Open Access

Mia Celina Boos

• The aim of this paper is to examine the role of packaging design as a strategic marketing tool in the fast-moving consumer goods industry and how this can be done most effectively to appeal to multiple generations. The research question is: how could companies in the fast-moving consumer goods (FMCG) industry design their packaging to appeal to different generations? To answer the research question, a quantitative online survey was carried out targeting consumers of generations X, Y, and Z in order to find out what they expect from product packaging. In addition, qualitative expert interviews were conducted to gain a deeper insight into the FMCG market and the role of packaging. Empirical research showed that packaging is an essential marketing tool when it considers certain conditions, such as general consumer demands and important megatrends. In addition, it was found that neither consumers nor brands place much value on different generational backgrounds in packaging but rather on common values across generations. However, the generational background of the consumers could serve as a guideline for concrete target group definitions. This shows that packaging is essential for consumers and brands today. On this basis, it is advisable to follow a packaging strategy that combines generations and common consumer values in order to be as competitive as possible in the FMCG market.