For consumer packaged-goods makers, brand owners and retailers across the US and Europe, the idea of sustainable packaging (SP) is now a much better understood concept compared to 12 months ago, but a fair amount of cynicism still exists, according to a recent survey conducted by Packaging & Technology Integrated Solutions LLC (www. pti-solutions.com). Results of the study were presented by PTIS's Michael Richmond and Brian F. Wagner during the Flexible Packaging Association's 2007 Fall Executive Conference held Oct. 3 in Chicago.

The PTIS survey, conducted in September with 36 Fortune 500 companies in nine end-product markets, builds upon an initial study done in January with a handful of respondents. Those interviewed were primarily in packaging management, with several in brand management. Realistically, the small sample does mean the conclusions should be taken carefully.

When it comes to sustainable packaging in general, two-thirds of the companies have a corporate definition of the concept, and 75 percent say the importance of SP has increased for their businesses.

“It's a balance between meeting preferences of consumer and customers and the performance requirements of the product,” says one director of packaging. “It's important but it's not the only consideration.”

“We are not doing this just because of Wal-Mart,” adds a director of sustainability and global technology. “We see the potential of European legislation making its way to the US. We want to be ahead of that.”

So, management support for sustainable packaging is also increasing, but lower costs and higher consumer pull will be required before widespread acceptance of SP occurs (see pie chart above). One-third of respondents believe a positive ROI must be shown, and nearly as many think more education and awareness are needed to sell d support sustainable packaging.

Past and present survey results from the PTIS studies confirm that the majority (55 percent) of participants feel there is no single best container format for SP. “It's product specific,” says a senior packaging engineer, “and we must be good stewards of the product as well. What may be good for the packaging could hurt the product.” Of those expressing a choice, 17 percent each believe flexible packaging or paperboard/folding cartons are the best SP format, while 3 percent choose rigid plastic and corrugated.

Among those who say flex packs are a top sustainable package, the capacity for downgauging substrates and the advent of new bio-based materials are leading opportunities provided by this type of container. The fact that good recovery systems are in place, along with fair amounts of recycled-content materials being used in flex packs, was also cited by respondents.

On the downside, however, the PTIS survey found cynicism about SP remains. With only three months left before the Wal-Mart Packaging Scorecard must be implemented, most say they will comply. But ironically, “Wal-Mart and Sam's Club buyers are not talking about this subject during our line reviews and top-to-top meetings,” says one brand manager.

Consequently, many companies are proceeding cautiously and looking at the situation holistically. “Everybody is an environmentalist until it costs them money,” adds another packaging manager.