Patrick McDermott: Eco heroes come in all shapes and sizes

We’re all familiar with the notion of heroes battling with villains to save the planet. But when it comes to sustainability, packaging always seems to be cast as the bad guy.

The inherent assumption that packaging is part of the problem has fuelled the trend to downsize – with the focus on reducing weight, size and materials. Clearly we like our heroes to be lean and slim.

And let’s remember that using less packaging has cost benefits too, which makes it an easy sell within companies. It’s a convenient meeting of economic and environmental interests.

But the flip side to slimmer packaging can be more food waste. According to the Waste and Resources Action Programme (WRAP), we throw away more than £10bn of consumable food in Britain every year, while the average UK family bins 27% of all the food they buy.

Packaging is already making in-roads to cut the waste. In the developed world, where there’s a greater use of food packaging, 30-40% less food is wasted compared to the developing world.

This points the way to more innovative and sometimes bigger packaging, to help protect and preserve our produce for longer. And while food waste is still a huge problem, it also presents an opportunity for smart packaging designers to make a difference.

Rethinking assumptions
The industry is continually cutting down on packaging, but reduce the packaging too much and you not only increase the risk of product damage, but over exposure to light and oxygen, which can lead to rapid decay and loss of freshness.

Turning the minimalist approach on its head with ideas such as re-sealable packs – as championed by Cathedral City and its zipper to keep the cheese fresher for longer – could benefit many brands (crisps, for one).

Individual sealed portion compartments – ideal for biscuit and snack brands and even fruit and veg – are another innovation. We’ve also seen the development of time-temperature labels, which indicate the condition of perishable food, such as fruit and vegetables.

And is it time to open the debate on optimal portion size? We’ve all been horrified by the sight of individually wrapped apples and bananas, but could we start to look seriously at selling products in smaller portions? Eggs are a case in point. They’re traditionally sold by the dozen or half dozen, but is this the most eco-friendly portion size?

Consumercentric Design
Sustainable design is a complex subject, and a delicate balancing act between positives and negatives. The current focus on reducing pack size and weight is no exception.

Whatever the solution, understanding the consumer is key to successful sustainability. The goal to ‘reuse’ packaging wherever possible is obviously the ‘Holy Grail’ of sustainability. However, we’ve seen mixed consumer reactions to the likes of reusable milk container initiatives. While Sainsbury’s is reporting strong support for its reusable milk dispenser and milk pouch initiative, Waitrose has withdrawn a similar system due to weakening consumer demand.

Again this demonstrates the complexity of sustainable packaging solutions, and the requirement to constantly innovate to reflect changing needs and lifestyles. To keep consumers on board, successful solutions need to deliver the necessary convenience and sustainable goals.

Packaging is clearly part of the solution, but it needs to be a consumer focused one. We’re facing a big challenge that needs a co-ordinated response – and shared knowledge across disciplines.

We know there’s a lot more to achieve. Don’t write packaging off as the villain of the piece just yet.

Patrick McDermott is Marketing Director of The Design Group (TDG). TDG has been exploring a range of environmental packaging initiatives with specialist consultancy Sustainable Design Solutions (SDS).

Popular Articles