Miguel Arevalo, Google’s Packaging Innovation Lead, discusses the company’s transformative journey towards sustainable packaging and the importance of collaboration in driving industry-wide change.

Google has made significant strides in reducing plastic usage in its consumer electronics packaging, but when the company first committed to creating plastic-free packaging by 2025, the challenge seemed monumental. At the time, fibre-based alternatives for packaging materials were rare, especially in the hardware sector. However, through dedicated research and innovation, Google’s Pixel 8 successfully launched with 100% plastic-free packaging in 2023. This achievement was not the end goal but part of a larger mission to advance sustainability for Google and across industries.

What makes Google’s approach unique is its commitment to open-source sustainability solutions. As other tech giants like Apple and Amazon raced to boast about their plastic reductions, Google chose a collaborative path. Recognising that many companies share the same suppliers, Google aligned with its mission of making information universally accessible by sharing its sustainable packaging innovations with the world. By doing so, Google hopes to inspire other companies to adopt and further develop sustainable practices, creating an industry-wide movement where sustainability is no longer competitive but cooperative.

Innovation and Collaboration
Miguel Arevalo, who leads packaging innovation at Google, is central to this transformative journey. With a background as Group Head at Procter & Gamble, Miguel has been instrumental in developing Google’s stronger, lightweight paper packaging solutions that help reduce the carbon footprint during shipping. Under Miguel's leadership, Google has made its “Plastic-Free Packaging Design Guide” available to all brands, providing insights into the technologies and suppliers used in their research.

Packaging remains a key focus as Google works towards its 2030 net-zero carbon goal. The company is reducing its environmental footprint and exploring digital tools to educate consumers about their sustainable choices. With continued innovation in packaging and repairability efforts, Google is leading the way in making sustainability an integral part of the tech industry’s future.

“Our main intention back in 2020 was to reduce the amount of plastic used in our packaging, especially in the hardware and consumer electronics industries, where such solutions didn't exist at the time,” Arevalo told Packaging Innovations. “So, in 2020, the team put in significant effort to find fibre-based alternatives. After three years of work, we were able to achieve these solutions and launched them in autumn 2023 with Pixel 8.

“However, we noticed that many companies, including Apple, Amazon, and others, were racing to claim the highest percentage of plastic reduction, but no one was sharing how they were achieving it, despite many suppliers being shared among us. Following Google’s mission to make information universally accessible, we aligned with our managers to open-source everything and share our solutions with the world. This not only helps other companies that may lack the resources or support we have but also empowers them to start sharing their own sustainability solutions. We believe sustainability should be collaborative, not competitive.”

According to Arevalo, this open approach reflects a broader philosophy within the company that emphasises collaboration over competition, acknowledging that sustainability may not be every company's core competency.

“Our goal was to enable fibre-based solutions so that downstream, where we have no control, we could leverage the fibre-based waste stream, ideally making it recyclable,” he added. “We recognise the challenges in the recycling process, but by unlocking or enabling these solutions, our focus is on achieving our 2030 goal of being net-zero carbon across our operations, with packaging being a key part of that.”

Arevalo, Google's Packaging Innovation Lead, is set to be a headline speaker at February's Packaging Innovations and Empack. His extensive experience in the field, particularly his transition from the automotive sector to packaging at Procter & Gamble, has given him a unique perspective on the complexities of packaging design. Arevalo believes that packaging is not just a protective barrier but a vital touchpoint in the consumer journey, influencing everything from product safety during transit to user experience and brand perception.

At Google, Arevalo has witnessed a deep commitment among his team to elevate the consumer experience, ensuring that every aspect of packaging is meticulously crafted to meet the diverse needs of users. As he prepares to share his thoughts at the upcoming event, Arevalo aims to highlight the technical challenges of packaging and the emotional and behavioural aspects that shape how consumers interact with products.

“One thing that’s always been clear to me is that packaging is essential, but consumers buy the product, not the packaging,” he said. “So, in a way, packaging is a 'necessary evil.' The challenge is finding the best way to ensure responsible product protection—because it still needs to be protected during shipping—while balancing all the other dimensions I mentioned. It’s a challenge because you don’t need to be an expert in everything, but you do need to connect the dots to provide an amazing experience across the entire value chain.

“Our goal is to make sure consumers have an exceptional experience every time they buy a phone. This includes the accessibility aspect—not just for users who can open the box easily, but also for users with physical or visual impairments. We think about how we can unlock or enable solutions for them, like identifying different textures for labels versus boxes, or making it possible to open a package with one hand. Even the time it takes to open a lid is something we consider. It was fascinating to see the level of effort, passion, and care the Google team puts into ensuring all these different consumers have a positive experience and that they feel the product is uniquely made for them.”

This approach challenges the status quo and underscores the belief that innovation should be a collective effort. By empowering other companies to share their sustainability solutions, Google aims to unlock potential across the industry and drive meaningful progress together.

