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CSR: no introduction needed… The important thing to remember is that CSR has become a fundamental element of our society, of our decade. What are the similarities between Corporate Social Responsibility and design? What can design bring to businesses in search of progress? CSR and design have a lot in common. They are both human centric and aim to create products, services, or spaces that are both useful and sustainable. They are also both based on the idea of continuous improvement and innovation.
CSR: no introduction needed… The important thing to remember is that CSR has become a fundamental element of our society, of our decade. What are the similarities between Corporate Social Responsibility and design? What can design bring to businesses in search of progress? CSR and design have a lot in common. They are both human centric and aim to create products, services, or spaces that are both useful and sustainable. They are also both based on the idea of continuous improvement and innovation.
The big question we’re going to ask ourselves is how CSR and design can join forces to create a positive impact on society, consumers and businesses themselves? Because one thing is certain: nowadays, not having a CSR approach is a danger for brands!
CSR encourages companies to take societal dimensions into account, pushing designers to design products and services that contribute to the well-being of consumers while minimizing their impact on the environment. Ultimately, CSR is a guide for us -designers- to create solutions that genuinely meet citizens’ needs.
Today, society and its citizens have asked brands to assert themselves and get involved. Society has the power to act!
————– Julia BEYNET, Branding Director at CBA.
There are several types of design and ways to approach CSR. Let’s start with what touches us most: inclusivity for a more diverse society.
Design emphasizes inclusivity, recognizing the diversity of individuals. Brands are now required to consider the needs of people with disabilities, minorities, and marginalized populations. Such an approach allows to create products and services that are accessible to all, thus promoting a more equitable and harmonious society. To achieve such a result, it’s essential for all companies to involve all their stakeholders in the CSR process. Employees, and stakeholders more broadly, have expectations and needs that companies must listen to and consider. It is thanks to this active listening of stakeholders that brands will develop and imagine relevant and sustainable solutions.
For instance, let’s take Cora, the brand has reviewed its entire internal strategy. To carry out this project, the company has built, hand in hand, the fundamentals of its brand with more than 20,000 employees. A guarantee of well-being in the workplace, listening and collective approach.
For instance, let’s take Cora, the brand has reviewed its entire internal strategy. To carry out this project, the company has built, hand in hand, the fundamentals of its brand with more than 20,000 employees. A guarantee of well-being in the workplace, listening and collective approach.
More and more companies are adopting a circular economy approach, aiming to reduce waste and optimize resource’s use. Design plays an essential role in eco-design, creating sustainable, repairable, and recyclable products while contributing to protect the environment and encourage responsible consumption. This can also lead us to talk about ethics, which questions the social and emotional impact of the products and services designed, which encourages businesses to adopt practices that respect human rights, diversity, inclusion, and equity.
To illustrate this point, let’s talk about Né d’une seule Ferme (new J’achète fermier), the brand has been able to tackle he needle by offering a fair, responsible product that meets the growing and constant demand of consumers to consume locally. In addition, the brand has also listened to the expectations and needs of farmers/producers by allowing them to regain control over their income!
To illustrate this point, let’s talk about Né d’une seule Ferme (new J’achète fermier), the brand has been able to tackle he needle by offering a fair, responsible product that meets the growing and constant demand of consumers to consume locally. In addition, the brand has also listened to the expectations and needs of farmers/producers by allowing them to regain control over their income!
By combining CSR, design, innovation, and progress, brands can adopt a holistic approach that puts humans and the planet at the center of their concerns. This combination offers opportunities to create innovative and sustainable solutions, meeting the needs of citizens while contributing to a better world. By placing CSR at the heart of their strategies, brands can become actors of change, shaping a more responsible and environmentally friendly future.
Designers are here to support this evolution. So yes, we’re not perfect and that’s not the point! No! The goal in a CSR approach is to progress, and to progress together!
“Men who wear makeup are challenging traditional notions of masculinity.” Times are changing, and so are the rules of the game! Let’s put an end to stereotypes and embrace a culture of respect without judgment, allowing everyone to express themselves freely and unapologetically.
In recent years, the market for men’s cosmetics has been booming. According to a Reportlinker study, it was already valued at 38.5 billion euros in 2020 and is projected to reach 50 billion euros by 2026! With unisex, no-gender, or inclusive approaches, the world of skincare and makeup, long reserved for women, is finally opening up to everyone, regardless of gender.
Representation, inclusion, diversity… These are just some of the terms that have emerged in brand communication in recent years. Their common goal? To unite around one concept: the empowerment of individuals and the expression of oneself. In short, empowerment!
Beyond mere aesthetics, design enables brands to convey key messages regarding their stance and commitments to society.
When design is inclusive, it holds transformative power in strengthening communities and acts as a catalyst for positive social change.
Companies are increasingly required to create a space for dialogue where everyone can fully participate, express themselves freely, and empower themselves without compromise!
According to Wunderman Thompson, 90% of individuals now believe that equality is a shared responsibility, and 75% feel that businesses and brands should contribute to solving major societal challenges, such as equality and social justice. Undoubtedly, brands that take action in this direction are the most rewarded!
