What Makes Packaging, Green?是什么使包装，绿色？

One of our readers asked us to explain green packaging.我们的一位读者问我们解释绿色包装。

Q: What is the criterion for good sustainable packaging?问：什么是标准良好的可持续包装？

According to one leader in the packaging and environmental arenas, sustainable packaging materials can be designed in America and procured from worldwide locations (though common sense would indicate that shipping packaging supplies from Asia would offset any green benefit) as long as the packaging can meet these basic definitions…据一位领导人在包装和环境领域，可持续的包装材料可设计在美国和世界各地采购地点（虽然常识表明，运输包装用品来自亚洲将抵消任何绿色的利益） ，只要包装能够满足这些基本定义...

• Is the packaging beneficial, safe, and healthy for individuals and communities throughout its life cycle?包装是有益的，安全和健康的个人和社区的整个生命周期？
• Does the packaging meet market criteria for performance and cost?包装是否符合市场标准的性能和成本？
• Is the packaging sourced, manufactured, transported and recycled using renewable energy?是包装来源，制造，运输和回收利用可再生能源？
• Does the packaging maximize the use of renewable or recycled source materials?包装是否最大限度地利用可再生或可再生来源材料？
• Is the packaging manufactured using clean production technologies and best practices?是生产包装用清洁生产技术和最佳做法？
• Is the packaging made from materials healthy in all probable end-of-life scenarios?是从包装材料的健康在所有可能报废的情景？
• Is the packaging physically designed to optimize materials and energy?是身体的包装设计，优化原料和能源？
• Is the packaging effectively recovered and utilized in biological and/or industrial cradle-to-cradle cycles?包装是有效回收和利用生物和/或工业摇篮到摇篮循环？

So if you are sourcing greener packaging materials, ask yourself those questions and you will be a giant step ahead of your competition when it comes to things like Wal-Mart’s scorecard and other business and governmental entities that keep track of your company’s green initiatives.因此，如果您是采购环保包装材料，问问自己这些问题，你将是一个巨大领先一步的竞争是在像沃尔玛的记分和其他商业和政府实体的跟踪您的公司绿色倡议。

Sustainable Packaging Buying Decissions可持续包装购买Decissions

A recent packaging survey in an industry publication suggests that almost half of American consumers consider one or more sustainability factors when shopping for products in stores.最近的一项调查中包装行业的出版物显示，将近一半的美国消费者考虑的一个或多个因素的可持续性购物时对产品的商店。

The survey suggests that not only are the products important but the packaging and the store where products are purchased also playing a role.本次调查显示，不仅是重要的，但产品的包装和商店购买的产品也发挥了作用。 This information could be invaluable to you when designing or sourcing packaging materials.此信息可宝贵的给你当设计或采购包装材料。

Some of the surveys other findings include:一些调查其他调查结果包括：

• Almost 25% of the respondents consider two or more sustainability issues when making a purchase.近25 ％的受访者认为两个或两个以上的可持续性问题时购买。 Over 29% said that environmentally friendly packaging influenced the brands they bought, and 21% choose stores that carry a wide selection of products in sustainable packaging.超过29 ％的人认为环保包装的品牌影响他们购买，并选择21 ％的商店进行了广泛的产品选择在可持续包装。
• Sustainability factors are most important in the households of aging baby boomers and those with less than four people.可持续发展的因素是最重要的家庭的婴儿潮老化和不到4人。 Larger households with smaller budgets may choose products with lower prices instead of sustainability.放大较小的家庭预算可以选择的产品更低的价格，而非可持续性。
• Failing to reach the 55-and-over market could be a problem for companies and retailers because they are missing a large part of their main consumer base.如果达到55及以上的市场可能有问题的公司和零售商，因为他们失踪的很大一部分他们的主要消费群。
• Conscious consumers direct most of their buying to drug stores rather than supercenters.消费者最直接的购买到药店，而不是购物中心。
• High sustainability concerned customers have a higher purchase rate in food and beverages.高级可持续性有关客户有较高的购买率在食品和饮料。

In terms of packaging, the survey recommends that companies and retailers do the following:在包装方面，调查建议，公司和零售商做到以下几点：

• Utilize all opportunities to reduce packaging and leverage recycled materials, reusable, and biodegradable materials among their private label products.利用一切机会，以减少包装和利用再生材料，可重复使用，以及生物降解材料在其自有品牌的产品。
• Increase the availability of products with eco-friendly packaging.增加提供的产品环保包装材料。
• Optimize shelf-space as the package size is reduced.优化货架空间的封装尺寸减少。
• Signal all significant environmentally friendly packaging improvements.信号的所有重大环境友好的包装改进。

