US – Fiber-based packaging, pulp and paper product producer, International Paper has partnered with Paper and Packaging Board on consumer message campaign.
The two companies will work together to promote Paper and Packaging Board’s Box to Nature initiative, encouraging box manufacturers to work with brands and e-commerce customers to print informative consumer messaging on boxes to increase residential recycling rates.
The Paper and Packaging Board, based in McLean, Virginia, says it developed the program to build preference and a favorable marketplace for paper and paper-based packaging.
The organization says the industry-level effort is funded by 46 U.S. manufacturers and importers of paper products and overseen by the U.S. Department of Agriculture (USDA).
According to the Paper and packaging board, Box to Nature campaign messaging is designed to be informative, providing instructions on how to easily recycle, and memorable, using easy-to-recall messages to encourage recycling habits.
“The responsibility for recycling is shifting, and it’s more important than ever to reinforce the consumer’s role in helping us recover more fiber to make more boxes,” the organization explains in an informative video detailing the program.
The campaign message describes the consumer experience in three steps: Consumers see the instructional mark on the box and scan a QR code to learn more about recycling.
The scanning reveals a branded, animated thank-you message, thanking the consumer for recycling.
The last step sees consumers prompted on taking an interactive quiz and learn recycling tips.
The Paper and Packaging Board says the Box to Nature graphic differs from other packaging recycling initiatives because it is meant specifically to address paper packaging recycling behavior—the bulk of e-commerce shipping boxes.
The group says 75 percent of consumers tested indicated they would be more likely to recycle their e-commerce box after encountering the message and graphic.
Currently, the program solely is focused on corrugated boxes during its initial phase and will utilize three graphic sizes provided in an artwork kit.
The organization says plate changes and additional artwork should “come at little to no cost to the customer,” noting the program is supported by the industry with a goal to spread recycling messaging on as many boxes as possible.
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