In today’s market, a product’s packaging is crucial to customer experience. Unfortunately, many consumers still face challenges with packaging that is difficult to open, often resulting in frustration or even injury. For the over one billion people worldwide living with some form of disability, this problem is even more pronounced. As awareness and demand for accessibility grow, the concept of inclusive packaging is emerging as a vital innovation.
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Inclusive packaging refers to designing product packaging that is accessible and usable by as many people as possible, regardless of age, ability, or circumstance. The significance of inclusive packaging extends beyond individual convenience. It enhances the customer experience, fosters brand loyalty, and taps into a significant market segment. Most Americans agree that the design of a product’s packaging (72%) often influences their purchase decisions. Furthermore, according to the CDC, over 61 million adults in the U.S. live with a disability. This highlights a substantial demographic that benefits directly from inclusive design.
Inclusive packaging must benefit all stakeholders in the packaging lifecycle: designers, manufacturers, converters, users, and sector experts. The Ethical Packaging Charter guides this effort by outlining fundamental principles that drive packaging toward greater awareness and inclusivity. These principles include:
Amidst the challenges, numerous companies are embracing the concept of inclusive packaging. Here are several compelling examples:
Degree, the world’s leading antiperspirant brand, is innovating with Degree Inclusive, the first adaptive deodorant. It features a hooked container for one-handed use, enhanced grip placement, magnetic closures, and a larger roll-on applicator. Additionally, the label includes instructions in braille, ensuring accessibility for all users.
Overall, inclusive packaging represents a transformative innovation, promising enhanced accessibility and a revolutionized customer experience. By prioritizing accessibility, transparency, and sustainability, inclusivity empowers individuals of all abilities and fosters positive social change. In the evolving landscape of packaging design, inclusivity isn’t merely a trend. It is a fundamental principle shaping the future of consumer engagement and brand loyalty.
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