Lightning in a Bottle: Creating Packaging That Gets Shared Socially
An estimated 300 million tons of plastic are produced every year, eight million of which end up in our oceans, reports international environmental watchdog, IUCN. As consumer awareness of this issue grows, CPG giants like P&G are pledging to make 100% of their plastics recyclable by 2030 with 50% of their plastic packaging made from recycled materials. In a similar move, Nestlé announced that it would invest $2.16B in making one third of its plastics production from food-grade recycled plastics by 2025.
All this has helped to elevate the stature of these brands in the consumer’s eye. As such, they’ve turned these initiatives into opportunities to partner with organizations that will lend additional credibility to their efforts. P&G partnered with Conservation International, World Wildlife Fund, and National Geographic in their #It’sOurHome campaign. Nestlé teamed up with Origin Materials, “a startup based in Sacramento, California, to form the NaturALL Bottle Alliance.” About a year later, PepsiCo also joined the NaturALL Bottle Alliance working toward the goal of developing a “100% bio-based PET beverage bottles.” These efforts have gone a long way in showing the eco-conscious shopper that these brands are serious about sustainability and climate action.