Packaging changes reflect Millennials’ preferences
It may be as much about feelings as facts for Millennials. What packaging says — both literally and figuratively — seems to have a significant impact on purchasing decisions for many. And manufacturers are taking note.
Smartblogs.com reports on a study by Barkley, a Missouri-based ad agency, which spelled out Millennials’ product preferences and how they are influenced by packaging. SVP and author Brad Hanna stressed the importance of claims emphasizing lasting benefits, especially in eco-friendly and re-usable containers, adding freshness as another priority.
Other recommendations include literal and figurative transparency — see-through packaging and/or images that clearly show the contents as well as its provenance. Mr. Hanna endorses using social media to develop stories introduced on-pack saying, "for brands, it’s about thinking through the important information and simplifying the messages, because the packaging doesn’t have to do everything."
Jeff Fromm of millennialmarketing.com believes innovative packaging is key, suggesting that limited editions equate to perceived exclusivity. He, too, stresses sustainability, citing research that "55 percent of Millennials are likely to develop a more positive image of a company as a result of cause marketing" perhaps through "eco-friendly techniques."
Martin Predd of Brand Amplitude LLC agrees, describing Millennials as "marketing savvy, environmentally conscious and socially empowered." His view is that they’ve "shaken up" fashion, entertainment, automobile and insurance. Food manufacturers and retailers, he says on tetrapack.com, "are offering new products to capitalize on the opportunity with young adult shoppers."
- How millennials are making their mark on food packaging – Smartblogs.com
- Millennial marketing insights – Millennialmarketing.com
- Millennials increasingly judge food by its cover: packaging opportunity for manufacturers and retailers – Tetrapak
How do you think Millennials are responding to packaging differently than past generations? How should grocery retailers perhaps adapt their on-shelf and display merchandising for Millennial shoppers?