Inspire Magazine #71

Today’s consumers expect more from their favourite premium brands, adding new layers that sometimes overshadow previous expectations. Sustainability, inclusivity, and health are of particular importance. And consumers expect action. Otherwise, they may take their business elsewhere.

Packaging is a highly visible part of the relationship between the brand and consumers – in shops and online. Decades of hard work creating strong brand experiences have gone into the design and form. Now, however, consumers are moving the goalpost for packaging.

Consumers expect transparency from brands. They want to know if the paperboard used for packaging is sustainable, including every step of the way. From the forest to how it is manufactured, from usage to recycling at the end stage. Or how well a brand reflects a diverse society. To be relevant for a broader consumer base and create a multisensory premium shopping experience, the touch and feel of packaging are also vital components.

In this issue, we’re looking at how consumer demands are evolving and changing. Successfully meeting these new expectations will determine the future success of premium brands. At Holmen Iggesund, we believe the best way forward is to explore the answers together.