There’s a term called ‘Wrap Rage.’ Even if you’re hearing it for the first time, the combo of words might hit home. This buzzword captures the fury that explodes when you’re trying to open products sealed in clear plastic wrap.
Unwrapping these kinds of packages is no joke. It’s like they were designed to wreck your hands. Seriously, it’s more of a seal than a wrap. When you stare at the product, you can almost feel the creator’s oath that it should never be opened. If you need to open it quickly but lack tools, it’s like being a fox staring at a crane’s feast—frustrating! What’s even more annoying? You can see the product inside! It brings to mind Poison’s track ‘(You Can) Look But You Can’t Touch.’ Seeing something you can’t use? Total rage.
But hey, these packages have perks too. You can check the look and condition of the item without opening it. Just toss it on the shelves of a big store, and no more annoying customers asking to see the product or damaged packages causing sales issues. That’s why many big retailers have asked manufacturers for this type of packaging.
Recently, a movement is gaining traction to swap these packages for simple paper ones. And guess who’s leading it? Amazon! Jeff Bezos, Amazon’s CEO, mentioned ‘Wrap Rage’ at the Internet Association’s ‘2017 Annual Charity Gala.’ He said Amazon backs eco-friendly packaging for the sake of customers and keeps the conversations going with producers. Bezos emphasized that what’s most important for a company is the customer, and without their response, no innovation matters. This eco-friendly packaging initiative is one of those attempts. He pointed out that ‘Wrap Rage’ complaints in customer reviews are a pressing issue that needs solving before any other innovative moves.
Sure, the logic about customer convenience and environmental issues makes sense, but Amazon’s not displaying items on shelves like big stores. While they can’t ignore major retailers, Amazon’s not exactly a corner store either, so manufacturers might have to cater to both sides. As someone not directly involved, I can only say ‘interesting,’ but the heads of manufacturing companies must be on high alert.
Amazon frames this as a change for the customer, but when you receive a crushed box during delivery, you might say,
As long as the bulb works, who cares? But the box’s condition is crucial to me!
Some might feel this way, right? Personally, I just need the bulb to work and toss the box, so it doesn’t bother me much. But having sliced my hand on thick plastic wrap before, I’m all for Jeff Bezos on this one. 🌍
Photo: By Tktktk – Own work, CC BY-SA 3.0,
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