REIMAGINING

PACKAGING &

SUSTAINABILITY

In Partnership With

We are what we eat and drink. Our world is becoming what we throw away. The convenience afforded to us by e-commerce, globalization and plastics is destroying the planet and consumers are wising up to choosing brands based on their commitment to sustainability.

 

91% of potentially recyclable plastic in the U.S. ends up in landfills. Worse, it takes thousands of years to disintegrate and never really goes away. By 2050, the volume of accumulated plastics in the oceans will be greater than that of fish.

 

Production of one cardboard box (usually used only once) causes more than 260g of CO2 emissions, not including additional sticker tape, labelling or filling material.

 

More than 80% of consumers say they feel it is “important or extremely important” that companies design their products to be more environmentally friendly.

 

What if we shipped our e-commerce items with reusable materials? What if plastic bottles were biodegradable and compostable? As usual, startups are leading the way in creating new products and opportunities to seize this consumer white-space and help save the planet.

The Truth About Innovation, with IPG Media Lab

IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.

> See all episodes
iOS 14: Friend or Foe? Breaking Down the Effects of Apple’s New Privacy Policies

There’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.

> See all issues

REIMAGINING

PACKAGING &

SUSTAINABILITY

In Partnership With

We are what we eat and drink. Our world is becoming what we throw away. The convenience afforded to us by e-commerce, globalization and plastics is destroying the planet and consumers are wising up to choosing brands based on their commitment to sustainability.

 

91% of potentially recyclable plastic in the U.S. ends up in landfills. Worse, it takes thousands of years to disintegrate and never really goes away. By 2050, the volume of accumulated plastics in the oceans will be greater than that of fish.

 

Production of one cardboard box (usually used only once) causes more than 260g of CO2 emissions, not including additional sticker tape, labelling or filling material.

 

More than 80% of consumers say they feel it is “important or extremely important” that companies design their products to be more environmentally friendly.

 

What if we shipped our e-commerce items with reusable materials? What if plastic bottles were biodegradable and compostable? As usual, startups are leading the way in creating new products and opportunities to seize this consumer white-space and help save the planet.

 

 

 

 

 

 

 

COVE
100% BIODEGRADABLE

 

Cove is the first bottle of water made entirely of biodegradable material. Plastic takes thousands of years to disintegrate, but it will never really go away. Cove’s packaging is more like a flower or an orange peel than plastic. Their bottles are made of PHA, a material that will break down into CO2, water and organic waste over time. This breakdown will occur whether in compost, a landfill or even in the ocean. 100% biodegradable, 100% water.

 

 

 

LIVINGPACKETS
INFINITELY RECYCLABLE

 

LivingPackets offers smart, secure and environmentally friendly e-commerce packaging with THE BOX. THE BOX combines all logistics and payment into one reusable product, which can help eliminate 100 billion cartons each year, saving 700 million trees, all while delivering a great e-commerce experience. LivingPackets’ take—“Reusing is more clever than recycling.”

 

 

NOTPLA
YOU CAN HAVE YOUR PACKAGING AND EAT IT TOO

 

Both edible and biodegradable, Notpla’s flexible packaging is made out of a revolutionary material combining seaweed and plant matter, making it ideal for on-the-go consumption that doesn’t hurt the environment. With their team of designers, chemists and engineers, Notpla is changing the face of packaging and making brown seaweed the star of the show.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

 

COVE
100% BIODEGRADABLE

 

Cove is the first bottle of water made entirely of biodegradable material. Plastic takes thousands of years to disintegrate, but it will never really go away. Cove’s packaging is more like a flower or an orange peel than plastic. Their bottles are made of PHA, a material that will break down into CO2, water and organic waste over time. This breakdown will occur whether in compost, a landfill or even in the ocean. 100% biodegradable, 100% water.

 

LIVINGPACKETS
INFINITELY RECYCLABLE

 

LivingPackets offers smart, secure and environmentally friendly e-commerce packaging with THE BOX. THE BOX combines all logistics and payment into one reusable product, which can help eliminate 100 billion cartons each year, saving 700 million trees, all while delivering a great e-commerce experience. LivingPackets’ take—“Reusing is more clever than recycling.”

 

NOTPLA
YOU CAN HAVE YOUR PACKAGING AND EAT IT TOO

 

Both edible and biodegradable, Notpla’s flexible packaging is made out of a revolutionary material combining seaweed and plant matter, making it ideal for on-the-go consumption that doesn’t hurt the environment. With their team of designers, chemists and engineers, Notpla is changing the face of packaging and making brown seaweed the star of the show.

About VentureFuel

VentureFuel helps futurize established companies by tapping into emerging technologies and breakthrough startups. Their innovation programs solve specific business challenges, uncovering first-to-market opportunities and delivering tangible results. From Corporate Accelerators to Innovation-as-a-Service to Strategic Projects, VentureFuel leverages our global network of top investors, scouts, founders and academics to deliver what’s next, now.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

Copyright © 2020 Association of National Advertisers-established in 1910

Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

 

Email: marketingfutures@ana.net

 

marketingfutures.ana.net