News

Reducing environmental impact: Maximizing results, minimizing footprint

One of the key considerations for beverage brands is the environmental impact of their packaging and point of sale (POS) materials. Single-use packaging has been a significant contributor to environmental pollution. In response, many beverage companies are now adopting more sustainable packaging alternatives, such as:

1. Recycled plastics in their packaging
2. Biodegradable materials such as compostable paper and cardboard
3. Bioplastics produced from renewable resources

But choice of materials is just one aspect of sustainable thinking. A huge impact can be made at the point of designing (or redesigning) marketing materials. For example:

• The minimization or total removal of any unnecessary packaging components altogether.
• Leveraging a smart modular design strategy to support multiple display configurations that can be disassembled and reused again and again.

By building sustainability into each step of the product life cycle (from design, to production, to distribution, to end-of-life), it’s possible to substantially reduce your environmental impact.

Leading the charge for sustainable business practices

HH Global’s Conscious Creative initiative is pioneering this shift, educating and empowering creatives and designers to innovate their marketing methodologies in harmony with the environment. Central to the Conscious Creative philosophy is a commitment to design-out waste and support sustainable behavior, reducing CO₂ emissions. Creative and design professionals are uniquely positioned to kick-start new marketing practices, and they are ideally placed to take the lead in assessing and selecting design materials for their CO₂ impact. Their conscious choices then become a cornerstone of this initiative, guiding clients toward responsible but impactful marketing decisions.

Good choices equal good marketing

Positive environmental or societal initiatives are not incidental to a product’s marketing. They are central to it. Highlighting sustainable practices demonstrates a commitment to acting responsibly, which resonates with consumers. This helps to build a brand narrative that extends beyond the product itself, growing trust and brand loyalty.

Taking a fresh look at packaging, branded merchandise, glassware and point of sale is also an opportunity to innovate and differentiate. Creative and sustainable solutions can become a unique selling proposition, attracting environmentally conscious consumers and setting a brand apart from its competitors.

Driving change in sustainable marketing

At HH Global, we believe in making sustainable marketing central to the creative design and materials sourcing processes. For example, by using locally and ethically sourced materials, we can reduce CO₂ emissions associated with transportation. From calculating the carbon footprint of different approaches to deploying principles of sustainable and circular design, we make creative decisions that improve the sustainability of marketing – from the point of ideation to production and beyond.

Of course, achieving more sustainable marketing is a collective effort. That’s why we work collaboratively with our clients and partners – sharing our insights and our processes. The HH Global Sustainable Procurement Framework (SPF) is our technology-enabled supply chain program aligned with the UN Sustainable Development Goals, enabling Strategic Supplier Partners to share their environmental, social and governance (ESG) credentials and improve them over time. To make material change, organizations will need ways to interrogate their initiatives, adopt better practices and continue to chart their sustainability maturity.

By sharing expertise and ideas, businesses and their suppliers can explore ways to move away from linear take-make-dispose models to more innovative, circular and sustainable methods. Behind all of these choices or initiatives is the desire to evaluate, educate and empower.

Driving sustainable transformation

The importance of sustainability in the design, creation and production of POS and packaging materials in the beverages sector cannot be overstated. It is a strategic imperative that aligns with consumer expectations, regulatory trends and the overall health of people and the planet. By integrating sustainable practices into their marketing strategies, businesses can not only enhance their brand image but also contribute positively to the global movement toward a more sustainable future.