"Packaging is more than a mere container. It is a recurring opportunity to hold a brand in your hand. Packaging represents more consumer daily impressions than any other communications medium," says Larry Light, CEO of Arcature brand consultancy, which focuses on increasing brand value. We should consider packaging as content marketing.

As Light writes for Forbes, "sustainable packaging communicates that the brand is acting responsibly. Responsible packaging builds customer trust. A brand may be organic or pure or authentic. But, if its packaging is non-sustainable, the brand promise is not credible."

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