A gift for the environment
As we barrel through the festive season, brands are feverishly ramping up their marketing, using every channel to grab consumer attention and cash. But while many feel we have reached peak platform – the human mind unable to cope with more messages from more directions – there’s now another to add to the list: wrapping paper. It’s so simple it’s a wonder it’s not been done before. After all, the history of wrapping paper goes all the way back to the second century BC, when gifts in ancient China would be presented in ornate paper envelopes. But this year, a number of brands have spotted the potential of gift wrap as a marketing channel, as well as a tangible indicator of their sustainable values.