In fact, 66% of consumers say they are more drawn to buying from companies that take a stand on inclusion and other related issues. Moreover, an increasing number of consumers expect companies to create concrete solutions that promote their empowerment, autonomy, and mental well-being.
But how can this be achieved? Let’s focus on the main pillars, reimagined for the year 2023. ✊
Since the pandemic, awareness around the importance of mental health has become even more relevant, and individuals are turning to well-being resources to maintain balance. Online mental health platforms have been strengthened significantly to meet this growing demand, empowering people to regain control over their lives and improve their quality of life.
Empowering minorities by breaking taboos surrounding sexuality, is a must.
Over the past decade, conversations about female and queer pleasure have become increasingly accepted, and the benefits of a healthy sexuality on physical and mental well-being are widely recognized. Numerous platforms to help consumers learn more about their mental, physical, and sexual health are flourishing!
By designing products and experiences tailored to diverse gender identities, sexual orientations, and physical abilities, more and more brands are aligning themselves with the concept of well-being. Inclusive 3.0 platforms enable users to explore and embrace their sexuality in a safe, informed, and empowering manner.
Sexuality, breastfeeding, and postpartum should not be taboo subjects; the filters must come down. With this approach, we aim to modernize intimacy and remind everyone that pleasure is allowed for all.
EMJOY is a holistic sexual well-being application that offers a playlist of guided audio practices, enjoyable meditations, and erotic stories tailored to women, far from the male gaze! By providing educational content, the podcasts convey a positive message about sexuality to their listeners, fostering self-acceptance.
Developed by doctors and psychologists, ROSY represents a new model of sexual health for women that erases shame and isolation. It offers listening support and a multidisciplinary approach that accompanies users at every stage of their sexual lives.
Let’s put an end to judgments and embrace self-love!
From the blend of art and commitment comes social design. It involves using design as a tool to address social issues and enhance the quality of life within communities.
A great example of social empowerment is the highly contested market of menstrual panties in recent years. With their comfort and eco-friendliness, menstrual panties have dethroned traditional disposable menstrual products among many women.
Forty-five billion feminine hygiene products are consumed worldwide each year, with an estimated decomposition time of 500 to 800 years. Approximately 13,320 menstrual products are used during a woman's lifetime, resulting in around 1,650 euros in expenses. In contrast, a menstrual panty costs between 30 and 35 euros and has a lifespan of five to seven years.
The harmful effects of tampons and pads on women’s health, particularly due to the presence of dangerous chemical compounds, have led to a growing ecological and economic awareness.
As a pioneer of made in France menstrual lingerie, RÉJEANNE offers a range of organic cotton panties tailored to different flow levels. With its patented technology and OEKO-TEX certification, the Réjeanne panty provides unprecedented comfort and allows freedom of movement without compromising on bodily health.
Being free, eco-friendly, and economically conscious is a winning choice. Ladies, the time for change has come!
Conscious of the societal and environmental impact of their actions, brands are increasingly turning to design to convey their values and commitments. With its ability to tell stories and convey powerful messages, design provides companies with a unique platform to raise awareness among consumers about crucial current topics.
So, we’ve all understood: through technological innovations and global awareness, design empowers individuals to regain control of their lives, well-being, and leisure. And the brands that will be most rewarded are undoubtedly those that continue to create inclusive, accessible, and representative solutions that cater to the diversity of needs and experiences of each individual. We are the protagonists! ✊
What is the packaging of the future? A complex question, since packaging trends are constantly evolving! So it’s always worth analyzing and understanding them. With eco-responsible packaging, smart packaging, minimalist packaging and playful packaging, it’s hard to know where to turn!
Let’s focus today on connected packaging.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
Simply, it’s a more intelligent packaging, using technological levers to enable genuine interaction with consumers. It’s a packaging in tune with the times, responding to a growing consumer demand for personalization and interactivity. Ultimately, packaging is one of the most important points of activation for any brand, since it bridges the gap between the real world and the digital one, offering a differentiating and memorable experience.
————– Appetite Creative, Second annual connected packaging survey
Appetite Creative, specialized in B2B marketing, connected packaging and customer engagement experiences at scale, recently published in February of this year its second annual connected packaging survey. A study highlighting the growing popularity of connected packaging, both among companies and consumers. 81% of these surveyed said they had used connected packaging (vs. 54% in 2022) and 57% believe that connected packaging is increasingly important for communicating with and educating customers.
Digital makes it possible to extend the functions of packaging. It becomes useful, practical and gives consumers a much more interesting experience.
Connected packaging provides transparency, for the consumer but also for the brand. Thanks to the connected packaging, who is connected to the supply chain management system, the brand can track the product’s journey. For the consumers, it allows to know more about the product’s origin and its quality. It’s in fact a huge factor of reassurance. It’s interesting to see how powerful a connected packaging can be!
Thanks to connected packaging, the consumer has easy access to product information, advice, or additional support services. Brands also uses connected packaging to raise awareness on sustainability and recycling. Sharpend, a company supporting global brands deliver connected excellence, accompanied and digitized Yeo Valley product portfolio with QR-enabled connected packaging. Sharpend thanks to QR code allows consumers to access to content such as information on the brand and the product and details on product recycling.
