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data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f"><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-2"><div>True packaging sustainability: Understanding the performance trade-offs</div></h1><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-10"><div class="mck-u-links-inline mck-c-generic-item__description"><time datetime="2021-07-28T00:00:00Z">July 28, 2021</time> | Article</div></div></div></div></div></div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-7 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-10"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">Sustainability of packaging materials varies by which sustainability elements are prioritized. Companies in the value chain will need to understand the trade-offs across carbon footprint, recyclability, and waste reduction.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Findustries%2Fpaper%20and%20forest%20products%2Four%20insights%2Ftrue%20packaging%20sustainability%20understanding%20the%20performance%20trade%20offs%2Ftrue-packaging-sustainability-understanding-the-performance-trade-offs.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_2734c4f" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="true-packaging-sustainability-understanding-the-performance-trade-offs" data-layer-report-name="true-packaging-sustainability-understanding-the-performance-trade-offs>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f"> (5 pages)</span></a></div></div></div></div> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><div data-component="mdc-c-dropdown-menu" class="mdc-c-drop-down"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium mdc-c-drop-down__rootmenu___yJzvz_2734c4f" aria-expanded="false" aria-haspopup="menu"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--default___f-hQM_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-share2-icon"></span></button><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class=""></div></div><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>About the authors</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p>This article was a collaborative effort by <a href="/our-people/david-feber">David Feber</a>, Wenting Gao, <a href="/our-people/thomas-hundertmark">Thomas Hundertmark</a>, Daniel Nordigården, and Jeremy Wallach, representing views from McKinsey’s Paper, Forest Products & Packaging Practice.</p></div></div></div></div></div></div> <p><strong>Sustainable-packaging efforts </strong>are often centered around a desire to decrease leakage, improve circularity, reduce carbon footprint, or a combination of the three. Although brand owners, retailers, and regulators are aware of the need for sustainability, there is no global alignment on how to measure sustainability across these interlinked elements. Recently, major consumer-facing companies have ambitiously committed to goals of zero or significantly reduced greenhouse-gas (GHG) emissions to improve their overall corporate sustainability performance. At the same time, their focus on packaging has so far mainly been around improving recyclability and increasing recycled content. To understand the true carbon footprint of packaging, we believe it is important to take an end-to-end view of the value chain and apply a science-based approach to quantifying emissions profiles. To do this, we have developed a methodology that recognizes both the direct and indirect impact of packaging materials. In this article, we will focus on the carbon-footprint aspect of packaging sustainability and its trade-offs with recyclability and recycled content. One key finding, which is not always well understood by consumers, consumer-facing companies, and regulators, is that the lowest-carbon material does not always have the highest recyclability or use of recycled content, requiring a decision on which aspects of packaging sustainability get prioritized. Against this backdrop, we offer three key lessons to help packaging players stay ahead of the game.</p> <h2>Three elements of packaging sustainability</h2> <p>Sustainability in packaging can be broken into the following three main elements: eliminating leakage of packaging into the environment, increasing the recyclability and use of recycled content in the packaging, and reducing the carbon footprint of packaging (Exhibit 1).</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 1</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/paper%20and%20forest%20products/our%20insights/true%20packaging%20sustainability%20understanding%20the%20performance%20trade%20offs/svgz_carbon%20foorprint%20and%20recycling_ex1.svgz?cq=50&cpy=Center"/><img alt="Retailers and brand owners often focus on circularity and greenhouse-gas emissions, but consumers are increasingly concerned about leakage." src="/~/media/mckinsey/industries/paper%20and%20forest%20products/our%20insights/true%20packaging%20sustainability%20understanding%20the%20performance%20trade%20offs/svgz_carbon%20foorprint%20and%20recycling_ex1.