Consumers Continue To Drive Sustainable Packaging Evolution BY GREG KISHBAUGH Sustainable packaging begins with a series of questions, according to Steve Lister, Head of Sustainability at the Point of Purchase Association (POPAI), who shared his thoughts at a recent Packaging Innovations & Empack meeting. Sustainable goals, he stressed, cannot be met without intense upfront intention, beginning with design. “Sustainable design begins with questioning the very essence of packaging: Why are you creating it?” List- er stated. “What is its purpose? Is it protective? Is it for aesthetic appeal? Understanding these core questions lays the groundwork for impactful and responsible design choices.” This fundamental query serves as the cornerstone of effective sustainable packaging. Brands must reflect not just on the aesthetics or func- tionality of packaging, but also on its role within a larger ecosystem of consumption and waste, Lister stressed. And with consumer expectations and behaviors rapidly shifting, shoppers’ needs are increasingly driving the ways in which the packaging industry must address sustainabil- ity issues. “Brands and retailers are coming to manufacturers and saying, ‘No, we want this, this, and this,’” he explained. “The manufacturers are struggling with this change as it used to be them [who] outlined to retailers what it is they could do and what they had to work with, but it highlights the grow- ing influence of sustainability in purchasing decisions.” At this point, boxmakers and packaging providers should be well aware that consumers are increasingly dis- cerning about the brands they choose to support. “There’s nowhere to hide these days,” said Lister. “If someone wants to know something about your business, your product, your material, or your processes, you must be prepared to share that information.” Today’s consumer, Lister stressed, is looking for prod- ucts that do more than simply meet a particular need; they want to feel good about what they buy and how it affects the environment. “If you’re not thinking about how a piece of packaging will be disassembled or what materials are used, you’re missing a fundamental aspect of sustainability,” Lister said. “In principle, anything can be recyclable, but in practice, that doesn’t always happen.” While being vigilant about the possibilities of green- washing, brands must be prepared to measure their envi- ronmental impact accurately. “If your major client asks for your lifecycle assessment tomorrow, are you prepared?” said Lister. “If not, I can guarantee you will panic if this request was to come in. More and more, companies are being evaluated on their sustainability credentials. If you haven’t started measuring CONTINUED ON PAGE 70
Board Converting NEWS INTERNET DIRECTORY
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April 28, 2025
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