As you can see, many factors go into making buying decisions for sustainable packaging.正如你可以看到，许多因素进入决策购买决策的可持续包装。

External Influences Will Impact Your Packaging外部因素将影响您的包装

Consider this recent headline: “Tesco pledges to cut packaging by a quarter…”试想，最近这一标题： “ 特易购认捐包装削减了四分之一... ”

Supermarket giant Tesco today pledged to reduce by a quarter the amount of packaging used in both branded and own-label products within the next three years.超市巨头Tesco今天承诺，减少了四分之一的经费用于包装在品牌和自有品牌的产品在未来三年内。

Uh-Oh!嗯，噢！ Are you worried?你是否担心？ Well, you should be.那么，你应该。 External influences can shape the face of packaging materials for now and in the future.外部影响可以塑造面对包装材料的现在和未来。 Many times this will be totally outside of your control.很多时候这将是完全不在你的控制。 Legislation could be enacted, there could be a product security scare or another incident like 911.立法会颁布，有可能是一个产品的安全顾虑或其他事件一样911 。 All of which could dramatically shape the success and failure of your product and its packaging.所有这一切都可能形成极大成功和失败的产品和包装材料。

Each January I write a packaging trends piece.每年1月我写一个包装件的趋势。 It’s about where the packaging industry is going now and in the future and what external influences will drive that change.它是在包装业将在现在和将来什么外来的影响将推动这种变化。 Trends are an important predictor of where the market is moving.趋势是一个重要的预测的市场感人。 Trends are more long lived than fads.趋势是更长期生活比潮流。 Trends will influence product development for several years and sometimes they will become mainstream.趋势将影响产品开发几年来，有时，他们将成为主流。

After reading the headline above, what’s your gut reaction?看了上面的标题，什么是你的肠道反应？ It better be that this is a serious trend.它得到更好的，这是一个严重的趋势。 Not only is the reduction of packaging materials big news so is the use of environmentally friendly materials.不仅是减少包装材料的大新闻，所以是使用环境友好材料。 What’s driving this trend?是什么推动这一趋势？ It is big box retailers like Wal-Mart and Tesco and more recently consumers.这是大盒零售巨头沃尔玛和Tesco ，最近消费者。

Read this paragraph:读这一段：

BENTONVILLE, Ark., – Today at the second annual Sustainable Packaging Exposition, Wal-Mart Stores, Inc. (NYSE:WMT) released the initial results of its Packaging Scorecard. 阿肯色州本顿维尔-今天，在第二次年度可持续包装博览会，沃尔玛公司（纽约证券交易所：沃尔玛）公布的初步结果，其包装记分卡。 The scorecard, which was officially unveiled at the Clinton Global Initiative in September 2006 and launched on February 1, 2007, evaluates Wal-Mart and Sam’s Club suppliers on the sustainability of their packaging and offers suggestions for improvement. 该记分卡，这是上正式亮相克林顿全球倡议于2006年9月，并于二月1 ， 2007 ，评估沃尔玛山姆会员店供应商的可持续性包装，并提供改进建议。 The results from the first month of operation show active use of the scorecard and a strong interest from product suppliers to make their packaging more sustainable. 结果从第一个月的行动表明积极利用记分卡和浓厚的兴趣从产品供应商，使他们的包装更可持续的。 The scorecard implementation is Wal-Mart’s next step in moving toward achieving a five percent reduction in packaging by 2013. 实施的记分卡是沃尔玛的下一步走向实现百分之五减少到2013年包装。

Are you getting the message loud and clear?您是否获得了信息响亮而明确的？ It is plain and simple, material reduction and more sustainable packaging materials.这是简单明了，减少材料和更可持续的包装材料。 If you are not considering this as part of your long term packaging plan, then you might have problems down the road.如果你不考虑这部分的包装长期计划，那么您可能有问题的道路。 “Green” is here to stay this time. “绿色” ，是绝不会改变这个时间。

