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Today’s consumers expect more from their favourite premium brands, adding new layers that sometimes overshadow previous expectations. Sustainability, inclusivity, and health are of particular importance. And consumers expect action. Otherwise, they may take their business elsewhere.
Packaging is a highly visible part of the relationship between the brand and consumers – in shops and online. Decades of hard work creating strong brand experiences have gone into the design and form. Now, however, consumers are moving the goalpost for packaging.
Consumers expect transparency from brands. They want to know if the paperboard used for packaging is sustainable, including every step of the way. From the forest to how it is manufactured, from usage to recycling at the end stage. Or how well a brand reflects a diverse society. To be relevant for a broader consumer base and create a multisensory premium shopping experience, the touch and feel of packaging are also vital components.
In this issue, we’re looking at how consumer demands are evolving and changing. Successfully meeting these new expectations will determine the future success of premium brands. At Holmen Iggesund, we believe the best way forward is to explore the answers together.
Inspire Magazine is distributed twice a year. Below are the latest issues and download links to the English online version of each issue. Check out our webshop if you want to go even further back in time!
What do premium consumers want? In Inspire 71, we delve into the trends and demands of the consumers of tomorrow.Download online version
How can packaging contribute to making the beauty industry more sustainable? Find out in the anniversary issue of Inspire!Download online version
Our most sustainable magazine ever? Join us in exploring how partnerships can be the key to address the challenges ahead.Download online version
What does post-Covid packaging look like? In Inspire 68 we look at how consumerism is changing and how that affects packaging.Download online version
The concept of premium is constantly evolving and for Inspire 67 Holmen Iggesund has set out on a journey to explore the past, present, and future of premium.Download online version
Inspire 66 explores the power of branded augmented reality, the smart packaging revolution and planet-saving packaging.Download online version