Sustainability consultant Steve Lister has spent two decades working with global brands to help them operate more sustainably. At Packaging Innovations & Empack he shared how the landscape is changing and why design is more important than ever

In the complex and ever-changing field of sustainable packaging, the conversation extends far beyond mere containment; it embodies a unique interplay of design, function, and environmental responsibility. As brands and manufacturers navigate this evolving landscape, the imperative to adopt sustainable practices becomes increasingly critical. The need for robust sustainability measures is underscored by Steve Lister, a prominent sustainability consultant to global brands and retailers, who shared his steps to sustainable packaging at Packaging Innovations & Empack.

For Lister, it all starts with design and during his talk he took steps to highlight the urgency of addressing any potential environmental impact from the very outset of the packaging design process.

“Sustainable design begins with questioning the very essence of packaging: Why are you creating it?” Lister states. “What is its purpose? Is it protective? Is it for aesthetic appeal? Understanding these core questions lays the groundwork for impactful and responsible design choices.” This fundamental query serves as the cornerstone of effective sustainable packaging. It encourages brands to reflect not just on the aesthetics or functionality of packaging, but also on its role within a larger ecosystem of consumption and waste. This is something that Lister believes the consumer is also beginning to demand more and more from brands.

The Paradigm Shift in Consumer Expectations
Lister, who is Head of Sustainability at the Point of Purchase Association (POPAI), a progressive industry association dedicated to enhancing the total shopper experience, noted how as the stakes rise, particularly concerning sustainability, consumer expectations are evolving rapidly. Lister points out that many companies are now witnessing a power shift in the industry. “Brands and retailers are coming to manufacturers and saying, ‘No, we want this, this, and this,’” he explains. “The manufacturers are struggling with this change as it used to be them that outlined to retailers what it is they could do and what they had to work with, but it highlights the growing influence of sustainability in purchasing decisions.” This dynamic underscores the increasing demand for brands to adopt sustainable practices or risk losing relevance in a market that increasingly values environmental responsibility.

To understand the shift in consumer expectations, it is crucial to recognise that sustainability is no longer a niche concern; it has become a mainstream requirement. According to Lister, consumers are increasingly discerning about the brands they choose to support. “There’s nowhere to hide these days. If someone wants to know something about your business, your product, your material, or your processes, you must be prepared to share that information.” This transparency builds trust with consumers and fosters accountability in the industry. As sustainability becomes a crucial criterion for consumer choice, brands must ensure their practices align with their messaging.

The modern consumer is not just looking for products that meet their needs; they also want to feel good about their purchases. Brands that fail to demonstrate a commitment to sustainability risk alienating a significant segment of their customer base. This sentiment is echoed in Lister’s assertion that brands must be transparent in their sustainability efforts: “There’s nowhere to hide; you have to own it.”

Understanding the Carbon Footprint
At the heart of sustainable packaging lies a commitment to design for recyclability and end-of-life considerations. “If you’re not thinking about how a piece of packaging will be disassembled or what materials are used, you’re missing a fundamental aspect of sustainability,” Lister cautions. “In principle, anything can be recyclable, but in practice, that doesn’t always happen.” This statement underscores the importance of responsible material selection and design that considers the entire lifecycle of a product, from creation to disposal.

Understanding your product’s and your company’s carbon footprint is becoming increasingly vital in this context. Lister emphasises that brands must be prepared to measure their environmental impact accurately. “If your major client asks for your lifecycle assessment tomorrow, are you prepared? If not, I can guarantee you will panic if this request was to come in.” This urgency reflects the increasing demand for brands to account for their environmental impact comprehensively. “More and more, companies are being evaluated on their sustainability credentials,” he adds. “If you haven’t started measuring your operational carbon footprint, now is the time to do it.”

The concept of lifecycle assessments is particularly relevant in the packaging industry, where decisions made during the design process can have far-reaching consequences. Brands must take a holistic view of their packaging, evaluating not just the materials used but also the energy consumed during production and distribution. This comprehensive approach can help brands identify areas for improvement and develop more sustainable practices.

The Importance of Circularity
The theme of circularity emerges as a critical concept in Lister's approach to sustainable packaging, who cites the Ellen MacArthur Foundation's research that revealed “80% of the environmental impact is determined at the early design stage.” This assertion reinforces the idea that decisions made during the design process have far-reaching implications or even complications. “If you get it wrong at the beginning, you’ll never, ever recover from it. You think you might do, but you won’t,” Lister cautions. “You'll do something wrong. You'll put a barrier protection on something that can't be split apart. You'll put a cap on something that you'll look at and you'll think ‘Ohh, that's great’. And then you realise that one's made from HDPE and one's made from something different and then all of a sudden you can't do anything.”

Therefore, integrating sustainability principles from the outset is essential for minimising negative environmental impacts.

