Capitalize on the Sustainable Packaging Trend

Store aisles are filled with exotic packaging, containing and displaying the products within. As marketers become more savvy as to what packaging elements catch consumers eyes, it becomes more difficult to differentiate your product from your the competitors'.

Every company hopes its product's professional, multicolored packaging earns the product a spot in a consumer's shopping cart, but what else can make a difference? Packaging may display seven colors, metallic inks and a fancy coating; it may well be professional-looking and clearly depict why a customer should choose it over other options; and it may even utilize recyclable materials. However, many competitors are doing the same. There is another sure way to make product packaging more desirable, more eye-catching and more prestigious than the competitors: sustainable packaging.

Sustainable Forestry

The environment is in the news to stay. Using sustainable paper products sends a powerful message to shoppers that a company holds itself accountable to the needs of the environment. By using renewable resources, companies join a growing group of firms that are taking responsibility and making a difference. Companies that are using paper in packaging have the ability to use a renewable resource; unlike petroleum, which is the base for packaging such as plastics, trees can be planted, grown and harvested to produce more paper.

Packaging is a small part of a product's environmental "footprint;" but, to customers, it is the first thing they see and touch. Also, a smaller packaging footprint helps cut corporate costs, while adding to an environmentally friendly product. An easy way to start is by reviewing each product line to see how the size and quantity of materials used could be reduced, while still meeting marketing objectives.

The Three Rs

Reduce, reuse and recycle have lost some of their initial impact, because they are printed on everything, everywhere. These three important words put the responsibility on the customer; but, the savvy product manager will apply the three Rs in the development of every packaging product:

Responsible packaging vendors have created many new products to replace older, environmentally unsound products. That said, it will take a paradigm shift in company culture and thinking to change and give up older ways of doing things packaging. Its time to think not just outside the box, but inside the box as well, including the consequences of not taking such a complete approach.

Consider just one example. I recently presented to a customer a revolutionary way of protecting his product "inside" the box. This solution would have provided a cost savings of 20 percent, downsized the "outer box" by 15 percent, and saved additional costs on the assembly line. While the customer saw the immediate benefits, the plant manager argued, We have been using our current internal packaging from the beginning, and I dont want to change. A resistance to change can keep a company from doing the right thing for the environment, meeting corporate goals and reducing costs.

On the other side, Tony Burns, director of sustainable packaging at Proctor & Gamble (P&G), is taking a leadership role in developing more environmentally friendly packaging for his company's products. P&G completed a survey that showed 80 percent of its customers demand products be environmentally sustainable. In a recent article in Packaging World, Burns stated, The consumer is the boss, so it makes sense that consumers push P&G sustainability efforts. We have to begin with the basic premise that the product and package meet the needs of the consumers in the most sustainable manner possible, realizing early on in the development process that these decisions carry significant impact.

Moving Forward

Will sustainable packaging efforts lose priority during these lean economic times? On the contrary, it makes even more sense in 2009. The Obama administration and Congress are making environmentally safe practices a priority and a requirement. It is likely that companies that practice environmental sustainability will be rewarded. Also, it makes good business sense to go with the flow rather than against it. As downsizing and light-weighting should be on every companys list of priorities in this economic climate, businesses can cut costs and develop sustainable business practices at the same time. Furthermore, producing sustainable packaging does not mean compromising performance and value.

Companies interested in the benefits of sustainable packaging must take into account a few considerations. Ideally, look for a packaging supplier that is certified by SFI (Sustainable Forestry Initiative) and FSC (Forestry Stewardship Counsel). Companies that work with these certified packaging vendors gain a marketing advantage, as the firms have the authority to print the highly recognized sustainable logo on each item they produce. Beyond that, the vendor should show evidence that they are walking their talk in their own manufacturing practices by using energy-saving equipment, safe-water treatment and recycling all materials in their plant.

For additional information relative to sustainable packaging, one of the best objective books I have found on addressing what constitutes responsible practices and procurement is "Enviropal: A field guide to paper, print and the environment," by Derek Smith.

In the end, packaging tells a companys story. Delivering environmentally thoughtful packaged goods to the retail or commercial markets should be every companys goal.

Cheryl Edwards has 20 plus years in graphics packaging and specializes in the natural, organic, and nutraceutical markets. She is on the board of directors for Fleetwood-Fibre and can be contacted at [email protected] .