The future of sustainable packaging - balancing functionality and accessibility

by Stuart Gilby, Director of Food & Beverage at 42T

As sustainability continues to be a top priority for industries worldwide, packaging has become a focal point in the conversation. Sustainable packaging is not only about reducing environmental impact, it's also about delivering innovative, user-friendly solutions that enhance the customer experience

However, for manufacturers, the shift toward sustainable materials presents unique challenges - chief among them, cost. Sustainable materials often come at a higher price, both in terms of initial purchase and operational use.

In times of economic strain such as periods of high inflation, these costs can be difficult to absorb without affecting profitability or customer satisfaction, especially in industries like food and beverage where margins are tight.

But sustainable packaging isn't just about using eco-friendly materials - it's also about rethinking packaging's role in the product lifecycle.

When manufacturers incorporate added functionality into sustainable packaging, they can create products that offer more value, both in terms of usability and customer perception.

By making sustainable packaging more desirable, dual-purpose, and accessible, companies can justify the higher costs and even pass some of these onto consumers without damaging their brand image.

Product development consultants play a crucial role in this process, helping manufacturers figure out how to optimise sustainable packaging for both functionality and production.

In this article, we explore the key factors driving the evolution of sustainable packaging, with a focus on how human-centred design and accessibility contribute to creating better packaging solutions.

We also examine how adding functionality to sustainable packaging can elevate its value, making it a worthwhile investment for both businesses and consumers.

The challenge of sustainable packaging

For manufacturers, adopting sustainable packaging is more than just a marketing initiative- it's becoming an operational necessity as regulatory pressures and consumer demand for eco-friendly products increases. However, using sustainable materials comes with financial challenges.

Materials like biodegradable plastics, recycled paper, or plant-based alternatives are typically more expensive than traditional materials like petroleum-based plastics or virgin paper. Moreover, these materials often require specialised manufacturing processes that can increase operational complexity and costs.

Passing increased packaging costs on to the consumer can be tricky, particularly when households are already stretched. If not handled carefully, raising prices to cover sustainable packaging expenses can damage a brand's image, making it seem out of touch with consumers’ economic realities.

However, focusing solely on cost misses a critical opportunity. Sustainable packaging is not just about materials, it's also about how packaging interacts with the user and what added value it can bring.

By integrating functionality, companies can differentiate their packaging, making it more than just a container and transforming it into part of the product experience.

Adding functionality to sustainable packaging

When sustainable packaging is designed with added functionality, it not only addresses environmental concerns but also becomes a more compelling option for consumers. Instead of simply absorbing the cost of eco-friendly materials, manufacturers can create a product experience that justifies a premium price point.

Here are several ways that functionality can enhance sustainable packaging:

1. More usable packaging

Packaging that is easy to use is more likely to win over customers, and this becomes especially important when working with sustainable materials, which sometimes behave differently than traditional ones. Functional usability might include features like resealability, ease of opening, or structural integrity that withstands typical handling without the need for excess material.

For instance, resealable food packaging reduces waste by keeping products fresh for longer, which is a significant selling point for consumers looking to reduce their environmental footprint. The increased usability can also make customers feel they are getting more out of their purchase, helping them justify paying a premium for the product.

2. Dual-use packaging

Dual-use packaging is another way manufacturers can add value. Packaging that serves a second purpose beyond protecting the product encourages reuse, reducing waste and increasing its perceived value.

For example, certain food and beverage packaging can be designed to transform into storage containers or utensils once the product is consumed. Similarly, cosmetic packaging that can double as a travel-size container or storage can offer consumers more utility, making it more desirable.

This type of functionality also aligns with the principles of a circular economy, where packaging is not just disposable but contributes to a cycle of reuse and recycling. This strategy can create deeper engagement with the brand, as customers feel they are contributing to sustainability efforts while getting more use out of the product.

3. Desirable and premium packaging

Aesthetic appeal plays a big role in the perceived value of packaging. Consumers are often willing to pay more for products that are beautifully and thoughtfully packaged. Sustainable packaging doesn’t need to compromise on design; in fact, it can enhance a product’s desirability by tapping into consumer values like eco-consciousness and minimalism.

High-end materials, tactile elements, or even storytelling aspects—such as printing details about the sustainable journey of the materials - can create an emotional connection with consumers. For example, some brands use recycled materials that feature subtle imperfections, giving the product a unique, artisanal feel that adds to its appeal. By elevating the design of sustainable packaging, manufacturers can enhance the overall product experience, making it a key selling point rather than a cost burden.

