Expert insights on how material innovation, consumer expectations and regulation are redefining sustainable packaging strategies
Sustainability is no longer a future ambition for packaging, it’s a driving force reshaping packaging design, materials innovation and how brands communicate with their customers. In a recent Innovation News Network feature, Zoe Brimelow, Brand Director at Duo, shared her expert perspective on how these forces are redefining packaging strategy and her insight highlights why sustainable packaging is now about evidence-based choices that balance performance, compliance and circularity.
Materials Science: Innovation accelerates under environmental and cost pressures
Material choice is a big part of packaging sustainability, and choices are being shaped by customer demand, environmental goals, cost volatility, and legislation.
Zoe explains: “Consumers expect brands to be honest, transparent and accountable, while legislative requirements for organisations to be more resourceful and improve recycling are encouraging companies to explore new material technologies.
“Materials science is advancing at pace, with innovations creating new possibilities for packaging sustainability. Bio-based GreenPE, for example, is derived from renewable sources of sugar cane ethanol. During growth, sugar cane absorbs CO2 and the thermoplastic resin is recyclable.”
Zoe also highlighted how other material innovations, such as recycled polymers, mycelium-based foams, seaweed films and compostable alternatives, are all aiming to deliver outstanding packaging performance, while minimising environmental impact.
Consumers: Trust, proof, and authenticity now define sustainable packaging
As sustainability claims increase, so does consumer scepticism. Greenwashing has made people wary of vague or unsupported environmental messaging, and trust is becoming a defining factor in packaging design.
Zoe said: “Packaging provides one of the strongest, up-close-and-personal interactions between brands and consumers. For this reason, packaging can satisfy people’s curiosity, answer their questions, and address any concerns about a brand’s Environmental, Social & Governance (ESG) commitments and performance. Packaging is a storytelling canvas for brands and can solidly show proof and purpose in terms of a company’s approach towards sustainability.
“Brands are rethinking packaging design and development to ensure their packaging is a proof point for sustainability and communicates engaging circularity stories.”
Legislation: From constraint to catalyst for change
Legislation is driving new trends in packaging sustainability. The EU’s Packaging and Packaging Waste Regulation (PPWR) and the UK’s Extended Producer Responsibility (EPR) are leading brands to prioritise the rightsizing and lightweighting of packaging.
Zoe explained how legislation is influencing packaging design: “Brands are prepared to go back to the drawing board, questioning just how effective their packaging strategies are at minimising material usage, volume and weight. This marks a real shift in how sustainability goals are being addressed.
“Packaging specification has often started with a designated material or a focus on recycling and worked backwards from here. Instead, brands are now completing full life cycle analysis to determine packaging demands throughout supply chains to identify the most effective material for meeting the requirements of circularity-led legislation.”
We’re also seeing a clear shift in how changes in legislation are playing an important role in ending packaging material bias. Zoe concluded: “There’s been a tendency for companies to think plastic isn’t a sustainable choice for packaging. The growing spotlight on the usage, volume and weight of packaging is showcasing how plastic solutions can prove an effective choice for lowering emissions and reducing consumption of virgin resources. Plastic packaging has huge potential to support the shift towards a circular economy and legislation is helping open people’s eyes to this.”
Some of the insights in this article are explored further in our latest eBook. ImPACKED: The Five influences shaping packaging strategies. Download a copy here.
If you need help preparing your packaging for upcoming legislation and sustainability demands? Get in touch at [email protected] or call +44 (0)161 203 5767