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div> <p>For brand owners and retailers, the focus for packaging has been primarily around circularity—recyclability and recycled content—but there is growing interest in carbon footprint and elimination of waste leakage. Furthermore, it’s important to recognize that all three sustainability elements are interlinked and that, in fact, there are some important trade-offs to consider when thinking about how to optimize overall sustainability in packaging.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="" data-module-gradient-position="bottom-right" class="mck-c-inline-module-container SideBar_mck-c-sidebar__bgimg-wrapper__Qj4Dt mck-o-sm-left-span SideBar_mck-c-sidebar__sidebar-wrapper__Dpjw2 SideBar_mck-c-sidebar__sidebar-wrapper--istablet__IQ6ii mck-u-screen-only mck-c-module-wrapper" data-layer-region="sidebar"><div class="SideBar_mck-c-sidebar__epoAm mck-o-md-center"><div class="SideBar_mck-c-sidebar__share-icons-wrapper__9gB_c"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f SideBar_mck-c-sidebar__share-icons___eQy6"><div data-component="mdc-c-dropdown-menu" class="mdc-c-drop-down"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium mdc-c-drop-down__rootmenu___yJzvz_2734c4f" aria-expanded="false" aria-haspopup="menu"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--default___f-hQM_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-share2-icon"></span></button><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class=""></div></div><button data-component="mdc-c-button" aria-label="Expandable Sidebar" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--ghost mdc-c-button--size-medium SideBar_mck-c-sidebar__toggle-btn__EL8iE" aria-expanded="false" data-layer-event-prefix="UI Item" data-layer-action="click" data-layer-category="sidebar" data-layer-subcategory="open" data-layer-text="open sidebar"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xxl___cL3ZT_2734c4f mck-plus-no-circle-icon"></span></button></div></div><div class="SideBar_mck-c-sidebar__content-outer__UdWCq"><div class="SideBar_mck-c-sidebar__eyebrow__5GSEq"></div><div class="SideBar_mck-c-sidebar__content__raEwe"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-3 SideBar_mck-c-sidebar__content-heading__NJekY"><div>Methodology</div></h2><div class="SideBar_mck-c-sidebar__content-description__4p9iI mdc-u-ts-7"><div class="mdc-o-content-body"><p><strong>In our approach, </strong>we standardize packaging size to a common functional unit and look at two aspects of carbon footprint: the direct impact of packaging and the indirect impact on the value chain. Direct impact on the carbon footprint comes from the production of raw materials and packaging applications, as well as end-of-life disposal of the material (including the difference in relative volumes going to landfill, waste to energy, and recycling). Value-chain impact includes the effect on areas such as transportation (affected by the weight of the material), incremental spoilage, food waste (determined by the permeability of the material), and incremental breakage.</p></div></div></div></div></div></div> <p>To understand the true carbon footprint and overall sustainability performance of different packaging materials, we have developed a science-based methodology that links leakage elimination, circularity, and carbon footprint, quantifying the entire direct- and indirect-carbon impact from end to end of the value chain (see sidebar “Methodology”). In this article, we will focus on the carbon-footprint aspect of packaging sustainability and its trade-offs with recyclability and recycled content.</p> <h2>Sustainability benchmarking: Two illustrative use cases</h2> <p>Let us take a look at two relevant use cases: beverage containers, such as those used for carbonated soft drinks, and food-service cups for cold drinks (Exhibit 2). Both of these segments are sizable and under increased regulatory and public scrutiny.</p> <div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mck-c-inline-module-container mck-o-md-center"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start mdc-u-mb-3 GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div class="mck-c-eyebrow mdc-u-ts-10"><span> 2</span></div></div></div><div class="mck-u-inline-module-border-top mck-u-inline-module-border-bottom"><picture data-component="mdc-c-picture" class="Exhibit_mck-c-exhibit__image__pyIDm"><source media="(min-width: 768px)" srcSet="/~/media/mckinsey/industries/paper%20and%20forest%20products/our%20insights/true%20packaging%20sustainability%20understanding%20the%20performance%20trade%20offs/svgz_carbon%20foorprint%20and%20recycling_ex2.svgz?cq=50&cpy=Center"/><img alt="Consumer perception of recyclability doesn’t always align with the actual carbon impact of packaging." src="/~/media/mckinsey/industries/paper%20and%20forest%20products/our%20insights/true%20packaging%20sustainability%20understanding%20the%20performance%20trade%20offs/svgz_carbon%20foorprint%20and%20recycling_ex2.svgz?cq=50&cpy=Center" loading="lazy"/></picture></div><div class="mck-u-sr-only"></div></div>  <p><em><strong>Beverage containers’ higher recyclability does not necessarily equal a better carbon footprint.