Designing for Impact

Author: Tess Konnovitch, Scientific Marketing Manager at EarthShift Global

When it comes to sustainability, packaging is often one of the most visible and scrutinized elements of a product. It’s the first thing customers see, touch, and discard — making it both a powerful opportunity and a potential liability. But moving toward sustainable packaging isn’t as simple as swapping out one material for another. True progress requires intentional thought, creativity, and a willingness to reimagine design from the ground up.

Why Intentional Packaging Design Matters

Sustainable packaging means more than choosing recyclable materials. Designers and sustainability teams must weigh trade-offs: lightweighting vs. durability, recyclability vs. performance, simplicity vs. branding. Each decision influences not just the package itself, but the product’s overall environmental footprint across its life cycle.

That’s where intention comes in. Without deliberate planning, even well-meaning changes can create unintended consequences — such as shifting burdens to other parts of the life cycle, reducing shelf life, or complicating recycling streams.

The Role of Creativity in Packaging Sustainability

Creativity is the key to breaking away from “business as usual.” Instead of sticking to conventional shapes, materials, or branding, companies are experimenting with new approaches that reduce impacts while delighting consumers. This means asking big questions:

• Can this package be used more than once?
• Can it be designed with fewer layers or single materials for easier recycling?
• Can we leverage natural, renewable, or even edible materials?
• How might the unboxing experience itself reflect sustainability values?

By combining science with design thinking, packaging becomes not just a container, but a statement of values.

Examples of Unique Packaging

• Mushroom Mycelium Packaging – Companies like Ecovative grow packaging from agricultural waste and mycelium. It’s compostable and designed to replace traditional Styrofoam.
• Seaweed Films & Dissolvable Wraps – Innovators such as Notpla have developed seaweed-based films and sachets that dissolve in water, eliminating the concept of waste.
• Reusable Container Systems – The Loop platform by TerraCycle partners with major brands to deliver products in durable containers that are collected, cleaned, and reused.
• Edible Formats – Some innovators are pushing boundaries with edible packaging, like Ooho water pods, which challenge the idea that packaging must become waste.
• Concentrated Products – By eliminating water from formulations, brands can cut bulky packaging entirely. Shampoo bars (like those from Ethique) reduce the need for plastic bottles and secondary wrapping.

Closing Thoughts

Sustainable packaging isn’t about one universal “green” solution. It’s about thoughtful, creative choices that balance product needs with environmental responsibility. From mushroom-based alternatives to refillable systems, each innovation shows that packaging design is as much about imagination as it is about engineering.

At EarthShift Global, we help companies evaluate these options through life cycle assessment and sustainability consulting. By identifying where packaging changes will have the biggest impact, we support organizations in making intentional, impactful decisions that align with their goals — and inspire consumers.