It is easy for brands to lose their way in this ever-changing landscape and feel overwhelmed by the possible packaging and messaging they could deploy for sustainable packaging. Recyclable, recycled, compostable, biodegradable, energy saving, water conservation—the list can feel numbing. Going back to basics and reviewing your brand is a smart way to build a solid foundation and give a clear path for sustainable packaging decisions in an organization.
It sounds too simple right? That is exactly why it works. Starting a meeting with a desire to look at sustainable packaging first is like building a house without a blueprint. A better tactic is to go back to your core brand story and build from a solid foundation. Should battery packaging and snack food packaging have the same sustainable packaging goals? Maybe, but most likely not… So why start there? Digging into the brand and product claims can help set a sensible strategy for determining direction for sustainable packaging.