</strong></em> Viewed through a “recycled and recyclable” commitment lens from brand owners, aluminum cans and glass containers perform relatively well—70 percent versus 46 percent global recycling rates,<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="0023d96b-d812-49df-88f0-f1e130e33fa7"><sup class="FootNote_footnotesup__e73z_">1</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="0023d96b-d812-49df-88f0-f1e130e33fa7" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Global average of actual recycling rates will vary highly per country. </span></span></span></a></span> respectively.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="b58a64b6-1104-4c7f-b0af-fbd58b3032e8"><sup class="FootNote_footnotesup__e73z_">2</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="b58a64b6-1104-4c7f-b0af-fbd58b3032e8" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“Cans are the most recycled drinks package in the world,” Can Manufacturers Institute, October 24, 2017, cancentral.com.</span></span></span></a></span> However, consumer perception is only partially aligned with this view: consumers rank glass as among the most sustainable materials but metal cans among the least sustainable.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="a4bfe55f-0b6f-4966-b72d-bc988e45f24b"><sup class="FootNote_footnotesup__e73z_">3</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="a4bfe55f-0b6f-4966-b72d-bc988e45f24b" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">“Cans are the most recycled drinks package in the world,” Can Manufacturers Institute, October 24, 2017, cancentral.com.</span></span></span></a></span> Moreover, if we instead prioritize carbon impact, PET (polyethylene terephthalate) plastic bottles appear more favorable because aluminum cans and glass packaging have two to six times, respectively, the direct and indirect carbon footprint when compared with PET plastic bottles. This is largely the result of the more carbon-intensive production processes and transportation of these materials, which are difficult to offset even with higher overall recycling rates.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="0cc143d8-f622-4a3e-98d5-4d8cbcbb7b77"><sup class="FootNote_footnotesup__e73z_">4</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="0cc143d8-f622-4a3e-98d5-4d8cbcbb7b77" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">Model doesn’t assume use of emerging technologies, such as carbon-neutral aluminum.</span></span></span></a></span></p> <p><em><strong>Food-service cups’ greater reusability can advance carbon-reduction goals.</strong></em> Recycling rates for food-service cups are relatively low across our three example substrates. In terms of direct and indirect carbon footprint, a single-use paper cup has a significantly lower carbon footprint compared with a single-use plastic cup, due to the overall low carbon emissions of producing a paper cup. Switching from single-use consumption to multiuse consumption using a glass container would further cut the carbon footprint by 50 to 60 percent, while also reducing waste by extending the product’s lifetime. This reflects a current market trend around introducing more returnable or refillable containers and packaging in personal care, food service, and other areas. That said, scalability has yet to be proved for many of these models, and <a href="/industries/packaging-and-paper/our-insights/sustainability-in-packaging-inside-the-minds-of-global-consumers">refill-and-reuse approaches</a> are still in their infancy.</p> <h2>Three key lessons about true sustainability performance</h2> <p>Sustainable-packaging efforts are often centered around a desire to decrease leakage, improve circularity, and reduce carbon footprint. These three elements are not always easily combined, and it’s important to consider the full life-cycle impact as companies make choices regarding which materials to use to advance carbon-footprint and broader sustainability goals. In fact, some actions might lead to unintentional conflicts, such as introducing nonrecyclable lightweight packaging with a lower carbon footprint. Therefore, it is important to provide greater transparency and put forward a more robust and fact-based approach around the sustainability performance of packaging so that we can help consumers, companies across the value chain, and regulators make more informed decisions on packaging. We offer the following three lessons for any proactive participant in the packaging value chain:</p> <ul> <li><em>Educate your consumers and customers.