As consumer buying patterns have shifted toward convenience, on-demand services, and single-use products, packaging production—especially plastic packaging—has surged dramatically. Most plastic is designed for single-use, leading to approximately 5 billion tonnes of plastic waste accumulating in landfills and natural environments over the past 70 years. Packaging contributes significantly to consumer packaged goods companies' greenhouse gas emissions, accounting for 10-30% of their carbon footprint. This urgent situation has made sustainable packaging not just preferable but imperative for the future of our planet.
1. Widespread Adoption of Sustainable Packaging Programs
The movement toward sustainable packaging has gained substantial momentum across consumer packaged goods (CPG) companies. According to a recent survey of 186 packaging decision-makers from various industries, 68% have made public statements about their sustainable packaging intentions, though only half of these (36% of respondents) included clear commitments. A quarter of companies remain silent about their sustainability plans, potentially due to their smaller size—69% of surveyed companies had revenues under $1 billion.
Despite these gaps, progress is evident. Over 500 companies signed the Ellen MacArthur Foundation's New Plastics Economy Global Commitment, representing 20% of global plastic packaging production. Their collective efforts are projected to reduce virgin plastic use by 20% worldwide by 2025 compared to 2018 levels.
Implementation varies across companies: 45% report good progress with more work needed, 38% are in testing or pilot phases, and only 16% consider their programs fully mature. Notably, 19% of respondents indicated their packaging teams didn't need special reactions to sustainability commitments because these initiatives had become business-as-usual components of company strategy.
2. Alignment of Business Strategy and Environmental Concerns
Environmental concerns increasingly drive corporate sustainability efforts, with 67% of survey respondents citing this as a motivation—up from 52% in 2019. Simultaneously, consumer awareness about greenwashing has made sustainable packaging a strategic business decision. Protecting brand reputation motivates 61% of companies, while 57% cite direct consumer demand.
These factors shape companies' sustainable packaging goals: 65% aim to keep up with consumer trends, and 54% seek to manage public perception. While carbon footprint reduction goals decreased slightly from 2019 levels, this may reflect progress through tangible actions like incorporating post-consumer content (up from 36% to 54%) and reducing single-use plastics (53% of respondents).
| Motivation | 2019 Percentage | 2021 Percentage |
|---|---|---|
| Environmental concerns | 52% | 67% |
| Brand reputation protection | N/A | 61% |
| Consumer demand | N/A | 57% |
| Incorporating post-consumer content | 36% | 54% |
3. Overcoming Internal and Regulatory Challenges
Companies face significant hurdles in delivering sustainable packaging, primarily internal challenges: 49% lack necessary expertise, and 41% report insufficient leadership, management, or budget. However, the technology gap is narrowing—only 32% say needed technical solutions don't exist (down from 44% in 2019).
Externally, rapidly changing regulations present the biggest challenge for 20% of respondents. Differing sustainability regulations across regions complicate compliance, though they may drive broad changes. For instance, California's mandate for increasing recycled content in plastic beverage containers (15% by 2022, 25% by 2025, 50% by 2030) could influence packaging decisions across North America due to the state's large market size.
4. Innovation in Sustainable Packaging Materials
Brands are actively exploring alternative materials as part of plastic reduction strategies. Paper-based packaging leads the way, with 68% of companies adopting or evaluating it and 49% prioritizing it. Paper's recyclability and consumer recognition as sustainable make it attractive, especially as companies can easily incorporate recycled paper into new packaging.
Compostable materials are gaining traction (48% in 2021 versus 41% in 2019), and companies are increasingly willing to compromise slightly on durability for sustainability—32% would accept reduced protection (up from 19% in 2019). This shift enables experimentation with compostable or lightweight formats.
Reusable packaging shows particular promise, with 53% of brands adopting or evaluating it—led by food/beverage (64%) and home care (62%) companies. This approach offers visible sustainability signals to consumers and tangible environmental benefits. The personal care sector has embraced reusable options like empty deodorant containers wholesale programs, exemplified by Dove's 2021 launch of refillable deodorant in stainless steel cases. Retail initiatives like Loop's partnership with Walgreens and Kroger demonstrate growing mainstream adoption.
When considering deodorant packaging specifically, the industry faces unique challenges in balancing product protection with sustainability. The need for airtight containers to preserve product efficacy makes transitioning to sustainable materials particularly complex, yet brands are making progress with innovative solutions.
5. Replacing Virgin Plastic as a Key Solution
Survey respondents identified replacing virgin plastic as having the highest potential environmental impact (53% rated it "high impact"), followed by compostable packaging (52%) and post-consumer recycled resins (45%). Companies express confidence in implementing these changes—52% believe replacing plastic is "likely possible," while compostable packaging and PCR resins are "definitely possible" for many.
While brands demonstrate confidence in creating change, true progress requires unprecedented collaboration across industries, governments, and consumers. Developing a circular economy demands cooperation among solution providers, CPGs, municipalities, retailers, NGOs, and individuals—a complex challenge that will reshape manufacturing processes, recycling infrastructure, retail models, and consumer behavior.
The path to sustainable packaging isn't straightforward or quick, but momentum is building. With many brands actively implementing solutions and confronting challenges head-on, the packaging industry is gradually transforming to support environmental health and secure a safer future for the planet.