Sustainability Claims & Packaging Communication; Using Your Package to Communicate Sustainability

Published

August 2, 2019

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As demonstrated at this past year’s Dieline Conference, the conversation around sustainability is growing and impacting how designers and brands evaluate their choices for packaging. Our experience at this year’s CPG expos revealed that marketers are starting to push the boundaries of their sustainability initiatives and what story to tell on the pack, specifically regarding certifications and claims.

“The impact of on-pack messaging is clear in the fact that half of the consumers who choose the food/drink products they buy based on sustainability efforts refer to on-pack information when making decisions.”

–Mintel, “Food Packaging Trends” 2019

Julia Rancone

Julia Hunter Rancone is a Managing Partner and VP of Creative Strategy for Ultra Creative. She has been in the strategic design services industry for over twelve years, positioning brands of all sizes and ages to outcompete in their category, garner consumer love, and achieve business objectives. She has led brand strategy projects for clients such as Nature’s Way, Matador, Foster Farms, and Amazon. With a Masters in Strategic Communication, Julia is particularly attuned to how brands exist in the lives of the consumer, always bringing the voice of the consumer and their needs to the forefront of project decisions. She’s a lifelong learner who is curious about what makes people tick and the role of trends and culture on consumer behavior.