Materials & Packaging

How Can Businesses Rethink Packaging to Support Circularity?

Prioritizing packaging made from recycled materials that can be recycled again simplifies sustainable choices for consumers. The easier the process, the more likely consumers are to participate — reducing the chances that packaging ends up as waste.

Sponsored Content | / This article is sponsored by Sustana | By Sustana | Published 3 weeks ago | About a 6 minute read

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When evaluating different types of packaging, businesses must consider all aspects of their operations to select the most appropriate option. It’s a question that impacts not only how goods are protected and transported but also how the brand is ultimately experienced and perceived by the end customer. Sustainability is a crucial consideration in this equation, as rethinking packaging can lead to more environmentally responsible business practices. This in turn can help address consumer concerns about wastefulness and environmental impact.

However, that doesn’t mean there’s a simple solution for every business. With packaging, there’s no one-size-fits-all approach. By exploring various options, businesses can strike the right balance between functionality and sustainability.

Single-use packaging

Single-use packaging is commonly used by many businesses due to its ability to simplify operations and reduce costs. It eliminates concerns about packaging lifespan, allowing businesses to streamline operations.

Advancements in recycling programs have also made it easier to recycle some single-use packaging. This makes it more convenient for customers, who therefore don’t have to consider how they can clean, store, or reuse this type of recyclable single-use packaging.

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In addition to recycling, businesses should also focus on the materials used in their packaging. Choosing options that support a circular economy — such as recycled fiber packaging that can be recycled multiple times — is an excellent alternative to single-use materials.

When businesses prioritize packaging made from recycled materials that can be recycled again, it simplifies sustainable choices for consumers. The easier the process, the more likely consumers are to participate — reducing the chances that packaging ends up as waste.

91 percent of packaging ends up in landfills, but the use of recyclable single-use materials offers an opportunity to change that trajectory. Food packaging contributes 5 percent of a product’s energy use over its lifecycle; but when properly recycled, these materials can avoid contributing to landfills and instead be repurposed — reducing the overall environmental footprint.

Recyclable and/or biodegradable single-use packaging that utilizes sustainable materials can not only help drive a circular economy — it can also help differentiate a brand in the marketplace, attracting eco-conscious consumers and fostering customer loyalty.

While single-use packaging provides convenience, it's important to consider the potential contingencies that can accompany it. More and more areas have regulations and bans on single-use items — such as plastic bags and utensils — which can affect the bottom line. And recyclable packaging may vary in cost, depending on the type and availability of recycling facilities.

To reduce waste, businesses need to assess their carbon footprint and explore sustainable alternatives — particularly if their products aren’t being recycled properly. Companies can also use social media to educate consumers on proper recycling methods, ensuring sustainable practices are followed and materials remain in use for longer.

Reusable packaging

Reusable packaging is not a new idea. For example, refillable jars and bottles — which can be used for bulk groceries — are a common form of reusable packaging. It is a practice more and more businesses are adopting as consumers search for ways to be more sustainable and as legislation surrounding single-use packaging increases. This shift back towards reusable packaging is being seen from a more and more personal-care brands and retailers; as well as at a growing number of event venues, in a citywide, multi-brand collaboration in Petaluma, California; and even at the 2024 Paris Olympics, where beverages were served in reusable cups — encouraging circular practices on a global stage.

There are environmental benefits to reusable packaging: It can decrease greenhouse gas emissions by up to 60 percent, reducing a company’s carbon footprint and conserving resources. And during its lifespan, a single reusable packaging item prevents hundreds of single-use packaging items from entering the landfill — reducing solid waste by up to 86 percent.

In addition to environmental benefits, reusable packaging also offers economic advantages. It can reduce material costs and waste-management expenses, making it a cost-efficient option for businesses. It’s robust and durable, providing protection for products during transportation and reducing the risk of damage. And it suits an evolving consumer base, which is increasingly demanding environmentally responsible products and packaging. In some cases, consumers are happy to pay for reusable materials — like a bag they can use for multiple purchases — offsetting some of those initial costs.

But reusable packaging doesn’t suit all packaging needs. For example, it may not be adopted by certain businesses that have concerns about increased risk and complications for health and safety. It can also be difficult to change consumer habits and get them to embrace reusable packaging, especially when convenience is a factor. Reusable packaging is only useful if people are willing to reuse it.

Many food businesses, for instance, have introduced reusable takeout containers — a great choice for eco-conscious customers, but one that relies on intentional behavior. For instance, it’s not always convenient for consumers to have reusable containers on hand for spontaneous takeout orders, which can undermine the purpose of reusable packaging.

While reusable packaging may not always be practical, some companies have found innovative ways to promote the reuse and repurposing of packaging. Zappos introduced a limited-edition paperboard shoebox, #iamnotabox, designed to be reused or repurposed — encouraging customers to extend the lifecycle of the packaging and reduce waste in alignment with circular economy principles.

Which is right for your business?

Rather than viewing packaging as inherently wasteful, understanding the different types of packaging — and the materials used to create them — can help balance or even offset their environmental impact.

Ultimately, there is no single right answer when it comes to choosing the best packaging type. However, businesses should consider factors including environmental impact, cost, consumer preferences, operational challenges and economic viability. For us at Sustana, it's about helping businesses deliver value and practicality through recycled-fiber packaging solutions that provide safety, strength and durability — all while supporting a circular economy.

By exploring the many packaging options available and aligning them with your business needs, you can discover innovative solutions that drive sustainability.