Sustainable packaging is a corporate necessity. Packaging development needs to recognize people as both consumers and citizens. Read more to know about Ipsos's 5H framework for packaging development, identifying levers for sustainable packaging.

1. THE THIRD
MOMENT OF
TRUTH
W h y s u s t a i n a b l e p a c k a g i n g
i s a c o r p o r a t e n e c e s s i t y

2. FUNDAMENTAL
ATTRIBUTES OF
PACKAGING ARE
BEING
CHALLENGED
In a world of flat CPG growth, it is
packaging which offers manufacturers
the real opportunity to influence
choice by developing:
• Meaningful differentiation
• Drive distinctiveness
• Salience
50 years on from the birth of the
recycling symbol, we are at a
metaphorical tipping point where
fundamental attributes of pack design
are being challenged.

3. CONSEQUENCES OF PACKAGING CHOICES ARE MORE
VISIBLE TO CONSUMERS
Repeated exposure to highly impactful images
challenge consumers to consider the
consequence of their choices.
Marketers are being challenged to take
leadership & demonstrate genuine change
towards sustainability.
4 in 10 report
they have started
using fewer plastic
straws
Nearly half
support local
governments
banning their use
8in 10 believe
we’re heading
towards an
environmental
disaster

4. BRANDS MUST EXAMINE HOW
PACKAGING CAN CONVEY
HIGHER ORDER BENEFITS
Brands have a greater chance of success when they are
supported by distinctive packaging.
Packaging development will be well served by
leveraging insights which recognize people as both
consumers and citizens.

5. 05
PACKAGING NEEDS TO TAKE
LEADERSHIP ON ENVIRONMENT

6. PACK AS A POSITIVE
ASPECT IN
PRODUCT’S
SUSTAINABILITY
Perceived environmental responsibility provides
comfort for consumers. They feel good about it and
believe they are doing the right thing.
Zero moment of truth
Memory salience
1st moment of truth
Stand out in store
2nd moment of truth
At home, on the go…
3rd moment of truth
Disposal & recycling
Tangible design
features which
trigger associations
Ability to stand out
from competition
Physical
characteristics &
functionality
Pack as a positive
aspect in product’s
sustainability

7. BRANDS ARE LEVERAGING ON THIS SENTIMENT. CLEAR &
PLAUSIBLE DEMONSTRATIONS OF LEADERSHIP
NO PLASTIC RINGS
Rethinking a well known format – using glue
instead of plastic rings.
Taps into emotive issues (ocean plastic
wastage).
NO STRAWS
Replacing straws with sippy cups –
sustainability initiative.
48% of people aged 18-34 are more
favorable to the brand after this.
REDUCED FORMAT
Reduced carbon footprint of an aerosol spray by 25% per
can, by compressing the cans.
Same product quantity in a much reduced format.

8. HOW DO WE DEVELOP PACKS THAT
ARE LEADERS IN SUSTAINABILITY?

9. IPSOS USES BEHAVIOUR SCIENCE TO DEVELOP & REVIEW
PACKS FOR HIGHER ORDER PURPOSES
AFFECTIVE
both sensory and
affective
experiences
HEART
COGNITIVE
conscious mental
processes,
problem-solving
and creativity
HEAD
BEHAVIOUR
physical actions,
lifestyles and
interactions
HANDS
SOCIAL
the social context
of an experience
HERD
ETHICAL
experiences that
support ethical
outcomes
HERO
A ‘Five H’ framework* offers a consistent basis for comparing different packs, which helps to
identify opportunities for differentiation.
*drawn from a theory of experience that has been developed by Schmitt (1999).

10. IPSOS BEHAVIOUR
SCIENCE
FRAMEWORK
REVIEWS IMPACT
OF DESIGN LEVERS
ON THE 5 Hs
By comparing to the context of the other choices
available to consumers, a given design is considered
against a desired outcome e.g. “I make responsible
choices with respect to the environment”.
This framework accounts for the outcomes which are
already long established in branding - Heart, Head,
Hands.
In addition, it incorporates facets which will play an
increasing role in determining choice – whether this
product offers a better outcome in both a social and
ethical context, versus other alternatives in the
consideration set.

11. DESIGN LEVERS CAN ENABLE PACK DISTINCTIVENESS
THROUGH HIGHER ORDER PURPOSE

12. IPSOS BEHAVIOUR SCIENCE COVERS PACK AUDITS AND
PACKAGING DEVELOPMENT
PACK AUDITS
Optimisation of packs that begin with
an identification of the desired
outcomes – what experience is the
brand aiming to communicate?
Next, we review the pack to assess
the extent to which aspects of the
design are supporting the consumer
experience objectives.
Lastly, we make recommendations
concerning the ways in which the
pack can be optimised to best meet
the objectives.
PACK DEVELOPMENT
The audit can be used to inform the
development of new designs.
These can be rapidly tested in digital
environments, using a variety of
methods to report outcomes
efficiently in terms of time and
resource.
AN EXAMPLE
Should the brand decrease the size
of its bottle cap to reduce material
usage?
Disadvantages of the smaller cap
identified:
• Losing visual attention space
• Decreases in perceived volume
• Losses in findability
• Changes in product perceptions
Recommendation:
• Identifying ways to mitigate these
negatives of cap change.
• Ways to test the changes to assess
consumer responses.

13. THANK YOU