Packaging labels, especially those on the back of packs, are becoming overloaded with information to the point where the consumer can’t decipher what’s what anymore. Worst still, consumers’ interest wanes, and brands can’t communicate what they want clearly and effectively.

Increasingly, consumers want to know more about the products they buy. Is it gluten-free, or does it contain palm oil? Is the company ethical? As we progress towards ESG (environment, social, and governance) and other sustainable standards being a central part of brands—and as socially responsible brands become a key driver in consumer purchasing decisions—businesses will begin to communicate their credentials on pack. But with the current content overload, on-pack communication must be re-cast to ensure that important messaging effectively reaches consumers.

Beyond the label, integrated digital technology is now getting developed as a solution across a wide range of labeling needs.