NEWS27 August 2009

Iconoculture launches packaging advisory service

North America People

US— Trend researcher Iconoculture has launched a service to provide insight into how consumer values influence packaging preferences.

The new Global Packaging Advisory Service promises to deliver “packaging-specific knowledge in context with consumer insights, providing a holistic ‘concept-to-consumer’ perspective”.

Insight will be provided through a combination of consumer research and advisory support from a panel of packaging experts.

This includes David Luttenberger, vice president and publisher of industry newsletter Packaging Strategist, who has been appointed Iconoculture’s chief packaging geek, and Lisa McTigue Pierce, formerly editorial director of trade magazine Flexible Packaging, who takes the role of packaging pundit to lead the new service.

Luttenberger said: “A holistic understanding of consumer trends, lifestyles, habits and purchasing motivators is the key to the future of packaging. When you put packaging in context with consumer insights, it becomes the fundamental connecting link in the integrated packaging value chain that’s been missing.”