Switching to sustainable packaging is a smart business move – but it's easy to get it wrong. Many businesses rush the process or fall for popular myths, leading to wasted time, money, and missed opportunities.
Here are the most common mistakes we see – and how to avoid them.
Mistake 1: Focusing Only on Materials
Many businesses think switching to sustainable packaging is as simple as choosing cardboard over plastic. But material is just one piece of the puzzle.
Why it’s a problem: You may end up with packaging that’s recyclable but not fit for your product, or compostable but with no composting facilities nearby.
What to do instead: Look at the full lifecycle of the packaging and consider how your customers will dispose of it.
Mistake 2: Not Considering Supply Chain Impact
Changing packaging can affect everything from storage and shipping to product protection and shelf space.
Why it’s a problem: You might increase breakages, delivery costs or even create more waste overall.
What to do instead: Work with your suppliers and logistics team to test new packaging under real-world conditions before rolling it out.
Mistake 3: Greenwashing (Even If You Don’t Mean To)
Overstating sustainability claims can damage your brand and create customer mistrust.
Why it’s a problem: Misleading labels like "100% eco" can backfire if the packaging isn't recyclable in local streams.
What to do instead: Be transparent and use certified, verifiable claims. Educate your customers on how to dispose of packaging properly.
Mistake 4: Ignoring Customer Behaviour
Your packaging might be compostable, but do your customers have access to industrial composting?
Why it’s a problem: If customers don’t know how to dispose of it, it will likely go to landfill.
What to do instead: Choose solutions that match your customers’ habits and infrastructure, and clearly communicate disposal instructions.
Mistake 5: Switching All at Once
Rushing into a complete changeover without proper testing can cause chaos.
Why it’s a problem: New packaging might not work with your current processes or equipment.
What to do instead: Pilot changes with a single product line, gather feedback, and then scale up gradually.
Mistake 6: Ignoring Cost Implications
Sustainable packaging can sometimes be more expensive upfront.
Why it’s a problem: Businesses may switch to cheaper alternatives later, undoing any gains.
What to do instead: Consider the total cost of ownership, including brand value, customer loyalty, waste reduction, and long-term savings.
Mistake 7: Not Thinking About Branding and Customer Experience
Sustainable doesn’t mean boring. Your packaging still needs to deliver a great unboxing experience.
Why it’s a problem: If customers feel underwhelmed or confused, it impacts your brand.
What to do instead: Use creative design and messaging that reflects your values and excites your customers.
Final Thought
Sustainable packaging is not a box-ticking exercise. It requires thoughtful planning, honest communication, and a willingness to evolve. Avoiding these common mistakes will help you build trust, reduce waste, and stay ahead of the curve.
If you're thinking about making a switch or want expert input to refine your current approach, Direct Packaging can help. We offer tailored advice and practical solutions to support your sustainability goals.