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Trend Q&A: Must-know packaging innovations and more

Consumer targeting, packaging design, future homes. Polaroid-style image of person using laptop in squat position
WGSN Original Image, cottonbro/Pexels
Jan 05, 2022 By WGSN Insider

Consumer marketing, packaging innovations and homes of the future. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to São Paulo and London. Hear from the friendly faces of our Mindset, Beauty and Interiors teams.

Watch the full episode below or read on for highlights of this episode:

Q: How do you plan to target consumers when things are so changeable? 
“It is crucial to constantly pay attention to people. Things are changing fast, but there are always signs that a behaviour change is happening, so it’s essential to understand what your consumer is feeling, what needs are emerging and how that is manifesting. It’s also important to act fast on those learnings.”
– Ligia Barros, Head of WGSN Mindset
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Q: What are the biggest innovations coming out of the packaging industry that we need to know to make our packaging have less of an environmental impact? 
“Remove or reduce your secondary packaging. It’s simple but effective and will save a brand money as well. Consider if you need to ship a box within a box and if you can redesign your primary packaging so it tessellates within shipping containers, protecting each other rather than requiring extra materials to arrive in one piece.”
– Emma Grace Bailey, Senior Strategist, WGSN Beauty
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Q: Post-pandemic, what are the major changes and how we will be living in our homes? 
“We’ve grown fond of our homes. In many cases, we’ve given them a makeover to accommodate more people with different needs, as well as re-evaluating what brings us happiness within the home. This means growing demand for dedicated work and workout areas no matter how small, such as flexible partitions, furniture or even home fragrance used as a room divider for different activities.”
– Gemma Riberti, Head of Interiors, WGSN
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