Source: Sharpend
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Source : 19 Crimes website.
If we think now of the design, the design of packaging keeps evolving! On one hand connected packaging allows brands to create original and imaginative consumers journey and on the other hand, it allows consumers to connect to creative experiences. Thanks to « embedded sensors », customer can be transported in an amazing augmented reality experience where the brand, through augmented reality, expresses its identity, its codes, and creates memorable experiences for customers with the goal of engaging and differentiating itself.
Source : 19 Crimes website.
The Australian wine brand, 19 crimes, is using augmented reality to bring its bottles to life. On Each bottle features a historical figure. Using the brand application, the character comes to life and consumers can find out more about him or her. The brand extends its brand universe to the very end, using augmented reality.
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
Source: Share A Coke, Ogilvy Sydney
Source: Share A Coke, Ogilvy Sydney
Connected packaging is also an amazing tool to gather data and consumer insights. This data allows them to constantly and in a real–time, adapt their strategy with the goal of reaching their target audience. But how do they collect data? For example, thanks to a QR code on the pack, consumers can have access to special offers that encourage them to return to the store. This is a clever way to gather data and create engagement with the consumer. We obviously remember the iconic Coca Cola campaign « Share a Coke », imagined by Ogilvy. The brand commercialized bottles with over 150 of the most common names by country. A QR code on the bottles takes consumers to the Coca Cola website to win personalized cans or to give personalized virtual bottles to friends. A successful campaign that increased the Coca Cola group’s sales by 2% in the US.
————– Appetite Creative, Second annual connected packaging survey
More and more brands are investing in this marketing tool. According to the Appetite Creative study, 88% of respondents plan to increase their spending in 2023. This percentage was of 59% in 2022.
Connected packaging is therefore an opportunity for brands to invest in an operational, strategic, and creative tool. It enables them to gather data, establish and adapt their marketing strategies in real time, and offer a superb creative experience to engage consumers.
The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
The metaverse is a virtual, immersive, and interactive space, and among the giants of the metaverse, we find the French company The Sandbox, the Argentinean company Decentraland, and the Canadian company Roblox. Despite this excitement for the metaverse by brands, we can see that a portion of the French population is not receptive to these immersive universes. According to an IFOP study published in early 2022, 41% of 18-49 year olds have heard of the metaverse, and 75% of French people have concerns about it.
However, more and more brands are rushing to use this tool, including luxury giants such as Gucci, Tiffany & Co, Balenciaga, and Guerlain. McKinsey Institute stated last June that 95% of business leaders expect a positive impact on their sector.
But why are these brands investing such large budgets in this new communication channel? Firstly, the metaverse is a universe primarily used by the Generation Z. These brands are trying to reach this audience through this channel, and design in the metaverse appears to be the preferred means of addressing this young generation. The metaverse is a fantastic tool for creation and design and allows for the expression of a brand’s identity and universe, the creation of a unique and differentiated experience, and the sparking of curiosity among many.
The metaverse represents a new territory for brands to conquer, where the possibilities are infinite. Between fashion shows in the metaverse, creating an online store, or an immersive exhibition, Printemps has recently entered the virtual world by creating its “virtual store“: users can discover Printemps with its architecture from a specific period and purchase items online. Printemps also offers an artistic experience, as users can explore the crypto art collection of painter Romain Froquet. Retail and branding are being reimagined and adapted to the virtual world.
Ralph Lauren has created its own game on the Roblox platform, titled “The Ralph Lauren Winter Escape“. This is an opportunity for the American fashion brand to showcase its collection of winter sportswear, which will only be available for purchase on the Roblox platform. Ralph Lauren is “gamifying” its customer experience and inviting users to discover its brand universe through a unique virtual experience.
Se Loger, a French real estate company, offers virtual tours of apartments and houses directly in the metaverse. This is a way for potential buyers to better visualize the property they are interested in. Buyers can visit the property using their mouse and chat with the real estate agent in real-time. The customer journey is completely revamped to provide a unique and entertaining buying experience. The metaverse appears here as a way to blend the best of both worlds: a virtual tour that allows for total immersion, which will ultimately lead to a real-world experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
Tiffany & Co, the famous iconic jewelry brand, goes even further by selling 250 NFTs, the “NFTiff“, online on the metaverse. Buyers could purchase these NFTs and in exchange receive a custom-made pendant in gold and precious stones. Once again, the metaverse allows brands to innovate and offer a highly exclusive experience.
As these numerous examples illustrate, the metaverse is a way to express infinite creativity, reach and address a younger audience, but above all to rework the customer experience.
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
CBA US visited Expo West in Anaheim last week. I think my feet have just about recovered from all the walking. The energy was amazing, and we left super inspired. I thought I’d jot down my main observations and share some of my amateur phone pics to illustrate them. Being a designer, I am mostly focused on food and drink innovation, as that is where change was most ‘out there.’
