What Does "Sustainable" Really Mean in Packaging?

Understanding the Definition

According to Merriam-Webster, "sustainable" means "using a resource so that it is not depleted or permanently damaged." In packaging, this often connects to circular thinking—where materials continuously cycle through the economy rather than following a linear take-make-dispose path.

But in everyday conversation, "sustainable" has become something of a catch-all term. Similar to "green" or "eco-friendly," it generally refers to doing something better for the planet. The lack of a universally agreed-upon definition makes it challenging to determine exactly what makes packaging truly "sustainable."

The term's meaning shifts depending on who's using it and what aspects of environmental impact they prioritize. Some focus exclusively on material choice, others on carbon footprint, and still others on end-of-life scenarios. This flexibility makes it both useful and sometimes frustratingly vague.

100 Different Definitions

If you ask 100 people what "sustainable packaging" means, you'll likely get 100 different answers. Here are some common responses I've heard over the years:

• "Packaging that is circular!"
• "Packaging that is recyclable"
• "Packaging that is plastic-free"
• "Packaging that is reusable or in a closed loop system"
• "Packaging that is compostable"
• "Packaging that is biodegradable!"
• "Packaging that is made from renewable materials"
• "Packaging manufactured using renewable energy"
• "Packaging that emits as few greenhouse gases as possible throughout its lifecycle"
• "Packaging that uses as little resources as possible when manufactured"
• "Packaging that is made from paper"
• "Packaging that is manufactured close to where the product is manufactured"
• "Packaging that does the least harm to nature"
• "Packaging that lowers your environmental footprint"

Many Different Perspectives

This subjectivity creates real-world disagreements about what solutions are best:

• Some people champion glass packaging for being infinitely recyclable, while others criticize its heavy weight that increases transportation emissions.
• Some advocate for recyclable plastics, while others worry about toxicity concerns and microplastic pollution.
• Some promote compostable packaging, while others point out greenhouse gas emissions during breakdown and limited composting infrastructure.

These differing viewpoints aren't simply matters of opinion—they reflect legitimate trade-offs that exist with every packaging option. There's no perfect solution that excels in every environmental category.

Consider Plan B, Not Just Best-Case Scenarios

When evaluating sustainable packaging options, be wary of presentations that only highlight best-case scenarios. Packaging companies naturally emphasize the ideal outcome for their products.

For example, a company selling PET bottles will emphasize their recyclability. That's Plan A—the bottle gets recycled into new bottles in a perfect circular system. But what about Plan B? What happens if that bottle doesn't make it to a recycling facility and instead ends up in a landfill or the ocean?

Similarly, compostable packaging sounds ideal until you realize most consumers don't have access to industrial composting facilities. The Plan B here might be that the packaging ends up in a landfill where it can't properly break down.

A truly robust sustainability evaluation considers not just what might happen in ideal circumstances, but what will likely happen in the real world with all its imperfections and infrastructure gaps.

Focus on Progress, Not Perfection

Don't worry too much about finding the perfect definition of sustainable packaging. Instead, focus on making meaningful progress on environmental problems that matter to you.

Ask yourself: Which environmental issue concerns you most? Is it ocean plastic pollution? Climate change? Resource depletion? Human health? Once you've identified your priority, you can choose packaging solutions that address those specific concerns.

Remember that waiting for the perfect solution often means doing nothing at all. Every sustainable option has both strengths and weaknesses. The goal isn't perfection—it's thoughtful progress toward a healthier planet. Choose an approach, take action, and be willing to adapt as better options become available.

The most sustainable thing we can do is to start somewhere and keep improving. What environmental problem do you most want to solve with your packaging choices?