Is Your CPG Company on the Right Side of History?

Is Your CPG Company on the Right Side of History?


Discovering options to plastic packaging choking the oceans is nice advertising and you will be pleased with having performed it.

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Opinions expressed by Entrepreneur contributors are their very own.

As a result of we efficiently constructed a preferred shopper packaged items model, now identified the world over, we are sometimes requested about packaging. Our audiences wish to know, “What’s the newest in packaging?” and, “What are the brand new developments?” In spite of everything, the “P” in CPG is “package deal.”

Within the 1967 film, “The Graduate,” a younger man, lately graduated from school, is given recommendation from his dad’s greatest pal, “I’ve bought one phrase for you, Benjamin: Plastics.” If we have been giving recommendation to varsity grads right this moment, we might add yet another phrase, “options,” making the very best recommendation we now have to provide, “plastic options.”

The market

In keeping with the World Wildlife Fund, “world wildlife populations have fallen by 60 p.c in simply over 4 a long time.”

“In 1960, 5 p.c of seabirds had plastics of their stomachs. Now that quantity is as much as 90 p.c,” the report provides.

Wildlife isn’t just good to have, it seems to be important for our well being and the financial system. In keeping with Tanya Steele of the World Wildlife Fund, “We’re the primary technology to know we’re  destroying our planet, and the final technology that may do something about it.”

With extra reviews like this popping out weekly, YouTube movies graphically exhibiting single use plastics within the stomachs of fish and seabirds, and a serious uptick in social media on the topic, can CPG corporations proceed to whistle previous the graveyard?

Associated: How This Startup Reduces Plastic Waste With Spoons You Can Eat

Management, not “followship”

Earlier than this begins to sound like some tree hugger’s lament or will get categorised as “political,” let’s discover the aggressive benefit accessible to CPG corporations that embrace biodegradable packaging and shun single-use plastics. That is actually about getting out in entrance of a megatrend as a substitute of being the final one on the boat or lacking it altogether. CPG manufacturers that publicize that they aren’t contributing to the collapse of the ecosystem with single-use plastics can have the benefit in an more and more educated market.

As youthful shoppers enter , with longer lifetimes forward of them, a bigger share of the shoppers will grow to be impacted by environmental degradation. They’ll naturally favor manufacturers with environmentally pleasant packaging. They’ll vote with their purchases to cease the harm to their atmosphere.

Associated: This Craft Brewery Invented a Good Edible 6-Pack Holder That Helps Sea Life

Actual competitors

Somewhat than simply copying the competitors that delivers merchandise in single use plastics to get a short-term price benefit, producers utilizing various packaging can distinguish themselves with a halo impact that may create loyal advocates among the many rising numbers of these involved.

The Ellen MacArthur Basis, in its 2016 report, warned that there shall be extra waste plastic within the sea than fish by 2050. Somewhat than ignoring the elephant within the room (the filling of the oceans with single use plastics), true CPG leaders have a chance to coach their prospects and thereby entice extra prospects.

Why not be on the suitable aspect of historical past by main the following large factor, “plastic options?”

Associated: A Small Enterprise in Montana Simply Gained $1.5 Million for Ocean Well being Know-how

Dangerous enterprise

Once we began Barefoot Wines, we didn’t have any cash for promoting, so we supported causes vital to us. Our early help for the League to Save Lake Tahoe with their “Maintain Tahoe Blue” marketing campaign was seen as very dangerous. On the time, they have been seen as radicals, bent on stopping the event of the lake, hurting jobs and stifling the financial system.

However as time went on, it was the preservation of the blue lake that finally elevated property values and boosted the financial system! At first, our place was met with a boycott by builders and realtors, however our early help helped the academic program that modified individuals’s minds and constructed us a stable buyer base.

Once more, we have been early supporters of the Mono Lake Committee’s “Save Mono Lake” motion. As soon as once more, we have been chided for taking “sides” on a “political” difficulty. However the lake was saved when the Los Angeles metro that relied on the water found environment friendly bathrooms.

In each circumstances we have been on the suitable aspect of historical past. In each circumstances we dramatically improved our gross sales and gained loyal prospects. Right now, the early employers of plastics various packaging shall be on the suitable aspect of historical past. They’ll distinguish themselves from their competitors. And, hey, who couldn’t use the additional gross sales? Take the excessive highway … all the best way to the financial institution!

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