Sustainable Packaging

Remove, Reduce, Recycle, Renew, Re-use. These are five of the original 7 R's of Sustainable Packaging revealed by Wal-Mart when it introduced its Packaging Scorecard to a standing-room only audience at Pack Expo 2006. The mega-retailer has since shortened the list to reduce, reuse and recycle, but also added a new term, rethink, to encourage companies to always remember to consider smarter sustainable options.

 

To better understand sustainable packaging, we need to understand what sustainability is and how it's different from the focus in the 1970s on the environmental aspects and impacts of packaging.

 

Sustainability surfaced in packaging vernacular in 2006, after publication of "The Triple Bottom Line: How Today's Best-Run Companies Are Achieving Economic, Social and Environmental Success - and How You Can Too" by Andrew Savitz with Karl Weber, which Amazon.com describes as "the groundbreaking book that charts the rise of sustainability within the business world and shows how and why financial success increasingly goes hand in hand with social and environmental achievement."

 

This broader look expands on packaging's previous environmental-only focus to include the business (economic) and social aspects (such as ethical material sourcing and manufacturing conditions).

 

The basis for sustainable packaging started during the environmental movement in the 1970s. Americans celebrated their first Earth Day in 1970, and became aware of some of our ecological problems such as pollution and littering through various media outlets. One of the most powerful messages came from The Crying Indian anti-litter commercial from Keep America Beautiful.

 

The finger-pointing at packaging as the main culprit of the country's ecological problems didn't happen in force until the late 1980s. That's when the Garbage Barge became a media sensation. Piled high with trash from Long Island residents, the Mobro 4000 barge left New York City on March 22, 1987, initially headed for a landfill in the southern U.S. But the load was refused there, and at other ports. As Chaz Miller wrote in 2007 for Waste 360, "The economy was hot, and news was slow. Garbage, which is just the effluence of our affluence, was the perfect target. Greenpeace, Phil Donahue and Johnny Carson all used the barge as fodder. Six months after it sailed, the garbage barge's trash was burned in a Brooklyn incinerator, and the ashes buried back in Long Island. The media didn't attend the funeral."

 

Thus began a concerted effort to reduce the volume of trash by increasing recycling rates of used packaging in the U.S. Efforts to establish an economically viable infrastructure for various packaging materials and engage all stakeholders continue to this day.

 

While sustainable packaging isn't a difficult concept to understand, it is complex. Is it replacing a rigid container with a pouch? Is it removing a carton and letting a toothpaste tube stand on its own on a shelf? Is it creating one bulk pack instead of multiple single-serve items? Is it using PET instead of PVC because PET can be easily recycled? Is it changing from a round to a square container to be more cube efficient? Is it faster set-up times on the packaging line to minimize the amount of product and packaging waste? Yes, it's all of this - and more.

 

Sustainable packaging is no longer focused on just recycling. Just as packaging is not the only eco target, although it is still top of mind for many. Right or wrong, packaging is frequently scrutinized and used as the measure of a company's overall sustainability, even though it may contribute only a small percentage to the total eco impact compared to other things, such as transportation, and water and energy use.

 

The idea of looking at the entire life cycle of a package - from raw materials all the way through disposal - gained ground in the early 2000s. But much of the focus remains on end-of-life.

 

In an exclusive interview with Packaging Digest in 2013, Jim Hanna, director, environmental impact, Starbucks Coffee Co., explains, "Consumers, especially in the U.S. and Canada, define sustainable packaging by focusing on end of life. That's caused us to focus a lot of effort and resources into creating solutions for our packaging because we know that's what resonates most with our customers."

 

But in seeking the broader, more encompassing definition of sustainable packaging, most packaging professionals refer to the Definition of Sustainable Packaging developed by the Sustainable Packaging Coalition in 2005:

 

Sustainable packaging...

  • Is beneficial, safe & healthy for individuals and communities throughout its life cycle
  • Meets market criteria for performance and cost
  • Is sourced, manufactured, transported, and recycled using renewable energy
  • Optimizes the use of renewable or recycled source materials
  • Is manufactured using clean production technologies and best practices
  • Is made from materials healthy throughout the life cycle
  • Is physically designed to optimize materials and energy
  • Is effectively recovered and utilized in biological and/or industrial closed loop cycles

Brand owners and packaging developers continue to search for more sustainable packaging materials.

For example, efforts to develop plant-based bioplastics for packaging accelerated in 2009 when the world's largest beverage company devoted time and resources to create and commercialize the PlantBottle. The Coca-Cola Co.'s first-generation PlantBottle replaced one of the two base components of polyethylene terephthalate (PET) with renewable materials made from sugar cane byproducts.

PET is made of 30% mono-ethylene glycol (MEG) and 70% purified terephthalic acid (PTA). The PlantBottle replaces petroleum-based MEG with a plant-based alternative, which doesn't change the recyclability of the PET.

To help fund continued commercialization of the PlantBottle technology and make it more economically viable for all, Coke has collaborated with a number of suppliers - as well as consumer packaged goods (CPG) partners, including Heinz and SeaWorld Parks & Entertainment.

While the Coca-Cola PlantBottle introduction was one of the most impactful developments for the bioplastics industry in recent years, it was not the only one. The Bioplastic Feedstock Alliance is another partnership developed to boost bioplastics development, an area of sustainable packaging that is undergoing a quiet revolution.

