Some consumer companies have simultaneously increased sales, cut costs, and reduced carbon emissions. Their secret? Paying closer attention to the design of their products and packaging.
As consumers become more demanding and less predictable, consumer companies “have to be super focused—almost surgical—in the decisions they make about the product portfolio and individual product attributes.” In other words, says McKinsey partner Dave Fedewa, companies need to think harder about product design. In doing so, they can make greater progress toward not only their sales and profit goals but also their sustainability targets.