Very little about what the world went through in 2020, and continues to endure in 2021, can be considered normal, says David Luttenberger, global packaging director for market intelligence firm Mintel. But as the packaging industry looks ahead in 2021, with hopes that the end of the pandemic is in sight, the experiences that shaped the tumultuous past year will be beneficial in preparing for the unpredictable year that lies ahead. That is why Luttenberger eschews the phrase "new normal." Rather, he says, 2021 can be looked at as the "next normal," as brands and their packaging partners adjust to ever-evolving consumer behaviors and preferences. "What happened yesterday is different from what's happening today, and what's going to happen tomorrow is also different," Luttenberger says. "That's why we felt it was important to help our clients, whether they are printers, converters, brands, or retailers, to understand what's shifting and what is coming next. 'Next' indicates a fluidity of the situation. We don't know what's coming next and we have to be prepared for many different things and just be flexible."
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