Rethinking Packaging Through a Holistic Sustainability Lens

By Katherine Kerney

In an era where sustainability is no longer a brand differentiator but an expectation, packaging decisions have become a defining element of corporate responsibility. Yet despite widespread awareness and countless “green” initiatives, the conversation around sustainable packaging often circles back to the same set of solutions: using recyclable materials, incorporating recycled content, or swapping conventional plastics for compostable alternatives. While these efforts are important, they represent only a fraction of the full sustainability picture. The future of responsible packaging requires businesses to think more creatively and holistically. They need to look beyond individual materials to consider the entire life cycle of a package, from raw material extraction to end of life disposal, and from consumer behavior to operational efficiency.

Rethinking What “Sustainable” Really Means

For many companies, sustainability strategies begin and end with material selection. They might switch to a recycled material or advertise that their packaging is “100% recyclable.” But these choices, while commendable, can oversimplify a complex challenge. Sustainability is not a static characteristic that a package either has or does not have. It is a multidimensional concept shaped by regulatory pressures, consumer expectations, supply chain realities, and evolving technologies.

Regulatory frameworks themselves often complicate the landscape. Rules vary widely from state to state and country to country, leaving businesses uncertain about how to comply and where to invest. Even within a single market, evolving standards and last-minute policy changes can leave companies scrambling to keep up. Meanwhile, consumer expectations are shifting in subtle but important ways. People do not just want packaging that can be recycled, they want packaging that already incorporates sustainable choices. They are looking for solutions that require little to no extra effort on their part, such as packaging that minimizes unnecessary layers or integrates recycled content from the start.

This convergence of regulatory uncertainty and consumer demand underscores a crucial truth: sustainability cannot be reduced to a single feature or metric, but can also not be ignored. Businesses need to evaluate the full life cycle of their packaging, its origin, purpose, and end of life journey, to ensure that their efforts are both meaningful and measurable.

Education, Collaboration, and the Power of Focus

A major barrier to sustainability is education, within companies, their customers, and among consumers. Internally, teams must align on clear definitions and priorities. Terms like “eco-friendly” are too vague to guide effective decisions. Instead, businesses should focus on specific objectives: reducing waste, lowering carbon emissions, improving recyclability rates, or enhancing supply chain resilience. Only when the problem is clearly defined can the right solution emerge.

Customer education is equally critical. Many consumers do not fully understand how to recycle or what terms like “biodegradable” or “compostable” truly mean. Worse, even technically recyclable materials can end up in landfills if there is no end market for the recovered product. By helping customers understand not only what is possible but what is practical, companies can guide them toward more sustainable behaviors and make sure the sustainability claims they make are actually realized.

Partnerships are another vital piece of the puzzle. No company can tackle sustainability alone. Collaboration with suppliers, third-party certifiers, and even competitors can help standardize practices, improve traceability, and share the burden of developing new solutions. Supplier audits, third-party certifications, and open communication all contribute to greater transparency and credibility, ensuring that sustainability initiatives hold up under scrutiny.

Innovation Beyond the Material

The packaging industry has made remarkable strides in developing sustainable materials, but the real breakthroughs often come from rethinking design and process rather than composition. For example, reducing package size to eliminate excess space can cut down on material use, shipping weight, and end waste simultaneously. Similarly, investing in smart packaging, solutions that integrate traceability features, QR codes, or embedded sensors, can provide valuable data on usage, disposal, and recycling outcomes.

Digital printing offers another avenue for innovation. By enabling smaller production runs and more targeted messaging, it reduces excess inventory and allows companies to quickly update sustainability information without overhauling their entire packaging line. Meanwhile, automation technologies are helping businesses streamline operations, improve consistency, and minimize waste, not by changing the package itself, but by changing how it is made, filled, and shipped.

Even packaging elements beyond the primary container, like tertiary packaging, pallet wraps, or shipping materials, offer opportunities for meaningful impact. Adjusting these components might seem insignificant, but small changes across large volumes can yield substantial environmental and financial benefits.

Waste, Cost, and the Life Cycle Perspective

A holistic approach to sustainability also means considering the economic implications of every decision. Reducing waste is not just good for the planet; it is good for the bottom line. Companies pay for materials twice, once when they buy them and again when they dispose of them. Reducing material usage, choosing lighter-weight options to cut transportation costs, and designing for easier end of life processing all translate into financial savings.

The same principle applies to total cost of ownership. A “sustainable” material that leads to higher product damage rates, requires special handling, or increases shipping costs may ultimately be less sustainable in practice. True sustainability accounts for the entire life cycle of a product, its sourcing, manufacturing, transport, use, and disposal, and balances environmental benefits with cost, quality, and performance considerations.

As businesses work to integrate sustainability into their operations, many are finding success through partnerships with companies that bring broad expertise to the table. Companies like SupplyOne have teams with not only deep knowledge of packaging materials but also advanced automation capabilities and logistics insight. By approaching packaging from multiple angles, design, distribution, performance, and disposal, the right partner can help businesses look beyond conventional solutions and implement strategies that are both environmentally and economically sound.

SupplyOne’s material-agnostic approach means recommendations are based on what is best for the client, not on promoting specific products. That mindset, coupled with their emphasis on collaboration and problem-solving, allows businesses to adopt more creative, impactful sustainability initiatives without disrupting existing operations or compromising on performance.

Building a More Sustainable Future

Sustainability in packaging is no longer about checking a box. It is about reimagining the role packaging plays across the supply chain and integrating sustainability into every decision, from material sourcing to consumer education, and from manufacturing efficiency to end of life strategy. Most importantly, it is about understanding that impactful change does not always come from sweeping overhauls. Sometimes, it is the cumulative effect of small, strategic adjustments that leads to the biggest results. The companies that will lead in this space are those that think holistically, act collaboratively, and innovate boldly with a data driven approach, transforming packaging from a necessity into a long term asset for people, profit, and the planet.

The preceding blog was provided by a company unaffiliated with Packaging Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Packaging Impressions.