Gen Z and packaging—how brands can engage with design and sustainability

As a Gen Z consumer, I am all in for a unique packaging experience. It’s not just about what’s inside, but also the way I feel when I hold an eye-catching and well-designed product. Gen Z is known for prioritizing sustainable options, so finding packaging that’s both eco-friendly and has a unique design aesthetic tops our list. Here is how packaging can improve brand success with Gen Z consumers. Packaging can influence buying decisions Buying habits can be influenced by intergenerational brand loyalty—developing preferences based on familiarity, nostalgia and trust. But packaging alone is changing such established behavior: Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Research shows that 81% of consumers tried something new because the product packaging caught their eye and 63% have repurchased because of the appearance of its packaging. From a Gen Z perspective, we want brands that help us express our individuality. So, we look for options that inspire us, that we can trust and that make us feel part of a community. The first way brands can do that is by showcasing a product with great packaging. If the package can catch our eye, we are more inclined to test the product. What we look for in packaging Visual appeal elements have a significant impact, especially for Gen Z consumers who are more into minimalistic, vintage and aesthetic experiences. The visual elements might be able to raise emotions that can influence our buying consideration. Packaging should not only create an emotional connection but through colors, style and messaging, show how the product will solve our problems and be a practical and user-friendly adoption. Our questions include whether a product provides a sense of security in the brand’s pitch, do we feel good buying it, whether is it practical, whether it satisfies what we are looking for and does it tell us what we need to know. Incorporating answers to these questions in packaging will make our decision easier. Sustainability is key Surveys have shown that Gen Z’s desire for sustainability is here for the long run. Gen Zers are more environmentally conscious, meaning products are not the only thing we seek. We want more sustainable practices and transparency in processes, especially when it comes to packaging. Sixty-two percent of Gen Z shoppers prefer to buy from sustainable brands, and 73% are willing to pay more for sustainable products. American consumers overall are significantly concerned about environmental problems, with nearly 75 percent checking a product’s packaging for environmental information. Companies that get it right Rhode Skin, launched in 2022, prioritizes minimal, functional and sustainable packaging marked by neutral tones and clean designs. Its packaging uses a neutral tone and clean layout. The packaging adopts an “Instagrammable” approach, incentivizing people to post content on social media, which generates brand awareness and sales. Rhode’s bottles, tubes and caps are made with post-consumer recycled materials. Products arrive in zero-waste Boox Boxes‚ designed to be returned and reused, which reduce environmental impact by up to 70% compared to single-use shipping boxes. Messaging highlights brand values, such as “Hello GLOW, goodbye GARBAGE” and “MINIMAL skincare, minimal FOOTPRINT.” This is a smart way to signal the brand’s commitment to sustainability while delivering qualities that Gen Z wants, such as minimalism. Oatly has also succeeded with packaging, adopting a new design that significantly increased product awareness and consumption. The new look included “OAT-LY!” in bubble letters in the center of its milk cartons, replacing a smaller logo on the carton’s corner. Another transformation was changing the copy from Swedish to English to be more accessible to a global audience. Its packaging copy is even smarter. Utilizing phrases like “WOW, no Cow” and “It’s like milk, but made for humans” turned out to be a strong brand message for its mostly lactose-intolerant customers. When brand packaging embraces the preferences of Gen Z consumers and the ones yet to come, consumers will likely consider adopting your product when they get to the store. Trying it out is the best way to understand the success rate, and brands should embrace the experience. See Ad Age’s 2024 Breakout Brand Leaders and Work here

Gen Z and packaging—how brands can engage with design and sustainability

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