Kim Cobb of Wright Creative Branding & Labels shares how the company is addressing sustainability through its natural cotton canvas labels.
Transcript
Waynette Goodson
It’s Waynette Goodson, and I’m your managing editor of BedTimes and Sleep Savvy magazines. And welcome to this edition of “Inside the Mind of Today’s Mattress Shopper.” We are honored to have Ms. Kim Cobb with us with Wright Creative Branding & Labels. Kim, thank you so much. We are so happy to have your knowledge on this topic.
And we’re going to just jump right in with a hot one. Okay. And that is sustainability. Our latest research went to show that 65% of consumers now believe that companies have a responsibility to take care of the environment. So how is that translating at Wright? I understand that you have a new sustainable label. Is that right?
Kim Cobb
Yes, that’s correct. So excited about what we have to offer our customers when it comes to sustainable options for labeling their products. It’s an old material, this now we are just reusing and bringing it back to life as a natural cotton canvas. This cotton canvas actually gets the manufacturer a lot of real estate to communicate their message to consumers.
And part of that communication is looking at adding icons, wording, pictures, QR codes, and anything that will grab that shopper’s attention to that brand.
Waynette Goodson
Right. And bring them over to that bed and have a look. So important. So important. Okay. So let me throw another one at you. Recent BSC research also shows that consumers are less comfortable in 2022 making larger purchases than in 2020. So that’s a tough one. How are you at Wright just supporting your clients with this kind of information?
What would you say to that?
Kim Cobb
Well, we’re all consumers at the end of the day, right? So we’re doing a lot of shopping now. Are we buying? Right. So we are able to help our customers. Those manufacturers tell their stories, show and share their messaging with the consumers when they visit that retail store for the first time. Or go to their website for the first time or their online store for the first time; they want to capture that shopper’s attention on the first impression.
Kim Cobb
And we know those are very important.
Waynette Goodson
And thank you for sharing your knowledge today. You all, please keep tuning in to our “Inside the Mind of Today’s Mattress Shopper” series. And as always, have a great night’s sleep.
