Stewards of Sustainability
How Brands and Consumers Are Partnering for a Better Tomorrow
By Dr. Tiffani Burt, Executive Director, Strategic Marketing and Sustainability, SEE

A package’s materials, design, and the precise methods for disposal or recycling tell consumer’s a brand’s sustainability story. Image courtesy of SEE.
The journey toward sustainable living has seen an exponential surge, resonating not just through personal choices but impacting business strategies worldwide as well. This metamorphosis is mirrored in the packaging industry: an arena where the twin demands for preservation and disposal challenge innovators to continuously renew their commitment to the planet.
From the Industrial Revolution to the digital age, packaging has been an integral part of products, preserving goods and building brand identities. Amidst the glare of the consumer spotlight, packaging is also being redefined. It’s about more than opening a product; now more than ever it’s about protection, protection of the product, and protection of the planet.
Both consumers and companies are re-evaluating what matters most. They demand packaging that not only delivers sustenance but also safeguards the environment for generations to come. It’s a shared vision. Our society seeks sustainable balance, and it’s clear that change isn’t just on the horizon – it’s here.
Packaging as an Environmental Guardian
The narrative of packaging dates back centuries and its evolution has been tied to the progress and prosperity of human civilizations. Product protection remains paramount, but we’ve witnessed a gradual shift. Consumers now expect packaging to shield not just the products they value, but also to protect their environment. And they’re not alone; industry giants are recognizing the need for reformation.
This protection of the environment needs to seep past the superficial. It demands innovative thinking that flows from the sourcing of materials to the design, production, transportation, and the disposal, reuse, or recycling. With an intimate knowledge of packaging’s historical significance and environmental embedding, brands can spearhead this next chapter.
And consumers are poised to support the environmental investments companies make according to a recent report by Trivium. Today, 82% of consumers express a willingness to pay more for sustainable packaging, a demand that echoes a pulse for change. Large companies, once perceived as environmental antagonists, are now sought after for their potential to become part of the solution.

Bio-based, biodegradable, compostable, and recyclable materials are experiencing a renaissance. Image courtesy of SEE.
Opportunities and Innovation
The journey to sustainable packaging is a multifaceted one. It requires a comprehensive approach that seizes opportunities throughout the whole lifecycle of packaging, from cradle to grave and beyond. This holistic strategy begins with design, where creativity must intertwine with eco-responsible planning, and extends through material use, production practices, transportation logistics, and end-of-life solutions.
Material innovation is the bedrock of sustainable packaging. Bio-based, biodegradable, compostable, and recyclable materials are experiencing a renaissance, and increasingly, digital technology is being harnessed to minimize waste. This is done in several ways: by educating consumers, providing instructions on recycling, and creative ideas for reuse. For food processors, digital technology enables real-time monitoring that can prevent quality issues that result in waste. And industry-wide, the concept of ‘rightsizing’ packaging is becoming part of the vernacular, ensuring that the material footprint never exceeds what’s necessary.
According to environmental watchdogs, the sustainable packaging market is estimated to leap to $423 billion by 2029, emblematic of an industry-wide pivot towards greener practices.
Digital innovations are leading the charge by offering tools that revolutionize sustainability. Custom design and automation, for instance, not only cut down on waste but also drive home the uniqueness of a brand’s sustainable aspirations. Serialization in the supply chain is another hero of the modern age, ensuring that materials are managed with surgical precision.
At the heart of these digital dynamics lie two fundamental objectives: efficiency and traceability. They underpin the layered complexities of achieving sustainability in the packaging sector, carving a path that balances innovation and ecological stewardship through the entire value chain.

Brands must substantiate their sustainability claims through independent certification, establishing a mutually beneficial partnership, and empowering consumer confidence. Image courtesy of SEE.
Building a Shared Vision
In this endeavor, involving and trusting the consumer is paramount. It’s about more than just delivering a sustainable product; it’s about empowering consumers with the knowledge that their choices make a difference. This shared vision necessitates transparency, honesty, and a commitment that consumers can touch and feel – figuratively and literally.
Consumer insights from Mordor Intelligence reveal a gleaming truth – 54% of younger consumers conscientiously consider sustainable packaging when making purchases, an emblem of generational inclination towards environmentally ethical choices. These numbers aren’t outliers; they’re evidence of a growing sentiment among consumers that sustainability is non-negotiable.
Consumers, in their pursuit of environmental security, turn to brands as agents of change, seeking genuine commitments to sustainability embedded in every aspect of the brand’s identity. Transparency, far from a mere buzzword, serves as the foundation upon which sustainable packaging can thrive. This authenticity fosters strong connections between brands and their eco-conscious customers, where trust becomes an invaluable currency. To uphold this trust, brands must substantiate their claims through independent certification, establishing a mutually beneficial partnership, and empowering consumer confidence.
The Digital Connection
In this age of immediacy, digital connection is perhaps the most potent tool in the arsenal of sustainability. Packaging is no longer a passive medium but an interactive canvas that brands can utilize to forge a direct link with consumers, educating and inspiring action.
Printing on the package isn’t just about logos and nutrition facts anymore; it’s about telling the story of sustainability. It can depict why a certain material was chosen, the significance of the packaging’s design, and the precise methods for disposal or recycling. It’s a narrative that unfolds with each opening, a story of sustainability that consumers can easily recognize and connect with.
QR codes and digital interfaces can extend this education further, linking consumers to interactive experiences that demystify the complexities of sustainable packaging. Imagine if every package could teach you its second life – ‘use me as a notepad or a planter’? The potential for engagement is boundless, and when harnessed effectively, it can birth a generation of ultra-informed, ultra-responsible consumers.

QR codes and digital interfaces can extend education further, linking consumers to interactive experiences that demystify the complexities of sustainable packaging. Image courtesy of SEE.
Shaping a Sustainable Tomorrow: Together
As we stand at a crossroads, the choices we make today chart the course for tomorrow. It’s a call to arms, an invitation for all stakeholders, from the smallest eco-conscious start-up to the massive multinational, to sculpt a landscape where sustainability is not just a trend, but a culture.
And luckily, this journey isn’t a solo quest. It’s a collaboration between brands and consumers. Encouraging responsible design, reuse and disposal, leveraging technology for the greater good, and enabling policies that nurture sustainable practices – these are the tools to turn aspirations into actualities.
We have an opportunity to be more than witnesses to this change, we can embed ourselves within it – brands and consumers, unified in our mission to foster a planet that’s as resilient as it is vibrant. Our legacy awaits. Let’s craft it, one sustainable package at a time.
About the Author
Dr. Tiffani Burt is SEE’s Executive Director of Strategic Marketing and Sustainability, working with innovation and development teams to create a circular economy for plastic packaging through novel design, enabling recyclability and developing collaboration scenarios across the value chain. Learn more at www.sealedair.com.