The comprehensive guide developed by Google details the company's transition from plastic to paper packaging while addressing a variety of design solutions and processes. Through extensive research and experimentation, Google has focused on creating packaging that prioritises reliability and inclusivity, ensuring that all consumers can easily engage with their products. The team conducts in-depth evaluations of packaging interactions, especially for individuals with different abilities, while also considering the recyclability of materials at the end of their lifecycle. These insights have led to innovative packaging designs that maintain Google’s brand identity and enhance the overall consumer experience. As Miguel Arevalo, the Packaging Innovation Lead, reflects on this journey, he emphasises the significance of collaboration and the lessons learned throughout the process.

“In the document, we also included an email address where people can reach out to us, and that has already been happening,” Arevalo continued. “Many companies have written to us, asking specific questions about how we built certain processes, or about technical aspects—like the transition from polypropylene to a more sustainable coating. These are often day-to-day challenges they’re facing, and by connecting with us, we can share our experiences and help them explore different opportunities for their own brands.

“It’s about challenging the status quo and delivering the solutions they’re working toward. It’s a way to unlock potential, but also to show big brands and companies that innovation doesn’t need to be secretive. By empowering them to share their own solutions, we can all make progress together.”

Connecting the dots
The guide comprehensively explores the transition from plastic to paper packaging solutions, detailing how this shift was accomplished. It includes a dedicated chapter that covers various packaging designs, solutions, processes, and the insights gained from each approach. Throughout this journey, the team extensively experimented, testing new ideas and evaluating their performance against established packaging reliability standards.

To ensure their packaging meets all consumers' needs, the team strongly emphasises direct engagement with users when developing new products. By conducting blind research panels, they can gather valuable feedback on different packaging solutions, particularly focusing on inclusivity for individuals with dexterity or visual impairments. This commitment to understanding the challenges faced by diverse users informs their design process and helps create packaging that is both functional and accessible. According to Arevalo, although balancing costs is always a consideration, Google collaborates closely with suppliers to find innovative ways to maintain design integrity while achieving budgetary goals.

“Whenever we have new products, we connect directly with real consumers,” he said. “This is a key starting point for all our products to ensure we create something actionable and inclusive. By taking a holistic view of packaging solutions, we look for areas where savings can be made to bring costs within our target range.

“In addition to product opening, we also conduct extensive research on disposal. We work with Western Michigan University and other companies to understand the end-of-life aspect—specifically the recyclability of our packaging. The fibre waste stream is set up to handle larger boxes, but smaller boxes can sometimes pose challenges, like falling out of the sorting systems. However, making our boxes larger would result in more material use and a larger carbon footprint, which isn’t the right solution.

“For our latest design, we shifted from a white, coated box to a raw, uncoated look. This decision came from years of research on consumer behaviour. We found that consumers tend to identify raw, brown, uncoated packaging as recyclable, so we leveraged that behaviour to ensure our packaging is disposed of in the correct recycling bin.

“We also collaborated with recycling centres to ensure that our packaging is easily identifiable. Sorting workers have just seconds to make decisions about what materials go where, so creating something that is visibly fibre-based helps them sort it correctly. This also benefits automated systems that use machine learning and AI to identify and sort materials, making the recycling process more efficient.

“By combining these consumer and recycling insights, we were able to develop our new design. At the same time, we balanced this with our desire to celebrate the materials and finishes that are iconic to Google. While we’re working to reduce our carbon footprint step by step, we want our consumers—both new and returning—to recognise our products without compromising the recyclability or end-of-life process of the packaging.”

A key aspect of the strategy to make the solutions open source was to ensure universal access to these resources. The aim was to assist professionals in challenging the status quo and address the emerging solutions within the supply chain that required considerable development, funding, and collaborative effort with suppliers. By enhancing the availability of these solutions and increasing demand, it was believed that the benefits would extend to all stakeholders involved. Open-sourcing the material library and providing the names of suppliers enables other companies to connect with them, potentially unlocking opportunities for suppliers to increase sales and improve production efficiency, thereby lowering costs.

This open-source approach fosters new solutions for other brands while benefiting suppliers simultaneously. As demand increases, suppliers can optimise their operations and further reduce costs. The alignment with suppliers emphasised that this initiative was not merely about sharing their names without follow-up; it involved a coordinated effort to drive business towards them and facilitate the adoption of sustainable solutions. Moreover, suppliers have actively invested in enhancing their processes, positioning themselves to be more competitive and prepared to handle the growing demand.

As Miguel Arevalo prepares to take the stage at the upcoming Packaging Innovations event in February, his commitment to collaboration and innovation shines through. He aims to share insights that might inspire others to see the possibilities within their fields, ultimately driving faster change towards sustainability.

In a setting renowned for its melting pot of ideas, Arevalo believes collaboration is paramount. The focus is not on who leads the charge in innovation but on how collective efforts can unlock transformative solutions more swiftly. With an emphasis on partnership and shared knowledge, he aims to foster an environment where sustainable practices can thrive, benefiting not just individual companies but the planet as a whole.