</em> Get the sustainability narrative of your product right by bringing forward a fact-based assessment of where your packaging product stands versus next-best alternatives across the various sustainability elements—and make sure you highlight the trade-offs.</li> <li><em>Fully assess the trade-offs among sustainability goals. </em>Take a full view of the value chain to quantify your footprint, recognizing both direct and indirect carbon impacts and incorporating all the pros and cons associated with each material choice. Further, note that new business-model setups, such as reusable concepts, might also drive further carbon-emissions reduction.</li> <li><em>Prepare for external uncertainty.</em> Recognize that there is uncertainty in how packaging sustainability is interpreted and that the external environment may change (for example, new regulation focused on one dimension of sustainability could be introduced, potentially at the expense of others). To do this, you should consider all sustainability dimensions, including the impact from other powerful packaging trends that are driving change and uncertainty, and create a contingency plan for packaging products.<span class="FootNote_footnote-holder__tjRqy"><a aria-label="footnote" href="javascript:void(0);" class="FootNote_footnote-wrapper__AIRwL undefined FootNote_inactive__VZfCp" aria-describedby="facaf1e6-ded7-4e9c-90f1-f1432af87552"><sup class="FootNote_footnotesup__e73z_">5</sup><span class="FootNote_notch-wrapper__b_5NS"><span class="FootNote_notch__omKtY"></span></span><span class="FootNote_tooltip__QtrbA mdc-u-mt-2"><span class="FootNote_footnote-content__r2OVl"><span id="facaf1e6-ded7-4e9c-90f1-f1432af87552" aria-hidden="true" data-module-theme="light" class="FootNote_footnote-text__VjKgO mck-u-links-inline">David Feber, Anna Granskog, Felix Grünewald, Oskar Lingqvist, and Daniel Nordigården, “<a href="/industries/packaging-and-paper/our-insights/sustainability-in-packaging-investable-themes">Sustainability in packaging: Investable themes</a>,” March 26, 2021. <br/> Note: For more on cost pressure, digitalization, e-commerce, and shifting consumer preferences, see David Feber, Daniel Nordigården, and Shekhar Varanasi, “<a href="/industries/packaging-and-paper/our-insights/winning-with-new-models-in-packaging">Winning with new models in packaging</a>,” McKinsey.com.</span></span></span></a></span></li> </ul> <hr/> <p>Sustainability in packaging is a key industry-shaping trend for the whole packaging value chain, but it’s also a rapidly evolving area. Customers and consumers are concerned, but they remain confused about what sustainable packaging means. Actual sustainability performance will depend on which element is prioritized. A proactive approach will be required to stay ahead of the game.</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong><a href="/our-people/david-feber">David Feber</a> </strong>and <strong>Daniel Nordigården</strong> are both partners in McKinsey’s Detroit office; <strong>Wenting Gao</strong> is an associate partner in the Houston office, where <strong><a href="/our-people/thomas-hundertmark">Thomas Hundertmark</a></strong> is a senior partner; and <strong>Jeremy Wallach</strong> is a partner in the Boston office.</p> <p>The authors wish to thank Maximilian Fischer, Martyna Kulessa, Wen Jie Ong, Emily Roeper, Matt Rogers, Theo Jan Simons, and Christof Witte for their contributions to this article.</p> <hr /> <p>This article was edited by Joyce Yoo, a digital editor in the New York office.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f 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class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-6"><a data-component="mdc-c-link" href="/industries/packaging-and-paper/our-insights/sustainability-in-packaging-consumer-views-in-emerging-asia" class="mdc-c-link-heading___Zggl8_2734c4f mdc-c-link___lBbY1_2734c4f"><div>Sustainability in packaging: Consumer views in emerging Asia</div></a></h6></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"True packaging sustainability Understanding the performance trade offs","displayName":"True packaging sustainability Understanding the performance trade offs","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"c32ab30a-2090-45f4-bd37-148b2dc3e7eb","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"683910db-02ba-40ba-92e7-726c880160a9","templateName":"ArticleJSS","placeholders":{"jss-main":[{"uid":"232bb7e9-289f-492d-a916-2b6185e44a84","componentName":"ArticleTemplate","dataSource":"","fields":{"data":{"articleTemplate":{"title":{"jsonValue":{"value":"True packaging sustainability: Understanding the performance trade-offs"}},"sEOTitle":{"value":""},"description":{"jsonValue":{"value":"Sustainability of packaging materials varies by which sustainability elements are prioritized. Companies in the value chain will need to understand the trade-offs across carbon footprint, recyclability, and waste reduction."