Recently, high volume retailers and consumer labels have been shrinking, recycling or reusing their package. Roughly $4 billion worth of packaging end up in landfills and this move is expected to not only leave a smaller environmental foot print but also help the bottom line.
For example, coke has made its bottle lighter and stouter, P&G uses rigid tubes for toothpaste that can be shipped without a box, and Wal-Mart wants to become “packaging neutral” by 2025 which means it will recycle, reuse or compost most of its packaging material.
Some marketing challenges will come up in the near future “Coke recently redesigned its classic contour bottles to be lighter and more impact-resistant. The new bottle looks smaller. “Our challenge is persuading consumers that they are getting the same volume in a better bottle,” said Scott Vitters, Coca-Cola’s director of sustainable packaging. “Estée Lauder’s attempt to use recycled aluminium is facing resistance within the company, “that shiny cap is part of Clinique’s brand image,” said John A. Delfausse, vice president for package development at Estée Lauder. “And they will not switch.”