Human-centred packaging design

A significant trend in the evolution of sustainable packaging is the focus on ‘human-centred design’. This approach prioritises the user experience, ensuring that packaging is designed to meet the needs and preferences of real people.

By observing and listening to consumers, companies can create packaging solutions that not only meet environmental goals but also make life easier for users.

Human-centred packaging design considers the way people interact with packaging in everyday life. This means thinking about how easy it is to open, carry, reseal, or dispose of packaging.

Sustainable materials may require different handling than traditional materials, and it’s essential that packaging doesn’t frustrate users. If sustainable packaging is perceived as cumbersome or difficult to use, consumers may be less likely to support those products, even if they align with their environmental values.

For example, some biodegradable materials might be more prone to tearing or might not reseal as well as traditional plastics. By focusing on the user's needs, product developers can identify these pain points early and design solutions that make the packaging experience seamless and satisfying.

Human-centred design also involves understanding the context in which the packaging will be used. For instance, food packaging that is difficult to open without scissors may be inconvenient for the average consumer, but particularly frustrating for the elderly or individuals with limited dexterity.

By designing packaging that is easy to handle and use for a wide range of people, manufacturers can improve overall customer satisfaction, driving brand loyalty and consumer trust.

Accessible packaging: enhancing usability for all

Accessibility in packaging design isn’t just about catering to people with disabilities - it’s about improving the experience for everyone. When packaging is made accessible, it ensures that all consumers, regardless of their physical abilities, can easily interact with the product. And in doing so, manufacturers often discover that accessibility features benefit a much broader audience than originally intended.

For instance, designing packaging that is easier to open - whether that means larger tabs, perforations, or twist-off lids - doesn’t just help people with arthritis or limited hand strength. It can make packaging more convenient for everyone, from parents juggling multiple tasks to busy professionals looking for a quick snack on the go. The easier and more intuitive the packaging, the better the overall experience for the consumer.

By making packaging more accessible, companies can improve customer satisfaction and make their products more attractive to a wider audience. Accessible packaging can also be a strong differentiator in a competitive market, where ease of use can be the deciding factor for a consumer choosing between two products.

Examples of accessible packaging

One notable example of accessible packaging is the introduction of tactile markers on products like shampoo bottles to help visually impaired individuals distinguish between similar items. While designed with a specific group in mind, this feature has proven helpful to a wide range of consumers, particularly in low-light environments such as showers or early morning routines.

Another example is packaging with easy-pull tabs or tear strips that require less strength to open. While these features are essential for people with limited dexterity, they also benefit parents, seniors, and even children, improving the overall user experience for a diverse range of consumers.

The ripple effect of accessibility

The beauty of designing accessible packaging is that it can lead to improvements in every aspect of packaging interactions. When manufacturers focus on making packaging easier to use, they inevitably address many of the same usability concerns that other consumers face, whether they have disabilities or not.

As a result, everyone benefits from more intuitive, user-friendly designs, and companies gain a competitive edge by making their products more inclusive and appealing to all consumers.

The role of product development consultants

Product development consultants like 42T are instrumental in helping companies navigate the complexities of sustainable and functional packaging design. With our expertise, we are able to guide manufacturers through the process of integrating sustainability, usability, and accessibility into packaging solutions that are feasible for production.

42T works with manufacturers to assess their current packaging and identify areas where functionality can be improved. This might involve conducting user research, prototyping new designs, or testing different materials to ensure that the packaging aligns with both consumer needs and environmental goals.

Consultants also help manufacturers navigate the technical challenges of sustainable materials, ensuring that they can be seamlessly integrated into existing production lines without sacrificing quality or efficiency.

By collaborating with product development consultants, manufacturers can create packaging that not only meets sustainability standards but also enhances the overall customer experience. This holistic approach to packaging design ultimately benefits both the environment and the bottom line, creating products that consumers are willing to pay more for.

Contact our team of experts to discover how 42T can help you solve how to add functionality to sustainable packaging and integrate this into your manufacturing capabilities.

About Stuart

Stuart is Director of Food & Beverage at 42T. He is a product and process expert with experience in developing early-stage concepts through to small-scale lab developments and prototyping, and on to scaling up for mass manufacture.

In tandem with some of the world's largest companies, he recently worked on new novel sustainable methodologies for food and beverages including low-energy and water-use for industrial manufacturing, and novel sustainable packaging for food and beverages to reduce the carbon footprint of delivery to consumers.

If you would like to find out more, please contact Stuart:
answers@42T.com | +44 (0)1480 302700 | Stuart Gilby | LinkedIn