Closer than ever: How connected packaging is bridging the gap between brands and consumers
Jenny Stanley, Founder of Appetite Creative, explores how connected packaging is transforming brand-consumer relationships by turning packaging into an interactive, immersive experience.
What if packaging wasn’t just a box but an interactive, immersive brand experience? By 2027, this will be a reality for countless brands as connected packaging continues to evolve. Packaging will no longer serve as a container but as a gateway to real-time customer insights, personalised content, rewards, and an enhanced consumer journey.
The future is rapidly approaching, and with it, a transformation in how brands engage with consumers. A recent 2025 Connected Packaging Survey by Appetite Creative revealed a striking trend: 89% of industry professionals agree that connected packaging is becoming an essential part of modern strategies. Brands are not just adopting this technology; they are revolutionising it with serialised QR codes, NFC, and gamification to create deeper, more meaningful interactions. This shift goes beyond marketing; sustainability, supply chain optimisation, and compliance are driving the widespread adoption of connected packaging.
Jenny Stanley, founder of the multi-award-winning creative technology studio Appetite Creative, discussed the transformation at Packaging Innovations & Empack 2025. With over 20 years of experience across media, advertising, and creative technology industries, Stanley has become a respected authority in the field. She shared insights on how packaging will soon engage multiple senses—touch, sound, scent, and more—creating a truly immersive experience. “From unique textures and thermochromic inks to scent-infused designs, packaging will evoke emotions and build deeper connections,” she said.
This shift in packaging is just the beginning. As we move toward 2027, the fusion of physical packaging with cutting-edge technologies like AR, QR codes, and NFC will reshape consumer interactions. Brands are preparing to turn every package into a touchpoint that delivers more than just a product—it tells a story. “It’s about creating a communication channel, a space where you can directly engage with the consumer in a meaningful way,” said Stanley. This connected packaging is set to unlock new levels of engagement, loyalty, and brand identity.
One key aspect of this change is the transition to serialised QR codes as part of the Sunrise 2027 project, representing a significant industry shift. Stanley noted, “There’s a lot of confusion… and there’s still a lot of education needed—both on the opportunities QR codes offer and the legislation.” The project will phase out traditional barcodes and shift to more advanced tracking systems. While compliance with the Digital Product Passport (DPP) or GS1 barcode change is necessary, QR codes offer far more than authentication. “It’s not just about telling the consumer where a product is from or how to recycle it, but also about collecting first-party data. You can learn who the consumer is, when and how often they consume the product, their age, location, gender, and email address if they choose to share that.”
This data can turn what might feel like an obligation into an opportunity for businesses. It helps brands better understand their audience and provides a more personalised experience. Stanley’s insights emphasise the importance of QR codes in understanding consumer preferences and behaviours, which lets brands serve them better.
As consumer expectations evolve, so must the way brands engage with their audience. Today’s consumers want more than just a transaction; they expect a deeper, more interactive experience. QR codes are no longer just a tool to link to a website—they can be a powerful bridge between the physical product and the digital world, creating valuable connections. ” While complying with legislation is necessary, QR codes should facilitate a two-way communication channel that provides value both to the consumer and the brand,” said Stanley. She stressed that brands must see connected packaging as an opportunity for growth, not just an added expense.
Research shows that 50% of consumers expect some additional experience—whether it’s information on how to use the product or dispose of packaging. This trend is reshaping the way brands think about the role of technology in packaging. For example, QR codes can share product information, details about sustainability efforts, or access to loyalty programs.
This shift in consumer behaviour has led to significant changes in purchase intent. Studies indicate that there has been a 30% increase in purchase intent when consumers engage with these experiences. “Research shows that adding connectivity to packaging can increase engagement by 20%, which is a great start,” Stanley added. Brands that integrate QR codes are finding that the added value of connected packaging can directly impact sales and customer loyalty.
The evolution of QR codes has been rapid. “It’s fascinating to see how quickly things have evolved in such a short time,” Stanley said. What once seemed like a novelty is now integral to everyday interactions. Initially, QR codes faced challenges—they were not widely used, and smartphones lacked built-in scanners. As technology advances, QR codes have become user-friendly and accessible, making them valuable for brand-consumer interactions.
“Kids today aren’t interested in physical stickers—they want virtual items like NFTs or other digital versions,” Stanley added. The shift from physical loyalty programs to fully digital experiences is one example of how QR codes and connected packaging shape the future. This evolution, accelerated by the pandemic, has cemented QR codes as a staple in daily life. They’re no longer just used for marketing—they have become a core part of the consumer experience.
However, despite the clear advantages, Stanley acknowledged that many brands and suppliers are still struggling to grasp the potential of connected packaging fully. “I think there’s a lot of confusion,” she admitted. “Any technological change brings that. Some brands have understood it, but others still haven’t fully grasped what’s coming. Everyone will have to change, so it’s better to understand and make the change now rather than play catch-up later.”
While large companies like Coca-Cola and AB InBev are leading the charge with always-on strategies, smaller brands are still in the early stages of this shift. “Those are my favourite conversations because these brands are thinking long-term. We have to show others proof of concept before they’re willing to take the plunge,” Stanley said. This reflects the need for a strategic approach to connected packaging that considers long-term goals like consumer loyalty, data collection, and compliance.
The challenges of integrating connected packaging into existing business operations are real. Brands must redesign packaging, reconsider their printing processes, and navigate new regulations. “There’s a huge amount of redesigning happening,” Stanley noted. “Retailers also have to recognise QR codes because they’re used to things going ‘beep’ at the checkout, and the transition is big.”
But the potential rewards are immense. “Dynamic pricing is a great use case. Instead of putting stickers on products to show expiry dates, QR codes can allow real-time updates on prices based on the product’s expiration,” said Stanley. Connected packaging also helps brands stay agile in a fast-moving market by providing real-time data and insights.
For many businesses, the primary focus is often on sales. However, Stanley pointed out that there are broader objectives to consider. “We’re working with both manufacturers and brands, but at the end of the day, we’re bringing value—whether directly to the brands or indirectly by helping the manufacturers create value for the brands; it’s still the same goal.”
The push for change is driven not only by marketing or sales goals but also by sustainability initiatives, regulatory changes, and consumer demand for transparency. “Clear communication is crucial,” Stanley said. Brands must use connected packaging to communicate sustainability efforts, product origins, and recycling instructions. Without clear messaging, consumer perceptions can quickly turn negative. Stanley cited the example of Quality Street changing their packaging. “If they’d communicated the reason behind the change, it would have built a positive narrative. But instead, they said nothing and human nature led people to think negatively.”
As the packaging industry evolves, key events such as London Packaging Week will be pivotal in shaping the sector’s future. These events provide platforms for professionals to connect, share insights, and explore innovations. Stanley emphasised the importance of these gatherings: “It’s a huge part of the calendar…more exhibitors, more people attending, and better speakers. Sustainability continues to be a key theme, and this trend will continue.”
The transition to connected packaging presents countless opportunities to build deeper consumer relationships, drive engagement, and improve sustainability efforts. Now is the time to act, educate yourself, and stay ahead of the curve. Connect with experts in the field, attend industry events like London Packaging Week, which takes place on October 15 & 16 at Excel London, and explore how connected packaging can be a growth centre for your business. The future of packaging is interactive, immersive, and incredibly valuable.
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