}},"sEODescription":{"value":""},"displayDate":{"jsonValue":{"value":"2021-07-28T00:00:00Z"}},"body":{"value":"[[Audio 1]]\n[[DownloadsSidebar]]\n[[Sidebar 1]]\n\u003cp\u003e\u003cstrong\u003eSustainable-packaging efforts \u003c/strong\u003eare often centered around a desire to decrease leakage, improve circularity, reduce carbon footprint, or a combination of the three. Although brand owners, retailers, and regulators are aware of the need for sustainability, there is no global alignment on how to measure sustainability across these interlinked elements. Recently, major consumer-facing companies have ambitiously committed to goals of zero or significantly reduced greenhouse-gas (GHG) emissions to improve their overall corporate sustainability performance. At the same time, their focus on packaging has so far mainly been around improving recyclability and increasing recycled content. To understand the true carbon footprint of packaging, we believe it is important to take an end-to-end view of the value chain and apply a science-based approach to quantifying emissions profiles. To do this, we have developed a methodology that recognizes both the direct and indirect impact of packaging materials. In this article, we will focus on the carbon-footprint aspect of packaging sustainability and its trade-offs with recyclability and recycled content. One key finding, which is not always well understood by consumers, consumer-facing companies, and regulators, is that the lowest-carbon material does not always have the highest recyclability or use of recycled content, requiring a decision on which aspects of packaging sustainability get prioritized. Against this backdrop, we offer three key lessons to help packaging players stay ahead of the game.\u003c/p\u003e\n\u003ch2\u003eThree elements of packaging sustainability\u003c/h2\u003e\n\u003cp\u003eSustainability in packaging can be broken into the following three main elements: eliminating leakage of packaging into the environment, increasing the recyclability and use of recycled content in the packaging, and reducing the carbon footprint of packaging (Exhibit 1).\u003c/p\u003e\n[[Exhibit 1]]\n\u003cp\u003eFor brand owners and retailers, the focus for packaging has been primarily around circularity\u0026mdash;recyclability and recycled content\u0026mdash;but there is growing interest in carbon footprint and elimination of waste leakage. Furthermore, it\u0026rsquo;s important to recognize that all three sustainability elements are interlinked and that, in fact, there are some important trade-offs to consider when thinking about how to optimize overall sustainability in packaging.\u003c/p\u003e\n[[Sidebar 2]]\n\u003cp\u003eTo understand the true carbon footprint and overall sustainability performance of different packaging materials, we have developed a science-based methodology that links leakage elimination, circularity, and carbon footprint, quantifying the entire direct- and indirect-carbon impact from end to end of the value chain (see sidebar \u0026ldquo;Methodology\u0026rdquo;). In this article, we will focus on the carbon-footprint aspect of packaging sustainability and its trade-offs with recyclability and recycled content.\u003c/p\u003e\n\u003ch2\u003eSustainability benchmarking: Two illustrative use cases\u003c/h2\u003e\n\u003cp\u003eLet us take a look at two relevant use cases: beverage containers, such as those used for carbonated soft drinks, and food-service cups for cold drinks (Exhibit 2). Both of these segments are sizable and under increased regulatory and public scrutiny.\u003c/p\u003e\n[[Exhibit 2]]\n[[MostPopularArticles 5]]\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eBeverage containers\u0026rsquo; higher recyclability does not necessarily equal a better carbon footprint.\u003c/strong\u003e\u003c/em\u003e Viewed through a \u0026ldquo;recycled and recyclable\u0026rdquo; commitment lens from brand owners, aluminum cans and glass containers perform relatively well\u0026mdash;70 percent versus 46 percent global recycling rates,[[Footnote 1]] respectively.[[Footnote 2]] However, consumer perception is only partially aligned with this view: consumers rank glass as among the most sustainable materials but metal cans among the least sustainable.