Let’s face it: The ecommerce revolution has not only changed the rules for consumer packaged goods (CPG) companies, it has created a whole new game in which COVID-19 has only cemented the need for brands to adapt.
It’s safe to say that within the next decade, the everyday routine of millions of American consumers will integrate some type of cannabis, whether as a functional food and beverage ingredient, a beauty product, or as a health or mood aid.
Regardless of where companies currently stand on the sustainability spectrum, there is always room for growth — and certainly the demand to support it. As consumer awareness of sustainable brand practices grows, there are some considerations that companies must make to catch up or stay ahead of the curve.
The move toward sustainable practices, products and materials is no longer on the horizon but ever-present. This is especially true as more consumers factor brands’ social responsibility initiatives in purchase decisions.
As the Earth’s population is expected to grow by more than two billion people in the next 30 years according to a 2017 United Nations report, it will become more imperative to address the sustainability of food processing. Population growth translates to higher required food output and consumers—specifically millennials—have concerns surrounding the environmental impact of today’s food supply chain. This leads them to seek out brands that proactively address the matter.
As brands seek to tap into sustainability and wellness trends, brand owners can make significant strides in the arena with clean labels, transparency – both figuratively and literally – and by striving to reduce their carbon footprint throughout the supply chain.
As health-conscious consumers pay more attention to the substances that enter their bodies and the environment, they also expect that organic food packaging will be all-around ecologically friendly to ensure they aren’t consuming any “accidental” ingredients.