Sustainable Packaging is confusing; Let's fix this together

The only thing sustainable about sustainability today is that it is not sustainable, and no one is using a uniform definition. Time after time, something conflict or confusion arises as different parties are all saying sustainble but their definitions differ. Marketing "sustainable" is not procurement " sustainable" and both diverge from how the executive function, engineering or investors see it. It is small wonder that something so confused will in turn confuse the consumer as the company that made it is not clear on which version of sustainable it is. To add to this confusion these different definitions can actually cancel each other out - that sustainable material might be too expensive for procurement, it might release more emissions in manufacturing or make a lesser quality product , or it might affect product life.

While there have been global attempts to create uniform guidelines, they have invariably failed as they lose sight of a primary goal or purpose and try to be all things to all people, or vested interest and lobbying have too much impact and can steer a good idea onto the rocks or into deadlock. Maybe it is a good time to keep it simple, or at least find a starting point that takes a step on the journey to addressing this issue.

I do not put this out as the only solution and certainly expect there to be discussion and input to develop a set of common sense, basic guiding agreed principles on sustainable packaging. For example, what if we use the waste hierarchy as a guiding principle, so that when something is said to be sustainable it is understood to be as high up the hierarchy as possible? Recycling would be better than single use, refill better than recycling and maybe there could be a scale or similar. That way if a consumer say 2 on a pack it might mean it was refilled/reused, while 4 might be recycled and 3 might be recycled content (and recycled content might only be used if it is 100%).

If there was simple, easy to understand and absolute truths that could be gathered it would make sustainability much easier for everyone. Consumers would trust and understand that a product was actually sustainable and not green washed/hushed etc,; brands would be able to know that the definition is universal so that all departments are reading from the same page and there is a less confusion or conflict. Suppliers would have a clearer idea of what they are aiming for and where they can improve or amend operations to reach these clearer goals and not be struggling to make something "sustainable" for a customer when both parties do not have clear definition of what that is or looks like.

What if we open sourced sustainability? If you could think of 3/6/9/12 truths that could be applied to sustainable packaging, what would they be? What would make you trust that that package is in fact sustainable? What would it need to do or say or prove for you to trust it? I have started with 6, but is this too much, too few?

Sustainable Packaging Confusing, but we can fix it

The packaging industry is drowning in misinformation and conflicting priorities.

• Consumers don’t trust sustainability claims.
• Companies focus on single metrics that ignore the bigger picture.
• Governments are gridlocked in political deadlock

The result?

• 50% of consumers distrust sustainability claims (GreenPrint Survey, 2023).
• Global recycling rates for plastic packaging are stuck at 9% (UNEP, 2022).
• 40% of companies prioritize aesthetics over recyclability (Ellen MacArthur Foundation).

It’s time to fix this.

What if the entire value chain—suppliers, brands, manufacturers, and consumers—agreed on simple principles for sustainable packaging?

As a starting point:

1?? Prioritize Reduction Less is more—use only the material needed to protect the product.

2?? Choose Responsible Materials Without Compromising Quality It’s not about the most “sustainable” material—it’s about one that performs, runs efficiently on machines, and minimizes waste.

3?? Prioritise Reuse over Recycling Packaging must integrate seamlessly into existing recycling or reuse systems.

4?? Maximize Product Protection Preventing food spoilage or damage is often the most sustainable choice.

5?? Communicate Transparently Clear labeling builds trust and avoids greenwashing.

6?? Ensure Scalability Solutions must work at the volumes businesses need to meet global demand.

Examples of this in action:

?? Nestlé: Transitioned to hybrid paper solutions for better recyclability while maintaining product quality.

?? Unilever: Optimized sachet materials, cutting CO2 by 8% and improving machine efficiency by 10%.

?? Loop: Pioneered reusable packaging systems for FMCG, proving reuse is scalable.

The Potential Impact When we adopt universal principles, we can:

? Build consumer trust—85% of buyers prefer brands with clear sustainability messaging (Capgemini, 2023).

? Achieve economic benefits—Circular economy practices could generate $4.5 trillion by 2030 (Accenture).

? Drive industry collaboration—Shared goals foster innovation and streamline processes.

The Call to Action Sustainability doesn’t have to be confusing. By adopting universal, common-sense principles, we can turn the packaging value chain into a leader of real, measurable progress.

?? What’s your take on these principles? Which resonates most with your business challenges? Let’s collaborate to make sustainable packaging achievable for everyone.

#clearcommunication #unsustainable #uniformprinciples #sustainablepackaging