What Packaging Departments Need Most Right Now

Описание: A recently retired PepsiCo executive shares three insightful pieces of advice that could redefine how packaging departments connect with consumers and drive industry transformation.

By Lisa McTigue Pierce
“You will not change consumers’ behaviors. You’ll not change them,” says Denise Lefebvre, retired Senior Vice President of Research & Development for Foods at PepsiCo. “You need to understand them and then be able to map to what they will do and make it easy for them … make their life easy. Doing those things and being transformative can change the industry.”

Lefebvre shared this and other insights in an exclusive interview a few weeks after her retirement from PepsiCo.

In a nutshell, her advice:
1. Slow down and think.
2. Work for simplicity.
3. Remember that people are at the heart of it all: consumers and co-workers.

What struck me most was how aligned I am with her emphasis on people. “People make the difference, whether they be your consumer that you’re trying to serve or the people you get to work with,” she says.

She dives deeper into what she sees as the number one challenge for packaging professionals today: getting useful consumer insights about packaging design.

Your mission, if you chose to accept it, is to figure out how to get those consumer insights that will make your job easier.