Why Reusable is your new best ‘marketing’ friend.
For marketers, ‘ecological’ hasn’t always been a sexy USP, and as they say in the game – sex(y) sells.
So, when retail giants Coles and Woollies did a good thing and got behind the plastic bag ban, a bigger shift in thinking around ecology and brand ensued, and along with that an irreversible shift in the thinking and conversation from the wider public towards more thoughtful consumption and sustainability began.
‘Reusable’, ‘recyclable’ and ‘repurposed’ are no longer selling points restricted to ‘eco’ brands with tree-hugging audiences, they are going mainstream (‘yippee’ says Earth) and more brands can benefit from getting onboard with this trend.
As marketers, using packaging to sell a product goes without saying, but with the ban, so did a rethink around the immediate and significant impact of said packaging. Reusable branded bags pioneers like Kelly Moss from Platinum Bags hopes that marketers and advertisers will get onboard and lead the change.
Moss believes that reusable bags are a robust marketing channel – “Get it right and your brand will be around for a long time” says Kelly. “Unlike their single use cousins, reusable bags can be used from four times (paper) up to five hundred times or more for cotton canvas or jute. “
As a Mum of three, Moss knows first-hand that the branded reusable bag done well can double as swimming bag, library bag, beach bag, gym bag, nappy bag and more. Even iconic retailer IKEA’s famous reusable blue bag has developed into something of a cult status symbol being used in everything from high fashion to wedding dress toilet-holders creating a lasting brand legacy.
Locally, Moss helps her clients decide where they want their brand to appear or look at where they could potentially appear, for what use and designs a unique, high quality bag that will help their brand grow, and perhaps do something good for the environment along the way.
‘Firstly, it is important to remember that quality is possibly the most important factor. Remember when physically putting your brand onto something you want to ensure the quality reflects your brand personality. Also consider the environmental impact in terms of the number of times the bags will be used, so think well stitched, quality zips, handy pockets, washable, repairable and so on.
Also consider what will happen to it once it is disposed of – is it recyclable, biodegradable, even compostable? Remembering that only 1% of bags are recycled, so keeping it in use for as long as possible is the key. I would love to see care instructions for your branded bags, brands that make them beautiful, on-trend and of course think about how you want your customer to use them to ensure they become a favourite.
“I have had customers call me many times asking me how they can get more of a particular brand’s bags, because they love the size for shopping or going to the beach.” adds Moss.
With so many options of bags including cotton, canvas, heavy duty jute, hemp and non-woven polypropylene there is something to suit the needs of every brand.