“Anything with low-waste packaging, when it comes to disposition, reduces the amount of guilt that we feel about disposing of it,” says Karen Page Winterich, marketing professor at Penn State University. This reduction of guilt may not occur until after a product is already purchased, but it can still leave the consumer feeling better about your brand. The fewer times your customer’s journey ends in the trash bin, the better.
Photos courtesy of Who Gives a Crap.
Sarah Steimer is a writer, editor, podcast producer, and yoga teacher living in Chicago. She has written for Marketing News, Chicago magazine, Culture magazine, the Pittsburgh Post- Gazette, and other outlets.