<text response_time="2021/05/05 6:20:33 pm CET" respondent_ID="R7" respondent_descriptor="I am a representative of a not-for-profit company with a specific interest in packaging." language_policy="Yes"> 
<Q: Please elaborate on your language policy.> Our Labelling Rules define the exact language that clients must use in labelling their packaging, based on consumer insight research on what consumers understand words to mean, often quite different from what packaging or resources & waste professionals understand those terms to mean. 
<Q: What makes a good packaging label? What information should be prioritised?> Clear, consistent, concise calls to action which the consumer can take in at a glance, with the words reinforced by readily recognisable icons/symbols.  Once consumers become familiar with the label they take in much of the 'information' subliminally  ie this is 'fast brain' territory. So limited but clear and actionable instructions with colour and visual cue that reinforce the written message. 
<Q: Can you describe your approach, or the approach of your organisation, to supporting/point-of-sale information with regard to plastic packaging?> Our research shows that consumers are increasingly looking for sustainability information at POS, with 36% of consumers saying they look for recycling information at POS or both at POS and at point of disposal. This is up from 25% total in 2018, both individual elements being statistically significant increases. Expanding shelf-edge information or digital links on/off pack to give more detail will be welcomed by an important minority of consumers. 
<Q: Are there any examples of labelling that you are especially proud of? If you aren't involved in design, please tell us about some packaging/labelling that you especially like, and why.> Our 2019 Recycle and Don't Recycle labels which have produced statistically significant improvements in consumers' confidence that they understand and their actual levels of understanding compared with our 2017 designs.  Also the language used in the more complex 'recycling point' labels where we used consumer research to unpick how industry terms like 'kerbside' and 'HWRC' should be described - with some interesting insights into how 'formal' language was expected even if more common usage terms were more widely used/understood by consumers.  Plus our recently launched Refill labels drawing on this consortium's work. 
<Q: What information would you wish to be included on packaging labels, if e.g. space and branding weren't an issue?> Still keep it concise, precise and consistent with a clear call to action. 
<Q: Is there anything that you purposely avoid including on packaging labels?> Anything that wasn't factually based or over-claimed eg 'Recycle Ready' (which means not recycled) or 'Plastic Free' (which is used on bioplastics inter alia which are, of course, still plastics) or doesn't apply in the UK. Symbols/abbreviations without any obvious relevance to consumers eg packaging symbols with '6M' '12M' etc on cosmetics packs which mean use within 6 months of opening etc.  Who knew before I googled it? 
<Q: What do you most want consumers to take away from the text on packaging labels? Is there any messaging that you feel isn't landing with consumers?> The move to include carbon footprints is interesting as consumers probably don't have reference points as yet (how much do consumers actually understand RDAs and nutritional information?).  But perhaps, like calories v joules, they need to be exposed to it so that over time they develop their own view on what is good or bad, or an acceptable 'occasional sin'. Mostly I think consumers just want a quick and easy cue, unless they have a particular health (eg allergens) or ethical issue which cannot be addressed adequately by a simple symbol or call to action/claim, particularly when it relates to the packaging rather than the product. 
<Q: Do you have any other thoughts or comments you would like to share?> Our consumer research shows that what consumers say they want and how they then behave are often not aligned, and that there are huge differences between age groups and other demographies.  So the customer base of a brand/retailer could make a significant difference to the amount and type of information wanted. Many consumers just want retailers and brands to 'solve' the issue for them, without engaging them in it or even telling them much about it.  Others are passionate about the detail and brand loyalty will be built by sharing an engaging narrative with them.   
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