Half of consumers would pay a higher price for products that come in sustainable packaging.
It signals that eco-friendly packaging is more than just the latest trend to follow.
It is a key strategy forward businesses have already leveraged to enhance brand value, attract more loyal customers, and increase profit.
We are recently joined by visionary leader and designer, Geographik Owner and Director Jeremy Sweeting who discusses sustainable packaging as a tactic to meet consumer demand and differentiate brands in the market.
Who is Jeremy Sweeting?
Jeremy became disillusioned with the design industry and decided to strap on a backpack and travel the world for inspiration after finishing his design studies in Perth, Australia. Having spent 14 years abroad with various random jobs and a bevy of lived experiences, he returned to the design world reinvigorated and determined to make designers more environmentally responsible and accountable.
We live in a “throw-away" society where packaging is key in shaping our environmental footprint.
But can smart packaging design truly influence and change this behavior?
Jeremy believes it can.
“As designers that partner with the organizations we produce work for, we must be responsible for designing smart packaging solutions that help to combat this ‘throw-away’ culture.
It is our moral imperative to encourage our clients to consider the effects of their packaging on our environment,” he says.
Watch our video to learn what packaging design truly means:
Building Brand Value Through Sustainable Packaging Solutions
With increased consumer awareness influencing purchase decision-making, Jeremy believes designers should consider their client’s bottom line when designing and recommending smarter, reusable, recycled, or recyclable packaging.
“By designing these kinds of packaging solutions, we also potentially prompt the consumer to think about their purchase in a way they may not have considered before,” he adds.
For brands making similar efforts, Jeremy advises remaining consistent and dedicated to promoting sustainable packaging, even when clients are reluctant or resistant to adopting eco-friendly practices.
“Persist! The companies we design for may not even consider their ecological footprint — many of my own clients aren’t interested and are resistant to change.
Consumers’ attitudes are changing and therefore we can appeal to our client’s bottom line when pitching our ideas.
Positive brand image can be a powerful tool in a world where transparency and accountability are becoming more important,” he explains.
Jeremy believes consumer brands should fully shift to sustainable packaging as a business growth strategy.
“If you look at global trends in many parts of the consumer world governments are beginning to mandate packaging standards in regards to minimizing excess waste.
Organizations should go for early adoption rather than playing catch-up to legislation as this creates a positive brand image and an opportunity to promote themselves as forward-thinking rather than just responding to mandates,” he says.
I was curious to hear from Jeremy if this willingness is sufficient to drive widespread adoption of sustainable packaging, or are companies still too focused on cost-cutting to make significant changes?
He says that there will always be companies that are resistant to change, either for ideological reasons or because they perceive change as too costly.
There are also instances when clients hesitate to adopt new packaging until their current stock is depleted, which he understands from both a waste and cost perspective.
Regardless, change is inevitable.
“I do believe customer sentiment is driving the change, so these organisations who are resistant to it will have to evolve and accept these changes,” he notes.
“That said, I also have clients who have been more than willing to explore the idea of a more sustainable approach to their packaging, and with new materials and solutions being developed constantly, the cost for taking this approach is generally coming down,” he concludes.
Meeting the Challenge of Sustainable Packaging in the Food Industry
Jeremy believes that the biggest challenge in adopting more sustainable packaging is balancing waste reduction with maintaining product protection and functionality.
This is especially true for the food industry.
“Technology and developments in packaging materials are constantly changing and improving. As demand for this kind of packaging increases and mandates are put in place, we should also see more sustainable solutions being designed and implemented.
Brands may also have to rethink how the production and shelf life of their products is determined,” he says.
But what does the ideal sustainable packaging truly look like?
While some argue that “no packaging at all” is the best solution, this might not be feasible or practical for every product, Jeremy explains.
He thinks there are a few different paths brands can take, and which one they choose largely depends on what use the packaging serves.
“Firstly, there are organic/compostable solutions that are emerging and being developed and refined constantly. Think seaweed-based organic packaging or even a banana skin as a classic example!
Alternatively, there are reusable items such as bags or boxes, preferably manufactured using sustainably managed materials.
I also challenge designers to attempt to minimize the packaging where they can, this can be sometimes difficult but can reduce manufacturing costs which should entice clients!” he adds.
Jeremy shares a recent project for a small little wine producer, The Mulled Wine Co., to illustrate his point.
The project’s goal was to develop sustainable packaging for a wine bottle that aligns with strict Australian government regulations on alcoholic beverage packaging and labeling.
Geographik faced challenges due to limited sustainable resources and required labeling standards.
However, after in-depth research, the team sourced a printer with non-toxic, recyclable ink, 100% post-consumer paper, and a biodegradable adhesive that matched traditional options in performance and price.
The result: a functional, eco-friendly label that met regulatory standards, and received a positive market response, enabling the client to expand the business.
Educating Consumers to Enhance Sustainable Packaging Appeal
Jeremy and I discussed what strategies brands should implement to enhance the market appeal of sustainable packaging.
He thinks that education is probably the most important thing.
“Most consumers don’t know how bad some of the packaging is, particularly when it isn’t so obvious (like wine label adhesive!).
I have found that, given all the information, and as long as the price point is similar, most consumers want to do the right thing by the environment,” he notes.
So, he believes it’s important to proudly display what the organization is doing differently and why.
“There is nothing wrong with making sure you let consumers know that you care and are trying to make a difference,” he says.
Additionally, to boost branding efforts and enhance branding image with sustainable packaging design, Jeremy advises businesses to focus on longevity.
“Rather than spending a tonne of money on single-use packaging that looks great but will be thrown away after its initial use, why not make something that lasts and in turn promotes your brand past its initial use?
If you think of your packaging as a product in itself and design it so that your customers want to use it again and again, they become your brand ambassadors–promoting your organization far beyond a one-time purchase.
This seems like an opportunity lost with single-use packaging.” he highlights.
Finally, I asked Jeremy about the current trends in packaging design that brands should incorporate to stay competitive.
He answers that they should rethink what they’re doing and why:
- Why do we use three layers?
- Why do we have a plastic sleeve?
- Do we need to individually wrap everything?
“Get clever. Minimise. Rethink. New materials are being researched, tested and refined, so keep an open mind and be willing to try new things.
At Geographik we think your brand image is better because of it, and your customers will appreciate it,” he highlights.
Sustainable packaging design not only helps address environmental concerns, but also offers significant brand-building potential.
As consumer awareness of environmental issues grows, businesses should ensure they align with these values, using sustainable packaging to enhance brand image and meet evolving consumer demands.
Partnering with a reliable packaging design company can help you strategically design products that will attract customers and boost sales.
