FMN | February 1st, 2021

FMN | February 1st, 2021

Vol. 23 No. 3 An N.V. Publication Market News FLEX Serving The Flexographic Printing Industry For More Than Two Decades ®

February 1, 2021

Consumer Trends Shift In COVID’s Wake

Smurfit Kappa Ups Sustainability Goals Smurfit Kappa, a paper-based pack- aging solutions provider with head- quarters in Dublin, Ireland, has re- ported new sustainability targets in a number of different areas. The com- pany said the new targets focus on a further reduction of its environmen- tal footprint, increased support for the communities in which it operates and further enhancement to the lives of its employees. Target Upgrade These targets, according to Smurf- it Kappa, build upon the company’s sustainability record, on which it has been reporting since 2005, and are contained in the Better Planet 2050 commitments. Better Planet 2050 quantifies Smurf- it Kappa’s continued commitment to sustainability, targeting environ- mental and social sustainability in ar- eas where it believes it can have the greatest impact. These include deliv- ering sustainable packaging to cus- tomers, reducing its environmental

by Greg Kishbaugh

C onsumer trends typically follow a somewhat predictable arc from year to year. But, as with all things, the pandemic has accelerated some trends and inexorably altered others.

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For exclusive content and breaking news visit

Mintel has released its 2021 Global Consumer Trends report, which analyzes what packaging producers can expect from the market in the coming year.

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Consumer Trends (Cont’d from Page 1)

cising has become a higher priority for them since the COVID-19 outbreak. The pandemic will, hopefully, fundamentally alter the ways in which societies view mental health and brands have the opportunity to lead that charge. “Globally, the pandemic has put health at the fore- front of consumers’ daily lives,”said the report.“As con- sumers move forward beyond the pandemic, they will experience a new type of gratitude for what it means to have a healthy body. Brands can lead with that note of positivity and gratitude and shift the conversation away from aesthetics and body image.” Collective Empowerment Another clear trend witnessed over recent years is consumers push toward equity and equal rights for all people. Consumers are utilizing technology, including social media, to form virtual communities in which they trust those around them, as they do not always feel they can trust the government and long-established brands. These consumers very much want to support compa- nies and brands that align with their core beliefs. “The conscious consumer is evaluating more close- ly the brands from which they shop,” said the report, “expanding the definition of what an ethical company

One result of the pandemic is an increasing aware- ness of wellbeing by consumers. Months of isolation and uncertainty have unmoored many consumers and made them realize the importance of better taking care of themselves. Mintel suggests that a playbook for how to respond to this burgeoning awareness does not yet exist and that brands have an enormous opportunity if they po- sition themselves at the forefront of this trend. Wellbeing, as defined in the report, encompasses the most fundamental basic needs, and the way con- sumers process decisions for their wellbeing is both direct and indirect. The holistic nature of wellbeing ensures it has a consistent place in brand messaging; it’s just a matter of brands determining where they fit into the narrative. For example, ‘self-care’ can be so broad that it can apply to any decision, whereas functional ingredients are designed with a clear and direct purpose. Statistics back up the uptick in mental health con- cerns since the pandemic first hit. More than 73 per- cent of U.S. consumers who experienced a mental health disorder in the past year have diagnosed them- selves. Just over 5o percent of UK consumers have used some form of health technology (eg nutrition app), while 59 percent of Chinese adults say that exer-

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Flexo Market News February 1, 2021 3

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Sustainability Goals (Cont’d from Page 1)

Get your company in front of the flexo industry’s key decisionmakers. Flexo Market News’ readership is comprised of Presidents, Owners, VPs and General Managers of flexo operations — the key people who make decisions on equipment purchases. An ad in Flexo Market News is a direct sales meeting with thousands of the industry’s best thinkers and most influental leaders. Reach Owners, President, VPs and General Managers The Top Minds In The Flexo Industry Are Waiting To Hear From You

footprint in water usage, waste and carbon emissions and supporting its communities, promoting inclusion and diversity as well as health and safety.According to Smurfit Kappa, the targets identified are specific, mea- surable and provide a road map to deliver results in the short, medium and longer time frames. Smurfit Kappa said it plans to further increase its cer- tified deliveries to customers to 95 percent, up from its current 90 percent target. Chain of custody-certi- fied deliveries are essential in providing transparency and traceability to customers who have trust and con- fidence that our raw materials are sustainably sourced, the company stated. Caring For People As a large processor rather than a large consumer of water, the company plans to reduce its overall wa- ter intake with the updated target. As a manufacturer of products that are renewable, recyclable, recycled and biodegradable, the company said it will continue to seek alternative ways to reuse, recycle and recov- er waste material to reduce waste to landfill. In 2020, Smurfit Kappa said it set its most ambitious target to date when it announced a goal to achieve at least net zero CO2 emissions by 2050. Demonstrating Smurfit Kappa’s care for its people and support for communities in which it operates, the company is targeting a range of measures including a further annual reduction in its total recordable injury rate (TRIR). Separately and in addition, the company says its ambition is to ensure female gender represen- tation is above 30 percent. Finally, Smurfit Kappa is committing to donate more than 24 million euros (or about $29 million) in the next five years to support community initiatives. Additionally, Smurfit Kappa recently aligned its sus- tainability ambitions and targets into its financing by embedding its sustainability targets via key perfor- mance indicators into its existing 1.35 billion euros (or about $1.64 billion) revolving credit facility, creating a sustainability-linked revolving credit facility. Rol-Tec Begins Headquarter Expansion Rol-Tec recently began construction of a 15,700-square-foot addition to its Green Bay, Wiscon- sin, headquarters where it manufactures rubber cov- ered rollers, metal roller bases, laser-engraved flexo sleeves, and tungsten carbide roller coatings for print- ing, industrial and converting operations throughout North America.