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
Full brand worlds were presented, not just the product and its packaging. The most successful booths attracted crowds that were seduced by appealing identity design, consistent blocks of color, strong branding extended to materials such as stickers, pos, leaflets and yes of course, packaging. FMCG corporate design is a real thing, and the best performers at the expo confirmed the importance of investing in this.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
A memorable experience here was of course product tasting. This was set up, in some cases, as successful ‘theater,’ where the brand world was seamlessly translated to a ‘set’ where food was prepared. Then there were games, rock stages, and chill areas. There were many examples where the brand was effortlessly extended thanks to a strong visual and strategic foundation.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It came as no surprise, after multiple Gen Z reports about the preferences of our younger consumers, that brands are simple and bright. Packaging is designed to attract attention on shelf and on the small screen. Flat bright colors dominated the innovation section of the Expo. There was no holding back here, and every color of the rainbow was covered, including a notable presence of pink.
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
It was great to see that some brands choose to disrupt by being minimal. This is the design theory I was taught in school: just show what is necessary. A calm oasis amid the sensory overload that surrounds us in this chaotic world (and its supermarkets and digital space!)
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
With simpler and cleaner packaging, what is on the pack now needs to work extra hard. Brand names often indicate what the product or positioning is. No more ambiguous names that need further investigating to understand what it actually means, but playful versions of real words creating an ownable brand name.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Many products now proudly present the important product info on the front of the packaging, such as ingredients (or lack thereof), how it’s made, where it’s from. All designed in an engaging way not just there to inform but also to make you feel good and in some cases, entertain. We also saw a ton of icons adorning all sides of the packaging and displays, further clarifying what each new innovation could mean for you.
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
Designs were not there to just tell us a story but were designed to invite you in and engage. Messaging appeared human, crafted and/or unique. We all know the typography clichés and ‘go-to’ styles that often mark a specific category. Many designs are now inspired by a lifestyle and Instagram-ability (is this a word yet?)
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
This should not be an ‘ah-ha’ anymore; however, we loved to see how sustainability is here to stay. Everything from plant-based serving platters to edible spoons (which I ate before my ice cream was finished, my bad). And then the biggest thing we saw this year: mushrooms! Mushrooms as protective packaging, mushrooms as chicken, truly incredible and delicious.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
Now of course this is only a summary of three days of pure joy and inspiration. Impossible to pen it all down. As always, it’s good to share, and I hope this will pass on some of the energy I took away from the Expo. I love exchanging ideas and keeping the conversation going, so if you feel I left anything major out or if you want my opinion on something here and what this could mean for you as a designer or brand, let me know! Happy to talk.
By Rutger Thiellier, ECD.
Human design is a “tool that allows you to understand your energy mechanics, and the mechanics in interaction with your environment”. It allows a better understanding of oneself, of one’s strengths and weaknesses, and a better understanding of the other. It allows ultimately to understand it’s functioning and to work on oneself in order to act better, progress and accomplish oneself.
The human design describes 4 profiles:
The human design describes 4 profiles:
All of these typologies are complementary. They create an exceptional collective intelligence which allows new concepts to germinate, new markets to be reached, innovation to be fostered.
This collective intelligence is the winning key to value creation.
Let’s take the exemple of the brand Cora. In 2020, Cora wanted to mobilize all of its employees in the definition of the brand strategy and make them the first ambassadors of change. CBA accompanied the brand in this shift by building a tailor-made support « Cora demain » allowing for the first time more than 25,000 employees to work together. Debates and surveys were conducted among employees and workshops were organized to define the new fundamentals and identify the work to be done.
Let’s take the exemple of the brand Cora. In 2020, Cora wanted to mobilize all of its employees in the definition of the brand strategy and make them the first ambassadors of change. CBA accompanied the brand in this shift by building a tailor-made support « Cora demain » allowing for the first time more than 25,000 employees to work together. Debates and surveys were conducted among employees and workshops were organized to define the new fundamentals and identify the work to be done.
The results? A coherent corporate vision understood by all employees, a smoother internal communication as a result of engaged and happy employees. Cora is today the second favorite employer in food distribution.
The digital is an integral part of our daily lives et new digital levers are emerging, among them the metaverse or AI. Despite a certain reluctance from a part of the general public, we can point out the complementarity between these digital tools and the human intelligence, that allows you to go further, faster.
The artificial intelligence allows an optimisation of process, a precise analysis of data in order to reduce the working hours and an important reduction of human mistakes. In the framework of client experience, the IA allows a tailor-made personalization thanks to the data collected to make the experience more attractive, targeted and engaging.
Did you know that on average a European produces nearly 180 kgs of packaging waste per year? Did you also know that, according to the European Commission, more than 40% of plastic materials and 50% of paper used in Europe are intended for packaging?
However, more and more consumers no longer want to put up with packaging in their daily lives. According to Ipsos, almost 60% of French consumers plan to remove excessive packaging to fight climate change. Nearly half of American consumers are willing to pay more for their products for recyclable or reusable packaging.
The environmental cause affects us all. More than half of us adjust our behavior to become more responsible and contribute on our scale to the preservation of our planet.
That’s why this new awareness is pushing companies to innovate and come up with new eco-responsible packaging strategies.
