How packaging can become more sustainable?

All producers need to get the message about sustainability. It’s not just what consumers want. It’s what consumers demand. Consumers are becoming particularly sensitive about the issue of sustainable packaging. With that in mind, here are some tips on how to make your packaging more sustainable.

Take the quick wins first

Fundamentally updating your packaging requires time, energy and budget. It may be a necessary exercise, but it probably isn’t going to happen quickly. What’s more, even when it does happen, it probably won’t be “set and forget”. As technology develops, your packaging is likely to develop alongside it.

It’s generally quicker, easier and more cost-effective to start by looking for quick wins. Remember, even small updates can make a big difference when implemented at scale. They can also show consumers that you’re at least trying to make progress towards full sustainability. This can be hugely important for your brand image.

Use up your existing packaging

If your existing packaging is fit for purpose, then use it all up before you switch completely to the improved version. If this means that you’re using two kinds of packaging simultaneously then so be it.

As long as your branding is cohesive (which it should be) consumers will still be able to recognize both your products and your company. In fact, this approach could actually create a talking point between you and your customers.

Do careful research before you commit

Sustainability can be a bit of a minefield to navigate. For example, “plant-based plastics” may sound attractive. They are, however, extremely variable in their environmental impact. Some are essentially traditional single-use plastics. They just happen to be made from plant material instead of petroleum. Others, however, are genuinely biodegradable.

Likewise, there are many products which are theoretically recyclable but which are not commonly recycled. This is generally due to technical issues, such as the difficulty of separating mixed materials. Using these materials to justify a claim of sustainability can lead to allegations of “greenwashing”.

You may also wish to think about the different processes which can be used to move towards a more cost-effective and environmentally friendly way of creating packaging. Vacuum forming is one of these processes which enables you to use only the plastic you need, as it's specifically moulded to suit your design.

Think about pricing implications

This is a reality companies have to acknowledge. It can, however, be more nuanced than you might initially think. For example, lighter-weight packaging may cost more. This could, however, be counterbalanced by reduced freight costs.

If making your packaging more sustainable is going to increase your upfront costs, then think carefully about how you’re going to deal with this. At least consider the possibility of passing all, or at least most, of the cost onto the end-customer.

Consumers are often willing to pay a premium for sustainability just on principle. Businesses may do likewise. They may also be motivated to do so because it can reduce their overall costs. Remember that businesses are often charged directly for their waste disposal. Reducing packaging and making it recyclable and/or reusable can lower these costs.

Test any new packaging thoroughly

Even if you’re only making a small change, test it thoroughly before you put it into production. This is really the only way to make sure that it actually works in practice the way it ought to work in theory. Making a small test run can save you the pain of having to throw away a large order of packaging. It can also help you to avoid having to deal with unhappy customers.

Consider going down the reusable route

The basic sustainability guideline is “reduce, reuse, recycle”. Companies often have limited scope for reusing their packaging. It may, however, be possible to create packing consumers can reuse. In fact, some industries have turned this into a marketing strategy on its own with reusable packaging becoming collectable. You may not be able to go this far, but it’s certainly worth considering.