UK businesses have a lot to think about, but in 2025, sustainability must take centre stage. It’s no longer a ‘nice to have’ for businesses in selected industries; it is now an expectation across the board, regardless of the types of products or sector. Packaging plays a crucial role in any product offering, and with consumers actively seeking brands that demonstrate a commitment to reducing waste, conserving resources and adopting eco-conscious practices, sustainable packaging has never been more important.
What do we mean when we say ‘sustainable’ packaging?
With 75% of consumers more likely to purchase from brands offering green or sustainable products and 49% saying they would pay more for sustainable packaging and sustainable delivery (Deloitte Global), it would be good to know what makes packaging classed as sustainable.
Sustainable packaging refers to packaging solutions designed with minimal environmental impact, focusing on using sustainable materials, reducing waste, and supporting recycling or reuse. It involves choosing materials like paper from sustainably managed forests, recycled paper, or plant-based alternatives, as well as optimising packaging design to minimise excess material usage. The goal is to reduce the carbon footprint of packaging, conserve natural resources, and promote responsible consumption, helping companies align with green goals while meeting consumer demand for environmentally conscious products.
Why is sustainable packaging important?
As mentioned in the above section, eco-conscious consumers are continually seeking sustainable packaging as they become more invested in protecting the environment. They gravitate towards brands that align with their values - 94% of consumers say it’s a brand’s responsibility to create products that are not harmful to the earth (Deloitte Global). Plus, with complex and significant legislative changes coming into effect in the near future, businesses must act sooner rather than later for continued long-term business success and, of course, the longevity of the planet.
One of these new legislative changes is the Packaging and Packaging Waste Regulation (PPWR) - which encourages sustainability by promoting the use of renewable resources for as long as possible by reusing, repairing and recycling – another is the Extended Producer Responsibility (EPR) - which gives businesses more responsibility for the entire lifecycle of their packaging - meaning that having sustainable packaging is no longer optional for UK businesses. For brands that want to stand out to consumers for doing the ‘right’ thing, swapping to recyclable packaging is non-negotiable.
The business benefits of sustainable packaging
- Environmental impact - By using renewable or recyclable materials, businesses can shrink their carbon footprint compared to non-recyclable packaging options. Unlike traditional packaging that lingers in landfills for decades, sustainable alternatives can be reused or recycled, keeping waste out of the environment and supporting a cleaner, greener future.
- Brand loyalty - 78% of consumers feel sustainability is an important factor when shopping (USwitch), showing consumer demand for brands that prioritise the planet. By embracing sustainable packaging, businesses can build stronger connections, boost loyalty, and enhance their reputation in a market that values responsibility.
- Product appeal - Sustainable packaging doesn’t mean sacrificing style or quality. With versatile, customisable designs, businesses can showcase their brand identity while meeting green standards – helping to enhance product appeal, boost perceived value and attract more customers. This matters, as 31% of UK shoppers prioritise quality when making a purchase (Ideagen).
- Product protection – Through the use of carefully selected packaging materials and good design, sustainable packaging can be manufactured to perfectly fit a product’s size, shape, and needs, ensuring maximum protection during transit whilst reducing material usage and shipped air. By reducing the risk of damage, businesses can deliver products in pristine condition while enhancing the unboxing experience. A thoughtfully designed package not only safeguards the product but also adds a premium touch, creating a memorable brand moment for customers.
The newest innovations in sustainable packaging
Ticking the ‘Vegan’ box
Many packaging materials contain animal-derived ingredients, which can prevent packaging from meeting the standards required for vegan-certified products. Sustainable packaging can also be vegan-friendly by using materials such as plant-based paper, glues, starches, and inks, all free from animal products. In the UK, sales of plant-based food through supermarkets and hypermarkets reached nearly £409 million, with projections to grow to £728 million by 2026 (Statista). Plus, with 15% of Brits planning to adopt a meat-free diet in 2025 - an estimated 7.8 million people (Finder) - vegan-certified packaging allows consumers to choose products that fully align with their ethical values.
The wonder of water-resistance
Water-resistant packaging can be key for many businesses, especially those shipping fresh produce and electronics. By using water-resistant coatings specifically designed with sustainability in mind, businesses can enjoy the advantages of product protection while remaining committed to lessening their impact on the planet.
Our Smurfit Westrock Markham Vale team helped McCormack Family Farms by designing sustainable moisture-resistant packaging. McCormack Family Farms’ produce is protected without compromising their green goals. They also helped Brownings by creating a water-resistant paper backing for the business’ poster frames, helping them eradicate 29.5 tonnes of single-use plastic from their business.
Simple and straightforward recycling
Simpler recycling is essential for reducing waste and making sustainability more accessible. Businesses are increasingly adopting packaging that prioritises recyclability and customer convenience, ensuring a seamless recycling process across the UK. Mindful Chef embraced this approach by working with our Smurfit Westrock Yate team to develop thermal insulated packaging that customers can easily recycle alongside their household cardboard waste. This solution not only streamlines recycling but also reflects Mindful Chef's commitment to sustainability and customer ease. By taking this step, they reinforce their reputation as a forward-thinking brand that values both the environment and their customers’ time, making a positive impact with every meal delivered.
Why businesses must act now
Businesses need to act now to stay ahead of the curve in 2025. With consumer demand for sustainable products at an all-time high and new regulations on the horizon, the shift toward sustainable packaging is no longer a choice - it’s a necessity. Upcoming legislation will bring stricter requirements on recyclability, materials, and carbon emissions, meaning businesses that delay action risk being unprepared or non-compliant. Reducing carbon emissions has moved from being a secondary concern to a top priority for consumers, rising from 6th place in 2023 to among the most valued sustainable and ethical practices in 2024 (Deloitte). As regulations tighten and expectations grow, acting now ensures businesses remain competitive, compliant, and aligned with the future of packaging.
Many businesses are already leading the charge, fully embracing sustainable packaging materials. For example, Marshall-Tufflex worked with our Smurfit Westrock Gosport team to remove plastic tape from their folding boxes, aligning their packaging with Net Zero goals and advancing their green initiatives. By adopting similar practices, businesses can not only meet legal requirements but also enhance their reputation, boost customer loyalty, and contribute to a healthier planet. The time to act is now - because businesses that wait risk falling behind in an increasingly green-conscious marketplace.
Smurfit Westrock is ready to help your business soar toward its sustainability goals with tailored packaging solutions. The sooner you make the switch, the faster you’ll start reaping the rewards of sustainable packaging - boosting your brand’s reputation, delighting customers, and lessening your environmental impact. Get in touch today and discover how we can help you lead the way in sustainability.