But bioplastics are only one alternate material being considered. Dell has been actively looking for and using sustainable alternatives for packaging materials, such as bamboo, wheat straw and mushroom-based packaging. In May 2014, the computer and accessories dynamo touted its new packaging made from air.

Content Tabs


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Here’s an introduction to what everyone in the packaging industry needs to know about on-pack sustainability messaging.

 


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Consumers in the United Kingdom struggle with sustainability issues around plastic packaging, and they expect product manufacturers and retailers to do something to help.


Article

More plastic than fish in the sea by 2050…China’s Green Fence and National Sword initiatives…The New Plastics Economy…Walmart’s Project Gigaton…the Plastics Pact…bans on drinking straws.


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Single-use plastics have become the focal point for our frustration with plastic waste.


Article

Looking at the pros and cons of greenhouse gas (GHG) goals and weight-based metrics for recycling might help states and organizations set their programs and policies for the best environmental outcome.


Article

By Walter Peterson and Robert Lilienfeld

4 new consumer sustainability trends and their packaging implications

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In our digitalized world, how is people’s relationship with physical things—“stuff”—changing and why? And what opportunities does this mean for packaging?


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I recently had the opportunity to visit Ekoplaza Lab, which claims to be the world’s first grocery store with a “plastics-free” aisle, and which has generated a lot of buzz in the packaging and environmentalist community.


Article

Sometimes it’s hard enough to make any substantial gains in sustainable packaging goals. But it takes extra effort and zeal to really excel. When that happens, the entire industry—and perhaps even the world—advances.


Article

To meet its sustainability goals for recycled content in polypropylene packaging, Procter & Gamble searched for recycled material pure enough to meet its quality standards.


Article

A lot of excitement revolves around optimizing packaging for ecommerce. But what about optimizing products?


Article

As public concern for unchecked management of plastic waste grows, national governments are responding with lofty goals to mitigate a looming environmental crisis.


Article

One major investor, Suntory, is using a 30% bio-based PET water bottle as it pursues the development of a 100% bio-based bottle.


Article

The cherry tree is a popular metaphor for understanding sustainability as modeled after the regenerative framework of nature.


Article

Sustainability continues to be a major global trend in the packaging industry as consumers consistently seek out healthier food options and manufacturers whose innovative packaging and processes positively impact the environme


Here’s an introduction to what everyone in the packaging industry needs to know about on-pack sustainability messaging.

 

We count on product packages to communicate a lot. From nutrition facts to product information, certifications to...


Consumers in the United Kingdom struggle with sustainability issues around plastic packaging, and they expect product manufacturers and retailers to do something to help. Here are their three suggestions, according to exclusive research from...


More plastic than fish in the sea by 2050…China’s Green Fence and National Sword initiatives…The New Plastics Economy…Walmart’s Project Gigaton…the Plastics Pact…bans on drinking straws. Plastic packaging is experiencing microscopic attention and...


Single-use plastics have become the focal point for our frustration with plastic waste. Doug Woodring from the Ocean Recovery Alliance wrote in a recent article, “Switching to alternatives might not save the world but the use of single-use...


Looking at the pros and cons of greenhouse gas (GHG) goals and weight-based metrics for recycling might help states and organizations set their programs and policies for the best environmental outcome. We know it can help us better design...


By Walter Peterson and Robert Lilienfeld

When it comes to an ecommerce package that is “more sustainable,” we’ve heard some people recently suggest eliminating the primary package altogether and moving to a generic shipper. Their argument is...

4 new consumer sustainability trends and their packaging implications

In our digitalized world, how is people’s relationship with physical things—“stuff”—changing and why? And what opportunities does this mean for packaging? “Explorer” Sharon Greene of Alice Labs answers these questions as she explains four new...


I recently had the opportunity to visit Ekoplaza Lab, which claims to be the world’s first grocery store with a “plastics-free” aisle, and which has generated a lot of buzz in the packaging and environmentalist community. The store is located in...


Sometimes it’s hard enough to make any substantial gains in sustainable packaging goals. But it takes extra effort and zeal to really excel. When that happens, the entire industry—and perhaps even the world—advances.

On April 25, the...


To meet its sustainability goals for recycled content in polypropylene packaging, Procter & Gamble searched for recycled material pure enough to meet its quality standards. When enough of that couldn’t be found, scientists at P&G invented...


A lot of excitement revolves around optimizing packaging for ecommerce. But what about optimizing products? Nick Gunia, co-founder/CEO of Cleanyst, intends to do just that with his new reusable packaging platform for personal care and cleaning...


As public concern for unchecked management of plastic waste grows, national governments are responding with lofty goals to mitigate a looming environmental crisis. Seemingly one by one, international leaders have declared war on plastic waste....


One major investor, Suntory, is using a 30% bio-based PET water bottle as it pursues the development of a 100% bio-based bottle.

Sustainability is on-point for brand owners and packaging vendors including in plastics markets where...


The cherry tree is a popular metaphor for understanding sustainability as modeled after the regenerative framework of nature. Introduced in Braugart’s and McDonough’s book “Cradle-to-Cradle: Remaking the Way We Make Things,” the cherry tree exists...


Sustainability continues to be a major global trend in the packaging industry as consumers consistently seek out healthier food options and manufacturers whose innovative packaging and processes positively impact the environment and the quality of...


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The Robinette Company began in 1987 but its roots go back to 1938 when Judge Robinette entered the paper bag business serving the flour and corn millers in the eastern United States. He started by printing and converting small paper bags and...

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