Less packaging leads to sustainability (and a playful ad campaign)

Recently The New York Times profiled Method’s new laundry detergent ad campaign. “Say no to jugs” and “Get off the jugs and get clean” are among the playful messages Method has crafted to appeal to consumers. Clever, no?

When asked in the context of sustainability what the most sustainable packaging is, many consumers will say “none,” yet, since packaging is still a necessity of modern goods, from a design standpoint simplistic, clean packaging that doesn’t shout at the consumer stands out among the sea of “product noise”.

In addition to offering packaging that features less head space, fewer layers, and less content, Method is striking a second chord with consumers here: short ingredient lists. Overly scientific formulations and long ingredient lists perplex consumers. Short ingredient lists typically cue quality (and not just for food), and consumers will pay more for high-quality products that intuitively work with their holistic wellness perspective.

While it’s the intrinsic contents or use of a product that determines a purchase, consumers within the World of Sustainability view sustainable packaging options as “simple” measures that all manufacturers can take; therefore, it is a minimum requirement for all products, even if the products themselves don’t resonate as sustainable. As consumers become increasingly engaged with sustainability behaviors and the social life of products, earth-friendly packaging is the first price of entry for manufacturers attempting to create a more environmentally responsible halo.

Packaging enhancements also present unique opportunities to surprise and delight consumers lulled into low expectations by commoditized sizes, shapes and designs (i.e., laundry detergents). In the long run, when combined with other corporate citizenship strategies (e.g., community, economic, social), a thoughtful focus on earth-friendly packaging may indeed be a significant influence on the tail that wags the green dog.