Are we close to a small but big turning point? We'll see, but we're definitely going in the right direction. We have always been attentive to sustainability issues because, in a certain sense, we strongly believe that changing the company direction towards a sustainable process necessarily involves corporate innovation! Standing out from the crowd by ingenuity in the research and design of sustainable processes and products can be the true path to business success! Sustainable gestures and initiatives are becoming a common heritage. It is therefore important that a marketing strategy includes these aspects, even more so if we are targeting an audience such as Generation Z or Millennials who prize sustainability and customization.
The date is Friday 14 January 2022
Since when will it no longer be possible to buy disposable plastic in Italy? . From here on in Italy there has been a stop to single-use plastic. What single-use plastic is banned? The disposable plastic subject to the stop is non-biodegradable and non-compostable plastic and all plastic fishing equipment. In essence we are talking about: Plastic plates and glasses, cotton buds, straws, containers and glasses for food and drinks in expanded polystyrene. While at first glance it might seem like a limit and constraint for companies to carry out their business activities, the objective of the decree is essentially very broad.
We want to push the country
With it the companies that contribute to the generation of income, towards a circular economy. Business models, processes, products and raw materials must aim for innovation and sustainability. From stopping single-use plastic to great sustainable corporate innovations: edible film We have already said on other occasions that very often huge plastic over-packaging is used for consumer products and is not at all essential ( read our post on Instagram ). Product packaging has always played a fundamental role in marketing: in the last century, the study and design of packaging had the sole objective of "attracting the attention" of the consumer. Today the main purpose should be different, namely: protecting the environment.
Empa researchers together with Lidl Switzerland
To take a step forward towards sustainability it is essential to know how to recognize and choose sustainable packaging , or avoid it when possible. Packaging is defined as eco-friendly already following this path by investing in research and development of sustainable alternative materials. Lidl Switzerland and Empa, together to create an ecological film: the case Empa researchers together with Lidl Switzerland have developed a cellulose product to protect fruit and vegetables. This innovative ecological film is made up of pomace, i.e. pressed fruit and vegetable peels. While on the one hand plastic packaging protects fruit and vegetables from deterioration, on the other hand large quantities of plastic contribute significantly to the production of non-ecological waste.
Fruits and vegetables covered with this
Hence the study for a protective covering suitable for fruit and vegetables based on renewable raw materials. film stay fresh much longer. Tests performed on bananas show that the shelf life of bananas increases by more than a week. This significantly reduces food waste. Source: Empa Maturity level WITHOUT coverage Level of maturation with film Being an edible film, it can be eaten without problems, reducing waste to zero. The cellulose coating can be reused and consumed by adding additives such as vitamins or antioxidants, etc. If plastic packaging represents only 1% of the environmental impact of production and transport, the positive effect on the environment of less food waste is almost 5 times greater than the negative effect of packaging. Plastic waste is a serious problem for the environment. Retailers are continually looking for ways to avoid plastic food packaging. Our hope is that in the future these natural coatings can completely replace petroleum-based packaging.
Digitalisation: you can't do without it anymore!
In the ever-changing marketing landscape, consumers expect instant gratification; they want to receive answers to their questions, customer reviews, product prices and availability. When looking for a new product or service, most people choose the option that offers the best digital experience. Why? The answer is very simple: digitalization has become something intrinsic in the life of today's society, especially for the new generations who were born into a digitalized and connected world. Anything that is not digital, such as queuing at the bank or post office, is considered too inconvenient and inaccessible. It takes us out of our natural rhythm which, in recent years, is decidedly dominated by technology.
A digitalized company with a strong online presence encourages meetings with people: consumers are increasingly proactive, they independently search and inform themselves about the solution best suited to their needs and the large amount of content present, which is user-generated or produced by the company, become the basis on which to form one's opinion and reach a final choice. Any digitized information will reach the consumer first! Any
B To C Database information the consumer might need will surely arrive in digital format first; through some channel, be it text, images, website, social networks or any advertising that appears on the web. The reality is that consumers discover or learn about a product or service first in digital media, even if they later complete the purchase in a physical store. Every brand needs to connect and interact with current and future customers.
A digitized approach can help prioritize
And target the right audience, at the right time and on the right platform. According to a report shared by Forbes , 44% of companies have already started a process of digitalizing operations and customer engagement. Brands are in the “hands” of consumers A brand is the sum of every experience a customer has with a company. The Internet has simplified consumers' access to information, making it easier than ever to discover new brands.
To remain competitive, it is imperative that businesses present a consistent experience across every consumer touchpoint, with the goal of building a strong online identity. Today, these experiences occur primarily through digital touchpoints such as social media platforms, blogs, search engines, newsletters, wearables, mobile apps and more. It's important to highlight up front that a digital-first culture isn't about eliminating traditional communications media. However, unlike its traditional counterpart, digital-first recognizes that brands are (literally) in the “hands” of consumers, often via mobile devices.
What good is a perfectly executed TV commercial
Therefore, digital platforms should take strategic precedence over more traditional marketing vehicles. If you think about it, these days if your brand has a weak online presence? A marketing strategy, which takes into account the needs of the digital consumer, must strengthen all marketing channels to understand the consumer's point of view. The consumer perspective boils down to this: the digital consumer (pretty much most consumers today) wants a solution to a problem as quickly and easily as possible. The digital consumer journey moves from awareness (research of the problem and possible solutions), to decision-making interest (research into possible solution providers).
Marketing efforts that successfully meet consumer needs
This process can take anywhere from a few minutes to many weeks depending on the complexity of the purchasing process., whenever they need them, can be applied to all marketing channels, not just digital. A Digital-First strategy requires a change in mindset Marketing has transformed over several generations, however this is the first time in history that technology and social values play a relevant and decisive role in the market; this means that companies must act quickly and adapt to new times. Generations Y and Z are the demographic groups that will decide the fate of the world and society in general, directly influencing the economy, the market and the organizations they belong to. Companies that are prepared to better understand consumer behavior, and that are able to reflect this in a media investment intelligently and effectively, will achieve greater reach and profitability.
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