Sustainable packaging trends for savvy branding

Less packaging says so much more… Our tips to improve your branding, consumer engagement and sustainability.

Sustainability has become more than just a trend, it’s a must-do. Brands that ignore this, do so at their own peril. Consumers expect it, and governments worldwide are increasingly demanding it, so it should come as no surprise that 2023’s packaging trends feature the ‘S’ word at the top of all the lists. To be frank, if your packaging isn’t sustainable, then your product looks out of date before it’s out of the wrapper.

The encouraging news is that with increasing customer awareness, the sustainable packaging industry is booming, with the knock-on effect of an ever-expanding range of options that cost less – we’re talking plastic-free, custom-sized, compostable and biodegradable, with the promise of more surprising innovations to come.

The rise of e-commerce has also made it into a bigger influencer than the whole Kardashian clan combined. This, together with the sustainability narrative have changed what we expect to see on the high street and supermarket shelves, as well as what’s landing on our doormats.

So, here’s the rundown, and in at number one is…

… the increased use of sustainable and recyclable packaging materials.

In these post-COP 27 days, companies which aren’t looking for ways to reduce their environmental footprint are seen as rarely as a salad at Christmas-time. Forward-thinking marketing departments are demanding recycled materials, and biodegradable, compostable and reusable packaging. This includes size-optimised packaging which helps to reduce emissions during transit.

Already part of our lives is FSC® certified packaging. This helps to ensure that e-commerce, transit, and retail packaging is manufactured from corrugated cardboard material that can be traced back to well-managed forests, as well as utilising recycled content.

We’re also awaiting 2025’s ushering in of the deposit return scheme. The new scheme, covering England, Wales and Northern Ireland, is set to be introduced and will see drinks containers reused. About time! The UK government has done extensive work with industry to prepare for the necessary changes – this includes setting up infrastructure and amending labelling. It aims to ensure that an impressive 85% fewer drinks containers are discarded as litter three years after its launch. The world’s oceans are breathing a sigh of relief.

Less is more!

A partner on the sustainability highway is the trend to use less packaging. This means that we’re witnessing the arrival of smaller or custom-sized packaging on the shelves. There are also less layers, so the old pass-the-parcel routine of unwrapping plastic, then opening a box, before chucking both straight in the bin, is increasingly becoming a thing of the past. And most consumers love it.

This, of course, has the added benefit of reducing costs through using less material, as well as improving transport efficiency – and need we say it, this results in fewer CO2 emissions.

Smart Packaging

QR codes have been on-trend for a while. They increase the trust in your brand, and if they are stamped onto sustainable packaging, you’re cooking with gas!

A good number of savvy customers want to learn more about what they’re laying down their cold hard cash for, pre-purchase consumer engagement is a key strategy in the battle for marketing success. There is more innovation to come in this area, so watch this space.

E-Commerce and the personalised package

Do you remember ordering something small online, like a pair of tweezers, only for it to arrive in a box that could house a vacuum cleaner? Amazon now has this sorted, and are leading the way in multiple mailing solutions.

Direct orders from other brands are now noticeably following suit. One of our favourites in this respect is Union Coffee. Their mail order package is a masterclass in personalising a product so that it’s instantly recognisable as a sustainable, standout item, from delivery through to use. Favouring a simple yet bold graphic design to help get their message across.

The big message from this is make all your packaging sustainable, as well as a big advert for your brand from the warehouse to the customer’s front door.

If you work in marketing and design, and have some amazing new ideas to add to this mix, we have some attention grabbing opportunities that you’ll want to get your hands on. Our mustard MD team are specialist recruiters in the marketing, graphic design and digital industries.