The document discusses how communication, user experience, logistics, and sustainability should form the strategic approach for e-commerce. It outlines how higher education levels, women's evolving roles, longer lifespans, and internet technologies are driving changes in consumer values and behaviors. Consumers now prioritize social, cultural, environmental, and economic sustainability and seek companies that demonstrate ethics and transparency. The strategic approach proposes focusing on values, enabling two-way interaction through emerging technologies like interactive packaging and the Internet of Things, and addressing issues like reducing food waste to better meet consumer demands.

1. Communication, UX, logistics and sustainability:
the perfect e-commerce strategic approach
Sealed Air Pack Forum
Paris, 28 February 2018

2. WORLD IS CHANGING
Much more than you
are expecting

3. WHAT ARE THE MAIN
CAUSES OF THE CHANGE?

4. 1. HIGH LEVEL OF EDUCATION
In the last 20 years people who had access to an higher level of education (High School minimum)
increased from 20% to 80%.
Evolution of higher education (high school minimum) from 1900 to today (Eumetra Monterosa research, 2017)
1900
20%
40%
60%
80%
1920 1940 1960 1980 2000 2020
2018

5. 2. WOMEN ROLE IN SOCIETY
Women play an increasingly crucial role both
in family and at work.
Decision-making power and desire of knowledge
are growing.
The innate maternal role of women leads to greater
attention to Health, Wellness and Environment
issues… in empathy with the world.

6. 3. INCREASE OF LIFE EXPECTANCY
Ed Whitlock, 85, smashes world marathon record at Toronto
Waterfront race.
Johanna Quaas, German, is 91 years old and is the oldest gymnast in the world.

7. 4. INTERNET 3.0 AND SMART TECHNOLOGIES
Today people have access any information in real time;
Information flow is not vertical anymore: it is horizontal;
The Web has changed the concept of relationship between people;
Internet 3.0 and mobile technologies allow everyone
to be always connected into the world.

8. HIGH LEVEL
OF EDUCATION
INCREASE OF
LIFE EXPECTANCY
WOMEN ROLE
IN SOCIETY
INTERNET 3.0
GROWTH
Drive attention
towards rationality
Strengthen critical sense
Awake desire
for participation

9. WE ARE CREATING
THE NEW ERA

10. WHAT DO WE NEED TO
CATCH THE CHANGE?

12. THINKING DIFFERENT IS A
WAY TO CATCH THE CHANGE

15. “ IT IS NOT THE STRONGEST
OF THE SPECIES THAT SURVIVES,
NOR THE MOST INTELLIGENT,
BUT THE ONE MORE REACTIVE
TO CHANGES ”
Charles Darwin

16. WHY PEOPLE
DO NOT CHANGE ?

17. CHANGE IS A LOSS

18. YOU CAN RESIST
YOU CAN ADAPT
YOU CAN RIDE IT

19. HIGH LEVEL
OF EDUCATION
INCREASE OF
LIFE EXPECTANCY
WOMEN ROLE
IN SOCIETY
INTERNET 3.0
GROWTH
BUILDING A NEW
LIFE PROJECT

20. ETHICS SUSTAINABILITY
Look at the PRESENT
Respect for others and
the place we live, now
Look at the FUTURE
Respect for the ones
who will come after us
NEW LIFE PROJECT
ETHICS AND SUSTAINABILITY
In this scenario Values, their narration and their protection assume a predominant relevance.
Ethics and Sustainability become the pillars of the new life project of the individual.

21. PEOPLE MAIN GOAL IN THEIR NEW PROJECT OF LIFE
1° GOAL
Social sustainability
Lead a healthy life,
in body and mind
2° GOAL
Cultural sustainability
Hope for a future involved
in social activities and many
relationships
3° GOAL
Environmental sustainability
Take care of ourselves and
people around us in respect
of Nature
4° GOAL
Economic sustainability
Be rich and plan a serene
economic future

22. New CITIZEN
People feel part of the Country
and requires it to be managed
in an honest and transparent way
New CONSUMER
People choose how to spend their money,
favoring Companies and Products which
mark correctness, ethics, transparency
and sustainability principles

23. MARKETING 3.0 - VALUE CENTRIC
OBJECTIVE
ENABLING FORCES
HOW COMPANIES SHOULD
APPROACH TO THE MARKET
KEY MARKETING CONCEPT
COMPANY MARKETING
GUIDELINE
VALUE PROPOSITION
INTERACTION WITH CONSUMERS
Make the World a better place
Respect of all Mankind with Mind, Hearth and Spirit
Focus on the Values of the Company and of the products
Corporate, Vision, Values
Functional, Emotional and Spiritual
Many to Many collaboration
New Wave Technology

25. THE ROLE OF THE CONSUMER
BECOMES MORE
AND MORE ACTIVE

26. ALL IS CHANGING
ALSO SHOPPING
EXPERIENCE

27. Dash Button technology Google Home personal assistant

29. IT’S ALL A MATTER
OF TIME

30. BUT WHAT’S
NEXT?

31. LET’S FOCUS ON
TECH EVOLUTION

32. CLASSIC
PACKAGING
INTERACTIVE
PACKAGING
Packaging is the link to Company-Consumer interaction

33. Technology + WEB 3.0
COMMUNICATION
LOGISTIC DELIVERY
USER EXPERIENCE

34. PRODUCT INFORMATION
ADV & DIRECT
MARKETING
AUTHENTICITY
CLICK & BUY
TRACEABILITY
BIG DATA

35. NFC
QR CODE
VIRTUAL
REALITY
INTERNET
OF THINGS
ARTIFICIAL
INTELLIGENCE
AUGMENTED
REALITY

36. AND NOW LET’S
FOCUS ON VALUES
…
Did you remember
Ethic & Sustainability?

38. WE WASTE ONE THIRD OF
THE WORLD’S PRODUCED
FOOD

39. IT IS ENOUGH TO FEED A
BILLION HUNGRY PEOPLE

40. ALL OF US
(COMPANIES AND CONSUMERS)
HAVE TO FIGHT FOOD WASTE

41. …
IS IT POSSIBLE
TO CHANGE?

43. Expiring date
Products Information
E-Commerce

44. GDO SHOPPING
EXPERIENCE
HEALTH
MONITORING
SINGLE USER
NEEDINGS
FAMILY
HABITS
FRIDGE
CONNECTION
PANTRY
CONNECTION

45. A SMALL ACTION
A BIG IMPACT
NEW ERA
NEW MARKET

46. LEADER
VS
FOLLOWERS

47. YOU CAN RESIST

49. YOU CAN ADAPT

51. YOU CAN RIDE
THE CHANGE

53. AND SOON IT WILL BE NECESSARY A NEW LANGUAGE
THAT COULD ALLOW PEOPLE AND MACHINES
TO UNDERSTAND EACH OTHER
THIS ERA
IS RAPIDLY EVOLVING

56. THANKS ALL
AND RIDE THE CHANGE!

57. Via Giacomo Zanella 54/56
20133 Milan |Italy
T +39 02 70001841
info@hydrogen-code.com
Luca Magnoni
Founder & Creative Director Hydrogen
luca.magnoni@hydrogen-code.com