How to tackle the packaging demands of millennials

The power of millennials is massive. They are the biggest global generation and they have been called the most influential and largest generation of consumers ever.

 

That being said, millennials make marketing difficult as they are a diverse group that contains many segments that have different needs and preferences.

Although we’d never recommend that your business focus its branding on just one generation (unless the products and services only apply to that group), it would be a shame to ignore the huge amount of potential purchasing power and brand loyalty this generation possesses.

As they enter adulthood and their peak spending years, here are five things to consider if you wish to tackle the packaging demands of millennials.

 

Sustainability

Millennials say sustainability is a shopping priority with a huge 75% willing to pay extra for sustainable products and it’s no surprise why.

Packaging polluting the ocean.

Scientists predict in less than ten years there will be 250 million metric tons of plastic in the ocean and by 2050, there will be more plastic than there are fish, affecting both marine life and humans.

But is plastic really that bad? Despite the criticism, consumers depend on plastic and part of the problem is, unlike glass or aluminium, many of the products are seen as ‘single-use’ and simply thrown away instead of reused/recycled.

Flexible plastic, like our Ready 2 Recycle range, can actually be the most environmentally-friendly packaging solution when disposed of properly. So, if you’re looking for a sustainable solution for your business, make sure you shop around before selecting a supplier.

 

Design

Young woman checking out package design in the shop.

Creating a great product is only part of the formula for sales success these days. Ever since social media took the world by storm, packaging must now be pretty enough to post online.

A national study conducted by the Paper and Packaging Board and IPSOS found seven in ten consumers said the design of a product’s packaging influenced their purchasing decisions. even though consumers may not consciously recognise all the ways in which packaging affects them, there are some things they actively look for.

To appeal to the behaviours of loyal consumers, packaging must be instantly recognisable and clearly labelled. Additionally, your product should stand out from the crowd, be aesthetically pleasing and unique.

If a business gets the packaging right, it can pay for itself in free promotion alone from influencers and everyday buyers alike.

 

Convenience

Young male drinking coffee in the city.

Millennials are driving many of the demands on packaging, with 43% desiring on-the-go options.

This means there are more things your company should consider when it comes to packaging, such as storage or protective functions for the product, even after purchase.

Packaging should be durable, compact, and easy to use to meet the demands of this busy generation that’s always on the move.

 

Information

When it comes to marketing to Millennials, information is key. They have been brought up with the internet and smartphones, and as a result, they are accustomed to having a wealth of information at their fingertips.

Man with child checking packaging labels in supermarket.

Packaging labels are a key source of information for consumers with three-quarters of respondents of the Nielsen Global Health & Wellness Survey say they read packaging labels carefully and millennials, in particular, proving more willing to pay for the healthy option.

What’s more it’s not just health they are conscious about; 51% said they check packaging labels to ensure the products offer a positive social and environmental impact.  80% want brands to entertain them too!

 

Augmented Reality Packaging

Heinz Ketchup Augmented Reality Packaging

Consumers now prefer to actively participate rather than passively consume. This makes augmented reality packaging the perfect tool, especially for millennials, 98% of whom own smartphones.

Augmented reality (AR) is a mix between the real and the virtual world. Buyers can live an immersive experience using a QR code or some tweaking to the package design.

AR also meets the millennial demand for environmentally friendly packaging and information as it allows brands to connect with shoppers directly in the store, meaning less use of material, and consequently, reduced space for messaging.

Whilst it may seem like a tall order, this isn’t the only group demanding more. As the world becomes more conscious and technology advances, so do consumer expectations and businesses may have to grow too.

Furthermore, millennials are a very desirable rank to appeal to. 70% feel a responsibility to share feedback with companies after a good or bad experience. This can be vital to your business as it helps identify areas for improvement you may have otherwise overlooked.

Let’s face it: millennials matter and their influence is strong. Even consumers who don’t fit into this group by definition have somewhat adopted a Millennial Mindset. If you want to market to them successfully, follow these tips and you really can’t go wrong!

Knowledge has no value unless you use and share it. Please inform others about this blog using the social media icons below!

 

Sources for statistics:
https://www.dssmith.com/recycling/insights/blogs/2018/10/Millennials-and-the-circular-economy-the-new-green-generation
https://www.virtual-college.co.uk/news/virtual-college/2018/07/06/13/45/how-Millennials-are-putting-ethical-sustainable-food-top-of-the-industry-agenda
https://www.foodmatterslive.com/news-and-comment/comment/Why-brands-are-scrambling-to-appeal-to-the-coveted-millennial-demographic
https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf
https://www.nielsen.com/us/en/insights/news/2016/Millennials-are-top-smartphone-users.html
https://www.independent.co.uk/life-style/plastic-bad-environment-why-ocean-pollution-how-much-single-use-facts-recycling-a8309311.html
https://www.nielsen.com/uk/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html
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