package before promoting For many years the words ‘marketing’ and ‘advertising’ have been seen as virtually interchangeable. This reflects a very narrow view of marketing and highlights the aggressive salesmanship of advertising agencies. This is the last of five thoughts addressing the tools other than advertising, or communication, that marketers can and should prioritise. The […]

package before promoting For many years the words ‘marketing’ and ‘advertising’ have been seen as virtually interchangeable. This reflects a very narrow view of marketing and highlights the aggressive salesmanship of advertising agencies. This is the last of five thoughts addressing the tools other than advertising, or communication, that marketers can and should prioritise. The global market for sustainable packaging is forecast to reach $244 billion in 2018. This is a big number! It says two things: Packaging is important Sustainability is important One only needs to wander around the supermarket and look at the array of packaging to appreciate how important it is in the marketing process. The recent ban on shopping bags in some states, together with campaigns against plastic straws and single use bags, highlights just how important sustainability is. In a marketing context both are more important than general communication. Packaging, while generally associated with goods,…