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.

A Personalized Future, with Mike Barclay of MoEngage

Personalization in marketing is nothing new; since the dawn of the internet, brands have been able to customize messaging to specific groups or even individuals. However, we haven’t always used this engagement superpower for good. Many brands have been guilty of getting a little too personal and creeping out their customers in the process. But today’s guest says there’s a bright future for personalization as a cornerstone to modern marketing. Mike Barclay of MoEngage joined the pod to discuss the highs and lows of personalization, and what brands born before the dawn of the internet can do to get in on the personalization game.

> See all episodes
Marketers in the Metaverse of Madness: VR, Crypto, Communities, Gaming, Ecommerce, and More Converge

Media channels, and the ways in which marketers have used them, have always evolved. Marketers can access consumers where they are in more and more places online presently – from social media, gaming, online communities, and simple ecommerce transactions. The rapid development of virtual and augmented reality, however, has opened up a door beyond all of these: Consumers are now, via avatars (yes, just like the movie), experiencing entire virtual worlds that are also constantly developing. Marketers have an opportunity to incorporate all of the channels they were already reaching consumers at within these worlds, converging them all into one fully realized alternate reality – what’s now being called the “metaverse.” The resources collected here explore just what the metaverse entails, how brands can take advantage of them, and some examples of marketers who have already dipped their toe in these unchartered waters:

> 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