Green Opportunities Abound

I would say I am a guarded optimist, with a bit of a cynical edge. I dream big, yet I am aware of obstacles that lie ahead. I can picture a world free of excessive gas-guzzling Hummers, plastic bags that stumble along littered city streets, and mountainous landfills with materials that don’t naturally go back into the earth. All of these things are possible and can be achieved.

Now for the cynicism... I don’t think average Americans want to give up their fun toys no matter how much they don’t need them, or how much environmental harm they cause. Remembering to drag reusable grocery bags back to stores is just not as convenient as using the plastic bags at the checkout counters. And, in my personal opinion, I don’t think consumers care all that much about the sustainability of the packaging they buy. One of the reasons for this is our busy lifestyle; this is just the society in which we live, for better or worse. When we go to stores, we want to get in and get out. We also want the best deals. I know this is the case for me (a single gal) when I go into a grocery store to stock up for the week. So, when I imagine maneuvering through a store with children walking at my side or riding in an overflowing cart, I can’t fault anyone for wanting to spend as little time as possible and to pinch every penny they can.

Even still, the optimist in me wants to see a world where the packaging that holds our precious merchandise can be reused over and over again, instead of being brought into this world briefly only to face a fateful landfill existence. As the environment continues to be a pressing issue, I do think people will start to make different purchasing decisions. Even still, I don’t picture a majority of consumers stopping to check out the sustainability of every package they come across. So, this is where I believe, you, the converter comes in.

People need to know why they should purchase sustainable products and they need to have that information accessible and understandable. By including sustainable information on the package, for example, converters and their customers can begin to educate consumers. One of my favorite lunches is Annie Chun’s Teriyaki Noodle Bowl. Not only are they quite yummy, but they come in biodegradable bowls, primarily made of cornstarch, that decompose in the earth. And, I know all of this, because this information is printed on the packaging. Once I knew I was buying a tasty, healthy product that is also kind to the environment, I continued to include this item on my grocery lists. Talk about a great marketing strategy!

Or, you could take a more covert approach. Use sustainable materials, work with environmentally conscious suppliers, but maintain a focus on the appearance of the package. This way, you can still reach consumers who do not focus on the environment in their purchasing decisions. Consumers will be won over by the appearance of the packaging, without realizing that they’re doing something good for the environment.

Diamond Packaging is currently on a mission that combines both approaches with its greenbox initiatiave, a comprehensive approach that minimizes environmental impact throughout the supply chain. “As a folding carton converter our objective is to design and manufacture innovative packaging that attracts consumer attention, functions well, adequately protects the product, and also conveys an eco-friendly message,” says Dennis Bacchetta, director of marketing. “There are a number of ways to accomplish this, including structural design, graphic design, material selection, ink and coating selection, and on-pack visuals such as symbols or logos.” Diamond has even created a Web site (www.diamondpackaging.com/green) to educate its customers, as well as potential customers, on its “green” initiatives.

To reach these goals, you will have to work with those consumer product companies and suppliers that share your same commitment to sustainability. There are enough companies that are incorporating sustainable components into their mission statements that you should not be at a loss for environmentally conscious partners. Or, at the very least, simply provide sustainable options to those who seek them out, to make the move toward becoming a greener company. It’s better for the envirnoment and it only makes good business sense, as sustainability has become the “talk of the package-printing town.”

I believe converters, package printers, consumer product companies, designers, and others involved in the packaging process have a huge opportunity in front of them. You have the opportunity to rethink the way in which you do business and impact the environment. Exhaust every option; look at materials, CO₂ emissions, waste, energy conservation, etc. You have the chance to reduce a huge footprint that we have already imposed on our planet.

And, don’t ignore the cynics. Determine what the criticism is and what the challenges are, then bring out the optimist to confront them head on, one package at a time. pP