Brand, Impact & Packaging with Adam Peek of the People of Packaging
There’s nothing wrong with having beautiful, eye-catching packaging that grips a shopper from first sight. But what use is a pretty package if the contents inside are already spoiled? For this unique cross-show episode of Brands for a Better World, our resident host, Gage Mitchell turns interviewee as special guest, Adam Peek dons the host’s chair. Adam is the Senior Vice President of Sales at Meyers and also the host of the People of Packaging Podcast, and he’s here to discuss all things related to packaging and sustainability. We explore how brands can build trust and community with consumers before unpacking the role of packaging in food sustainability and preservation, how brands can get the most out of their packaging, and why it’s important for brands to simplify and clarify their on-packaging message.
Key Points From This Episode:
Today, special guest, Adam Peek interviews Gage about packaging and sustainability.
How brands can create connections and build community and trust with consumers.
The role of packaging in food sustainability and preservation.
How brands can use packaging to communicate their authentic commitment to sustainability.
Why it’s important for brands to simplify and clarify their message.
“If we can learn from someone who is five years ahead of us on something, we can avoid the mistakes that they’ve [already] learned through hard lessons and therefore grow our business our business quicker and get to that impact faster.” — @GageMitchell [03:59]
“I love building community, connecting with people, sharing stories, and then building brands that are making the world better.” — @GageMitchell [04:21]
“Consumers today want to do the right thing – they want to buy from conscious companies; they want to buy from companies that are supporting the health of our earth. The problem isn’t that they want to do it, the problem is [that] consumer trust is at an all-time low with brands.” — @eadampeek [06:50]
“The idea of a brand is to have some sort of promise that you’re making to people – and by fulfilling these promises, you build trust. And if you keep fulfilling those promises, you continue to build more trust and hopefully, also build loyalty. Eventually, people will just buy whatever you make.” — @GageMitchell [07:57]
“Simplicity and clarity is critically important at the store shelf because you’re not just competing with the other products around you – you still have to do that, but you’re also competing or trying to sell to people who just have a lower attention span.” — @eadampeek [13:55]
