Back by popular demand, we presented our fourth annual virtual Global Connected Packaging Summit earlier this month, featuring technology, innovation, packaging, branding and sustainability experts sharing insights, advice and topical discussions.
At the summit, we showcased how businesses can adopt connected packaging to create engaging customer experiences, gather valuable first-party data and drive increased sales.
We took a deep dive into the evolving landscape and discovered new strategies to enhance brand competitiveness in our digital world. With over 500 registered attendees from across 43 different countries attended, the summit showcased 18 speakers across 11 thought-provoking discussions and presentations. The speakers answered over 60 live questions from the audience.
According to our third annual connected packaging survey released earlier this year, the perceived value of data collection through connected packaging is rising, especially in the context of the imminent demise of third-party cookie data. We found sustained interest over the last 12 months with 82% of those surveyed stating they have used connected packaging, compared to over four-fifths (81%) from the survey released in 2023 and over half (54%) in 2022.
Building on this research, during the summit I wanted to uncover new ways brands can tap into this evolving technology. There were lots of brilliant insights shared during the day, especially around the benefits connected packaging delivers as part of sustainability initiatives and connected packaging for good.
Three key takeaways include:
Sustainability innovations
We delved into a variety of sustainability packaging themes, exploring its multifaceted dimensions such as material reduction, recyclability and CO2 footprint reduction. A stand-out example from Alice Rackley at Polytag highlighted technological advancements like self-separating packaging, addressing challenges in recyclability.
Discussing Polytag's innovations, Alice shared insights into their UV tag technology and the EcoTrace program, empowering brands to track their plastic packaging life cycle. A partnership with Marks and Spencer underscored the industry's collaborative efforts toward a circular economy.
Polytag.io/ecotrace has been created to support the industry in enabling a circular economy to help brands know whether their plastic is being recycled. Useful for any brand that wants to benchmark progress over time, inform internal ESG strategies or support legislative requirements around recyclability. Marks and Spencer is the founding partner of this EcoTrace program. Polytag and Marks and Spencer are interested to hear from any brand that would like to get involved and contribute to enabling the circular economy in the UK.
When surveyed, 47% of conference attendees stated that when purchasing a sustainable product, the reduction of packaging waste was a key consideration. 31% stated use of recyclable materials and 19% cited carbon footprint reduction also being important.
Jörg Sabo at Greiner outlined three key areas to reduce the CO2 footprint of packaging which included: material usage, improving recyclability and increasing the use of recycled materials. He emphasised the challenges in making packaging recyclable, especially with products combining different materials like cardboard and plastic. Innovation where the packaging self-separates during disposal, ensuring better recyclability. He also underscored the importance of consumer education and gamification in promoting sustainable practices.
Gemma Rollason at Peasy talked about ‘smart segregation’ which uses QR technology to ensure the correct waste goes into the correct bins. Eliminating the need to do that self-separation, instead relying on the customers to do it, and avoid packaging being sent to landfill if it's not done correctly. It’s a great ‘carrot’ rather than the ‘stick’ approach to change behaviour and enable them to recycle the right way. It's also fantastic for consumer brand perception and loyalty and showcasing pioneering new tech. At Peasy, they’ve seen over 15 million pieces of litter and recycling correctly disposed of, which she’s hoping becomes the norm.
Ivan Gonzalez at recycl3r talked about the European Union’s upcoming mandatory regulations to reduce plastic packaging. Innovations such as multi-packs attached with glue instead of plastic rings and switching from plastic to paper packaging were important changes brands needed to adopt. For example, Coca-Cola's move to paper-based multipacks and the use of paper bottles by the Paper Bottle Company.
He talked about the need for clearer communication and reliable certification. In Spain for example, Carrefour has a digital solution that links shopping receipts to recycling information, enhancing consumer engagement and increasing recycling rates. This solution also led to a notable increase in sales, demonstrating the economic benefits of sustainable practices.
His advice for brands included experimenting with connected packaging, engaging with consumers to understand their needs, and ensuring clear, verified communication about sustainability efforts to build trust and loyalty.
Reusability: the next frontier in sustainability
Reusability is a viable alternative to single-use packaging, especially with the help of connected packaging technologies like QR codes and RFID tags. Successful reuse programs tend to be small-scale and closed loop, focusing on specific customer groups and controlled environments. Large-scale programs have historically struggled.
Consumer education and clear communication are essential for the success of any reuse program. QR codes are a good option for this because they are easy to understand and use. Gamification and incentives can encourage participation in reuse programs, but it's important to keep things simple to avoid overwhelming consumers.
Empowering inclusivity
One of the most intriguing topics discussed was Kellogg's collaboration with NaviLens, a cutting-edge technology that embeds accessible information directly onto product packaging.
By incorporating NaviLens codes, Kellogg's products become more navigable for the visually impaired, providing essential product information with a simple scan. Steve Wardle at Kellanova said the positive feedback received from consumers and stakeholders alike has propelled this initiative forward, demonstrating the tangible benefits of inclusive packaging design.
Kellogg's commitment to accessibility extends beyond their own products. They actively advocate for industry-wide adoption of NaviLens technology, fostering a more inclusive environment for all consumers. Kellogg's continues to lead the charge, setting a new standard for the industry.
When surveyed, 82% of the conference attendees stated that incorporating technologies like NaviLens into packaging can significantly improve accessibility for individuals with visual impairments.
This year’s summit looked at the tried and tested benefits of connected packaging. There are many innovations and advancements delivering ever-increasing benefits to brands, but also those which truly enhance customers' lives and make a significant contribution to climate action.
Jenny Stanley is MD at Appetite Creative, for more information visit: appetitecreative.com
To watch the Global Connected Packaging Summit summit click here.