消费品行业可持续包装传播策略指南及最佳实践案例集

Compilation of Booklet About the Booklet Initiated by the Consumer Goods Forum (CGF), with the participation of CGF members, and supported technically by SynTao,Consumer GoodsIndustry Sustainable Packaging Communication Strategy Guide and Best Practice Case Study Booklets (hereinafter referred to as the Booklet) is thefirst guide dedicated to providing the consumer goods industry with consumer communication strategies and case references related to sustainablepackaging. Initiated by CGF, the Booklet was developed by Lang Hua, Liu Hanyue and Li Shan from SynTao. To give suggestions or cooperation request regardingthe Booklet, please contact:SynTao: Li Shan, lishan@syntao.comCGF: Wang Ping, p.wang@theconsumergoodsforum.com Against the backdrop of fighting global climate change, reduction of environmental pollution and surge of sustainable investment, sustainablepackaging has become a core topic and priority of consumer goods companies in their green transformation. In conjunction with perceptions,attitudes, Behavior patterns and driving factors of global and Chinese consumers, the Booklet systematizes consumer communication strategies forsustainable product packaging, and sorts out creative consumer communication cases of leading industry players, thus providing empirically validatedsolutions and experiences which can be replicated for the industry. Limitations The Booklet focuses on the topic of "consumer communication on sustainable packaging". Prior studies on this topic are relatively limited, and thereis also a lack of experience and successful models to draw upon. Thus, the Booklet aims to explore feasible communication strategies and key successfactors. As the first publication on such topic released in Mainland China, the booklet will inevitably include certain limitations. We would highlyappreciate any feedback for improvement. About the Consumer Goods Forum (CGF) The Consumer Goods Forum (CGF) is the only CEO-led organisation that brings consumer goods retailers and manufacturers together globally, startedfrom year 1953. CGF brings together the CEOs and senior management of some 400 retailers, manufacturers, service providers, and other stakeholdersacross 70 countries. Its member companies have combined sales of EUR 4.6 trillion. CGF is governed by its Board, which consists of over 57 CEOs frommanufacturers and retailers. CGF's vision: Better Lives Through Better Business. Copyright Notice The Consumer Goods Forum (CGF) and SynTao own the copyright on the Consumer Goods Industry Sustainable Packaging Communication StrategyGuide and Best Practice Case Study Booklets, with all rights reserved. For use in academic research or educational activities for non-profit purpose,the contents of the Booklet may be used without the special permission of the copyright holders, provided that the source is clearly acknowledged.Without the written consent of the copyright holders, the Booklet shall not be sold or used for any other commercial purposes, and no individual ororganisation shall copy or publish any part of this document. The headquarters of the CGF is located in Paris, France. Up to now, the regional offices are located in Washington, Bogota, Tokyo and Shanghai. The CGF China Representative Office formally obtained its overseas NGO registration certificate in January 2018 when it started its official presence inChina. The CGF China Office is committied to building a global and regional consumer goods industry exchange network to better serve its Chinese andglobal members. For more information, please visit: www.theconsumergoodsforum.com About SynTao SynTao Co., Ltd. (hereinafter referred to as "SynTao") is a leading independent consultancy that has been devoted to sustainability and ESG consultingfor 20 years in China. Equipped with the global vision and profound local experiences, SynTao is committed to working with our clients to developand implement sustainable development solutions, facilitating the sustainable business growth and creating a prosperous future together. Among allthe sustainable issues, SynTao puts the special focus on sustainable consumption as well as the sustainable transition of retail and consumer goodsindustry. For nine consecutive years, SynTao has launched the China Sustainable Consumption Report with Jiemian News, providing profound insights onconsumers' awareness, attitude and Behavior toward sustainable products and consumption. This report has been regarded as an important referencefor enterprises, governments, industry associations, NGOs, and media to understand China's sustainable consumption trends. CEO Comments *The following CEO comments are presented in the alphabetical order of their companies We've observed in consumers a "Say-Do-Gap" when it comes to sustainable consumption, which means they are aware of the need toprotect the environment but find it hard to act on it. To bridge this gap, we keep curating diverse initiatives to actively engage th