Packaging Impressions Parlor: Expanding the Sustainability Conversation

In a survey of more than 130 brand owners, it was unsurprising yet encouraging to see that 96% of respondents report that sustainability is at least somewhat important to their companies’ sourcing of printed labels and packaging. Additionally, nearly half (46%) indicated packaging sustainability is essential, while 40% stated sustainability is very important (Figure 1). With consumer demands, retailer mandates, and potential legislation aimed at improving the environmental friendliness of packaging, brands are prioritizing sustainability. But, as they continue to push for a more eco-conscious package, it will be beneficial for package printers and converters to help them understand the many different forms sustainability can take.

Click to Enlarge | Figure 1: Brand Owners Prioritizing Packaging Sustainability | Credit: NAPCO Research

The survey, which was part of NAPCO Research’s 2024 report Digital Packaging: The Pursuit of Prosperity, also revealed the sustainability attributes brand owners are focusing on. When asked to select their top three considerations for sustainable packaging, recyclability was firmly at the top of the list, selected by 60% of brand owner respondents (Figure 2). This is unsurprising, given the heightened lens placed on recyclability in the sustainability equation. As retailers implement their own sustainability goals and mandates, increased recyclability of packaging materials is often a top priority, and from a consumer perspective, recycling discarded packaging is a tangible way they can participate in reducing the amount of waste being sent to landfills.

For printers and converters, promoting the recyclability of their materials is undoubtedly important, but it may also be beneficial to help educate brand owners on the key sustainability attributes packaging can provide that could be getting overlooked. For example, toward the bottom of brands’ sustainability priority list was reduction of packaging material waste (17%), reduction or elimination of plastic (19%), and both at 21% were reducing carbon emissions/carbon footprint and food or product preservation.

Click to Enlarge | Figure 2: Brands’ Most Desired Sustainability Attributes | Credit: NAPCO Research

Regarding waste reduction, brands that include these details in their sustainability story will be well-positioned as environmental leaders. Though the packaging process is often far removed from the consumer, if brands can promote how they are innovatively reducing waste during packaging production, it will help to educate consumers on the sustainability factors that occur before the package’s end of life. As reported in Digital Packaging: The Pursuit of Prosperity, package printers and converters that have adopted digital are seeing the sustainability benefits of the technology. Specifically, when asked to select the top five benefits digital printing provides to their businesses, 30% selected digital printing as a more sustainable process than conventional, a component of which is likely due to the reduction of makereadies, leading to less waste (Figure 3).

Click to Enlarge | Figure 3: Converters View Sustainability as a Top Digital Print Advantage | Credit: NAPCO Research

Beyond waste reduction, brand owners would benefit from understanding how they can reduce their carbon emissions and footprint, as well as how packaging can extend product shelf life, which is particularly important in the food segment.

On the carbon footprint side, this is also an issue that can be out-of-sight and out-of-mind for consumers and retailers. However, brand owners that understand the impact of carbon reduction and can promote it as a brand benefit will be at an advantage. Package printers that can educate their customers on the opportunities to use alternative consumables or in lightweighting substrates to reduce emissions will be able to extend their sustainability story beyond recyclability.

For food brands in particular, utilizing packaging to extend shelf life and increase product freshness can be a key component to improving a product’s overall sustainability. Given the major concern of global food waste, innovative packaging that can help keep it fresher longer reduces the amount of food sent to landfills.

For flexible packaging printers and converters, the recyclability of their products can often be a challenge, as consumers are typically unable to include flexible, single-use plastics in their curbside recycling — a potential deterrent for brands seeking to increase their sustainability. However, by promoting the food and product preservation attributes of flexible packaging, brands may be enticed to leverage these benefits.

While it is highly encouraging to see so many brands focused on sustainability and recyclability, it will be key for package printers and converters to help educate their customers on the multitude of sustainability benefits of packaging. Whether it is creative ways to reduce material waste and emissions, or extending overall product shelf life, extending the sustainability conversation beyond the curbside bin can help brands get a more complete view of packaging’s environmental impact and benefits.