31 BUSINESS ADVICE a product is sold. For instance, while European consumers may be more familiar with specific sustainability symbols, American consumers might be less aware of the implications of certain materials. This inconsistency calls for a careful, targeted approach in educating consumers about what makes a product sustainable. The role of consumer feedback cannot be understated in the development of sustainable products. The panellists shared insights on how engaging consumers in the product development process has become an essential aspect of innovation. ` Michelle recounted Diageo’s trial of a paper bottle for Baileys, which was produced using dry mould fibre and included a thin PET liner. The bottle received a commendable score of 8.1 out of 10 for likability from consumers during feedback sessions. “At Diageo, we classify 8.1 as excellent, so we were absolutely delighted with the feedback. But one of the learnings from the trial was that it was apparent that consumers are looking for clearer information on what makes this bottle a sustainable option,” Michelle observed, highlighting the need for ongoing dialogue with consumers as products evolve. By incorporating consumer insights, brands can better align their products with expectations and preferences, thereby fostering stronger connections with their audience. Sarah reinforced the importance of consumer feedback in shaping product development. “It’s not just about creating a product that’s sustainable; it’s about ensuring it meets consumer needs and expectations,” she stated. By actively seeking out and responding to consumer opinions, brands can develop more appealing sustainable solutions. Progress over perfection One of the recurring themes throughout the discussion was the understanding that the journey toward sustainability is ongoing. Michelle articulated this perfectly by saying, “It’s the first step on a much bigger journey.” The industry must recognise that achieving sustainability is not a destination but rather a continuous process of improvement. Reflecting on the luxury market, Sarah said “we’ve been looking to eliminate microplastics going forward and talked a lot about progress over perfection. It is our way of trying to get one step ahead of the game,” underscoring that incremental improvements are crucial as the industry moves toward greater sustainability. This approach allows brands to celebrate their achievements while remaining committed to ongoing innovation and refinement. Sarah also noted the importance of a longterm perspective. “Sustainability underpins everything we do, and we are trying to develop products from the very outset that are designed to be circular,” she asserted. This reflects a fundamental shift in thinking about product lifecycle and materials, as brands aim to create solutions that are not only sustainable but also capable of being reused or recycled. Innovation in materials is central to meeting eco-conscious consumer expectations. The luxury packaging sector has witnessed a notable shift toward alternative materials, particularly in response to consumer demand for reduced plastic usage. Flower discussed Fedrigoni’s commitment to developing paperbased packaging solutions as part of this trend. “We recognise that single-use plastics have devastating lifespans that far exceed their utility, and we must do better,” she explained. The development of paper products with water-resistant and anti-scratch properties is one example of how technology is evolving to meet market demands. “We’re committed to developing solutions that enhance functionality while reducing environmental impact and we are keen to collaborate with brands to create innovative solutions,” Sarah stated. Cory echoed this focus on innovation, highlighting the growing array of sustainable materials available to brands. “The future will see us exploring new options that align with our commitment to luxury while reducing our environmental footprint,” he affirmed. Collaboration across the industry is essential to fostering a culture of sustainability and driving meaningful change. Michelle pointed out that this collaboration must occur at multiple levels, particularly within organisations where cross-functional teams
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