Avery releases M_Use monthly column

Avery Dennison has announced the launch of a new original content series named M_Use, authored by forecasters of The Future Laboratory.

23 May 2019 | By Abhishek Muralidharan

The first release of the online column focused on blockchain technology for labels

The monthly online column, based on proprietary research, aims to provide insights on global drivers, macro and micro trends, and its impact on consumers, brands and the label and packaging industry.

Amy White, vice president, communications and brand, Avery Dennison, said, “When combined with emerging technologies, a product’s labelling can empower consumers about their purchase decisions, offering new levels of transparency.” 

In its first release on 08 May 2019, the forecasters have considered blockchain as a way to make labelling data more robust, information transparency more accessible, and empower consumers about their purchasing decisions.

The researchers at The Future Laboratory, said, “Product labels have many functions to be eye-catching and attracting attention on the shelf is one, but perhaps the most important function is to inform consumers. And yet in recent years, the data on labels has left many wanting. Almost half (48%) of consumers feel that they do not know enough about a product despite reading the label (Data Source: Label Insight).” 

According to the forecasters, unlike any other digital database, a blockchain entry cannot be changed once it is logged in. Hence, it provides a high-trust value for the consumers. In addition to it, the blockchain-enabled products offer designers a chance to create immersive packaging that encourages customers to delve beyond the label into a brand of clarity.

Martin Raymond and Christopher Sanderson, co-founders, The Future Laboratory, said, “As forecasters we seek out those places, portals, people, and processes that allow us a glimpse at what could be when designers, scientists, packing creatives, and material specialists mix and merge talent with insight, the obvious, with the counterintuitive.”