Inclusive Packaging

摘要

The Unilever brand Degree is introducing a new deodorant product line named Degree Inclusion (page 40) that seems important to me, and I'll tell you why. Not only is it keenly attuned to the unique socioenvironmental moment we're all experiencing, it does so in a universally positive way that should cut across any partisan lines. But first, some background. As has been reported here (pwgo.to/7019) and many other places, a major consumer trend affecting CPGs is the public's desire for them to take a stand on issues like inclusion, sustainability, and corporate responsibility. Mara Devitt, a Senior Partner at retail strategist and consultant McMillan Doolittle who has studied this effect, said at a recent ISTA (International Safe Transit Association) conference that consumers want- and expect-retailers to take a value stand, and that extends to the brands they sell. A global research study that McMillan Doolittle cited found that more than 80% of consumers polled were demanding sustainability, social responsibility, and transparency from brands and retailers, and that 44% choose to buy products that are aligned with their own point of view on sustainability or values.