5 Ways Your Brand May Already Be Sustainable (and You Didn’t Know It)
Sustainable packaging is about more than just what materials you’re using. There are many aspects of sustainability and a variety of eco-friendly strategies that are effective and impactful. Your brand may have sustainable packaging attributes that you aren’t aware of, or leveraging as well as you could be. Have you considered all the ways your brand’s packaging may already be environmentally responsible?
It’s Recyclable
It may seem basic, but recycling is a very complex process and there is a lot of consumer confusion around which materials are recyclable and which aren’t. If your package is recyclable, you should be clearly communicating this benefit. Use your brand design to help educate people on how to recycle the packaging. Can it simply be put in your recycling bin (after being cleaned)? Should it be dropped off with an in-store recycling program? Could the label or other components be removed and recycled? Empower consumers with the information they need to make a difference. Canadian brand, Village Farms, is incorporating QR codes on the packaging for their Sensational Sara tomatoes. After a quick scan, consumers are guided through the simple process of separating the package's home-compostable film from the recyclable paperboard carton.
It’s Reusable
Mintel identified reusability as a top packaging trend of 2020 and this trend continues to gain traction. Refill systems are being introduced across categories from personal care to home cleaning. But there are other ways brands can encourage consumers to reuse their product packaging. Side panels can be used to feature ideas for reusability. Kleenex has included on-pack messaging about reusing their tissue boxes. Other brands like Oui by Yoplait and Martinelli’s leverage their social media platforms and websites to discuss ways to repurpose their packages.
It Uses Less Material
Reducing or eliminating unnecessary packaging can be a competitive advantage when it comes to sustainability. Do other brands use overwraps or neck tear-offs and you don’t? Have you made your bottle or carton smaller to save costs? There is a sustainable benefit that can also be touted for that material reduction. Coca Cola just introduced their first new bottle size in seven years, a 13.2oz size that reduces plastic waste among other benefits.
It Reduces Food Waste
Packaging waste isn’t the only waste to be concerned about. Eliminating food waste is an environmental benefit that shouldn’t be overlooked. Target’s Good and Gather brand uses resealable bags for their potato chips, citing that they are “Reclosable for Freshness” reducing the likelihood that chips will become stale once opened. Morton Salt encourages consumers to “Erase Food Waste” through on pack communication that lead users to easy tips and recipes that use commonly wasted food items. While some of these packaging solutions may use more plastic, the tradeoff of reducing food waste has a positive impact on the climate.
Your E-Commerce is Eco-Friendly
Don’t just think about your primary packaging, but also consider secondary packaging when evaluating sustainability. Does your e-commerce packaging use less filler or eco-friendly paper packaging materials instead of plastic or Styrofoam? Can it be reused or repurposed? Given the meteoric rise of online shopping, eco-friendly e-commerce packaging is becoming more important than ever. Perdue Farms ships its frozen meat products to consumers in compostable and biodegradable foam packaging made from cornstarch that dissolves in water.
These are just five ways your brand may be able to leverage eco-friendly packaging attributes to appeal to consumers’ growing demand for sustainability. Partnering with a design agency who understands the complexities and nuances of sustainable packaging, as well as effective messaging strategies, can help you create a competitive advantage and drive brand loyalty.
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