How Packaging Design Shapes Sustainable Behaviors

Why sustainable packaging is important for brands.

Most people struggling to take sustainable actions claim that, even though they care about the environment, they feel that they are already doing as much as they can to protect the planet. When it comes to sustainability for CPG brands, the P is what stands out the most to consumers.

Because consumers are the ones actually disposing of packaging, a brand’s responsibility is to facilitate positive change. However, all the efforts businesses make to ensure sustainability are wasted if their product communication fails to influence consumer behavior.

This is where sustainable packaging design can make a difference. According to recent research by NYU, packaging is one of the most credible and influential channels CPG brands have for their sustainability claims. It outperforms in-store signage, brand websites and social media across all consumer demographics, including Gen Zers.

Examples of sustainable packaging design

There are three areas in which brands can use eco friendly retail packaging to shape consumer behavior: innovative design ideas, eco-friendly materials and visual storytelling.

Brands can both become sustainable and stand out by creatively reimagining their category’s packaging. For example, Bambox offers an unorthodox square box of bath tissues, which they optimized for logistical efficiency and plastic reduction.

MACK, a brand of sustainable cleaning products, is a clear example of eco-friendly packaging materials. They print their refreshingly modern designs on ocean-friendly seaweed paper.

In all cases, storytelling that transcends copywriting is better at nudging consumer behavior. One example is body care startup Good Juju, which relies on appealing packaging design to draw attention to their zero-waste policy.