Consumer product packaging plays a critical role in improving the sustainability of our food system. 71% of consumers say they have chosen a product because of its sustainability attributes. Through packaging, consumers not only form their initial perceptions of a product but also receive key messages about the company’s values, including its commitment to sustainability. The choices brands make in packaging can directly influence consumer trust and loyalty, making it a vital touchpoint in the overall customer experience. Embracing sustainable packaging presents an opportunity for brands to communicate their dedication to environmental responsibility while meeting growing consumer expectations.

In this two-part series, we’ll be diving into the world of sustainable packaging innovation with the expert guidance of Tom Fitzgerald, owner of Access Creative Group, who has helped hundreds of brands transition successfully to sustainable packaging. This first installment will address key questions companies ask when changing to sustainable packaging, clarify common terms, and explain steps that food companies can take to move their sustainability efforts forward. 

Tell us about yourself and Access Creative Group. How has the sector changed since you’ve been involved? 

I’m Tom Fitzgerald, Owner of Access Creative Group, and I’ve been fortunate to spend over 25 years at the intersection of branding, packaging, and sustainability. Our firm specializes in helping companies, particularly in the food and beverage, startup food, CPG, and wellness sectors navigate the complexities of packaging and labeling while ensuring compliance and fostering sustainability.

Over the past three decades, the packaging sector has undergone a transformative shift. When I started, packaging was primarily about protection, cost, and shelf appeal. Sustainability was hardly a consideration. But today, driven by consumer demand, regulatory pressures, and the global push to reduce environmental impact, sustainability is now a central pillar in packaging design. We’ve moved from using traditional materials and linear models of consumption to exploring circular economies, biodegradable materials, and closed-loop systems. This evolution is more than just a trend; it’s a fundamental change in how businesses approach their packaging strategies, with sustainability becoming synonymous with innovation and brand integrity.

What are the primary drivers of interest in sustainable packaging that you hear from your clients?

They generally revolve around consumer demand, regulatory compliance, and brand reputation. Many of our clients recognize that consumers today are more informed and environmentally conscious. They want products that align with their values, which include reducing plastic waste, lowering carbon footprints, and supporting ethical sourcing. This could mean it's made from renewable or recycled materials, it’s designed to be recyclable, biodegradable, or compostable, or it’s part of a broader strategy to minimize waste and improve the efficiency of the supply chain. For many, it also means transparency — clear labeling that communicates the sustainability credentials of the packaging. Ultimately, sustainable packaging is about balance: protecting the product, reducing environmental impact, and meeting consumer expectations.

What are your customers’ greatest concerns when it comes to changing their packaging? Are there any limitations or challenges that companies face when switching to sustainable packaging? 

One of the biggest concerns we hear from customers is the perceived cost of switching to sustainable packaging. There’s a misconception that sustainable options are always more expensive, both in terms of materials and the logistics involved. However, when we dig deeper, we often find that the long-term savings, brand equity, and potential for innovation can offset these initial costs.

Other challenges include ensuring the same level of product protection, maintaining supply chain efficiency, and meeting regulatory requirements. The transition can also be complex due to existing packaging machinery that may not be compatible with newer materials. Companies worry about compromising on packaging performance — whether it’s shelf life, durability, or brand aesthetics. At Access Creative Group, we work closely with our clients to navigate these challenges, ensuring that their switch to sustainable packaging is as smooth and beneficial as possible.

What types of sustainable packaging options are gaining the most traction? 

Recyclable materials, particularly those that can be easily processed within existing recycling infrastructures, are a top choice. This includes mono-materials that simplify the recycling process and reduce contamination.

Driven by advances in material science and changing consumer preferences, compostable and biodegradable materials are also increasingly popular, especially for single-use items and packaging for perishable goods. Innovations in bio-based plastics, which are derived from renewable resources like corn or sugarcane, are providing viable alternatives to traditional petroleum-based plastics.

