Today’s customers are used to placing personal demands on brands – including the packaging. Besides design and function, packaging is also about the management of the planet’s resources and the impact on the environment.
In an age of climate consciousness, consumers dislike over-packaging and wastefulness while preferring smart and economical solutions. Brand owners who have learned this lesson add to their credibility, their brand image – and their competitiveness.
Any brand must relate to environmental issues in a clear way and deal with this matter in its brand communications. To be distinctive and strong, a brand must make a statement. The choice of a responsible packaging solution is a good start.
"It’s about creating value for the customer," says Per Haglund, Director Sales & Marketing Paperboard Korsnäs. "Through Packaging Performance Service, Korsnäs has worked together with Cartonboard customers to optimise the use of Korsnäs’ various cartonboard qualities. This has led to better resource utilisation, reduced material consumption and in many cases improved package function. Now we are taking the next step, offering the same service to customers who buy Sack & Kraft paper and White Top Kraftliner. I see this as a journey of opportunities to get to know each other better and learn more about everyone’s contributions to the value chain – thus making fibre-based packaging more competitive and boosting profitability along the whole value chain."
