In this episode of Velocity Talks, Christopher Durham, president of the Velocity Institute, invites Kim Carswell to dive deep into the nuances of private branding, sustainability, and packaging innovation. These show notes present an overview of Kim’s illustrious career, her current endeavors, and her insights into the future of sustainable packaging in retail.

Kim Carswell shares her extensive expertise in packaging, emphasizing the evolution of her knowledge from the protection and design of packaging to understanding consumer interaction and ultimately sustainable packaging principles. She details her journey and experience at Target, including the development of the Good & Gather brand and suggests methods for retailers to align packaging sustainability with consumer expectations and corporate goals.

Key Takeaways:

• Data-Driven Approach: One of the essential aspects that Kim discusses is the significance of understanding and leveraging packaging data to drive sustainability efforts forward effectively.
• Partnership with Manufacturers: She encourages open conversations with manufacturing partners, advising that such collaborative efforts can lead to better and faster advancements in sustainable packaging.
• Future-Thinking: As the conversation unfolds, it becomes clear that planning beyond immediate goals, such as those set for 2025, and embracing a trajectory of continuous improvement is key.
• Consumer-Centric Messaging: Kim emphasizes the importance of demonstrating brands care about what consumers care about through selective, transparent packaging messaging.
• Embracing Change: Reflecting on her own shift from a mathematics focus to an artistic pursuit in retirement, Kim’s story signals the importance of ongoing learning and adaptability throughout one’s career.

Notable Quotes:

“Once you connect [sales and packaging] information, you have such power to understand where to focus, show progress on your goals, talk to your internal partners.”

“There’s a huge in-between space there that if we leverage, we could find out more and then it would let those manufacturers lead us all through it.”

“We have to honor that journey. It’s not going to turn over in a couple of months.”

“I wasn’t spending enough time with the teams to make them comfortable to go into these cross-functional meetings.”

“We want to show the consumers we care about what they care about.”

About the Guest(s):

Kim Carswell is a seasoned professional in the field of packaging with a career that spans over several decades. Having recently retired from a 17-year tenure at global retail giant Target, Kim held a pivotal role in packaging where she oversaw various brand launches and made significant contributions towards sustainable packaging initiatives. Her career journey also included valuable experiences at General Mills and Kraft Foods. With comprehensive knowledge acquired through different segments of the packaging industry, from design to consumer engagement, and a focus on sustainability, Kim now serves as a consultant with Navigate, a new arm of the Sustainable Packaging Coalition (SPC).

We encourage our members to listen to the full episode for an in-depth exploration of sustainable packaging in the world of retail and private brands. Stay tuned to Velocity for more insightful discussions that marry innovation with impactful retail strategies.