To boost your market presence contact:

Greg Kishbaugh / 317-306-1060 / [email protected]

Robyn Smith / 910-553-4055 / [email protected]

4 February 1, 2021 Flexo Market News

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Consumer Trends (Cont’d from Page 3) entails and demanding their voice be heard.”

Twenty percent of UK consumers say they often shop with a retailer that supports a cause they believe in; 6 percent do so always. Nearly 50 percent of Brazil- ian consumers agree that they are prepared to boycott companies who behave unethically, and 72 percent of U.S. consumers agree that they are concerned about corporations abusing technology. The pandemic, while creating an incredible sense of

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isolation, conversely also made consumers understand that they need to be more community minded as the only way to battle the pandemic was to show greater concern for others around you. A resurgence of advocacy has surged as people de- mand positive change, for themselves and for future generations. “There is an opportunity for brands to take a lead in addressing these issues, and they may risk being seen as a hindrance if they fail to do so,”said the report.“In a world forced to go digital, the reliance of global social movements on digital platforms accentuated – in some new and uncomfortable ways – the extent to which technology can be used unethically. This has raised consumer concerns and demands for more equitable access to digital tools and literacy alongside more eth- ical tech usage standards. Brands are, therefore, in a unique position of power to be a guiding source of influence — if led with trust and transparency. Consumers are more tech-savvy than ever before and

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Flexo Market News February 1, 2021 5

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AICC Hosts Converter Think Tank

AICC, The Independent Packaging Association, had nearly 40 registrants for the most recent Converter Think Tank held Friday, January 15, which featured Ronda Bayer, Vice President and Corporate Counsel, Liberty Diversified Industries (LDI), and ChristineWal- ters, Founder, FiveL Company. Walters reviewed the key points of the latest EEOC guidance, including if and how an employer may re- quire or encourage vaccinations and the implications and legal obligations to consider. She also reviewed changes to leave policies and encouraged all attendees to review their COVID policies to ensure they are up to date with current regulations. Practical Applications After Walters completed the overview of the law, regulations, and recommendations, Ronda Bayer be- gan to offer the practical applications of them at LDI. Bayer provided examples of LDI’s real-life experience of working through issues with their teams in multi- plant,multi-state operations. She offered many specific choices they have made about remote employees, con- tinuing to offer extended leave, recommending but not requiring employees to get a covid vaccine, and much more.. She also shared several actual company policies, which attendees can use as templates, includ- ing their mask policy and the screening questionnaire LDI uses for visitors. The Q&A portion of the event offered attendees the opportunity to clarify legal require-ments and the les- sons learned from LDI. Great Lakes Label Debuts New Web Site Great Lakes Label, Comstock Park, Michigan, has launched a new website. Great Lakes offers flexog- raphic printing, color management procedures, and in- house departments in art and R&D The website features an updated design that is mo- bile-friendly, with updated information and links.

Niagara Label Upgrades With New Nilpeter FA-17

Niagara Label of Buffalo, New York, acquired a new Nilpeter FA-17 to expand embellishment capabilities and substrate range. Niagara Label is a mid-sized, label manufacturer and the company has operated FB-Line presses since the early 2000s.

6 February 1, 2021 Flexo Market News

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Consumer Trends (Cont’d from Page 5)

and efficacy, according to the report. Nonetheless, while consumers value their daily es- sentials, they still seek simple pleasures in splurges that elevate their everyday – they just might need a little extra nudge from brands to allow themselves to feel comfortable with these mini indulgences. Once again, brands have the opportunity the shape consumer spending as consumers report being wor- ried about the long-term changes to their lifestyle. Six- ty-four percent of UK consumers have a budget they try to stick to; 52 percent of U.S. adults are worried about how COVID-19 is impacting their lifestyle; and 82 percent of Chinese consumers think it’s worth pay- ing more for products of a higher quality. Globally, consumers are embracing a scarcity mind- set that makes them monitor their spending more closely and avoid excess consumption. In this search for things that matter to them, consumers are seeking not just affordability and convenience but also safety, protection, and durability of goods. In the very near future, accelerated by the pandemic, cashier-less stores, self-checkouts, home delivery, and consolidated shopping trips will become the norm, and consumers will continue to cut down on non-es- sential goods and services. In this time of incredible uncertainty, brands are tasked with communicating

brands have an opportunity to use technology to con- nect with consumers and rally around causes that are important to them. This puts pressure on brands, in ways that are un- precedented, and the only way for brands to respond is to be clear about their values and brand positioning. Consumers more saliently see and understand the es- sential needs of their immediate physical community, and they are seeking brands that leverage resources to offer positive impacts readily felt on local and regional scales. And while digital capabilities will continue to be crucial in the amplification of grassroots movements and the functioning of society, consumers are wary of surveillance technologies and unsound >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16

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