The Push for Sustainability in Packaging is Real—and Complicated

November 5, 2025 — The pressure on businesses to adopt sustainable packaging practices is intensifying as consumers, regulators, and environmental groups call for significant changes in how products are packaged and disposed of. However, while the desire for sustainable packaging solutions is widespread, the path to achieving them is more complex than it might seem.

The Demand for Sustainable Packaging

The demand for sustainable packaging is driven by several factors, including growing consumer concern about the environmental impact of plastic waste, stricter regulations, and increasing pressure from stakeholders to meet sustainability goals. Companies in industries such as food, beverage, and consumer goods are increasingly under scrutiny to reduce their reliance on single-use plastics and adopt more environmentally friendly packaging solutions.

“Consumers are increasingly choosing brands that are transparent about their sustainability practices and are committed to reducing their environmental footprint,” said Julia Larson, a packaging sustainability expert at McKinsey & Company. “As a result, companies are facing growing pressure to adopt packaging solutions that align with consumer values and regulatory expectations.”

The Complexity of Sustainable Packaging

Despite the widespread desire for sustainability in packaging, implementing such solutions is not simple. Companies face several challenges, including the high cost of sustainable materials, the complexity of designing packaging that is both sustainable and functional, and the need for extensive supply chain changes. Moreover, there is often a trade-off between sustainability and cost-effectiveness, especially when it comes to ensuring packaging durability and protecting products during transit.

“The challenge lies in balancing the environmental benefits of sustainable packaging with the logistical and cost considerations of production,” Larson explained. “Packaging needs to be both effective and eco-friendly, and achieving this balance requires collaboration across the value chain.”

Key Factors for Success

To succeed in the transition to sustainable packaging, companies need to address several key factors, including material selection, product design, and supply chain collaboration. Working closely with suppliers and manufacturers to identify and source sustainable materials is critical, as is designing packaging that is recyclable, reusable, or compostable.

Additionally, companies need to consider the end-of-life management of packaging, ensuring that their packaging materials are recycled or disposed of responsibly. Companies that invest in packaging recovery and recycling infrastructure can help close the loop on packaging waste, contributing to a more circular economy.

Looking Forward

As the pressure for sustainable packaging continues to grow, companies must act swiftly to adopt innovative solutions and demonstrate a commitment to sustainability. The future of packaging will likely see a growing emphasis on materials that are biodegradable, recyclable, or made from renewable sources, alongside more sustainable design practices.

“The move towards sustainable packaging is not just a trend—it’s a shift that will define the future of the industry,” Larson concluded. “Companies that embrace this change and innovate will lead the way in creating a more sustainable packaging landscape.”