The Costs and Benefits of Better Design | GreenBiz.com
Wendy is the author of Packaging Sustainability: Tools, Systems and Strategies for Innovative Package Design (I got the book last week and am dying to eat it up), and gave a pretty good interview.
“It’s really a matter of - you know, they go hand in glove. You can’t separate one from the other. It always cracks me up when people are like, “Oh, yeah. Show me all these great eco examples that you’ve done that are super cutting edge.” And I go, “Here you go.” And they go, “Well, that’s just a box.” And it’s like, “Yeah, but let me tell you about all the stuff we didn’t put in the box and let me tell you about this or this stuff that we did, and let me tell you about what we optimized in the pallet and…” They’re like, “Yeah, but it’s just a box. It doesn’t look eco.”
Well, you know, what is eco? Eco is a system. Green is a box. You know, put recycled on there, put a symbol, paint it green, make it look like bark and you’re done. But if you really want to do something eco, if you want to do something that’s sustainable, if you want to do something that’s the next level, you have to look at the supply chain, and if you take a look at the people that have been doing sustainability as part of their core ethic for quite some time, they are looking at the entirety of the supply chain”
Regarding clients:
“Are they coming to me better educated now? Not necessarily. They are coming to me more motivated. (In the past) I would have to take about 80 percent of the conversation to explain why going to a more sustainable solution set or supply chain or business system is even worth doing because they’re like, “Oh, it’s that greenie thing, isn’t it?” And it’s like, “No, no, no. Not a greenie thing. Here, let me put it in words you love - profitability, resource use, efficiency,” and start to pull out the words that they’re used to hearing and then they’re like, “Oh, well, that’s what it’s about. Well, I didn’t know that. Well, why don’t they just say that?””
One last thing Wendy mentions is how club stores paved much of the way for sustainable packaging, before Wal-Mart at large stepped in with its Sustainable Packaging Scorecard program. With club stores (Costco, Sam’s Club, other Cash & Carry stores), the warehouse is the store itself with stock kept on shelves above the merchandise.
To quickly prepare items for sale, the pallets have to be specially designed by layers with corner protectors. I’ve been commissioned to oversee the designs for previous employers and must say it’s not an easy process because now marketing & product development also has to please the buyer in this extra regard. Granted, it’s not too much different than designing a POP or floor display in that we should consider designing the whole pallet to be appealing and inviting (“come hither and take a closer look!”). But the main difference is that displays need to be assembled, club pallets don’t. All inner and master cartons are eliminated from the supply chain. I can go on an on with this subject, but I’ll leave it be for now while your precious attention is still here, and leave you with a Wal-Mart video on Packaging 2.0 which (aside from the corporate “We Care” speak), gives you a rough idea of the larger supply chain factors at work that Wendy describes in the last part of the GreenBiz interview.
[Video Link for Email/Other Subscribers - 4.5min]
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“(I got the book last week and am dying to eat it up),”
Hot tip from the contributing editor: Don’t try and read it all in one shot. Like a buffet, pace yourself.
I have to say, one of the BEST reviews we’ve gotten so far wasn’t in words at all — it was from a designer I know who happened to bring his book along to Green Drinks. I glanced at his copy siting on the table and poking out all over the place were those tiny little post-it tabs. He really uses the book. This is what we hoped for — that people will find tons of useful bits in there for their work.
Bonus points: The designer mentioned is a product designer, not a packaging guy.
“and gave a pretty good interview.”
Yeah, well, you pulled the two sections where my inner Midwestern windsurfer-girl came out. (Like, you-know.) Doesn’t everyone have running beach-dialect dialogs going on in their heads? And if not, how do I get them to stop? ;-P
I promise, in print, and on stage, I’m quite a bit more articulate.
Hope you enjoy the book…
W-
Thanks for stopping by Wendy!
Hear ya on the language. I’m a California kid by heart and let my easy-going friendly language come out here and there in conversations. But you know what? I feel that when done correctly, we can connect so much better with other folks on a personal level and transcend the consultant-speak, Harvard business review, I’m a stiff professional image that comes off so academic…but not personally memorable.
Secondly, I totally understand the multiple roles of packaging in terms of supply chain, product design, and marketing communications. I’ve had to wear all three hats in the past and it’s a total blast! But unfortunately for individuals only exposed to one or the other, the degree of systemic and interrelated understanding of effective parameters in the design process (ideation to launch) can be hindered. For us to promote packaging sustainability, all three areas need to be considered.
I know you’re speaking at Greener by Design, but if you have extra time I recommend coming to Sustainable Brands 09 in Monterey just a few weeks later. They have an amazing lineup of speakers and topics across business strategy, product development, communications, and organizational behavior.
In my opinion, it’s dearly important that no matter what events we attend relating to our professional background (free & premium), that every one of us is exposed to multiple perspectives and topical arenas.
The whole premise of systemic thinking, especially in regards to sustainability, is that we learn and collaborate across borders.
Anyways, I’ll be sure to be writing more about what I’ve learned and quote ya here and there.
~ Pleasant Day!
“I’ve had to wear all three hats in the past (supply chain, product design, and marketing communications) and it’s a total blast!”
This cross-pollination of function areas is part of the very best things about packaging. We get to touch so many different areas. For me my dad was an engineer, my mom in advertising. When I told them I was going into packaging (I was 8, weird child I know) they were both happy — one of the very few things they ever agreed on.
Though flip side, with that pedigree, what else could I have been? Hmmmm.
Anyway — at some point soon I’ll have the blog section for our book website (http://packagingsustainability.info) so people can talk directly to all of the contributors about things in the book, or to take some of the questions the book raises further.
W-
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BTW: Sustainable Brands has had some great speakers in the past. This year Jeremy Faludi and Jacquie Ottman, both contributors to our book, are part of the line-up.
This year also Mathis Wackernagel…well, he’s just freak’n brilliant…in my humble opinion.