Sustainability Forecast: 5 Opportunities

65% of consumers say they want to buy from sustainable brands, but only 26% currently follow through. In the midst of the climate crisis, we believe our role as a design agency is to champion sustainable solutions that enable consumers to shop according to their values and never compromise on surprise and delight. Today, to honor earth day, here are 5 provocations to inspire action.

65% of consumers say they want to buy from sustainable brands, but only 26% currently follow through. In the midst of the climate crisis, we believe our role as a design agency is to champion sustainable solutions that enable consumers to shop according to their values and never compromise on surprise and delight. Today, to honor earth day, here are 5 provocations to inspire action.

1. See right through me

It’s time to admit imperfection. In the past, “greenwashing” referred to surface-level actions like changing your pack’s color to green to seem environmentally friendly. But now, the term is used more broadly and includes any brand in the sustainability space whose actions seem insincere. Whether it’s Coke getting roasted on John Oliver for their always-renewed and never-fulfilled commitments or the wave of unambitious 2040 pledges, consumers are catching on. Transparency and holistic efforts across production, transportation, and product lifecycle are the most effective ways to win consumer trust and avoid backlash. 

To maintain package design best practices, claims on pack should still take a streamlined “less is more” approach. Highlight your most impressive commitment on pack and offer full transparency and additional information about your sustainability efforts online. Go a step further with transparency by taking responsibility. Over the years, corporations have misleadingly shifted the burden of sustainability from the corporation to the individual, but with the increasing urgency of climate change, that burden is rightfully shifting back. Be brave and take a lesson from Everlane in carrying the full weight of your product’s impact.

2. Center the intersection

The mainstream sustainability movement has historically been seen as elitist and exclusionary, resonating with an upper-middle-class white female audience. The few sustainable products that are available are offered at premium price points. Sure, some of that is because it costs more to afford sustainable materials and pay workers fairly, but it’s also because sustainability is still perceived as a premium perk for a profitable audience rather than a core expectation.

CPG brands are uniquely positioned to make the sustainability movement accessible to everyone through their massive scale and competitive pricing models. Target’s partnership with United by Blue, Adidas’ mushroom shoes, and Coors Seltzer’s river cleanups are imperfect but important examples of how the movement is evolving. These brands set the stage for a crucial tradeoff between elitist environmental perfection and mass access to products made better than before. To transition toward a future where sustainable shopping could actually become the default rather than a privilege, consider the intersection between the most accessible version of a product and/or service and the most sustainable.

2. Center the intersection

The mainstream sustainability movement has historically been seen as elitist and exclusionary, resonating with an upper-middle-class white female audience. The few sustainable products that are available are offered at premium price points. Sure, some of that is because it costs more to afford sustainable materials and pay workers fairly, but it’s also because sustainability is still perceived as a premium perk for a profitable audience rather than a core expectation.

CPG brands are uniquely positioned to make the sustainability movement accessible to everyone through their massive scale and competitive pricing models. Target’s partnership with United by Blue, Adidas’ mushroom shoes, and Coors Seltzer’s river cleanups are imperfect but important examples of how the movement is evolving. These brands set the stage for a crucial tradeoff between elitist environmental perfection and mass access to products made better than before. To transition toward a future where sustainable shopping could actually become the default rather than a privilege, consider the intersection between the most accessible version of a product and/or service and the most sustainable.

3. Glow brand go!

Brands are moving away from “all-natural” earthy cues and opting for visuals that stay true to their established brand identity. Take Dove’s refillable deodorants, Uno’s “nothin’ but paper” cards, or Bacardi’s biodegradable bottles for example. Making environmental initiatives visually consistent with your brand’s existing equities lends credibility and makes consumers feel that they don’t have to compromise on quality to achieve sustainability. 

This opportunity is more than just skin-deep. The brands that are set up to succeed have not only made their sustainable products look like them, but also made their sustainable services intrinsic to them. For example, SodaStream incentivizes consumers to send back used canisters with discounts, and vertical integration enables Tiffany & Co. to ensure ethical manufacturing and traceability. To stand out in increasingly “green” space, make sustainability central to the brand and how it sells, not just an afterthought.

4. Rethink recyclable

Reusable fast food containers? Burger King did it. Packaging that dissolves in the shower? Plus went there. As more light is shed on the inadequacy of our recycling system, many brands are opting for refillable, reusable, plastic-free, compostable, or even dissolvable packaging. Another materials trend almost in full bloom: the mushroom! Fungi have the ability to be rapidly grown and shaped into durable materials, offering a sustainable alternative to styrofoam and many other types of packaging. Check out Seedlip’s new gift set, mailed in mushrooms. Popular buzzwords like “compostable”, “plastic-free”, or “mushroom-made!” may not be more sustainable in every case, but they are starting to change the conversation.

CPG giants are shifting to reusable packaging and reimagining their product lifecycle through partnerships with companies like Loop. Driven by consumer demand, we expect to see even more companies opt for circular business models over the next few years. These initiatives must maximize ease in order to be successful. How can brands meet consumers where they are and make reusing products easier than throwing them away? Analyze the trash habits of the target audience. How much access do they have to composting? Could how to recycle this product be more intuitive?

4. Rethink recyclable

Reusable fast food containers? Burger King did it. Packaging that dissolves in the shower? Plus went there. As more light is shed on the inadequacy of our recycling system, many brands are opting for refillable, reusable, plastic-free, compostable, or even dissolvable packaging. Another materials trend almost in full bloom: the mushroom! Fungi have the ability to be rapidly grown and shaped into durable materials, offering a sustainable alternative to styrofoam and many other types of packaging. Check out Seedlip’s new gift set, mailed in mushrooms. Popular buzzwords like “compostable”, “plastic-free”, or “mushroom-made!” may not be more sustainable in every case, but they are starting to change the conversation.

CPG giants are shifting to reusable packaging and reimagining their product lifecycle through partnerships with companies like Loop. Driven by consumer demand, we expect to see even more companies opt for circular business models over the next few years. These initiatives must maximize ease in order to be successful. How can brands meet consumers where they are and make reusing products easier than throwing them away? Analyze the trash habits of the target audience. How much access do they have to composting? Could how to recycle this product be more intuitive?

5. Shine Online

Historically, packaging has served as the #1 marketing vehicle for many brands and is a crucial part of sales at brick & mortar stores. With the rise of online food delivery services, mobile ordering, and even digital freezer doors, packaging serves a different purpose now but is not yet fully embracing the potential of e-commerce. Is it time to move away from “one size fits all” packaging and consider different forms to optimize packs online or in-store? 

Sustainability and e-commerce may be moving congruently to shape the future of package design. In an online retail environment, the advantages to many non-sustainable packaging techniques are eliminated. For example, plastic windows don’t communicate product more effectively and metallic substrates don’t help brands stand out. A greater priority is placed on the unboxing experience. Full of surprise and delight, Seed, Allbirds, and ThredUp have found sustainable ways to maximize the impact of this moment.

We may be eternal optimists, but we’re also problem solvers. And so are you. It’s time to do and expect more.

Happy earth day!

We may be eternal optimists, but we’re also problem solvers. And so are you. It’s time to do and expect more.

Happy earth day!