receive in their deliveries. It goes without reconsidered in a company, then so is saying that companies don’t want to see packaging design. More and more companies negative publicity about their brand or tend to crowdsource, inviting customers package. They just need to decide how they to rate designs, vote for their favorites and will constructively deal with such complaints create captivating captions that will help and take them as positive motivation to take their brand to the next level. Some more change their packaging attitudes. successfully than others, but nevertheless, packaging design can benefit from this basic SOMETHING TO TALK ABOUT market research through social media. More important than complaints is the buzz and instant vibe around new packaging that can be generated via social media, supporting the real-time success and publicity that any packaging director and designer would die for. DO NOT DELETE THIS BOX: IT IS VERY VERY IMPORTANT FOR PAGE NUMBERING!

| A PERSPECTIVE ON GLOBAL PACKAGING BY DOW

IN: A Perspective on Global Packaging by Dow is a publication by Dow Performance Packaging

®™ Trademark of the Dow Chemical Company

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