Standing Out in the Crowd
To help differentiate their brands, many companies are taking advantage of the growing focus on sustainability.
Sustainability will go this route too, but there is still plenty of opportunity to map out a course of action that differentiates a company or the products it supplies. “For now, most companies don’t yet fully understand it,” says Doug Wegman, marketing manager for Hammer Packaging. “Most companies are just trying to establish benchmarks to see if they have a story to tell.” Over the long haul, though, he believes that sustainability is likely going to play a large role in influencing customer choice.
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