Sustainable Packaging: Lead, follow, or join the crowd?

Navigating global packaging legislation is no small feat. With a multitude of strategies to adopt, businesses face a pivotal decision: do they want to position themselves as a leader, move with the masses, or be a fast-follower? This choice, while daunting and commercially significant, can yield substantial rewards if made strategically.

However, is the fear of making the wrong move preventing you from moving at all? Moving forward, no matter which strategy is right for you, is a must.

We asked sustainability expert, Gillian Garside-Wight from our specialist sister consulting company Aura-Consultants to share valuable insights on sustainable packaging. Should you Lead, Follow, or Join the Crowd?

Choosing whether to lead, move with the masses, or be a fast-follower requires careful consideration and a well-thought-out strategy. Each option has its benefits, and the right choice depends on the brand’s values, resources, and customer expectations.

• Leadership brings innovation and sets trends, offering significant brand differentiation and potential market advantages. However, it requires substantial investment and a willingness to navigate uncharted territories.
• Moving with the masses provides stability and alignment with industry standards, minimising risks while ensuring compliance. This strategy is suitable for companies that prefer a steady, less risky approach.
• Fast-following allows companies to adopt proven practices quickly, balancing the benefits of innovation with reduced risk and cost. It’s an ideal strategy for businesses that want to stay competitive without being the first mover.

If you need some inspiration, here are a few businesses that are adopting different strategies successfully.

Coca-Cola and Walmart are prime examples of companies leading the movement in sustainable packaging. Coca-Cola has set ambitious goals to make 100% of its packaging recyclable globally by 2025 and to use at least 50% recycled material in its packaging by 2030. Their “World Without Waste” initiative demonstrates their commitment to reducing their environmental footprint and leading the industry towards greater sustainability.

Walmart has also positioned itself as a leader by committing to reducing unnecessary plastic packaging and ensuring all their private brand packaging is recyclable, reusable, or industrially compostable by 2025, as well as committing to reducing the impact of GHG by a Gigaton. Walmart’s proactive measures include working with suppliers to reduce plastic waste and investing in packaging innovations.  

The path a company chooses in navigating global packaging legislation can significantly impact its market position and sustainability credentials. Whether opting to lead, move with the masses, or follow quickly, each strategy offers unique benefits and challenges. The key is to choose a strategy that aligns with your brand’s goals and customer expectations, ensuring that it supports long-term growth and sustainability. By making an informed and strategic choice, you can not only comply with global packaging legislation but also turn compliance into a competitive advantage.

None of these strategies are formed overnight and in isolation. If you need support in this process, as well as establishing and achieving your goals, we would love to work with you.