3 European consumer trends that are shaping packaging through brand identity

1st January, 1970

3 European consumer trends that are shaping packaging through brand identity

The packaging industry in Europe is booming, therefore it’s important to identify upcoming movements in order to keep up with the ever-increasing competition. This article is going to look at consumer behaviour trends that are shaping packaging through brand identity.

Brand identity is the outward expression of a brand – including its visual appearance that can be expressed through packaging. Let’s have a look at three consumer trends that are anticipated to affect brand identity in 2018.

1. Welcome to the digital age

E-commerce is a global trend and has been booming in Europe recently. E-commerce and digitalisation have a massive impact on packaging and brand identity as they allow manufacturers to provide consumers with more personalised products and services. Because of digital disruption, there are endless opportunities when it comes to building a brand identity; however it brings one massive challenge too – how to engage with consumers through a good looking packaging when the shipment endangers the quality of the product.

2. #Sustainability

You might think that sustainability has been overly discussed recently, however you need to keep in mind that the consumer does not treat it in the same way as before. For example, a decade ago many brand owners looked at consumers that care about sustainability as a niche audience, but now majority of people want to purchase products that express eco-friendliness and sustainability through brand identity. This means that you need to find innovative ways to improve your product’s brand identity and packaging even further to turn sustainability into a unique selling point. Remember – sustainability is not just a buzz word!

3. it’s all about the journey, not the destination

As the world is moving from transactional marketing to relationship marketing, consumer journey becomes extremely important factor for packaging. People no longer purchase “just a product”, they want to see brand identity that engages with them – they want a brand that tells a story. If you want to learn more about these trends, PACE Europe 2018 will be exploring how to use packaging and your brand identity to engage with a customer and beat the competition.


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