Reusable packaging is another area gaining momentum, particularly in the context of ecommerce and direct-to-consumer brands. These solutions encourage a shift away from disposable culture, promoting a circular economy where packaging can be returned, refilled, or repurposed.

When you work with a customer on adopting sustainable packaging, what positive opportunities do you tell them about?

One of the most exciting aspects of adopting sustainable packaging is the range of opportunities it opens up. For starters, there’s the potential for cost savings, particularly when considering the entire lifecycle of the packaging. Lighter, more efficient materials can reduce shipping costs, and designs that use fewer resources can lower production expenses.

Consumer satisfaction is another significant benefit. Today’s consumers are increasingly choosing brands that align with their values. By adopting sustainable packaging, companies can differentiate themselves in a crowded market, build brand loyalty, and even attract new customers who are looking for eco-friendly options.

From a marketing perspective, sustainable packaging provides a powerful story to tell. It’s an opportunity to communicate a brand’s commitment to environmental responsibility and innovation. Additionally, sustainable packaging can mitigate risks associated with future regulatory changes, ensuring that brands remain compliant as global standards evolve.

Finally, there’s the supply chain benefit. Sustainable packaging often involves rethinking materials and processes, leading to more streamlined, efficient, and resilient supply chains. This can reduce waste, lower carbon footprints, and improve overall sustainability metrics.

What are the differences between biodegradable, compostable, recyclable, and reusable?

The end-of-life options for sustainable packaging are diverse, each with its own set of benefits and considerations: 

• Biodegradable packaging is designed to break down naturally over time through the action of microorganisms. While this sounds ideal, the rate and conditions required for biodegradation can vary, meaning it may not always break down as quickly or as completely as expected unless in specific environments.

• Compostable packaging is similar to biodegradable packaging but with a critical distinction — it’s designed to break down into non-toxic components that can enrich the soil when placed in a composting environment. This can be either industrial or home composting, though not all compostable materials are suitable for both.

• Recyclable packaging is designed to be processed and reused in the production of new materials. The effectiveness of recycling depends on the material, the local recycling infrastructure, and the behavior of consumers in properly sorting and disposing of the packaging.

• Reusable packaging is intended to be used multiple times before it reaches the end of its life. This could mean refilling, repurposing, or returning it for a deposit. Reusable packaging supports a circular economy by keeping materials in use longer and reducing the need for new resources.

What steps should a company take to meet their customers' expectations for sustainability?

To meet customers’ expectations for sustainability, companies should start with a clear understanding of what their customers value most in terms of environmental impact. Conducting surveys, engaging in direct conversations, and analyzing market trends can provide valuable insights.

Next, they should set realistic sustainability goals that align with their brand values and customer expectations. This could involve adopting more sustainable materials, improving recyclability, or reducing carbon footprints.

Transparency is key. Companies should clearly communicate their sustainability efforts and progress, whether through packaging labels, marketing campaigns, or sustainability reports. This builds trust and shows a genuine commitment to environmental responsibility.

Collaboration is another crucial step. Working with suppliers, packaging experts, and sustainability consultants can help companies identify the best materials, designs, and processes to achieve their goals.

Finally, companies should continuously monitor and adapt their strategies as new technologies and materials emerge. Sustainability is a dynamic field, and staying informed about the latest innovations will ensure that companies remain competitive and responsive to changing customer expectations.

Sustainability presents a unique opportunity for brands, turning what may seem like a challenge into a competitive advantage. As Tom shared, investing in sustainable packaging can actually reduce costs over time, benefiting both the environment and the bottom line. Stay tuned for our next installment of this two-part packaging post, where we’ll take a deeper dive into tackling specific sustainability challenges. If you are interested in exploring what this opportunity could provide for you, we are happy to put you in touch with Access Creative Group. Packaging innovation is an exciting, ever-evolving field, and Tom remains our go-to expert for navigating this space.