[07. Up-to-date
Where packaging is constantly in tune with the society of which it represents the values.
Packaging mirrors the culture of our society and in turn contributes to creating the same. It does so through messages, that are transmitted via its shape, its graphics, its symbols: it thus transfers values and messages and takes part in the evolution of contemporary social life.
#StandWithUkraine: packaging says no to war
The packaging sector strongly condemns the Russian invasion of Ukraine. At the beginning of March, a few days after the start of the conflict, reference associations such as the World Packaging Organisation (WPO) and the European Packaging Institutes Consortium (EPIC) have made heartfelt appeals for an end to the hostilities and suffering of the Ukrainian people at the hands of the Russian army. The world of packaging thus aligns itself with the numerous organizations, public and private, which have openly condemned the brutal attack carried out by Russia.
In addition to the international community’s disapproval of Vladimir Putin’s initiative and the political and economic sanctions packages introduced by the EU, the US and other countries, the response from large multinationals was not long in coming.
Giants such as Apple, Samsung, Microsoft, Nike, Coca-Cola, Pepsi, P&G, Unilever, LVMH, and Hollywood studios such as Disney, Warner Bros, Sony, are interrupting all activities on Russian territory, closing stores, suspending the distribution of their products and the provision of their services.
There are also numerous large and small companies that have mobilized and joined the international #STANDWITHUKRAINE campaign, making their economic and creative resources available to support refugees and launch messages, including through product packaging, to express repudiation of the Russian invasion and support for the Ukrainian people.
In addition to sending humanitarian aid, raising funds, street demonstrations and awareness campaigns on social media, packaging, thanks to its potential as a mass medium, has also contributed to spreading messages against the ongoing war and demonstrating solidarity with Ukraine.
Among the initiatives carried out, the GermanThe Female Company donated 10,000 packs of feminine hygiene products to Ukrainian refugees along the country’s border. After being overwhelmed by requests from customers who wanted to contribute with other donations, the company created a special edition, adding the expression “Pads for Ukraine” to the packaging of the sanitary pads. Those who want to support the initiative can thus buy this product at a discounted price and the company will take care of the weekly shipments to Ukraine, working together with other startups in Berlin who are donating their products and voluntarily offering their services.
For its part, the Ethiopian-Dutch Moyee Coffee (fairchain-type coffee growing and roasting company), following the attack by Russian troops on the small “Snake Island”, transformed the now famous response of a guard Ukrainian border in a blend of coffee: “Russian Warship: Go F*** Yourself”. In the Netherlands, the proceeds from coffee sales will be donated to the Stichting Vluchteling refugee foundation; in Ireland, it will instead be sent to the International Red Cross.
New Zealander The Collective has removed all references to Russia from its product based on “Russian Fudge” (literally “Russian caramel”) to show solidarity with Ukraine. The preparation that gives its name to this type of caramel is actually not Russian, but it is a recipe of Scottish origin. Despite this, the company still decided to change the name of the product on the yogurt packaging, leaving only “Fudge”, following the current Ukrainian crisis.
Finally, the US beverage producer Avery’s Soda has decided to take a stand on the Ukrainian conflict with its “Putin Punch”, a fruit punch on whose label is a caricature of Putin hit by a blue and yellow boxing glove, national colors of Ukraine; in the background, a burst of red and yellow, which instead chromatically characterized the Soviet Union. The expression #StandWithUkraine is then included, to further reinforce the message. Part of the proceeds from the sales of Putin Punch is donated to the Ukrainian Red Cross.
The examples presented, in addition to expressing the repudiation of the Russian invasion and solidarity with the Ukrainian people, demonstrate once again how packaging is a powerful means of communication which, thanks to its diffusion and pervasiveness, is capable of launching powerful messages of awareness.
Organizations are increasingly taking a position on major issues of social and environmental importance, using their products and services to spread virtuous models and participate in the evolution of society. Paraphrasing the title of a book published by Roy M. Spence Jr. and Haley Rushing more than ten years ago, but still extremely current, beyond what it sells, it is really what you stand for that makes the difference.
It is therefore the causes that are defended and the ethical principles that are expressed that generate real value for an organization. Value that is increasingly recognized by people and that strongly affects purchasing behavior: in fact, in addition to being users of products and services, it should not be forgotten that consumers are actually citizens, particularly sensitive to sustainability issues, worried about the future of the planet and in a process of vindicating the common good.
