Wrapping It Up: What’s New in Sustainable Packaging

Consumer expectations for sustainability and government regulations help drive innovation in packaging.

When you hear the thump of a delivery at your front door, you may have mixed feelings. On the one hand, you’re probably excited about what’s inside the box. On the other, you may dread seeing a pile of cardboard with multiple layers of excess packaging surrounding your new sweater. If you’re disturbed about the environmental impact of packaging, you can look for companies that commit to more sustainable packaging practices.

In a recent survey by Green Builder Media, more people in every generation said they would be willing to pay more for products with decarbonized packaging solutions.

Source: COGNITION Smart Data

Consumer Views on Sustainable Packaging

Global research from McKinsey in 2023 found that hygiene and shelf life continue to be the top factors in consumer purchasing decisions related to packaging, as they were during the company’s pandemic survey in 2020. In the U.S., Europe and Japan, consumer concerns focus on ocean litter and packaging, while in other Asian countries and Latin America, consumers are more concerned about other forms of pollution. Consumer opinions on which types of packaging are the most sustainable vary.

In response, manufacturers and retailers are experimenting with new ways to improve circularity, especially focused on recycled content such as post-consumer resin (PCR), according to McKinsey’s research. PCR includes consumer packaging items along with bottles, jugs and buckets that can be recycled. More government regulations are being implemented, including requirements about the proportions of recyclable or recycled content in packaging, according to McKinsey.

Businesses and Sustainable Packaging

Small businesses and large companies can make changes to their packaging choices to reduce waste. For example, Moen, a manufacturer of plumbing fixtures, is committed to repurposing 2,000 tons of ocean plastic by 2030, and has already repurposed 750 tons into pellets used for packaging and products. In a Green Builder Media survey, more than one-fourth of respondents said they would pay between 1% and 10% more for products that use recycled ocean plastics. Nearly 15% said they would pay from 16% to 21% or more for products that use recycled ocean plastics.

Source: COGNITION Smart Data

Whirlpool’s 2023 Sustainability Report includes their commitment to eliminate all nonrecyclable packaging. Whirlpool plans to launch expanded polystyrene free packaging for products in their KitchenAid line by 2025. Whirlpool works with their suppliers to suggest alternative materials and design enhancements for their packaging. The company continues to research and develop alternatives to single-use plastic packaging, such as foam and film replacements.

Sustainable packaging that uses less material, weighs less and is biodegradable is not only better for the environment, but it can be beneficial to businesses. Not only does this lower their carbon footprint, but if the packaging is lighter, it can lower shipping costs and reduce fuel consumption. Reducing waste and packaging materials potentially lowers storage space needs and costs, according to BigCommerce.com .

Positive consumer perceptions can also increase business. Major brands such as Unilever and Nestle reported greater customer loyalty and enhanced image after implementing more sustainable packaging practices, according to CL Smith , a sustainable packaging provider. Business owners can raise consumer knowledge about sustainable packaging by providing clear instructions about how to recycle or dispose of all packaging.

Packaging Innovations to Watch

As a consumer, you can start by looking for companies that use the smallest possible packaging for each item, along with recyclable packaging. For example, in 2022, Target launched Target Zero, which highlights products with “packaging designed to be refillable, reusable or compostable, or made from recycled content or materials like aluminum, steel or glass that reduce the use of plastic.”

Business owners and consumers can look for packaging made from materials such as paperboard, which uses recycled paper pulp, or recycled single-use plastic. Plant-based packaging, such as those made from cornstarch and mushrooms, along with compostable packaging made from plant-based polymers are also good options. Some businesses use plantable packaging with seeds incorporated into the material that you can plant in your garden.

The PackHub, a consulting firm focused on packaging innovations , regularly highlights new technology and improvements in packaging from around the globe.

For example:

• Danish discount retail chain Rema 1000 packages its store brand dishwashing detergent in bottles made from recycled fishing nets.
• Alba Cheese, an Italian brand, switched to a stretch wrap from Biogone Plastics , an Australian company, that includes an organic additive that causes the film to biodegrade 20 times faster than standard film in a landfill.
• Jägermeister, a German liqueur producer, announced in 2023 a switch to corrugated boxes from solid board packaging, which reduces packaging weight by 38.5% and increases the amount of recycled materials to more than 90%.
• Proctor & Gamble’s Eco-Box, available for online purchases of products such as Tide, Downy, Gain and Dreft liquid laundry detergent is a bag-in-a-box container that arrives as a sealed corrugated box without any outer boxing or padding needed. The packaging uses 60% less plastic than a traditional container.

Despite these innovations, one issue that continues to delay more progress in packaging sustainability is the lack of clarity for consumers about which materials and products are the best options and how to manage end of use of packaging. Retailers and manufacturers may need to provide more information, and communities need to do a better job of managing recycling.