[[Footnote 3]] Moreover, if we instead prioritize carbon impact, PET (polyethylene terephthalate) plastic bottles appear more favorable because aluminum cans and glass packaging have two to six times, respectively, the direct and indirect carbon footprint when compared with PET plastic bottles. This is largely the result of the more carbon-intensive production processes and transportation of these materials, which are difficult to offset even with higher overall recycling rates.[[Footnote 4]]\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFood-service cups\u0026rsquo; greater reusability can advance carbon-reduction goals.\u003c/strong\u003e\u003c/em\u003e Recycling rates for food-service cups are relatively low across our three example substrates. In terms of direct and indirect carbon footprint, a single-use paper cup has a significantly lower carbon footprint compared with a single-use plastic cup, due to the overall low carbon emissions of producing a paper cup. Switching from single-use consumption to multiuse consumption using a glass container would further cut the carbon footprint by 50 to 60 percent, while also reducing waste by extending the product\u0026rsquo;s lifetime. This reflects a current market trend around introducing more returnable or refillable containers and packaging in personal care, food service, and other areas. That said, scalability has yet to be proved for many of these models, and \u003ca href=\"/industries/packaging-and-paper/our-insights/sustainability-in-packaging-inside-the-minds-of-global-consumers\"\u003erefill-and-reuse approaches\u003c/a\u003e\u0026nbsp;are still in their infancy.\u003c/p\u003e\n\u003ch2\u003eThree key lessons about true sustainability performance\u003c/h2\u003e\n\u003cp\u003eSustainable-packaging efforts are often centered around a desire to decrease leakage, improve circularity, and reduce carbon footprint. These three elements are not always easily combined, and it\u0026rsquo;s important to consider the full life-cycle impact as companies make choices regarding which materials to use to advance carbon-footprint and broader sustainability goals. In fact, some actions might lead to unintentional conflicts, such as introducing nonrecyclable lightweight packaging with a lower carbon footprint. Therefore, it is important to provide greater transparency and put forward a more robust and fact-based approach around the sustainability performance of packaging so that we can help consumers, companies across the\nvalue chain, and regulators make more informed decisions on packaging. We offer the following three lessons for any proactive participant in the packaging value chain:\u003c/p\u003e\n\u003cul\u003e\n \u003cli\u003e\u003cem\u003eEducate your consumers and customers.\u003c/em\u003e Get the sustainability narrative of your product right by bringing forward a fact-based assessment of where your packaging product stands versus next-best alternatives across the various sustainability elements\u0026mdash;and make sure you highlight the trade-offs.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003eFully assess the trade-offs among sustainability goals. \u003c/em\u003eTake a full view of the value chain to quantify your footprint, recognizing both direct and indirect carbon impacts and incorporating all the pros and cons associated with each material choice. Further, note that new business-model setups, such as reusable concepts, might also drive further carbon-emissions reduction.\u003c/li\u003e\n \u003cli\u003e\u003cem\u003ePrepare for external uncertainty.\u003c/em\u003e Recognize that there is uncertainty in how packaging sustainability is interpreted and that the external environment may change (for example, new regulation focused on one dimension of sustainability could be introduced, potentially at the expense of others). To do this, you should consider all sustainability dimensions, including the impact from other powerful packaging trends that are driving change and uncertainty, and create a contingency plan for packaging products.[[Footnote 5]]\u003c/li\u003e\n\u003c/ul\u003e\n\u003chr /\u003e\n\u003cp\u003eSustainability in packaging is a key industry-shaping trend for the whole packaging value chain, but it\u0026rsquo;s also a rapidly evolving area. Customers and consumers are concerned, but they remain confused about what sustainable packaging means. Actual sustainability performance will depend on which element is prioritized. A proactive approach will be required\nto stay ahead of the game.\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":false},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Article"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":true},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2021-07-28T00:00:00Z"}},"footnotes":{"value":"\u003col\u003e\n \u003cli\u003eGlobal average of actual recycling rates will vary highly per country. \u003c/li\u003e\n \u003cli\u003e\u0026ldquo;Cans are the most recycled drinks package in the world,\u0026rdquo; Can Manufacturers Institute, October 24, 2017, cancentral.com.