There is no single formula to creating the ultimate in sustainable packaging, and that is because there is no singular metric by which we measure sustainability.
Emissions, waste, toxicity – in fact all nine planetary boundaries - these are just some of the key metrics you have to consider and that’s before your brands’ positioning enters the equation.
So, before you do anything, you must agree and align on what ‘right’ means to your business, your region’s infrastructure and capabilities, and not least, your brand.
Set clear targets with metrics that you can measure objective success or failure against, and then you can begin to establish a path forward to the ‘right’ solution.
With that in mind there are a few key considerations to keep in mind:
1. Lifecycle Assessments (LCA)
Evaluate the environmental impact of your existing packaging to establish your ‘base-line’. Conduct LCA to evaluate the impact of new materials and designs considering the entire lifecycle of that pack and the energy consumption, greenhouse gas emissions, water usage and waste it will generate from sourcing to disposal.
2. Material Selection
Select materials based on the overall impact of their lifecycle, considering sourcing, manufacturing, transportation and disposal.
a. Does it require virgin feedstock (ie. mining, deforestation) or can you use post-consumer waste or agriwaste feedstock?
b. Is your glass manufacturer moving to renewable-powered furnaces?
c. Does the region you’re marketing to have the necessary infrastructure to recycle that material? Etc.
3. Keep it Simple
This does not mean all sustainable design needs to appear simple and minimalist! Rather its design needs to reduce complexity of material usage and avoid waste. How can you simplify or even eliminate unnecessary layering or componentry to ensure the overall package doesn’t end up in landfill?
4. Waste-Not!
Reduce the quantity of materials used wherever possible (without jeopardising its integrity as a container or carrier of a product). Explore innovative solutions that enable re-use and refill so we avoid single-use all-together. Use recycled and recyclable materials to help avoid landfill.
5. Honesty is the best policy
Follow the plethora of guidelines available on avoiding greenwashing. Australia’s ACCC’s are a great place to start for jargon-free, actionable advice.
Ensure you qualify and quantify your claims. Champion both your successes and your failures. Use clear and specific messaging on pack highlighting pack attributes and disposal to drive consumer education and trust.
6. Invite Ingenuity & Collaboration
Collaborate with (and invest in) innovative manufactures and suppliers, to source solutions that drive change for the industry as a whole and help to excite and inspire consumers. Use sustainability as your vehicle to challenge the industry standards.
a. Craft bespoke and tailored solutions in luxury that reaffirm your attention to detail without over-packaging eg. Rum label using sugarcane paper-stock or embossed moulded-pulp outers to replace clunky gifting.
b. Challenge existing perceptions of compromise and functionality by understanding your consumers needs and over-indexing in desirable design.
7. Partnerships & Certifications
Identify opportunities to partner with relative NGOs or attain certification from governing bodies to provide your brands pack with a credible ‘seal of approval’ and enhance its value.
8. Keep going!
Set measurable goals that enable you to continuously track progress.
Regularly review and reassess your packaging solutions in line with the latest technologies and regulatory guidelines.
