Implementing genuinely sustainable packaging in your business
Sustainable packaging is no longer a fringe movement or a fleeting trend, it’s fast becoming the gold standard in product delivery. With more brands and consumers prioritising sustainability than ever before, adopting eco-friendly packaging is now a strategic necessity.
This is especially relevant now as the Packaging and Packaging Waste Regulation (PPWR), came into force in February 2025, and is set to transform the packaging industry across Europe. Its main goals are to reduce the use of primary raw materials, ensure all packaging is economically recyclable by 2030 and drive the sector toward climate neutrality by 2050. Covering the entire packaging life cycle, the regulation aims to harmonise national recycling and reuse standards across the EU.
Also consumers, especially Millennials and Gen Z, are raising the bar, demanding more accountability and environmental responsibility from the brands they support. Across the globe, marketplaces are forming with the express purpose of eliminating single-use plastics.
Clearly, “eco-friendly packaging” is much more than just a trendy label. It’s the new baseline for responsible branding.
Why Sustainable Packaging Matters Now
It’s not just about looking good, it’s about doing good and meeting rising expectations. Here are a few statistics that illustrate the momentum:
- 74% of European consumers say they are willing to pay more for products with sustainable packaging
- The European Green Deal aims for all packaging in the EU market to be reusable or recyclable by 2030.
- In 2024, over 60% of European supply chain professionals reported that circular economy practices (like recycling and reuse) are now an essential part of their long-term strategies
We’ve all grown up with the mantra “reduce, reuse, recycle.” But today, those values have real weight in how businesses operate and how customers choose where to spend their money. Aligning with these principles doesn’t just benefit the environment—it also builds trust and loyalty with a growing base of eco-conscious buyers.
What Does Sustainable Packaging Really Mean?
At its core, sustainable packaging aims to minimise environmental impact throughout its lifecycle. This could be achieved in a few key ways:
- Materials: Sourcing packaging from 100% recycled or responsibly harvested materials.
- Production: Reducing emissions, energy use, and waste throughout the supply chain.
- Reusability: Creating packaging that can be reused or easily recycled, supporting a circular economy.
But true sustainability goes beyond just being “green.” It needs to balance environmental benefits with economic viability and ethical production. For example, while plant-based packaging may sound appealing, its production might involve deforestation or exploitative labor. That’s why it’s essential to evaluate every aspect, not just the end result.
Certifications from organisations like the Sustainable Packaging Coalition and the Forest Stewardship Council (FSC) can help brands verify and validate their sustainability efforts. These standards hold companies accountable and help consumers make informed choices.
Understanding Sustainable Design
Sustainable packaging design is all about reducing environmental harm while delivering value. This might include:
- Using fewer materials overall.
- Opting for recyclable or compostable components.
- Designing multi-functional packaging that extends its use.
One creative example is a retail bag that doubles as a clothes hanger, showing how function and sustainability can coexist. Or consider the move by IKEA to replace polystyrene foam with biodegradable packaging made from mycelium (a type of fungus). It’s not just about what materials you use, it’s about how you use them.
Value engineering plays a huge role here. Brands like Raylo, a UK-based tech startup, redesigned their packaging to use fewer materials and saw an 11% cost reduction and a 25% weight decrease. Less material often means lower costs, reduced waste, and easier logistics, proof that sustainability and business goals can go hand in hand.
Packaging Examples: Brands Leading the Way
Let’s take a look at how real companies are putting sustainable packaging into action:
- Burren Perfumery: They use minimal, recyclable packaging made from paper and glass, avoiding plastics wherever possible.
- Sunad: A Spanish clothing brand that moved from heavy boxes to kraft paper mailers, reducing both weight and material usage.
- Palm Free Irish Soap: Palm Free Irish Soap is an Irish brand committed to sustainability and their soaps are wrapped in minimal, plastic-free materials, using recyclable and compostable paper that reflects their natural, eco-conscious values.
- Sheyn: A Vienna-based jewellery brand that mirrors its minimalistic aesthetic in 80% recycled kraft mailer boxes.
- Paddy Box: They have moved towards eco-friendly cardboard packaging, and use recyclable materials for shipping.
- Monday’s Child: A British children’s clothing brand whose boxes double as dollhouses—extending usability and minimising waste.
- Vegan Bunny: A candle company that uses rubber-based adhesives and soy inks, aligning its packaging ethics with its product values.
Each of these brands found a way to align packaging with their core values, without sacrificing quality, branding, or performance.
Why Your Brand Should Care
Even if your brand isn’t driven by environmentalism, customers are paying attention. In fact, a well-placed message about sustainable packaging might be the final push a consumer needs to choose your product over a competitor’s.
Picture this: a customer stands in a store, comparing your product with another. Your box says, “This packaging is made from 100% recycled material and decomposes safely within 15 years.” That alone could win you the sale.
And it’s not just consumers. Major companies like Unilever are advocating for stricter environmental regulations, which will inevitably trickle down to smaller brands. Whether it’s by choice or regulation, packaging sustainability is the direction the industry is heading.
Tips for Transitioning to Eco-Friendly Packaging
Thinking of making the switch? Here’s how to do it thoughtfully:
- Start small: Test out sustainable packaging with a limited product line before committing fully.
- Sample before scaling: Order test units to ensure they meet your standards and work well with your product.
- Consider rebranding: Align a packaging switch with a design refresh to maximise impact.
- Review pricing: Sustainable options are often competitively priced, but run the numbers to ensure your margins stay healthy.
- Test in small volumes: Gauge customer feedback before making a bulk order.
- Use up old inventory: Apply a “first in, first out” approach to avoid waste.
- Make your products eco-friendly too: Pair sustainable packaging with environmentally conscious products.
- Market your efforts: Let your customers know about your sustainability efforts through messaging on packaging, your website, and social media.
Final Thoughts
Sustainable packaging is no longer a nice-to-have, it’s a must. Consumers expect it, governments are encouraging it, and businesses are benefiting from it.
If you’re a small or growing brand, switching to eco-friendly packaging could be the competitive advantage you need to stand out. It not only showcases your commitment to the planet but also strengthens your connection with today’s values-driven consumers.
Now’s the time to make that shift.
