Reducing Wrap Rage
Friday, November 14th, 2008
photo credit: miss_rogue
Wrap rage, the anger, frustration, and, sometimes, injury that occurs when opening a new package will hit its annual peak this December. Instead of kissing under mistletoe or roasting chestnuts, millions of consumers will instead spend time untwisting sharp, poky twist ties and slicing through airtight plastic clamshell packaging that seems better suited to seal off biological weapons than iPods.
For people trying to conserve resources, wrap rage is particularly vexing because, in the end, they’re left with piles of waste that can be neither reused (how many twist ties can one family really use?) or recycled (just because there’s a recycle symbol on a plastic bag doesn’t mean your local recycling facility will accept it). Paying customers are also annoyed knowing that much of this packaging is produced to deter shoplifters. (It’s also designed to make shipping and stocking more efficient.) Remember the terrible wasteful 6×12-inch cardboard box CDs used come packaged in? Consumers complained enough to rid the industry of the boxes. Now a new generation is aiming to put an end to wrap-rage packaging.
Some, fed up with overconsumption and inspired by the “reduce” movement, say that the best way to avoid wrap rage is to not buy anything–or at least not buy anything overpackaged or sealed in a clamshell. That would mean swearing off all electronics and many toys. So while there are merits to this argument, like other abstinence-only pledges, it may not be realistic. The cultural traditions and comforts of giving and receiving gifts during the holidays run strong.
One happy medium suggestion is to reduce the number of gifts you buy this season. Faced with economic uncertainty, many consumers are already pledging to buy less this year (much to the dismay of retailers). In light of mindful holiday buying, Amazon.com is hoping its “Frustration-Free Packaging Initiative” will lure shoppers fed up with overpackaging.
The Seattle-based online retailer has teamed with toy maker Mattel, electronics manufacturer Transcend, and Microsoft to sell 19 products that use less packaging and are easier to open. Amazon says, for example, the Fisher-Price Imaginext Adventures Pirate Ship “is now delivered in an easy-to-open, recyclable cardboard box. The new packaging eliminates 36 inches of plastic-coated wire ties, 1,576.5 square inches of printed corrugated package inserts and 36.1 square inches of printed folding carton materials. Also eliminated are 175.25 square inches of PVC blisters, 3.5 square inches of ABS molded styrene and two molded plastic fasteners.” Transcend memory cards will be shipped in recyclable cardboard rather than plastic clamshells.
Nineteen is an awfully small number of products to choose from. And it won’t end wrap rage overnight. But it’s a start.