Besides the green movement what other factors can influence product packaging?除了绿色运动还有什么其他因素也会影响产品包装？ What about product security and integrity?什么产品的安全性和完整性？ Given the rash of recent product recalls (for a variety of reasons) product security has become paramount.鉴于皮疹最近产品召回（由于各种原因）产品安全已成为至关重要的。 States could enact legislation or at the very least mandate that your product packaging has a tracking device.国家可以制定法律，或至少任务，您的产品包装上印有一个跟踪装置。 Now this is not the same as RFID, similar, but not the same.现在，这是不一样的RFID技术，类似的，但并不相同。 The latest devices allow you to track products all the way back to the field it was grown in and it provides a track back for every step along the way.最新的设备让您追踪所有产品的方式回到实地这是生长在和它提供了一个跟踪回来的每一步前进的道路。

Some retailers may mandate that RFID be included on all product packaging.一些零售商可能的任务， RFID技术被列入所有的产品包装。 Will you be prepared?你会准备？ RFID interestingly is a two edged sword. RFID技术是一个有趣的两个一把双刃剑。 There are some watchdog groups the feel that the RFID mandate is being taken too far.也有一些监督组认为， RFID的任务是采取走得太远。 That is tracking what you buy, how you use it and ultimately how you dispose of it.这是跟踪你买什么，你如何使用它，并最终你如何处置。

Recently, a major outlet demanded that all their vendors not only source their products but their packaging not from China but from the US.最近，一个主要出口要求其所有供应商不是唯一来源，但他们的产品包装而不是来自中国，而是来自美国。 Trends like this are hard to ignore.这样的趋势难以忽视的。 If you are outsourcing your product and your packaging or even just the packaging to another country, do you have “Plan B” in place should this happen to you?如果您是外包您的产品和您的包装，甚至只是包装到另一个国家，你有“ B计划”应在这发生在你身上？

It’s your product and you will need to package it properly while being careful to keep all the external influences in mind.这是你的产品，您将需要包装的同时，小心，让所有的外部影响在心。 The warning signs are out there.警告迹象了。 Its up to you to look for them and anticipate the possible influence on your product.其你们来看看他们和预测可能影响您的产品。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。

Prime Time Packaging总理的时间包装

Are your packaged products ready for prime time?是您包装的产品准备好？ Here are a few insightful tips to help you out.这里有一些见地的建议，帮助您了。

There are many packaging issues afloat in the minds of the consumer.有许多包装问题，海上的头脑中的消费者。 We just came off the traditional “wrap rage” cycle that stirs everyone into a frenzy around the holidays.我们刚刚从传统的“总结愤怒”周期，激起每个人都到了疯狂的假期。 Be aware that it’s still an issue to contend with in the minds of the consumer.请注意，它仍然是一个问题来与头脑中的消费者。 Clamshells, twist ties and difficult to open packages still get mileage in the media. Clamshells ，扭曲的关系，很难打开包仍然可以获得里程在媒体上出现。

Packaging has many detractors.包装有许多批评。 We are getting serious scrutiny from everyone in the realm of environmental sustainability, less packaging, more environmentally friendly packaging, save the earth packaging and so on.我们正在认真检查从每个领域中环境的可持续性，减少包装，更环保的包装，储存地球的包装等等。 Every week I read about a new packaging crusade that is supposed to solve our environmental woes.每星期我读了新的包装十字军东征是要解决我们的环境困境。 But I have been researching for an upcoming presentation “Sustainable Packaging - From Green To Great”.但是，我一直在研究了即将举行的介绍“可持续包装-从绿色变成大” 。 The lack of new packaging innovation to solve the problem is quite distressing.由于缺乏新的包装创新来解决问题是非常令人痛心。 Most of what I am seeing revolves around the same supplier using the same packaging materials.大部分我所看到围绕着同一个供应商使用相同的包装材料。 Unfortunately, a lot of it is smoke and mirrors that touts “green” but does not back it up with true sustainable documentation.不幸的是，很多是障眼法，是鼓吹“绿色” ，但不备份，与真正的可持续的文件。 There are a few good examples of innovation.有几个很好的例子，创新。 In researching environmentally friendly lipstick tube examples, the results were woefully inadequate.在研究环境友好的口红管的例子，结果少得可怜。 “Cargo Plant Love Biodegradable Lipstick” was the only company I discover (with a great marketing story I might add). “货运植物生物降解口红爱”是唯一一家我发现（与一个伟大的营销故事我还可以补充） 。

So, I pose these questions to all product packaging developers.所以，我对这些问题的所有产品包装开发。 How green are you?如何绿色的，你呢？ Do you want to be?你想呢？ Do your consumers and your target demographic even care whether you are green or not?你的消费者和您的目标人口甚至不管你是绿色或不是吗？ This is going to be one of the prime time packaging issues this year so you better make some serious strides in deciding what you want your product packaging to reflect.这将是一个黄金时间包装的问题，今年，让您更好地使一些严重的步伐决定什么您希望您的产品包装，以反映。