\u003c/li\u003e\n \u003cli\u003e\u0026ldquo;Cans are the most recycled drinks package in the world,\u0026rdquo; Can Manufacturers Institute, October 24, 2017, cancentral.com.\u003c/li\u003e\n \u003cli\u003eModel doesn\u0026rsquo;t assume use of emerging technologies, such as carbon-neutral aluminum.\u003c/li\u003e\n \u003cli\u003eDavid Feber, Anna Granskog, Felix Gr\u0026uuml;newald, Oskar Lingqvist, and Daniel Nordig\u0026aring;rden, \u0026ldquo;\u003ca href=\"/industries/packaging-and-paper/our-insights/sustainability-in-packaging-investable-themes\"\u003eSustainability in packaging: Investable themes\u003c/a\u003e,\u0026rdquo; March 26, 2021.\n \u003cbr /\u003e\n Note: For more on cost pressure, digitalization, e-commerce, and shifting consumer preferences, see David Feber, Daniel Nordig\u0026aring;rden, and Shekhar Varanasi, \u0026ldquo;\u003ca href=\"/industries/packaging-and-paper/our-insights/winning-with-new-models-in-packaging\"\u003eWinning with new models in packaging\u003c/a\u003e,\u0026rdquo; McKinsey.com.\u003c/li\u003e\n\u003c/ol\u003e"},"contributoryPractice":{"targetItems":[{"displayName":"Packaging \u0026 Paper"}]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003e\u003ca href=\"/our-people/david-feber\"\u003eDavid Feber\u003c/a\u003e \u003c/strong\u003eand \u003cstrong\u003eDaniel Nordig\u0026aring;rden\u003c/strong\u003e are both partners in McKinsey\u0026rsquo;s Detroit office; \u003cstrong\u003eWenting Gao\u003c/strong\u003e is an associate partner in the Houston office, where \u003cstrong\u003e\u003ca href=\"/our-people/thomas-hundertmark\"\u003eThomas Hundertmark\u003c/a\u003e\u003c/strong\u003e is a senior partner; and \u003cstrong\u003eJeremy Wallach\u003c/strong\u003e is a partner in the Boston office.\u003c/p\u003e\n\u003cp\u003eThe authors wish to thank Maximilian Fischer, Martyna Kulessa, Wen Jie Ong, Emily Roeper, Matt Rogers, Theo Jan Simons, and Christof Witte for their contributions to this article.\u003c/p\u003e\n\u003chr /\u003e\n\u003cp\u003eThis article was edited by Joyce Yoo, a digital editor in the New York office.\u003c/p\u003e"},"authors":{"targetItems":[]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Sustainability in packaging: Investable themes"},"url":{"path":"/industries/packaging-and-paper/our-insights/sustainability-in-packaging-investable-themes"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Mapping five industry-shaping trends uncovers specific investable themes for participating in sustainable packaging."},"standardImage":{"src":"/~/media/mckinsey/industries/paper and forest products/our insights/sustainability in packaging investable themes/sustainability-in-packaging-1536x1536.jpg","alt":"Sustainability in packaging: Investable themes"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Wrapping up digital and analytics: Current value-creation opportunities for packaging players"},"url":{"path":"/industries/packaging-and-paper/our-insights/wrapping-up-digital-and-analytics-current-value-creation-opportunities-for-packaging-players"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Digital is in the early stages of adoption but offers significant potential. With the right approach, a focused packaging company can preserve value and capture growth."},"standardImage":{"src":"/~/media/mckinsey/industries/paper and forest products/our insights/wrapping up digital and analytics current value creation opportunities for packaging players/wrapping-up-digital-1536x1536.jpg","alt":"Wrapping up digital and analytics: Current value-creation opportunities for packaging players"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Sustainability in packaging: Consumer views in emerging Asia"},"url":{"path":"/industries/packaging-and-paper/our-insights/sustainability-in-packaging-consumer-views-in-emerging-asia"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"Rising sustainability concerns within developing Asia, a key growth vector, make understanding the consumer perspective critical to capturing the growth opportunity for packaging companies."},"standardImage":{"src":"/~/media/mckinsey/industries/paper and forest products/our insights/sustainability in packaging consumer views in emerging asia/sustainability-in-packaging-1536x1536.jpg","alt":"Sustainability in packaging: Consumer views in emerging Asia"},"heroImage":null,"thumbnailImage":null}]},"useEnhancedAuthors":{"boolValue":false},"acknowledgements":{"value":""},"showSocialShareFooter":{"boolValue":false},"template":{"id":"683910db-02ba-40ba-92e7-726c880160a9"},"hideFromSearchEngines":{"boolValue":false},"heroFiftyFiftyBackground":{"targetItem":{"displayName":"Deep Blue"}},"backgroundColor":{"targetItem":{"key":{"value":"Deep Blue"},"value":{"value":"deep-blue"}}},"gradientDirection":{"targetItem":{"key":{"value":"Bottom 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