How can brands effectively make their packaging more sustainable?
Packaging and sustainability... it is not an easy marriage. A lot of sustainability is claimed, but in practice there are few truly sustainable examples. There are many obstacles for a brand or designer to switch to less, more sustainable or reusable packaging. In order to make the right choices, you have to take many things into account as a designer or communication professional (logistics, protection, food safety, legal requirements, ...). From the many discussions held during this research, it appears that there is still a long way to go regarding knowledge on sustainable packaging.
With this research, we want to provide accurate information on sustainable packaging strategies and develop them further.
Problem outline
The reduction and sustainability of packaging is a complex issue with many trade-offs. Sometimes packaging can be completely omitted, sometimes it can be done with less or with a smarter design, and sometimes reusable packaging is the most sustainable solution.
Packaging is still an important touchpoint to communicate about a brand and this is one of the barriers to switching to more sustainable packaging. Better dissemination of information about misconceptions, changing legislation and providing strategies can help overcome this obstacle.
Within this research, we target everyone involved in marketing a product, with a focus on communication professionals and graphic or brand designers.
Results
We developed an R-strategy specifically for packaging. Using a strategic framework, we offer information and inspiration for making packaging more sustainable (only available in Dutch).
Research method
- Via desk research, we collected academic and professional information on reusable packaging and promotional materials, the impact of packaging, alternative forms of communication, etc.
- We collected and studied cases of companies committed to the reduction or elimination of (single-use) packaging .
- We conducted expert interviews with branding and packaging experts and professionals involved in developing or marketing packaging.
