With the market for digitally printed labels and packaging continuing to expand as digital technologies advance in capabilities and economies, the role of Covid-19 in reshaping the future of the industry must be acknowledged, reflected upon, and used to help build a bigger, better and bolder industry of tomorrow.
Sharing his thoughts on the current and near-term market for digitally converted labels and packaging, Mohit Bhushan, global director, product management at AstroNova, noted, ‘The transition to digital was already underway, but Covid has caused great upheavals in consumer behaviours and preferences, resulting in significant acceleration. In addition to Covid-19, social consciousness has been a force of change over the past year. Consumer behaviours and attitudes have forced packaging to adapt to meet new wants and values.’
The closure and long-term idling of brick-and-mortar retail forced businesses to adapt quickly to the e-commerce landscape. ‘With consumers now accustomed to finding goods and services online, this shift in commerce may be the new norm,’ he said.
‘Even before the pandemic, the demand for sustainable packaging was strong. Many brands had already moved towards a more eco-friendly packaging experience by utilising sustainable materials and re-used post-consumer waste. With more commerce now conducted online, the shipping of consumer goods has increased exponentially, creating more potential waste and more need for sustainable packaging solutions.’
This in turn has led to greater use of packaging as branding. Mr Bhushan exampled, ‘With 44% of consumers choosing to buy from brands that align with their values, brands have utilised packaging artwork to communicate support for a cause or overall values. Brands are experimenting with packaging designs and expressions through digital printing capabilities.’
Such topics and more will be covered in detail at the Digital Print for Brand Success 2021 conference, taking place 18 November, 2021 in London – www.digitalbrandconf.com.
