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Younger generations prefer brands that support a cause. But there’s a recent twist. How can sustainable packaging help position your brand to stand out in this competitive new “doing good” landscape?
A friend told me about trying to buy a “first apartment” gift for her 26-year-old daughter. My friend was shopping for a coffee maker, but she wasn’t a coffee drinker. So, she texted her daughter and asked about a popular brand she thought her kid would like. “No,” came the return text. “That coffee maker uses plastic cups and those are bad for the environment.” Mom ended up buying an old-style percolator. ....

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