As we approach the busy time of year for packaging exhibitions, we can expect a growing number of consumer goods packaging suppliers to be showing packaging innovations that reflect one of the most salient trends in society – environmental awareness.
As you will read in our show reports and special features this month, materials producers and machinery suppliers are working with and catering for developments in “environmentally-friendly” substrates and inks, as well as reducing energy requirements and waste disposal.
However, while most companies are now fully aware of the importance of placing environmental considerations high on the agenda – in terms of best manufacturing practice as well as goods produced – not so many are considering another major trend – the ageing population and, therefore, the growing need for age-friendly design.
In years to come, many more consumers will fall into the ‘over 50s’ marketing segment. There are already 130 million people over 50 years old in the European Union and by 2020 half of all European adults will have hit their half-century. While most people in their 50s and 60s these days are in pretty good shape compared to generations past and not in special need (50 is the new 30), consider the recently revealed government statistics. These predict that by 2066 the UK will have at least half a million people over the age of 100.
This realisation must surely call for some radically new and forward thinking marketing strategies by consumer goods manufacturers and their packaging designers.
Our lead news story this month highlights how leading companies including Nestlé, Marks and Spencer and Bayer Healthcare are doing just that. As part of a consortia programme supported by the University of Cambridge, they are getting to grips with designing products and services for this new and sizable market sector.
There must be many businesses out there that would do well to take their lead.
Felicity Murray,
Editor
Felicity Murray
