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Sustainable packaging and climate change

Climate change affects sustainability and sustainability affects sustainable packaging.

Pw 60441 Anthony Sterling 4

Early in the sustainability era, we frequently heard that global warming was slowly but measurably melting polar ice. In more recent times, references to global warming have waned. Now we hear more about climate change, the theory that extreme weather is occurring with increased frequency from man-made causes. The variety of extreme weather ranges—literally—from wet to dry and from hot to cold. At the time of this writing, wide swaths of the U.S. have been punished by a relentless winter of record snowfall and arctic temperatures. Preceding summers have been marked with periods wherein populations baked in 3-digit temperatures. Other areas of the country continue to grapple with record draught. And lately, hurricane and tornado seasons, while never welcomed times, have swept through with particular intensities.

Since the onset of the sustainability era, consumer packaged goods (CPG) companies have been making promotional claims about sustainable packaging; however, of the various stakeholders at whom such claims are aimed, the least impressed have been consumers. Sustainable packaging is not among the top influencers of purchase decisions. It's not that consumers are opposed to the notion of sustainable packaging but that they (for the most part) are not willing to sacrifice for it in terms of pricing, performance, and convenience.

Although increased sales hasn't necessarily been one of them, there consistently have been two excellent reasons for CPG companies to embrace sustainable packaging: 1) avoiding a competitive disadvantage (in other words, the absence of sustainable packaging claims can cause a brand to lose sales to a competitor that makes claims, all other things being equal); and 2) sustainable packaging can contribute to the bottom line, for example, by reducing transportation costs through lightweighting (assuming a systematic accounting, such as life-cycle assessment).

What's important is not whether climate change is real—and it's not this article's intent to advocate, one way or the other—but that it's the subject of wide debate, one that's reignited with every notable occurrence of weather. An occurrence of extreme weather can affect untold numbers of people, and repeated occurrences can raise the average consciousness with which consumers link climate change to their quality of life, today and in the future. Over time, the ranks of the true believers are bound to increase and their clamor for remedial change likely will be joined by some who are less convinced of the reality of climate change but who reason, "Why take the chance?"

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