EskoWorld 2023 | 71Emerging trends on display at Esko World 2023Over 450 industry leaders converged in Orlando, Florida for Esko World 2023 that highlighted key trends in personalization, sustainability and technological integration amid global change. Charlie Edward reportsskoWorld 2023 took place from May 23 to 25 at the Gaylord Palms Resort and Convention Center. Amid the information shared throughout more than 150 educational sessions, seven Emain themes emerged at the show.Automation, sustainability and consumer preferencesFirst and foremost, the trifecta of automation, sustainability and consumer preferences were evident. An overwhelming 73 percent of label and packaging suppliers expressed belief in automation as the key to revolutionizing packaging. Similarly, 71 percent of consumers and nearly 90 percent of brands recognized the importance of sustainable packaging. Consumers’ willingness to pay a premium for environmentally friendly packaging indicates a Esko President, John Edison addresses the Esko World 2023 crowdmajor shift towards eco-consciousness across the industry. A key statistic revealed at Esko World showed 58 percent of “Visitors were not just attending, brand owners surveyed believe packaging waste, plastic regulations and environmental claims will make the most impact on packaging but were engaging in discussions on and labeling companies in 2023.As the printing and packaging world veers toward a more how their own businesses can and sustainable future, emerging technologies and consumer behaviors will be the driving forces to moving the needle. Noting must evolve – and how advances in that, the second takeaway cements technology and the cloud as indispensable allies in the industry. technology can make that happen”The convergence of technology and packaging is apparent, as 48 percent of brand owners are turning to cloud systems to minimize segments that cater to their customers’ individual tastes and costs and stay competitive in this cutthroat market. needs.Brands to go digital Consumers want to shop local, vintageMoreover, the importance of the unboxing experience and digital More consumers are showing their support for small businesses, twin technology emerged. As online shopping continues to and making deliberate choices over hasty ones. Companies that dominate retail, the act of unboxing has become a trend. It is succeed in highlighting their roots and sustainability efforts are reported that 62 percent of consumers who watch unboxing videos likely to gain a competitive edge. According to the NerdWallet plan to purchase the product, signaling a massive opportunity for survey, about a third of shoppers are ready to spend more money brands. In line with that, the advent of ‘digital twin technology’ to shop locally. The same percentage is also patient enough to aims to bridge the gap between digital and physical product endure longer wait times at smaller establishments as compared to representations, ensuring consumers’ online and offine experiences big box stores or chains.align seamlessly. Finally, on a lighter note, retro and vintage packaging has made Esko’s session on its Store Visualizer tool aimed to help bridge a comeback. Packaging designs that evoke nostalgia and transport that digital gap, as well. The virtual reality tool allows customers consumers back to simpler times are gaining immense popularity. to virtually enter a retail environment, test the visual impact of Retro designs now captivate consumers, reinforcing a brand’s its designs and determine the best shelf placement from various longevity and commitment to tradition.vantage points. The tool uses VR and eye-tracking technology to Overall, Esko World focused on addressing the pressing record a research participant’s journey in the virtual store, and heat challenges that businesses currently face and strategizing for future maps to help identify the areas where the participant has gazed obstacles. On top of these key takeaway themes, other challenges at a brand’s product packaging. This information helps brands facing business owners today include the energy crisis, material determine if their packaging is effective at leading to a purchase. shortages, labor and skills defcits and eroding proft margins. Melissa Plemen, senior director of inside sales and marketing at Personalization gaining ground Esko says: ‘Visitors to EskoWorld were not just attending, but were Another key takeaway was the emphasis on personalization. A actively engaging in lively discussions on how their own businesses NerdWallet survey showed 37 percent of Americans say they can and must evolve – and how advances in technology can make purchase from small businesses to receive a more personal that happen.’experience. Meanwhile, Mintel suggests that in the next half-decade, brands will focus on their dedicated customer base’s For a video recapping our trip to EskoWorld 2023, unique characteristics. Rather than big-name brands trying to visit: https://bit.ly/3NQoCKOappeal to everyone, they’ll likely break into smaller, more specifc Jul - Sep 2023