Sustainable Packaging Demands On The Rise

Consumers Want Sustainable Packaging

Today’s consumers are becoming more and more aware of not only the products inside the packaging they buy, but the actual packaging itself. So much so, that if there is a comparable product in a more sustainable package, consumers may make their final purchase based on packaging - not product. With consumers as the primary audience for packaged goods, this means that any company selling packaged goods now has to consider the packaging appeal in a new way. Packaging now needs to be not only visually appealing, but ethically appealing.

What Is Sustainable Packaging?

The word sustainable means, “able to be maintained at a certain rate or level,” or “conserving an ecological balance by avoiding depletion of natural resources.” So essentially, sustainable packaging is packaging that is able to be maintained - meaning that it can be reused in its original form, packaging that does not take away from natural resources, or packaging that is made from recycled materials. Basically, materials that can be easily reused or recycled without harming the environment.

In the world of packaging, there is some debate as to what is considered “sustainable.” This is a result of many different materials having varying degrees of sustainability. What can be agreed upon, is that plastic as a whole tends to be the least sustainable. Therefore, a great place to begin when determining if your products need a sustainable package upgrade is to ask “do we use plastic packaging?”

Beyond plastic, there are several other packaging materials that are not fully sustainable, although better options than plastic. There are also several other materials that are considered highly sustainable. Here is a list of sustainable materials in the order of least sustainable to most sustainable as outlined by Jen Pressley in What is sustainable packaging?

• Bioplastics

• Paper and Paperboard Packaging

• Glass

• Aluminum

• Compostable Packaging

• Zero-Waste Packaging

Why, As A Business, Should You Care About Sustainable Packaging?

A common question among business owners is “do consumers REALLY care about sustainable products?” According to the research from multiple sources, yes, yes they do.

At the time of this article, several studies, including one by the Harvard Business Review showed an increase in consumer packaged goods directly linked to sustainable packaging. This increase is a clear reflection of the consumer demand for sustainable packaging.

The consumer demand goes beyond just purchasing packaged goods. It is seen in the consumers’ expectations of companies they buy from. According to the World Economic Forum, many consumers believe that brands are just as responsible as the government for creating change in the environment.

This is huge! Consumers holding brands accountable for their impact on the environment, will directly impact how a brand is able to establish a relationship with consumers. Success comes from repeat customers, so focusing on what matters most to your audience is essential to building that relationship. Just like the other research, studies show that customers are more likely to be loyal to a brand that shows they care about making a difference in the environment.

The truth is, as a business you simply cannot afford to ignore the demand for sustainable packaging. If you do, another brand that has a similar product in a sustainable package will likely beat you out in sales (even if the product itself is of lesser quality).

How Can You Make The Switch To Sustainable Packaging In Your Business?

Sustainability is not a trend that is going to disappear. It is the new reality for the world of consumerism. So, the quicker you can begin to make a switch to sustainable packaging for your business, the better for you and the earth!

While you research the best way to switch your company over to sustainable packaging, consider other ways to show your customers that you are serious about making a change.

• Switch to an email instead of sending out a printed material, or switch to recycled paper.

• Consider donating a portion of your proceeds to a fund that researches or supports sustainable packaging.

• Use social media channels to show the changes you are making.

• Look for ways to recover, reuse, and recycle your current packaging and encourage your customers to do the same.

Examples Of Sustainable Packaging

Ritual Vitamins made a big switch in 2020 to use not just recycled packaging but also plant based ink!

Waitrose, a supermarket in the UK, used the leftover plant fibers from their lentil and pea pastas to make the actual packaging for the pasta.

The Sunrise Valley Egg Company is a creative new take on traditional egg cartons. Made from a 100% recyclable material, this carry is also adjustable so customers can buy the exact number of eggs they need.

While the hope is that all businesses will make a switch to sustainable packaging, the reality is that sometimes that may not be an option. In this case, see how your brand can still make changes to support the environment. This may be in donating to an organization that supports research efforts for sustainable packaging, like the America’s Plastic Makers organization.

Even if you are not able to switch to completely sustainable packaging, showing that you have a SINCERE interest in learning and supporting sustainability the best way you can will go a long way to building customer relationships and loyalty that lasts!