In the world of luxury products, excess reigns. Customers desire beauty, quality, and an unforgettable experience.
But as many brands are taking steps towards a more sustainable future, those that identify as ‘luxury’ providers have started to lag behind, with some notable missteps in proving their eco-friendly credentials. However, recently, they have had to up their collective games.
Brands in this space have accepted that modern-day luxury has responsibilities to the environment and the wider community. "Being your best self" is the essence of luxury. Values and purpose — whatever form they take — are thus luxury essentials, not just nice-to-haves.
Yes, luxury is the best of everything, yet it also means buying things that we do not strictly need. To be seen in on-trend venues to reaffirm their tastes in front of others. A few fleeting moments of splendour and self-indulgence enable such brands to profit; however, we must recognise that they are often unsustainable.
We must adapt and develop new innovations somewhere at the crossroads of beauty, useful and respect, to guarantee the future of luxury.
Suppose you haven't begun the process, are mid-journey, or want to drive further improvements. In that case, London Packaging Week (LPW) is a well-trodden path toward positioning yourself as a pioneer of positive change.
For years, sustainable packaging has struggled to appeal due to its reputation for side-lining luxury in favour of basic functionality. But not anymore.
LPW is renowned as one of the premier exhibitions for sustainable and stylish packaging solutions around the world. Top luxury brands often walk the floor of the ExCel on the lookout for sophisticated packaging that prioritises their environmental commitments while adhering to aesthetic expectations.
Over the last decade, there has been a seismic shift in designers' roles in the luxury market. The importance of packaging has risen exponentially; no longer is it designed in isolation, but in many cases, it is an extension of the product itself.
Cutting-edge eco-friendly materials, sustainable energy sources, and technology are advancing every day, and new solutions for a luxurious experience with eco-credentials are very much an achievable marriage.
LPW is perfect for those looking to pioneer planet-centric packaging solutions that still pack a punch regarding functionality and an enhanced user experience.
Rethinking sustainable luxury
Customer centricity has never been more important for luxury brands. Awareness of our rapidly changing world is critical for designers working in the luxury sector today.
Audiences – particularly younger ones – are hungry for change and want to buy guilt-free. In an increasingly connected world, we're more aware than ever of the damage companies can do to people and the planet, so it's the responsibility of brands to work hard to eliminate the bad practice and convince consumers that they're doing the right thing buying with them.
Standing out increasingly means standing for something. The designer's role is becoming increasingly strategic and about upholding a brand, adding value and storytelling at all touchpoints.
With luxury items filling newsfeeds and Instagram streams, consumers are more clued up to the luxury experience, bringing rising expectations. They must deliver a timely and timeless form of meaningful value and empower expressions of individual identities. Increasingly, corporate purpose is affecting profitability.
Standing out increasingly means standing for something. For designers, this means an awareness of changing macro trends and shifting consumer expectations is crucial. The designer's role is becoming increasingly strategic and about upholding a brand, adding value and storytelling at all touchpoints.
Consumers are four to six times more likely to purchase and champion purpose-driven brands. It's no longer enough to provide high-quality, creative, durable products—consumers are looking for brands that care and are willing to put their money where their mouth is.
Admittedly, it sounds paradoxical that luxury goods should embody sustainability or even promote it. However, the connection can be made clear: luxury does not mean opulence. Luxury also means quality and, accordingly, durability and longevity. Premium goods usually use high-quality materials and can be reused, passed on, repaired and recycled.
Consider a well-made mechanical watch. It can be passed down to younger generations as a sustainable product. But must its packaging also endure the test of time?
The high-end sector could and should leverage this longevity rather than being temporary and disposable like their inexpensive counterparts. There should be a thorough re-examination of the materials used, considering refill, resuse and recyclable alternatives, as well as the disposal options once used.
Redefining what luxury means today
Some brands still see this change as a problem to which they must react. But instead, they should look at sustainability as an exciting opportunity to create extreme value and add appeal.
Remember that an important trait of Generation Z is that they perceive themselves as brands. When they broadcast their lives through social media, the brands they associate themselves with are extensions of their own personal brand image.
Responsible packaging means many new issues for the luxury packaging market, such as practicality, cost, material choice, aesthetics and maintaining brand image. Due to any one of these reasons, it has often been the case in the past that sustainable packaging solutions have been dropped halfway through the process.
The allure of luxury comes from its ability to innovate and influence. The desire for it is driven by the unique initiatives that stretch the limits of our imagination. Luxury brands must be more daring regarding sustainability, as it's one of their best opportunities to disrupt and achieve disproportionate revenue and profit growth in their respective markets.
Luxury brands looking to 'go green' now have various sustainable packing solutions. For some, it's positive incremental changes; for others, more stringent targets are set.
At LPW, we see new technologies and efficiencies that will still allow for that premium feel but with fully recyclable, refillable or plastic-free properties. As a luxury brand, sustainable packaging is indispensable to attracting customers and maintaining the image and reputation.
With the right approach, materials, design and packaging partner, it's possible to create luxury packaging solutions that meet consumer desires, is environmentally responsible, and make supply chains and shipping more economical. And the right place to discover these innovations is at London Packaging Week!
Registrations for attendees are set to open shortly. To register interest in visiting, or to enquire about exhibiting at the show, visit www.londonpackagingweek.com today.