Revolutionising Consumer Behaviour through Sustainable Connected Packaging

In today's market, sustainability has become a key focus for consumers. The Tetra Pak Index reveals a significant shift in consumer mindset, with 54% now considering the future of the planet when making purchase and waste choices. This evolving consciousness aligns seamlessly with the mission of Appetite Creative, particularly in its partnership with LitterLotto who have just rebranded to peasy to reflect the wide range of behavioural change and sustainability focussed incentives that they offer to create awareness and engagement with doing the right thing with used products - where connected packaging solutions play a crucial role in bridging brands and conscientious consumers.

Shifting Consumer Mindset:

The statistics from the Tetra Pak Index indicate that 70% of consumers prioritise health, and two-thirds pay increased attention to food and drink choices. These insights resonate with Appetite Creative's and peasy’s commitment to delivering innovative solutions in the food and drink sector. The companies both recognises the evolving needs of consumers and aim to empower brands to meet these expectations, especially in promoting sustainability and healthy choices.

Sustainable Practices and Consumer Awareness:

An essential revelation from the Tetra Pak Index is that 70% of consumers believe healthy products shouldn't harm the environment. This underscores the importance of sustainable practices, a trend observed by Appetite Creative in the rising demand for connected experiences communicating sustainability and health benefits. The company sees an opportunity to use connected packaging as a bridge to engage with consumers on a deeper level, addressing concerns for individual well-being and the health of the planet simultaneously.

Connected Packaging Solutions:

Appetite Creative is at the forefront of facilitating meaningful connections between brands and consumers through its connected packaging solutions. This bridge offers brands a unique opportunity to engage with consumers, reinforcing the value of considering personal and planetary health together.

The "Link" Platform and Data Solutions:

Appetite Creative has been bringing its innovative platform "Link" to address data challenges since 2014. With Google's expected removal of third-party data, QR codes delivered via connected packaging become invaluable for businesses. Link facilitates real-time feedback from customers, providing continuous data on consumer interactions. This allows brands to understand customer behaviours, preferences, and demographics, building a unique and in-depth picture for targeted marketing.

Education and Brand Awareness:

Connected packaging creates experiences that educate customers about brands and products, contributing to a boost in brand awareness. An example is the collaboration with Tetra Pak, where QR codes on packaging led to an eco-themed mobile quiz educating customers about Tetra Pak's environmental impact. This not only increased brand awareness but also provided valuable customer data.

Customer Loyalty Programs:

Connected packaging enables loyalty programs, with major brands like Pepsi, Gatorade, and Frito-Lay increasing global first-party data records by 50%. Appetite Creative has witnessed a surge in requests for loyalty and rewards programs, showcasing the effectiveness of connected experiences in building customer loyalty.

Tracking, Traceability, and Anti-Counterfeiting:

Secure QR codes on connected packaging enable product tracking, traceability, and anti-counterfeiting measures. Consumers now view QR codes as a normal way to access content, games, and experiences, willingly sharing personal data for value-added services.

Regulation and Future Trends:

With regulations for digital product passports emerging in the EU, QR codes are becoming digital identities, especially for batteries and wine. Manufacturers are adopting digital tracking solutions via QR codes before regulations come into force, recognising the value in unlocking various opportunities.

In conclusion, the partnership between peasy and Appetite Creative is poised to revolutionise consumer behaviours through connected packaging experiences. This collaboration benefits brands, the planet, and consumers through rewards, loyalty programs, and a commitment to sustainability. As businesses embrace this supercharged media channel, the demise of the third-party cookie becomes an opportunity for improved data and unprecedented business growth.