What drives brand loyalty in the modern marketplace?

As access to consumer goods around the world expands, securing and maintaining brand loyalty can be increasingly challenging. Capturing the consumer’s attention with unique and recognizable package design might be step one, but that package must also support a brand promise. Increasingly, consumers are more likely to purchase products that are not only good for their health, but also for the environment. According to the latest Global Packaging Trends Report from PMMI, The Association for Packaging and Processing Technologies and the Reston, Va.-based producer of the PACK EXPO tradeshows, these growing concerns of environmental impact and greater prioritization of health and wellness are key trends driving development and innovation in primary packaging.

Brands earn loyalty by providing goods that align with the needs and philosophies of the consumer. For example, the stronger consumers feel about recycling and environmental issues, the more those issues influence their brand loyalty. Buyers crave association with products and companies that support the causes that are important to them.