Eco-responsible packaging, eco-friendly packaging or eco-packaging: all mean the same thing. It’s a packaging that limits its impact on the environment by considering its entire life cycle and without danger for its user.
Unlike what one might think, it’s not just limited to recycling! A multitude of concepts must be integrated. Here are few of them:
According to LSA Green, 90% of European consumers expect brands to commit themselves.
More and more brands are expected to invest in a new packaging design for their products in order to meet these new expectations and convictions required from their consumers. From luxury brands to cosmetics, or even agri-food, all types of industries are determined to eliminate plastic packaging.
Beyond attracting the consumer, packaging also allows a brand to communicate about its identity and values. An eco-friendlier packaging will allow brands to strengthen their image as committed companies. It will also help them to be in harmony with the desires of their customers and prospects.
And yes, more and more brands are launching innovative design and packaging solutions while being compostable and biodegradable.
Discover the Coffeeb capsules project from CAFE ROYAL. Forget all the aluminum ones… make room for small, compressed coffee balls, wrapped in a thin 100% biodegradable membrane!
Who hasn’t already been influenced by packaging when shopping? And yes, this is not new: packaging has a key role in consumer purchasing decisions, but is it as strong to transform impact our behavior for the very best?
Some brands have taken up the challenge and used the packaging of their products to raise consumers’ awareness about recycling and environmental cause.
The 900 care brand is the perfect example of tackling the thorny problem of household pollution and the overconsumption of plastic. The company has designed a range of hygiene products as tablets that can be diluted in water to allow everyone to make their own products.
But what persuades us to change our habits? With their subscription system, you no longer need to worry! As soon as you run out of shampoo, you receive the refills directly at home.
Practical but also well-designed, the brand comes up with colorful refillable bottles that can also be used as decoration tools in our bathrooms.
CBA’s global team of designers, strategists and content experts have selected from out there what they considered top-notch in terms of design, branding and consumer trends, focusing on positive impact.
From this great curation we highlighted 15 trends that, in this year, will continue to encourage brands – large and small, from all categories – to innovate in order to become more useful to society.
Trends are segmented into 5 pillars -pillars from the utility map of our Critical Imprint methodology:
There is no Planet B, and we ought to take care of the one we live in.
Designing environmentally friendly packaging is a must: we need to consider the use of different packaging materials and formats.
Brands are increasingly celebrating
a boom of digital healthcare solutions catered to communities, and a playful integration between beauty and food brands.
The pandemic and the ongoing process of globalization
have many of us questioning what is it that we want for
our future as a society
by making their offer more economically affordable, or expanding their presence in the metaverse and on social media.
In 2022, The Good Company and the study institute Kantar launched the Inclusion & Diversity in Advertising barometer.
The goal? « Confronting the perception and expectations of the French people with the reality of advertising content ».
72% of the French consumer think that « showing diversity in advertising is important, even very important ». It’s a high number that shows that the population wants to see more inclusive advertising that celebrates diversity. The consumer changes, evolves, and becomes more and more uncompromising towards brands. He is looking for brands that represent its values.
According to a study carried out by Environics Research and Amazon Ads, 72% of American consumers and 60% of Europeans consumers « aspire to more diversity and representation in advertising ». Thus, between the consumer and the emergence of cancel culture, brands must react.
In 2022, The Good Company and the study institute Kantar launched the Inclusion & Diversity in Advertising barometer.
The goal? « Confronting the perception and expectations of the French people with the reality of advertising content ».
72% of the French consumer think that « showing diversity in advertising is important, even very important ». It’s a high number that shows that the population wants to see more inclusive advertising that celebrates diversity. The consumer changes, evolves, and becomes more and more uncompromising towards brands. He is looking for brands that represent its values.
According to a study carried out by Environics Research and Amazon Ads, 72% of American consumers and 60% of Europeans consumers « aspire to more diversity and representation in advertising ». Thus, between the consumer and the emergence of cancel culture, brands must react.
In 2022, The Good Company and the study institute Kantar launched the Inclusion & Diversity in Advertising barometer.
The goal? « Confronting the perception and expectations of the French people with the reality of advertising content ».
72% of the French consumer think that « showing diversity in advertising is important, even very important ». It’s a high number that shows that the population wants to see more inclusive advertising that celebrates diversity. The consumer changes, evolves, and becomes more and more uncompromising towards brands. He is looking for brands that represent its values.
According to a study carried out by Environics Research and Amazon Ads, 72% of American consumers and 60% of Europeans consumers « aspire to more diversity and representation in advertising ». Thus, between the consumer and the emergence of cancel culture, brands must react.
According to a study carried out by Environics Research and Amazon Ads, 72% of American consumers and 60% of Europeans consumers « aspire to more diversity and representation in advertising ». Thus, between the consumer and the emergence of cancel culture, brands must react.
Brands’ authenticity is regularly questioned or pointed at. Are some brands legitimate? Authentic?
What brands are being criticized for is the lack of concrete proofs. A simple speech is not enough. It must be supported by actions.
————– Environics Research and Amazon Ads
Many brands are engaging in what is known as brand activism, i.e. the commitment of a brand, in a concrete way, to a social or environmental cause.
