Really good looking retail packaging might be the key to saving the environment. Hear us out. There’s a company called Loop, founded by Tom Szaky. It’s a global circular shopping platform that uses durable, recyclable containers in an effort to eliminate waste. Loop partners with well-known brands (ex: Clorox, Pantene) and offers their products in reusable containers that are either directly delivered to consumers or available via retail outlets. Once empty, the containers are then collected, cleaned, and refilled. It’s a modern day milkman model. Customers are loving it because the packaging is really cool and sleek, and just has a really great aesthetic overall. Some of their containers actually prolong the shelf life of the product and make it easier to enjoy. Take Haagen Dazs’s for example. Loop’s packaging for the ice cream giant keeps the product frozen and fresh longer and makes it easier to scoop out every last bite.
Loop requires a security deposit with each purchase to guarantee returns of the packaging. This deposit also affords companies leeway to invest in better packaging design. Through Loop, different product manufacturers become responsible for a durable container meant for multiple uses instead of a one-time use container to transport a product from the store to the home. In this model, the sustainable packaging design becomes an asset, not just a production cost, where traditionally the company is responsible for product delivery and the customer is responsible for the use and disposal of the product.
Szaky conducted customer research to really get to the grit of why customers were using Loop. The average price of everyday items are a lot higher. Surprisingly, ⅔ of the survey showed that consumers use Loop because of the creative packaging design and ⅓ because of sustainability efforts.
This “Loop Effect” shows that there are goods that are not price sensitive and that the modern day consumer holds aesthetics and sustainability extremely highly. This proves that eco-friendly packaging may be worth the investment as modern consumers are willing to pay the difference.. Loop has shown us that you can do good and look good too.