Janine James gave a speech at 2014 Seattle Sustainable Packaging Conference.

3. emotionally driven
the vast majority of
consumer choices are

4. that makes it a right brain-led decision.
Credit: Heed Your Call (2014) by David M. Howitt

5. Don’t overwhelm with
FACTS, FIGURES & DATA
Consumers are all too busy to stop and understand the facts and figures.
They can be overwhelming, making consumers feel like they are not
doing enough to understand — and this can create brand backlash.
bottom line

6. they want your
story.… a compelling story they can tell others.

7. Consumers are votingmore and
more with their pocketbooks today.

8. CONTENT
DISCOVERY
HERO
=
A VOTE!

9. CONTENTWhatever business we think we are in,
we are first in the content business
(nowadays).

10. where
are you
in the
conversation?
(People should find your story
interesting or inspiring enough
to feature on their pages.)

11. People nowadays want to
appear as trendsetters,
thought leaders, earth
savers or social activists …
and they want
to do it with
your content.

12. They can cut and paste the facts and figures
off your site … (yawn). Better yet, regularly give them
different, awesome stories. And, by the way, those
stories should be punctuated by visual metrics.
idea

13. DISCOVERY
Mistake #1: Advertising your packaging
or your product as green.

14. getting lost in the green noise.

15. ell a great
story about
your
product
or packaging.
(Instead)

16. Consider making
demographic-specific
packaging.
idea

18. Viral/Guerilla
Packaging:
Convenience
School Stores
Coin-Op
Guerilla Marketing

19. HERO(Consumer mindset has changed.)

20. (no time/no money)
We are all stretched too thin to save the
planet — we barely feel we are doing
enough to save ourselves, feed our families
or educate our kids properly.

21. “Please
make our life
easier!”
(be the solution, NOT
the problem)
“We want you
to save the world
for us.”
“We love changing the world
just by
purchasing something
we would have already
purchased.”
“The less we
have to
think
about one
more thing,
the better.”

22. Grownups are too distracted,
so focus on their kids;
parents listen to their kids more than
they listen to you!
(kids are going to save the planet, invest in them)

23. We want to use your
stories.
Reach your children. Give them points towards
their college education when they buy your
product in earth-friendly packaging.
idea

24. How many votes
do you think
you
are getting?

25. Imagine The Next Institute
at Butterfly Farms

26. The Moderns thank you
Janine James
@ModernsNYC
ModernsNYC.tumblr.com
ImagineTheNext.tumblr.com
jjames@themoderns.com
Imagine the Next
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