Labels as a strategic tool

Labels have long been one of the most powerful brand assets in consumer packaged goods, but the pace of change in recent years has been extraordinary, says Jennifer Dochstader, co-founder of LPC. 

LPC, an agency for the print and packaging industries, aims to help companies across the supply chain grow through marketing, communications and industry-specific research. The company has over 25 years of experience conducting printed packaging-focused studies and surveys to help its customers, including technology suppliers, converters and associations with a competitive edge and market insights. 

Dochstader observes that from sustainability requirements to digital innovation, labels have become a strategic tool that carries the weight of branding, storytelling, compliance and performance for brands. 

‘Shorter, more targeted runs have become the norm as brands respond to niche segmentation, seasonal campaigns and the need to stand out in crowded e-commerce listings. At the same time, premium cues like tactile varnishes and textured papers, once reserved for luxury categories, are increasingly visible in everyday products like condiments, personal care and coffee,’ she says. 

Sustainability in labels has moved far beyond a marketing tool to become a procurement priority for brands. 

‘Sustainability influences everything from substrates and adhesives to graphic design choices. And on the production side, digital and hybrid printing are no longer viewed as short-run solutions, but as essential platforms for agility, enabling rapid design changes and cost-effective versioning that help brands keep pace with the market,’ Dochstader adds. 

Sustainability influences everything from substrates and adhesives to graphic design choices

The trend is expected to gain further momentum as new sustainability regulations are introduced worldwide, with increasingly strict timelines approaching. 

Global regulatory changes are pushing brands to design with compliance in mind from the outset, particularly when it comes to recyclability and sustainability claims. 

‘And then there’s the economic layer in the current geopolitical landscape. Tariffs, raw material volatility and transportation costs are forcing brands and converters to become more resourceful, finding ways to produce high-impact labels while optimizing material use and workflows,’ Dochstader explains. 

At the same time, several different forces are converging to reshape the label market. 

One of the drivers is consumer behavior. Shoppers expect freshness, variety and transparency, which means more frequent label updates and bolder, clearer communication. Retail and e-commerce dynamics are also at play; a label now has to work just as hard in a thumbnail image as it does on a physical shelf. 

Brand priorities 

When it comes to decision-making, brand owners are focused on three primary factors. 

‘The first is differentiation. In a saturated market, labels function as the silent sales pitch, telling the brand’s story before the product is even picked up,’ says Dochstader. 

The second priority is functional performance. If the product is being moved from a freezer to a microwave or is likely to be exposed to condensation, heat or chemicals, the label must maintain its integrity under all these conditions. 

The third is sustainability, which remains a central concern. It is now embedded in decision-making around substrates, adhesives, ink and drying/curing methodologies. And hovering over all of these factors is speed-to-market, particularly for seasonal SKUs or trend-driven launches, across end-use segments, where agility often matters more than unit price. 

Finishing and embellishment 

Breakthroughs in both materials and finishing technologies are fueling new opportunities for brands. As an industry observer, Dochstader highlights some of the most exciting innovations in finishing and embellishment technologies. 

‘There’s so much happening in materials science and finishing right now that it’s hard to pick favorites,’ she notes. 

‘Mono-material construction development is exciting because these substrates simplify recycling without sacrificing design freedom. We’re also constantly seeing innovation in adhesives, like clean wash-off options for PET recycling and compostable choices for food labels. These constructions are meeting both sustainability and performance demands.’ 

In finishing, digital embellishment has achieved new levels of sophistication. 

‘Digital embellishment has reached a point where metallic and tactile effects can be produced without the environmental or cost impact of foil or additional tooling,’ she highlights. 

Lastly, connected packaging has developed into a meaningful and essential tool for brands to connect beyond the product with customers and share information that cannot fit on the packaging or label. 

‘Whether through QR codes or NFC, which has evolved beyond marketing gimmicks into tools for traceability, authentication and richer consumer engagement. All these forces work together in making a product’s label an increasingly valuable and essential tool to label and printed packaging buyers.’ 

As the label industry continues to evolve, its role will only deepen. Emerging technologies, new material innovations, and heightened sustainability expectations will redefine what a label can achieve. 

The next phase is creating connected, sustainable and compliant products to help brands build trust and relevance in a fast-changing world.