Reimagining packaging for a sustainable future

Every business that makes a product must devote time and investment to making it more sustainable. There is a wealth of research that shows consumers across the U.S. – and globally – consistently demand more environmentally-friendly items.

Similarly, every product manufacturer or retailer also has to think about the packaging that contains their products. As well as consumers demanding recyclable boxes and containers, the rate of legislative change in North America that affects packaging is increasing every year.

States like Maine and California have already introduced Extended Producer Responsibility (EPR) regulations as well as ‘bottle bills’ (deposit return programs for plastic bottles) – with more coming on the horizon.

These have put sustainable packaging in the spotlight. EPR charges mean pressure on the corporate bottom line, but there is also a question of damage to the brand if sustainability isn’t seen to be front and center. People will vote with their wallets.

The role of the CEO  

This shifting environment for product packaging is causing CEOs to think differently, both to manage the influx of new legislation and to minimize their exposure to new tax regimes and fees. That largely comes down to better management of their data, including every single packaging component across all territories of sale, so they can demonstrate 100% compliance across all their product lines and regions.

This is not something many will have faced before, so it is a new line item on the P+L statement. That data will also have to be connected to the marketing teams – another new investment – so that they can create customer communications that prove the company’s sustainable stance and mitigate any risk to the brand.

Ideally, however, CEOs should aim beyond just compliance and look for innovative ways to build sustainability into their operations. For example, looking outside packaging, several U.S. breweries have begun to manage their own supply chains in a more sustainable way, such as utilizing spent grain, yeast, and other byproducts from the brewing process to create a valuable resource for aquaculture, including feeding fish in the lake they use for their water. They are creating symbiotic connections with other businesses – and in the process creating a terrific story to tell to consumers.

CEOs also need be aware of where their organization sits culturally in the sustainability space. Some are leaders, some are fast followers and some are in the chasing pack. But importantly, it is okay to be in that pack and to not be a leader. As long as there is at least some focus on sustainability, not every company has to be taking big swings all the time.

This is becoming increasingly relevant as many big brands are rolling back the promises they made about how sustainable their operations would be by the year 2030. In many cases, they didn’t have the data and transparency they needed to turn those promises into reality.

Changing perceptions 

Packaging, specifically, is driven by consumer perception. The box or bottle it comes in is seen as an integral part of the product. Consumers are starting to benefit personally from recycling, and it hits their pocket when they have to dispose of an empty box themselves. They want to see that brands are putting in the effort to make recycling easy – the label on the bottle has to be easy to recycle itself, as well as providing vital recycling information.

In fact, there is a growing need for better consumer communication on-pack. Do people know if the packaging can be recycled, and how? Consumer knowledge is on the rise, but there is an education gap across different boroughs/states depending on the local infrastructure.

It’s also worth highlighting that just as products need to be authentic, so too does the packaging. There has to be a level of investment in defeating malpractice and counterfeiting, to avoid savvy consumers profiting by printing off their own labels and returning unrecyclable packaging.

Sustainability as unifier  

In some cases, forward-thinking brands and retailers are focusing heavily on sustainability, especially in their packaging, and have been able to use it as a goal and vision that unifies the organization.

Walmart’s Project Gigaton, for example, aims to reduce or avoid one billion metric tons (a gigaton) of greenhouse gases from the global value chain by 2030. Walmart has rallied all its suppliers to obtain the combined muscle to get behind this highly credible voluntary goal.

Or in the U.K. back in the early 2000s, the CEO of retailer Marks & Spencer used the eco-program called ‘Plan A’ to unite the company under a single broad banner of sustainability.

When it comes to packaging, the need for unification is paramount. The technical team are challenged with how to minimize damage and returns. The buyers are incentivized to reduce cost. The design team are looking to design packaging that differentiates, which can often increase costs.

Sustainability isn’t just a shared value – it’s a unifying force. It aligns the goals of organizations and their suppliers, creating a foundation for mutual growth and lasting impact. CEOs seeking a common vision to inspire their teams and strengthen partnerships can leverage sustainability as a powerful catalyst for positive change.

Where data takes you  

The ultimate goal of any sustainability effort is to create a truly circular economy – one where resources are reused, waste is minimized, and businesses thrive in harmony with the planet. Some might see this as the domain of smaller, artisan companies, but the scale of your brand is an asset, not a barrier.

With the right level of data, even the world’s largest corporations can transform their entire supply chain, ensuring every piece of packaging, every process, and every partnership contributes to a sustainable future. This isn’t just about reducing your footprint – it’s about redefining your organization’s purpose, inspiring your people, and leading your industry toward a greener, more resilient future.

Sustainability isn’t just a challenge – it’s your greatest opportunity. The data to power this transformation is already within your reach.

Written by Greg Lawson.
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