Holistic sustainability

Sustainable packaging:
A principle, not a trend

Sustainable packaging isn’t a box to check – it’s a high-stakes balancing act between material science, consumer behavior, and corporate responsibility. While brands increasingly recognize the need for sustainability, execution remains fraught with complexity. From consumer skepticism to technical limitations, the shift to eco-friendly packaging is riddled with trade-offs. The key isn’t just adopting new materials but rethinking how sustainability integrates with real-world constraints. 

The Complex Reality of Sustainable Packaging 

One of the primary hurdles in sustainable packaging design is material limitations. When it comes to food and beverages, packaging must protect against moisture, oxygen, and contamination. Traditional materials like plastic and glass have long been the standard because of their ability to maintain product integrity, but many sustainable alternatives struggle with issues like permeability and durability. Biodegradable or compostable materials often do not provide the same level of protection, making them less viable for certain applications. Another challenge is consumer perception. While surveys suggest that sustainability is a growing concern, actual purchasing behavior often tells a different story. Many consumers still associate heavier packaging with higher quality – particularly in certain segments, such as wine and spirits. Sustainable options like lightweight glass or aluminum cans can be met with skepticism, even if they reduce environmental impact. Breaking through these preconceived notions requires not only innovation but also education. Lastly, consumer behavior in retail environments remains a critical factor. Many people intend to make sustainable choices, but in the rush of daily life, convenience and habit often override these intentions. If sustainable packaging isn’t immediately recognizable or intuitive to use, consumers may default to familiar, less eco-friendly options. Retailers play an important role in guiding behavior by making sustainable choices the easiest and most visible ones. 

Making Sustainability Work: Three Real-World Solutions

Despite these challenges, brands can successfully integrate sustainability into their packaging strategies. Here are three examples where we have helped guide the transition toward more sustainable solutions:

• Lightweight Glass Bottles – On one hand, lightweight glass reduces raw material use, lowers transportation emissions, and minimizes the overall carbon footprint. It’s a smart choice that maintains the elegance of traditional glass while offering a more eco-conscious alternative. On the other hand, some consumers still equate the weight of a bottle with value and prestige. This perception can make it harder for brands to transition to lighter bottles without extensive consumer education and thoughtful messaging. Right now, we’re helping renowned wine producer Luna di Mezzanotte transition from traditional glass bottles to lightweight alternatives - significantly reducing material use and emissions without compromising quality or brand presence.
  
  
• Wine in Aluminium Cans – Aluminium cans offer a highly recyclable, lightweight, and energy-efficient alternative to glass. They are easier to transport, chill faster, and significantly reduce emissions. However, many wine consumers – especially those purchasing premium products – still associate cans with lower quality. While this perception is slowly shifting, brands must work hard to communicate the advantages and reassure consumers that quality remains unchanged. We have worked with a number of brand owners to highlight the benefits: lower carbon footprint, easier transport, and a recyclable format. As a result, the brands expanded their audiences and embraced a more eco-conscious model.
  
  
• Pouch Bags for Wine – Pouch bags offer one of the lowest carbon footprints in wine packaging. They are lightweight, use fewer materials, and reduce transport emissions. Additionally, they align well with modern lifestyles, being easy to store and resealable. Yet, they challenge traditional notions of what wine packaging should look like. Consumers who are used to bottles may view pouches as too unconventional or associate them with lower-tier products. Educating customers about the environmental benefits while elevating the perceived quality of pouch packaging is key to increasing acceptance. We have guided a number of brand owners and helped them reposition this format from a budget choice to a sustainable and convenient option, increasing consumer acceptance, but, do note, this solution is in our experience still the one with the highest hurdles from a consumer preference perspective.

Progress, Not Perfection

Sustainable packaging is an ongoing journey. While no solution is 100% perfect, thoughtful design, strategic messaging, and consumer education can drive meaningful change. 

The key is to move beyond surface-level greenwashing and focus on real, measurable impact - one step at a time. 

Because sustainability is not about sacrifice. It’s about smarter choices.