Beyond Greenwashing
How to Identify Truly Sustainable Packaging
With sustainability being a major selling point, many brands claim to be eco-friendly—but not all of them truly are. Greenwashing, the practice of misleading consumers into believing a product or package is more sustainable than it actually is, has made it harder for businesses and consumers alike to determine what’s genuinely eco-conscious. I’m here to help you understand, identify, and avoid greenwashing from businesses and manufacturers!
The difference between Greenwashing & true Sustainability
Greenwashing comes in many forms, from vague claims to misleading imagery and false certifications. Here are some red flags to watch out for:
Red Flags
Vague Language: Terms like “eco-friendly,” “green,” and “all-natural” mean nothing without proof. These buzzwords are often used without backing them up with certifications or concrete information.
Hidden Trade-Offs: A package might be made of recycled material but require an excessive amount of energy to produce. Sustainability is a full-circle effort, not just a singular attribute!
Lack of Transparency: Brands that are genuinely sustainable provide clear, verifiable information about materials, sourcing, and disposal. Greeswashing brands often use loose and vague language or misleading information.
Fake or Meaningless Certifications: Real certifications matter. Watch out for self-created or non-standard labels that don’t align with legitimate organizations.
Deceptive Imagery: Aesthetics never determine whether a brand is eco-friendly; Just because a package has leaves, earth tones, or nature-inspired visuals doesn’t mean it’s actually sustainable. Always check the facts beyond the aesthetics :)
What real Eco-Friendly packaging looks like
Material Sourcing Matters: Genuinely sustainable packaging uses materials that are responsibly sourced, such as FSC-certified paper, post-consumer recycled materials, and plant-based bioplastics.
Minimalism & Efficiency: Less is more. The best packaging reduces unnecessary layers and components to minimize waste. This is not to say packaging shouldn’t be unique or have multiple components, simply ensure that the components used are necessary to your final goal.
Biodegradability & Compostability: Real sustainable packaging breaks down naturally or can be composted, leaving no harmful residues behind. There are more and more solutions to every kind of material being made and introduced to the packaging world! Almost if not every form of packaging is replaceable by an eco-conscious version now.
Closed-Loop Recycling: Truly sustainable materials are designed to be part of a circular economy, meaning they can be fully recycled or repurposed without degrading in quality. From beginning to end of use, it’s entire life as packaging is entirely sustainable.
Legitimate Certifications: Look for certifications like FSC (Forest Stewardship Council), BPI (Biodegradable Products Institute), and Cradle to Cradle to verify authenticity.
How brands can choose legitimate Sustainable Packaging
1. conduct a full lifecycle analysis
A material might seem sustainable at first glance, but what about its production, transport, and disposal? A lifecycle analysis evaluates the environmental impact at every stage. When looking into packaging materials always ensure you have this info, and if you can’t find this info from a potential manufacturer don’t be afraid to ask!
2. partner with certified suppliers
Work with manufacturers and suppliers that prioritize sustainability and hold verifiable certifications. Ask about their materials, processes, and waste management strategies. A good and reliable manufacturer will always give you any necessary info about these topics. Be aware of any indirect or loose answers.
3. prioritize function over trends
Trendy materials like bioplastics can sometimes cause more harm than good if they aren’t disposed of properly. Choose materials based on your product’s specific needs and the most sustainable option available. It is also good to keep in mind your target audience and what they are willing to do in terms of disposal!
4. educate your customers
Sustainable packaging isn’t enough if consumers don’t know how to dispose of it correctly. Provide clear instructions on recycling, composting, or reuse to ensure proper end-of-life management. Again be aware of what your audience are willing to do in terms of disposal, not everyone cares for or has access to what is necessary for disposal. About 73% of U.S. households have access to recycling, but not all participate.
Access to recycling
85% of single-family homes have access to recycling, but only 37% of multifamily homes do.
About half of the country is automatically enrolled in curbside recycling.
The remaining households must opt in to receive curbside recycling.
Participation in recycling
43% of households participate in recycling.
Of those that have access, 59% use their recycling service.
Of those that participate, 57% of recyclable materials are put in recycling containers.
5. avoid over-packaging
One of the simplest ways to be sustainable is to use only what’s necessary. Removing excess packaging and unnecessary components cuts down on waste and production impact.
The future of Sustainable Packaging
The future of sustainable packaging is evolving rapidly, and brands that stay ahead will be the ones making a true impact. Here’s what’s on the horizon!
1. smart packaging solutions
Technology is being integrated into packaging design, from biodegradable sensors that track freshness to QR codes that provide detailed sustainability information.
2. innovative packaging materials
Innovative materials like mycelium (mushroom-based) packaging and seaweed-derived alternatives are emerging as biodegradable, renewable solutions that require minimal processing. These are just two fast growing ;) examples of new and sustainable forms of packaging!
3. fully circular packaging systems
More companies are investing in circular packaging models, where materials can be infinitely recycled or reused without degrading in quality.
4. consumer demand & industry standards
Stricter regulations are pushing brands toward verifiable sustainability, making it harder for companies to greenwash and easier for consumers to make informed choices. As consumers become more informed, they are demanding greater accountability from brands. Transparency and proof of sustainability will become the norm, not an exception.
Final Thoughts
True sustainability goes beyond marketing — it’s about commitment, transparency, and a strategic approach to packaging. As greenwashing continues to cloud the industry, businesses that make real, impactful changes will stand out and build lasting trust with their audiences. Making these decisions and finding both materials and a manufacturer to meet your needs can be tricky through all the fog.
Want to ensure your packaging stays ethical and sustainable? Let’s craft a solution that is both visually striking and genuinely sustainable. Reach out today to start designing packaging that makes a difference.