A concrete example is the brand Fenty Beauty, who launched more than 50 shades of foundation, in a market where it’s still difficult for black people to find a make-up product that matches their skin tone.
A concrete example is the brand Fenty Beauty, who launched more than 50 shades of foundation, in a market where it’s still difficult for black people to find a make-up product that matches their skin tone.
Gillette decided to question men stereotypes through its campaign called « The man your are » by highlighting a diversity of men when shaving. The goal? Break the codes. Gillette, in making that choice, wants to allow all men to feel represented when watching this ad.
The opulent expression of glamour & feminity has become dated and Lux has understood it well. The brand wanted to inspire women to rise above everyday sexist judgements & express their beauty & femininity unapologetically. Our teams redefined the brand’s purpose and accompanied Lux on the creation of its brand visual identity.
« Creative and developer, great artists, great feminists, big mouth, big heart (…) » … SNCF, the French public railway company, launched « Hexagonal », a video campaign, with the goal to federate its users by representing them through its advertising. A campaign rewarded by a Bronze Lion in the « Creative Strategy » category (Lion Cannes Creativity International Festival). A campaign to support the business plan launched in 2020 by the SNCF, which focuses on putting people at the heart of company, the development and vitality of territories, the ecological transition and digital mobility.
In 2020, the iconic luxury brand Gucci has chosen to appoint as the muse of its brand Ellie Goldstein, who has Down’s syndrome.
A bold choice since the market is still very stereotyped and standardized.
Gucci highlighted the effort to be made by the brands and denounced the lack of representation in of the market.
In 2020, the iconic luxury brand Gucci has chosen to appoint as the muse of its brand Ellie Goldstein, who has Down’s syndrome.
A bold choice since the market is still very stereotyped and standardized.
Gucci highlighted the effort to be made by the brands and denounced the lack of representation in of the market.
Other brands make the choice to rebuild completely their naming or visual identity. It’s the case of Aunt Jemina, which changes its name to Pearl Milling Company and erased the image of a black woman from its packaging ; caricature of the black nanny caring for the children of a white family.
Your typical zoomer has their eyes peeled across multiple formats for a broad spectrum of opportunities. Their phones open up a world that allows them to bounce around randomly. They’re in control, only stopping to look when something takes their fancy.
Brands that stand out from the crowd have the best chance of surviving the impact of short attention spans and infobesity. But, you can’t fool a zoomer easily. They’re fake news savvy, naturally skeptical, and dislike marketing hype.
Gen Z does not trust easily: their focus is on quality and authenticity.
Your typical zoomer has their eyes peeled across multiple formats for a broad spectrum of opportunities. Their phones open up a world that allows them to bounce around randomly. They’re in control, only stopping to look when something takes their fancy.
Brands that stand out from the crowd have the best chance of surviving the impact of short attention spans and infobesity. But, you can’t fool a zoomer easily. They’re fake news savvy, naturally skeptical, and dislike marketing hype.
Gen Z does not trust easily: their focus is on quality and authenticity.
Your typical zoomer has their eyes peeled across multiple formats for a broad spectrum of opportunities. Their phones open up a world that allows them to bounce around randomly. They’re in control, only stopping to look when something takes their fancy.
Brands that stand out from the crowd have the best chance of surviving the impact of short attention spans and infobesity. But, you can’t fool a zoomer easily. They’re fake news savvy, naturally skeptical, and dislike marketing hype.
Gen Z does not trust easily: their focus is on quality and authenticity.
Big, bold, uncluttered designs that are recognizable across virtual and physical retail outlets alike need to flag up the inherent strength of a brand’s properties. The clarity of simplicity stands out to Gen Z consumers.
Nowhere is this more important than on anything digital, as this is where the next generations live. The strategy behind any redesign should incorporate the need to make a product highly “Instagram-able.”
Removing the superfluous to create simplicity has become a necessity, not just in the ecological sense but also as an aid to better engage with Gen Zers.
Gen Z-ers want to get to the point of the brand in nano-seconds.
Big, bold, uncluttered designs that are recognizable across virtual and physical retail outlets alike need to flag up the inherent strength of a brand’s properties. The clarity of simplicity stands out to Gen Z consumers.
Nowhere is this more important than on anything digital, as this is where the next generations live. The strategy behind any redesign should incorporate the need to make a product highly “Instagram-able.”
Removing the superfluous to create simplicity has become a necessity, not just in the ecological sense but also as an aid to better engage with Gen Zers.
Gen Z-ers want to get to the point of the brand in nano-seconds.
Big, bold, uncluttered designs that are recognizable across virtual and physical retail outlets alike need to flag up the inherent strength of a brand’s properties. The clarity of simplicity stands out to Gen Z consumers.
Nowhere is this more important than on anything digital, as this is where the next generations live. The strategy behind any redesign should incorporate the need to make a product highly “Instagram-able.”
Removing the superfluous to create simplicity has become a necessity, not just in the ecological sense but also as an aid to better engage with Gen Zers.
Gen Z-ers want to get to the point of the brand in nano-seconds.