Another key matter will be product security, integrity and product origination.另一个关键问题将是产品的安全性，完整性和产品的起源。 Currently the “Made in China” tag is becoming a political hot button.目前， “中国制造”标签正成为一个政治热点。 One of the trends I am starting to see is a China backlash.的趋势之一，我开始看到是一个中国的反弹。 Products made and packaged in China are coming back to the US.制造的产品和包装在中国即将返回美国。 Some companies are using China Free on their product packaging as a marketing tool… and it’s helping sales.一些公司正在利用中国免费的产品包装作为市场营销工具...它的帮助销售。

People are reading labels and scrutinizing them.人们阅读标签和检查他们。 What it says on that label will influence whether they buy your product or not.它说，该标签上会影响他们是否购买您的产品或没有。 I just read that cloned meat will be coming on the market in a few years.我刚才读的克隆肉将在市场上几年。 At present, the FDA won’t require food makers to label that their products came from cloned animals.目前， FDA将不要求食品制造商标签，他们的产品来自克隆动物。 I’d want to know from the product packaging and, I believe, so would most consumers.我想知道从产品包装，我认为，做大多数消费者。 The point being is that any high profile package or product will be looked at thoroughly by consumers.这一点是目前任何引人注目的包装或产品将彻底地看着消费者。 What you tell them better be the right message and true.你告诉他们更好地将正确的信息和事实。

Watchdog groups about and they are on the lookout for your product to make a mistake.看门狗团体，他们寻找您的产品，使一个错误。 Whether they deem you are marketing to an inappropriate market (an example would be Spykes marketing liquor to children) or that your packaging isn’t telling the whole truth (McDonald’s and all the other fast food companies and fat content), it’s sure to become newsworthy and in the worst case scenario could seriously impact your business.他们是否认为你是销售到了不适当的市场（例如将Spykes白酒营销的儿童）或包装，你不告诉全部真相（麦当劳公司和其他所有快餐公司和脂肪含量） ，它'这是一种为了满足一定要成为新闻，并在最坏的情况可能会严重影响您的业务。

Consumers are fickle.消费者变幻无常。 What is a hot issue today may be gone tomorrow.什么是当今的热点问题可去的明天。 However, in the interim if you are not on target with the right packaging message you may alienate them or force them to buy a competitor’s product because your packaging is not sending the right packaging message.然而，在临时如果您不能对目标权包装讯息您可能会疏远他们，或迫使他们购买竞争对手的产品，因为您的包装是没有发出正确的包装信息。

So, before you embark on any new packaging campaign understand and incorporate into your product packaging what the consumer wants to know about the product.因此，在你着手任何新的包装运动的理解和纳入您的产品包装是消费者要什么，了解产品。 Be sure your packaging is ready for prime time to the right consumer with the right marketing message.确保您的包装已准备好黄金时间的权利与消费者权利的行销讯息。

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。

Green Packaging绿色包装

I just got a call from Brandweek to comment on green product packaging backlash.我只能呼吁Brandweek评论绿色产品包装反弹。 I’ve been writing about it for a while but this week reading about square milk bottles brought it all to a head.我一直在写这一段时间，但本周阅读平方米牛奶瓶子把它所有的头。

While the idea of a square milk bottle looks good on paper and its attractive financially to the retailer, a lot of consumers hate it.虽然想法平方米奶瓶看起来很不错的纸张和其吸引力财政给零售商，很多消费者恨它。 It’s just like the bag of milk I discussed earlier its cumbersome and very consumer unfriendly and mostly likely will never fly here in the US no matter how environmentally friendly it is.这就像一袋牛奶我讨论前其繁琐和消费者非常不友好的，大部分可能永远不会飞在美国无论多么环保的。

Every week I get dozens of new green packaging press releases.每星期我收到了十几个新的绿色包装新闻稿。 Some of these are really a stretch.其中有些是真正的优势。 Its seems with green the “in” thing to do, everyone is trying to jump on the band wagon.它似乎与绿色的“中”的事情，每个人都试图跳上乐队车。 Many of these innovations really don’t make sense or in many cases won’t “connect” with the consumer.许多这些创新真的没有意义，或在许多情况下，不会“连接”的消费者。