Circularity in packaging involves designing products and packaging to be reused, remanufactured, or recycled. This requires brands to rethink their traditional linear models of production and consumption, where products are made, used, and discarded. Lister emphasises that moving towards a circular model not only benefits the environment but also presents significant economic opportunities. “If you think about it, there’s a whole new business model waiting for you,” he notes. “Companies that embrace circularity can differentiate themselves in the market and potentially reduce costs associated with raw materials and waste disposal.”

A Structured Approach to Sustainable Design
To avoid any potential issues that can arise in the design stage, Lister encourages brands to adopt a structured approach to sustainable design. “If we are being honest, how many of us have a sustainable design checklist?” he asks. “That’s where it starts. If the biggest impact you have is at the beginning, how can you work so that you follow a structure?” This emphasis on a systematic approach to design challenges brands to rethink their practices and consider the full implications of their packaging choices.

A sustainable design checklist can serve as a valuable tool for brands looking to enhance their sustainability efforts. Such a checklist might include elements like material sourcing, recyclability, energy consumption during production, and potential for consumer education regarding disposal. By systematically evaluating these factors, brands can make informed decisions that align with their sustainability goals.

Navigating Complexity in Material Selection
The shift towards sustainable materials is another crucial aspect of the sustainability conversation. “You’ve got to educate yourself and speak to your material suppliers,” Lister advises. “Consider the implications of using bioplastics or compostable materials, as they can complicate recycling efforts.” Lister reflects further on the complexity of navigating the evolving landscape of sustainable materials, urging brands to choose materials that simplify the recycling process and align with their sustainability goals.

“We have companies now that are banning bioplastics being used for their products and they’ve made the decision based on sustainability and why? It is because bioplastics come from feedstock, could be PLA or corn, and it isn’t recyclable. If you put bioplastic into a plastic bin, it can contaminate other oil-based plastics that are in there.”

In the quest for sustainability, brands must carefully evaluate the implications of their material choices. While bioplastics and compostable materials may seem like attractive options, they can create challenges in recycling systems that are not equipped to handle them. Brands need to think critically about the materials they use and their potential impact on the overall sustainability of their packaging.

Local or International Materials – Cost-saving or Sustainable
Shipping and logistics also play a significant role in sustainability efforts. Lister notes the importance of sourcing materials responsibly: “Where are you buying from? Is cheap from the Far East worth it in terms of carbon footprint?” He highlights a growing trend among European retailers that now stipulate in their contracts that a significant portion of print and packaging must be sourced locally. “Some brands we have worked with are now putting it in their contracts that a certain percentage of materials must be sourced from or made in a specific country or area. This is a massive shift where power is moving back to the brands and retailers,” Lister remarks, showcasing the power dynamics at play in the industry and the increasing pressure on brands to prioritise sustainability in their supply chains.

The logistics of packaging involve not just the materials themselves but also the transportation of those materials. Brands must consider the environmental impact of shipping their products, including the carbon emissions associated with transportation. By sourcing materials locally and optimising their logistics, brands can reduce their overall carbon footprint and contribute to a more sustainable supply chain.

The Future of Sustainable Packaging
As the dialogue surrounding sustainability continues to evolve, the packaging industry finds itself at a critical crossroads. Lister encapsulates this sentiment by stating, “Design, design, design—get it right, and it will flow down to every aspect of your product.” This emphasis on design as a foundational element of sustainability underscores the need for brands to innovate and adapt to meet the demands of a more environmentally conscious market.

The future of sustainable packaging is not just about meeting current consumer expectations; it also involves anticipating the needs and values of future generations. Brands that successfully embrace sustainable practices will likely lead the way in shaping a more sustainable future for the industry.

Furthermore, collaboration will be crucial in driving progress toward sustainable packaging solutions. Lister notes, “No one can do it alone; we need to work together to share knowledge and best practices.” This collaborative spirit will enable brands to learn from one another and develop innovative solutions that address shared challenges in sustainability.

Ultimately, the journey toward sustainable packaging is not just a trend but a necessity for brands seeking to thrive in an increasingly competitive landscape. The insights shared by Steve Lister at Packaging Innovations and Empack outline a compelling roadmap for companies willing to embrace this challenge and position themselves as leaders in sustainability. The imperative is clear: by prioritising sustainable practices, brands can build trust, foster loyalty, and contribute to a more sustainable future for all.

As brands move forward, they must remember that sustainability is not a one-time effort but an ongoing commitment. It requires continuous reflection, adaptation, and innovation. By integrating sustainability into the core of their packaging strategies, brands can not only meet the demands of today's consumers but also pave the way for a more sustainable future.

In a world where consumers are increasingly aware of their purchasing choices and their impact on the environment, the message is unequivocal: sustainability is no longer an option; it is a fundamental aspect of successful business practices. The time to act is now, and the path to sustainable packaging begins with a conscious commitment to design, responsibility, and innovation. Brands that heed this call will not only thrive but will also play a vital role in shaping a more sustainable and equitable future for all.

To hear more insights from other leading experts in packaging and sustainability, register for your FREE visitor pass to attend Packaging Innovations and Empack 2025, which takes place on 12 & 13 February 2025 at the NEC Birmingham.