Progress, Not Perfection: The Key to Sustainable Packaging Success

One of my favorite lines in sustainable packaging is Progress, Not Perfection.

It's another one that I always say on the podcast, because I know how people are and there's a little inner-perfectionist in all of us.

However, in the quest for sustainable packaging, trying to be perfect will leave you stuck.

You'll forever be searching for the elusive "silver bullet" solution with zero environmental impact. Meanwhile, the planet continues to face pressing challenges that demand immediate action.

The Perfectionism Trap

The desire to implement the perfect sustainable packaging solution is understandable. No brand wants to be accused of greenwashing or make a change that later proves problematic. But this pursuit of perfection often leads to inaction—the worst outcome of all.

Perfect solutions rarely exist in the real world, especially in something as complex as sustainable packaging. Every material and approach has trade-offs. Even the most advanced innovations have some environmental footprint.

It's Not About Being the Best—It's About Doing Better

There's nothing wrong with wanting your brand to be great. Excellence is a worthy pursuit. But with sustainability, we don't all need to be the best—we all need to do something. If every company simply made their packaging better than it was before, the collective impact would be enormous.

The planet doesn't need a few perfect companies; it needs millions of improved ones. Pick a solution that offers benefits over what you're using now. If everyone does that, we'll be in a tremendously better position compared to a few brands achieving perfection while most do nothing.

Someone Will Criticize You No Matter What

Often, perfectionism is driven not by a genuine desire for environmental excellence, but by fear of criticism. Here's the reality: no matter what sustainable packaging choice you make, someone will criticize it.

Choose compostable packaging? Someone will point out industrial composting infrastructure limitations.

Choose recyclable plastic? Someone will highlight recycling system failures.

Choose glass? Someone will cite the carbon footprint of transportation.

Do nothing? Many will criticize that too.

Since criticism is inevitable, make your decisions based on what you genuinely believe will have the most positive impact—not what you think will please everyone. This isn't about you or your brand's image; it's about the planet.

Innovation Is Rapid

Here's another reality that makes perfectionism particularly counterproductive: sustainable packaging innovation is happening at an unprecedented pace.

Even if you could somehow identify the absolute "best" solution today, it likely won't remain the best option six months from now. New materials are being developed, recycling technologies are advancing, and compostable solutions are improving—almost daily.

This rapid pace of innovation should actually relieve some of the pressure. You don't need to find the perfect, timeless solution because such a thing doesn't exist. Instead, commit to continuous improvement as better options emerge.

The Continuous Improvement Mindset

Instead of viewing sustainable packaging as a destination, see it as a journey of continuous improvement:

1. Start somewhere: Choose one aspect of your packaging to improve—reduce weight, increase recyclability, incorporate PCR content, or whatever aligns with your priorities.
2. Measure and learn: Implement changes, measure the impact, and learn from the results. What worked? What didn't? What surprised you?
3. Improve incrementally: Use those lessons to inform your next steps. Each iteration can be more sustainable than the last.
4. Stay current: Keep an eye on emerging technologies and be prepared to pivot as better solutions become available.
5. Share your journey: Be transparent with customers about both your successes and challenges. Most consumers appreciate honest efforts more than they expect instant perfection.

A Practical Approach

Here's how to embrace progress over perfection in your sustainable packaging journey:

1. Identify your biggest impact areas: Where can you make the most meaningful improvement today?
2. Set ambitious but achievable goals: Aim for significant improvement, not overnight transformation.
3. Make decisions you believe in: Choose solutions aligned with your values that represent genuine improvement—not just what you think will please critics.
4. Avoid greenwashing: Be honest about the benefits and limitations of your chosen approach.
5. Stay flexible: Be willing to pivot as new technologies emerge or as you learn more about your impacts.

The Power of Collective Progress

Remember that sustainable packaging isn't a competitive sport where only the "most sustainable" brand wins. It's a collective effort where every improvement matters.

When you make progress—even imperfect progress—you contribute to broader system change. You help build demand for sustainable materials, encourage infrastructure development, normalize better practices, and potentially inspire others in your industry.

Don't let the perfect be the enemy of the good. Start where you are, use what you have, and do what you can. The planet needs progress now, not perfection someday.

What's one sustainable packaging improvement you could implement this quarter?