Just because its green, environmentally friendly, sustainable, compostable, recyclable or biodegradable doesn’t mean that consumers will buy your product.只是因为其绿色，环保，可持续，堆肥，回收利用或可降解并不意味着消费者将购买你的产品。 Consumer acceptance is a very complicated issue.消费者的接受是一个非常复杂的问题。 The growth of convenience and luxury categories flies in the face of the environmental movement too.增长的方便和奢侈品类苍蝇在面对环保运动太多。 They use lots of packaging and expensive too!他们使用大量的包装和昂贵了！

We want it and we want it now.我们希望它和我们现在就要。 If it happens to tap into the “green movement” so much the better.如果碰巧进入“绿色运动”那就更好了。 The average consumer really does care about the environment they just aren’t going to sacrifice their creature comforts to get there.普通消费者确实关心环境问题，他们只是不会牺牲自己的客房去。 In reality only about 10% of the American populace inhabit this space any way.在现实中只有约10 ％的民众居住在美国这个空间任何方式。 Sure we can all use a little less packaging in our lives just take a look at your trash can.当然我们大家都可以使用较少的包装在我们的生活中只是来看看你的垃圾桶。 Remember however, without the package you cannot have a product so give packaging a break!但是请记住，不包你不能有一个产品，以便使包装休息！

As I have said many times packaging has many roles to play ones in addition to protecting the product and getting it in your hands, attributes consumers will not willingly give up.正如我说过很多次的包装有许多发挥作用的除了保护产品和获得它在你手中，属性消费者不会心甘情愿地放弃了。 Just think how you shy away from any damaged product packaging or reject the damaged or bruised product at the supermarket.试想你如何回避任何损坏的产品包装或拒绝损坏或撞伤的产品在超市。 The rejection rate is already 20% without packaging this would skyrocket.拒绝率是20 ％已经没有包装这将暴涨。 And who do you think pays the ultimate price for less packaging?是谁，你认为支付的最终价格低于包装？ It’s not the retailers or the consumer products companies, its you the consumer.这不是零售商或消费产品公司，其你的消费。

When was the last time you saw a sales person trained to tell you all about the item you are considering purchasing?当最后一次你看到了训练有素的销售人员告诉你所有的项目您正在考虑购买？ The packaging tells you the story about what is inside and why you should buy it.包装告诉你的故事，里面是什么，为什么你应该买。 You know the “silent salesperson.” So before you jump on the “less” packaging bandwagon give some consideration to why the packaging is there in the first place.你知道“无声的推销员。 ”所以之前，先跳的“少”包装潮流提供一些考虑，为什么包装是有放在首位。 I wrote this little jingle for Twitter and that’s says it all.我写这本小叮当的开源，这表示这一切。 “Toothpaste squeezes, eggs aren’t cracked, pizza delivered, headache’s better, beer anyone? “挤牙膏，鸡蛋无任何裂痕，比萨饼交付，头痛的更好，啤酒吗？ Packaging a love affair you never knew you had.”包装恋爱你永远不知道你了。 “

Now don’t get me wrong, I have seen some very interesting concepts in “green” product packaging some that make sense to the consumer.现在不要误会我的意思，我看到一些非常有趣的概念， “绿色”产品包装一些道理给消费者。 But I have seen a lot of junk too.但是，我已经看到了很多的垃圾太多。 Some companies that are just making some green packaging noise hoping to capitalize on some of the current media buzz.有些公司只是做一些绿色包装噪声希望利用目前的一些媒体的喧嚣。 So think about your green product packaging message and how it integrates into your brand.所以想想你的绿色产品包装的信息，以及如何集成到你的品牌。 Does it make real sense or are you just trying to spin green?它是否真正意义上或你只是想自旋绿色？ Remember before you jump into the frenzy consider what your consumer wants and expects out of your product packaging.请记住，然后跳进疯狂考虑你的消费欲望和期望在您的产品包装。 Will it truly make a difference in the eyes of your core customer?将它真正有所作为的眼睛你的核心客户？

About the Author: 作者简介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脱掉首席执行干事乘坐JR海因斯在国际，该公司提供咨询服务的包装工业。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年来，海因斯女士一直在从事包装的趋势，预测，意念/集思广益和实施创新的新的包装技术。

Need insights on packaging trends that can impact your business?需要了解包装趋势，可能影响您的业务吗？ Get the Packaging Diva on your team.获取包装女神的团队。 Visit访问 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包装创新。