When it comes to packaging we all have our own horror stories of Amazon orders for items as small as toothbrushes that come in packaging fit for a microwave and it can often leave a bad impression with customers (although with the dominance Amazon experience they likely are not too fazed by it).
With a vast increase in the number of e-commerce orders relative to total retail sales in recent years there has been a big increase in demand for products online and this has unfortunately come with a lot more packaging waste.
Here we outline what most brands get wrong when it comes to packaging, and how when used effectively it can be a great tool to leverage with your sustainability marketing.
Mistake number 1: They are guilty of over-packaging
Many e-commerce brands fail to customize their packaging materials according to the size and fragility of the product. This lack of customization often leads to excessive packaging, which not only generates more waste but also creates a negative impression among customers who receive oversized packages for small items.
Excessive packaging not only contributes to the global waste crisis but also increases shipping costs and carbon emissions. Moreover, customers may perceive brands that use disproportionate packaging as wasteful and environmentally irresponsible. By implementing packaging optimization strategies, such as right-sizing packaging materials and utilizing innovative packaging designs made from paper or emerging materials, brands can reduce waste while still ensuring product protection during transit.
Mistake number 2: They use damaging materials
The use of damaging materials, particularly non-reusable options like traditional plastics, poses significant challenges to sustainability efforts. Single-use plastics, in particular, are notorious for their harmful effects on marine life and ecosystems. Additionally, consumers are increasingly aware of the environmental consequences associated with plastic pollution, leading to a negative perception of brands that continue to rely on these materials.
By transitioning to biodegradable, compostable, or recyclable alternatives, brands can demonstrate their commitment to environmental stewardship and appeal to eco-conscious consumers.
Mistake number 3: Using fragile materials
While prioritizing sustainable materials is commendable, brands must also consider the practical implications, especially in terms of product protection and transit durability. Fragile packaging materials may pose a risk of damage during shipping, leading to increased returns and additional environmental costs.
To mitigate this risk, brands can explore innovative packaging solutions that strike a balance between sustainability and functionality. For instance, incorporating protective cushioning materials made from recycled or biodegradable sources can enhance product safety without compromising environmental principles. In fact, there are many emerging innovations for biodegradable packaging such as mushroom packaging.
Mistake number 4: Overhyping the green elements
In the pursuit of portraying themselves as eco-conscious, some brands fall into the trap of greenwashing – exaggerating or misrepresenting the environmental benefits of their products or packaging.
An example of packaging greenwashing is claiming that packaging is biodegradable when it is only compostable by industrial processing – which demonstrates how most biodegradable packaging never is properly disposed of. Such practices can erode consumer trust and undermine the credibility of sustainability claims. Instead, brands should focus on genuine, transparent communication about their sustainability initiatives, providing clear information on the materials used, their environmental impact, and any certifications obtained. By building trust through honest and authentic messaging, brands can foster stronger connections with consumers who prioritize sustainability.
What can you do about it?
In today's environmentally conscious marketplace, authenticity is key to building trust and loyalty among consumers. Brands that engage in greenwashing risk alienating customers and damaging their reputation in the long run. By prioritizing transparency and honesty in their sustainability messaging, brands can build credibility and foster stronger connections with consumers who value authenticity.
By activating brand purpose aligned with sustainability claims, brands can differentiate themselves in their sustainability marketing and build a loyal customer base that values integrity, environmental responsibility and accelerates impact. If you’re interested in learning more about how to implement sustainable packaging into your business, then create your roadmap here.