Don’t confuse superficiality with darting around digital messaging platforms and making instantaneous u-turns between work colleagues, friends and family. Members of Gen Z seek deep emotional connections.
They enjoy easy accessibility to their heroines and heroes along with brands they value. They expect to be able to engage in meaningful ways that can have an impact on how they feel and how they interact with their peers.
60 percent of them say they want to communicate more with businesses via messaging.
Gen Z-ers want meaningful emotional connections and fast.
Don’t confuse superficiality with darting around digital messaging platforms and making instantaneous u-turns between work colleagues, friends and family. Members of Gen Z seek deep emotional connections.
They enjoy easy accessibility to their heroines and heroes along with brands they value. They expect to be able to engage in meaningful ways that can have an impact on how they feel and how they interact with their peers.
60 percent of them say they want to communicate more with businesses via messaging.
Gen Z-ers want meaningful emotional connections and fast.
Don’t confuse superficiality with darting around digital messaging platforms and making instantaneous u-turns between work colleagues, friends and family. Members of Gen Z seek deep emotional connections.
They enjoy easy accessibility to their heroines and heroes along with brands they value. They expect to be able to engage in meaningful ways that can have an impact on how they feel and how they interact with their peers.
60 percent of them say they want to communicate more with businesses via messaging.
Gen Z-ers want meaningful emotional connections and fast.
Gen Zers know they can drill down into the mission and purpose of a company in seconds while on the move. Most say they’re more likely to buy a product from a brand that shares its broader commitments openly.
They’ll spend time checking out the values of a brand to ensure it fits with their own hopes and aspirations for the world’s future. Where a product is from and how it got made matter in a similar way to the price and quality.
Gen Z-ers are careful researchers who prefer products that share their values.
Gen Zers know they can drill down into the mission and purpose of a company in seconds while on the move. Most say they’re more likely to buy a product from a brand that shares its broader commitments openly.
They’ll spend time checking out the values of a brand to ensure it fits with their own hopes and aspirations for the world’s future. Where a product is from and how it got made matter in a similar way to the price and quality.
Gen Z-ers are careful researchers who prefer products that share their values.
Gen Z states openly it’s willing to pay more for sustainable products and brands. It seems that with every generation, the pursuit of sustainability gets stronger. A significant majority of Gen Z is buying upcycled and preloved products, for example.
The point is that sustainability practices need to be relevant and match the expectations of their audience. Resale and consignment along with peer-to-peer marketplaces are part of the picture with some big brand names getting on board.
For Gen Z, brands must treat sustainability as more than a box-ticking exercise.
Gen Z states openly it’s willing to pay more for sustainable products and brands. It seems that with every generation, the pursuit of sustainability gets stronger. A significant majority of Gen Z is buying upcycled and preloved products, for example.
The point is that sustainability practices need to be relevant and match the expectations of their audience. Resale and consignment along with peer-to-peer marketplaces are part of the picture with some big brand names getting on board.
For Gen Z, brands must treat sustainability as more than a box-ticking exercise.
Gen Z states openly it’s willing to pay more for sustainable products and brands. It seems that with every generation, the pursuit of sustainability gets stronger. A significant majority of Gen Z is buying upcycled and preloved products, for example.
The point is that sustainability practices need to be relevant and match the expectations of their audience. Resale and consignment along with peer-to-peer marketplaces are part of the picture with some big brand names getting on board.
For Gen Z, brands must treat sustainability as more than a box-ticking exercise.
Almost three-quarters of Gen Z say they play a part in deciding what kinds of food and household products their families buy. They have a clear opinion about what’s best or cool. Their parents appear inclined to listen to them and act on their tastes and wishes.
More than 53 percent of Generation Z-ers bought something through a mobile device in the last six months.
Most Gen Z-ers are influencers, encouraging others to buy products they like.
Almost three-quarters of Gen Z say they play a part in deciding what kinds of food and household products their families buy. They have a clear opinion about what’s best or cool. Their parents appear inclined to listen to them and act on their tastes and wishes.
More than 53 percent of Generation Z-ers bought something through a mobile device in the last six months.
Most Gen Z-ers are influencers, encouraging others to buy products they like.
Almost three-quarters of Gen Z say they play a part in deciding what kinds of food and household products their families buy. They have a clear opinion about what’s best or cool. Their parents appear inclined to listen to them and act on their tastes and wishes.
More than 53 percent of Generation Z-ers bought something through a mobile device in the last six months.
Most Gen Z-ers are influencers, encouraging others to buy products they like.
In the US, Gen Z is at the cutting edge of the country’s changing racial and ethnic makeup. Only a slim majority of around 52 percent identify as non-Hispanic white.
Diversity matters to them all. They tend to see it as a positive.
They are also less likely to drop out of high school and more inclined to enroll in college. They expect governments to sort out the big problems, particularly those related to climate change.
Gen Z-ers embrace diversity & tend to be well-educated with a social conscience.
In the US, Gen Z is at the cutting edge of the country’s changing racial and ethnic makeup. Only a slim majority of around 52 percent identify as non-Hispanic white.
Diversity matters to them all. They tend to see it as a positive.
