This document discusses balancing sustainability, economic costs, and brand growth in packaging. It defines sustainable packaging and outlines its core truths, including that no package is completely sustainable and materials cannot be inherently classified as good or bad. The document also examines sustainability drivers and considerations across a packaging lifecycle from material sourcing to disposal. Finally, it provides case studies of sustainable packaging solutions for Old Navy and 21 Drops brands.

1. &
Balancing
Sustainability
Economic Cost
in Packaging
Brand Growth
Management

3. recyclable plant-based eco-shaped bio-based natural p
reclaimed renwable downcycling carbon footprint reuse
eco-friendly biodegradable compostable second use c2c
end of life environmental impact 100% recycled organi
bio-based ecological greenhouse gas emissions regrind pc
post-consumer waste natural resource eco-conscious non
SUSTAINABILITY
reduce waste material health cradle-to-cradle waste=foo
regenerative biomimetic landfill-free fsc certified ecocer
pefc certified light weighted volatile organic compounds
co2 emissions iso14001 certified biological nutrient end o
renewable solar energy bio-power eco-design carbon ne
material reutilization social responsibility technical nutri
organic materials fair labor practices waste disposal eco

4. SUSTAINABILITY: PACKAGING DEFINED
› Beneficial, safe & healthy for individuals and communities throughout its life cycle
› Meets market criteria for both performance and cost
› Sourced, manufactured, transported, and recycled using renewable energy
› Optimizes the use of renewable or recycled source materials
› Manufactured using clean production technologies and best practices
› Made from materials healthy throughout the life cycle
› Physically designed to optimize materials and energy
› Effectively recovered and utilized in biological and/or industrial closed loop cycles
- SUSTAINABLE PACKAGING COALITION

5. SUSTAINABILITY: DRIVERS
PUBLIC PERCEPTION
GOVERNMENT POLICIES Drivers RETAIL REQUIREMENTS
ECONOMIC PRESSURES

6. Society for Human Resource Management, BSR and Aurosoorya study Advancing Sustainability defininition:
Commitment by organizations to balance financial
performance with contributions to the quality of
life of their employees, the society at large and
environmentally sensitive initiatives.
55% 43% 43% 38%
Improved employee morale More-efficient business processes Stronger public image Increased employee loyalty

7. SUSTAINABILITY: PACKAGING CORE TRUTHS
01 No such thing as a completely sustainable package
02 Materials cannot be classified as inherently good or bad
03 Packaging must be viewed in the context of the full
04
supply chain
THE PACKAGE DESIGN MUST WORK

8. Most plastics we use are glaring
at us, comfortable in their ease
and practicality yet undeniably
unwanted on the earth.
Abby Schlageter

9. SUSTAINABILITY: PACKAGING LIFE CYCLE
1 MATERIAL SOURCING
5 DISPOSAL
2 PACKAGING DESIGN
Packaging
Life Cycle
4 TRANSPORT
3 MANUFACTURING

10. SUSTAINABILITY: LIFE CYCLE CONSIDERATIONS
› Material Health: All the materials in the product must be safe and
healthy for humans and the environment
› Material Reutilization - "Closed-loop system" no unusable waste
when the product is no longer useful
› Material Energy Use: Use less energy and renewable sources
during the production process
› Material Stewardship: Water leaving the factory should be as clean or
cleaner than when it arrived
› Material Responsibility: take into consideration the people who grow,
harvest, transport, and produce the product

11. SO...WHERE
DO I START

12. SUSTAINABILITY: THE BRAND
CORE VALUES
CREDIBLE
CONSUMER FACING
COMPETITIVE
CONVERSATIONAL

13. SUSTAINABILITY: MAKING IT WORK
01 get educated
05 make choices
02 align on goals
06 test and test again
03 pose questions
07 stay current
04 leverage suppliers
08 be realistic

14. CASE IN POINT: OLD NAVY
Owned by Gap Inc., international retailer Old Navy has a footprint of 1000
doors in the U.S. and Canada dedicated to bringing consumers fun fashion
and value to the whole family offering on-trend, modern clothing, updated
basics and accessories at an affordable price.
Great quality products at a good value.

15. THE CHALLENGE: OLD NAVY
› low service environment
› product engagement
› value proposition
› product protection
› merchandising
› inventory management

16. THE SOLUTION: OLD NAVY
stackable
bold front panel graphics e flute substrate
olfactive engagement single-piece construction
product visibility

17. THE SUSTAINABLE: WIN
01 reduced package footprint
02 pack-out material reduction
03 100% recyclable
04 second use primary
05 award winning package design

18. THE BRAND: 21 DROPS
21 Drops is a throughly modern line of therapeutic grade essential oils
created to counteract the effects of our busy lives. Their artisanal blends
are 100% natural. Tried, tested and incredibly effective. Designed for use
anytime, anywhere.

19. THE CHALLENGE: 21 DROPS
› redefine aromatherapy
› consumer perception
› product de-selection
› communication hierarchy
› product integrity
› sustainable packaging

20. THE SOLUTION: 21 DROPS
color id
custom sleeve
the communication
numerical id

21. THE SUSTAINABLE: COMPROMISE
01 FSC kraft substrate
02 local vendors where possible
03 80% recyclable
04 wild crafted & organic
05
formulation
award winning package design

22. It is not possible to repeat too often that
waste is not something which comes after
the fact...picking up and reclaiming scrap
left over after production is a public
service, but planning so that there will be
no scrap is a higher public service.
Henry Ford, 1924

23. GOOD
GOOD
GOOD
for the environment
for consumers
GOOD
for companies
GOOD
for local communities
for innovation

24. Brand Growth
Management
Contact
122 West 42nd St, Suite 825
New York, NY 10168
Phone: 646-723-1901
Kelly Kovack | Principal
kellykovack@brandgm.com
www.brandgm.com