Essay: Quotes

NO LOGO -
                                                                                                                                                                                                                                     
"Familiar personalities such as Dr. Brown, Uncle Ben, Aunt Jemima, and Old Grand-Dad
came to replace the shopkeeper, who was traditionally responsible for measuring bulk
foods for customers and acting as an advocate for products... a nationwide vocabulary of
brand names replaced the small local shopkeeper as the interface between consumer and
product." 28

But there were those in the industry who understood that advertising wasn't just scientific;
it was also spiritual. Brands could conjure a feeling —
think of Aunt Jemima's comforting presence —but not only that, entire corporations could
themselves embody a meaning of their own. 28

 Aunt Jemima from Quaker Oats' early packaging, humanizes production
for a population fearful of industrialization. 24

Survey of Future Packaging Trends -

http://www2.dupont.com/Packaging_Resins/en_US/assets/downloads/Survey_of_Future_Packaging_Trends.pdf?src=vocus_survey2012_whitepaper

• Respondents say cost is the top factor driving the industry today (59%) but they predict it will fall significantly
in importance in 10 years (dropping 28%) to below factors like sustainability (51%) and food safety/security
(37%)

Future trends in Europe are sustainability (53 percent) and food safety and security (40 percent)

‘The sustainability/green agenda will be at the forefront of future trends. As economies re-prosper there will be
more onus placed on retailers and brands to deliver a packaging message in response to the ‘all packaging is
bad’ momentum.’

Overall
• Cost matters most (75 percent) when it comes to evaluating sustainability in packaging today, but falls to the
third most important criteria (41 percent) overall in 10 years.
• Lifecycle analysis (52 percent) and recyclability of the package (46 percent) will be the two most important
criteria overall in 10 years.
• The source of raw materials will become increasingly important (from 20 percent today to 40 percent in 10
years) to tie with cost as the third most important criteria in 10 years.

Overall
• The packaging industry today clearly thinks that consumers value convenience (76 percent) and shelf appeal
(58 percent).
• In 10 years, respondents think this dynamic will completely change, with consumers valuing sustainability
features, specifically perceived “greenness” of the materials (increasing 23 percent), recyclability (increasing
27 percent) and reusability (increasing 13 percent ).