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It reflects the culture of the company, and sometimes it helps to create it, but with what priorities?
Luca De Nardo

March 29, 2021

“A mirror of the times, yes, but an active mirror, capable of returning content, functions and kind drives to improve our lifestyle and relationship with the environment”: Anna Paola Cavanna, president of the Ethical Packaging Charter Foundation, summarizes the Value n. 7 of the Charter and invites companies in the supply chain to participate and propose improvement projects by applying as Ambassadors of the Charter.

In the most recent of the discount stores in Italy there are 2,000 product codes, in an advanced supermarket 27,000. Each one contains invitations, ideas, stimuli, emotions, suggestions based on verbal messages, colours, shapes, images and drawings, but also the design, the weight of each one, the materials are just as many messages that condition. In short, a high number of stimuli, sometimes even daily if added to how many times we manipulate a package at home.

“The primary objective remains to induce purchase and repurchase? Or, we can introduce other priorities – asks the President – In the contemporary world there are also urgencies such as proper nutrition: a third of Italians, for example, suffer from overweight; or, food waste is also fought with packaging that is more suitable for the consumption of increasingly numerous and smaller families; or also, we have a responsibility for recycling that leads us to interrogate the packages for better separate collection. In what sense, then, is packaging truly contemporary? “

The e-commerce revolution is underway on the world market: it is necessary to interpret the challenges of logistic efficiency of usability, recycling of materials, reducing environmental impacts, return logistics: disposable or reusable packaging? It is only one of the possible contemporary aspects that we are called to interpret. “Just think of the feedback, the comments of buyers published on the platforms – underlines Anna Paola Cavanna – They induce the industry to be judged credible or not on the quality of the product but also of its packaging from an environmental, safety and usability point of view. “

A part of these themes is present in the contents of the Advanced Training Course in Packaging Management that began on March 25, conceived by the Foundation in collaboration with the La Sapienza University of Rome and in which 21 people participate. “It is the first concrete response to the commitments that we as a Foundation have made towards the supply chain – concludes the President – I invite entrepreneurs to be spokespersons for this commitment by supporting training and information: become Ambassadors, like me.”