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Commentary & Analysis

It’s All About Me!

An image used in presentations at EskoWorld struck me as a telling comment on changing consumer behavior. Take a look.

By Cary Sherburne
Published: August 16, 2017

This is not meant as a political comment, but rather a social one. Esko used this image in several presentations at EskoWorld recently (see my article about the event). The context was how “it’s all about me” for today’s consumers and the need for marketers to find ways to make their efforts – and their products – more relevant to consumers while still meeting three key objectives: Growth, Meeting Compliance, and Reducing Costs (or keeping them in line).

This is particularly relevant in the world of packaging, where packaging can now be customized to an individual name (like Share-a-Coke); quickly changed to reflect a season, event or geography; or to address regulatory or other changes that can’t wait for a normal months-long revision cycle. The growing presence of digital printing in the world of packaging makes this not only possible, but cost-effective and desirable.

One example I used in my EskoWorld article was a change in Lean Cuisine packaging that drove 7% growth in a market declining at 3%!

It’s really the effect of Amazon, or the Uber-ization of everything, in action. In the image below, not long ago, everyone would have been facing the speaker; but now?  Enjoy!


Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.

Cary Sherburne is available for speaking engagements and consulting projects. To get more information contact us.

Please offer your feedback to Cary. She can be reached at cary@whattheythink.com.


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