They are also less likely to drop out of high school and more inclined to enroll in college. They expect governments to sort out the big problems, particularly those related to climate change.
Gen Z-ers embrace diversity & tend to be well-educated with a social conscience.
In the US, Gen Z is at the cutting edge of the country’s changing racial and ethnic makeup. Only a slim majority of around 52 percent identify as non-Hispanic white.
Diversity matters to them all. They tend to see it as a positive.
They are also less likely to drop out of high school and more inclined to enroll in college. They expect governments to sort out the big problems, particularly those related to climate change.
Gen Z-ers embrace diversity & tend to be well-educated with a social conscience.
Whatever their hopes and despite being the least likely group to get sick from COVID-19, Gen Z has faced considerable disruption in education and in the job market.
They were the least likely group to get financial support for lost jobs.
They continue to experience the psychological scars of lockdown, a time many may have preferred to party. A degree of despondency may have crept in. Research suggests that almost two-thirds of young Europeans have been at risk of depression.
Gen Z-ers need some TLC and understanding of their anxieties.
Whatever their hopes and despite being the least likely group to get sick from COVID-19, Gen Z has faced considerable disruption in education and in the job market.
They were the least likely group to get financial support for lost jobs.
They continue to experience the psychological scars of lockdown, a time many may have preferred to party. A degree of despondency may have crept in. Research suggests that almost two-thirds of young Europeans have been at risk of depression.
Gen Z-ers need some TLC and understanding of their anxieties.
Whatever their hopes and despite being the least likely group to get sick from COVID-19, Gen Z has faced considerable disruption in education and in the job market.
They were the least likely group to get financial support for lost jobs.
They continue to experience the psychological scars of lockdown, a time many may have preferred to party. A degree of despondency may have crept in. Research suggests that almost two-thirds of young Europeans have been at risk of depression.
Gen Z-ers need some TLC and understanding of their anxieties.
There’s been a decline in young people aspiring to picture-perfect posts and content.
A significant proportion of Gen Z-ers is becoming fed up with a seemingly endless need for perfection that’s unrealistic, unreachable and unrelatable.
There’s been a shift in influencers with mega followings moving from self or product promotion to a desire to share important information such as getting vaccinated.
Gen Z-ers are ditching shallowness for meaningful dialogue.
There’s been a decline in young people aspiring to picture-perfect posts and content.
A significant proportion of Gen Z-ers is becoming fed up with a seemingly endless need for perfection that’s unrealistic, unreachable and unrelatable.
There’s been a shift in influencers with mega followings moving from self or product promotion to a desire to share important information such as getting vaccinated.
Gen Z-ers are ditching shallowness for meaningful dialogue.
There’s been a decline in young people aspiring to picture-perfect posts and content.
A significant proportion of Gen Z-ers is becoming fed up with a seemingly endless need for perfection that’s unrealistic, unreachable and unrelatable.
There’s been a shift in influencers with mega followings moving from self or product promotion to a desire to share important information such as getting vaccinated.
Gen Z-ers are ditching shallowness for meaningful dialogue.
We can check all our boxes and still be a bore. Meaning is critical but in the end our Gen-Z is spoiled with a plethora of entertainment options. Brands are here to entertain and are up against Tik Tok and Instagram. Work with all your might to create a brand experience by creating disruptive design, embracing video, and using technologies such as augmented reality (and and and,… never or)
Gen Z typically has an attention span of just 8 seconds, a few seconds shorter than millennials, who come in at approximately 12 seconds.
We can check all our boxes and still be a bore. Meaning is critical but in the end our Gen-Z is spoiled with a plethora of entertainment options. Brands are here to entertain and are up against Tik Tok and Instagram. Work with all your might to create a brand experience by creating disruptive design, embracing video, and using technologies such as augmented reality (and and and,… never or)
Gen Z typically has an attention span of just 8 seconds, a few seconds shorter than millennials, who come in at approximately 12 seconds.
We can check all our boxes and still be a bore. Meaning is critical but in the end our Gen-Z is spoiled with a plethora of entertainment options. Brands are here to entertain and are up against Tik Tok and Instagram. Work with all your might to create a brand experience by creating disruptive design, embracing video, and using technologies such as augmented reality (and and and,… never or)
Gen Z typically has an attention span of just 8 seconds, a few seconds shorter than millennials, who come in at approximately 12 seconds.
Now that we have framed the basics we look forward to sharing further insight into the vast world of branding and digital. Our next article is going to help us all better understand what the Metaverse is (besides a buzzword) and how we brand shapers can engage.
Now that we have framed the basics we look forward to sharing further insight into the vast world of branding and digital. Our next article is going to help us all better understand what the Metaverse is (besides a buzzword) and how we brand shapers can engage.
Now that we have framed the basics we look forward to sharing further insight into the vast world of branding and digital. Our next article is going to help us all better understand what the Metaverse is (besides a buzzword) and how we brand shapers can engage.
Now that we have framed the basics we look forward to sharing further insight into the vast world of branding and digital. Our next article is going to help us all better understand what the Metaverse is (besides a buzzword) and how we brand shapers can engage.
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