Reuse and refill systems, materials science and circularity are driving growth and differentiation

Sustainability in packaging is no longer “nice-to-have” — it’s a core expectation for businesses and consumers alike. As global regulations tighten, supply chains evolve and consumer preferences shift toward responsible products, brands are under pressure to deliver sustainable solutions without compromising performance or aesthetics. 

At Berlin Packaging, we’ve made it our mission to help brands navigate this complex landscape. Below are some of the most pressing questions about sustainability in packaging and insights into how we’re driving innovation to meet the challenges of today and tomorrow.

Q: What sustainability trends are shaping the future of packaging? 

Several key trends are redefining the landscape. The rise of reuse and refill systems is prominent, particularly in beauty, personal care, home care and even some food sectors. These systems reduce single-use waste and forge deeper consumer connections, but their success hinges on careful consideration.

Beyond reuse, we’re seeing a powerful move toward designing for circularity. Brands are actively rethinking packaging to maximize its potential for reuse, recycling or composting. This often involves adopting mono-materials to simplify recycling processes, using higher percentages of post-consumer recycled (PCR) content to drive demand for recyclables, or scaling material substrates that offer inherent sustainability advantages.

At Berlin Packaging, we’re helping brands navigate all of these trends. By taking a holistic approach, we ensure our clients are well-positioned to balance sustainability with market competitiveness.

Q: What are the biggest challenges brands face when it comes to sustainability?  

One of the most daunting challenges is the sheer complexity of the regulatory landscape. Sustainability regulations are evolving rapidly and vary significantly across geographies. What works in Europe may not be compliant in North America.

Another key challenge is determining the optimal sustainability solution for a specific product and brand. Brands need to carefully evaluate factors like environmental impact, cost, performance and consumer appeal before making a decision. This requires a deep understanding of the entire packaging lifecycle.

Successfully sourcing sustainable materials also presents a significant hurdle. Securing reliable supplies of recycled materials at scale can be difficult, and ensuring ethical sourcing practices throughout the supply chain adds another layer of complexity.

We’ve evolved our sustainability offerings across our products, platforms and consulting services to address these challenges. Our goal is to provide our clients with the knowledge and tools they need to navigate the complexities of sustainable packaging successfully.

Q: How should brands approach sustainability in packaging? 

Sustainability isn’t a one-size-fits-all solution. When working with a brand, we often start by conducting a comprehensive assessment of a brand’s existing packaging portfolio and supply chain. This allows us to identify opportunities for improvement across the entire lifecycle, from raw material sourcing to end-of-life disposal. Setting clear, measurable sustainability goals is also crucial. These goals should be aligned with the brand’s overall business objectives and should be ambitious yet achievable.

Q: What does sustainable innovation look like in packaging? 

True sustainable innovation is a fundamental rethinking of the entire packaging system. For example:

• We’re developing systems that reduce waste while enhancing consumer convenience.
• We leverage cutting-edge material science, developing novel bio-based material solutions, advanced recyclables, paper-based options and more.
• Our teams ensure products can be easily recycled or repurposed.
• Digital technologies like QR codes enable transparent communication about sustainability impact.

Sustainability in packaging presents both challenges and opportunities, but with the right approach, it can become a powerful driver of growth and differentiation. At Berlin Packaging, we’re committed to partnering with brands to unpack their full sustainability potential while accelerating progress toward a circular economy.

To learn more about how we can help your business achieve its sustainability goals, visit berlinpackaging.com/sustainability.

About the author

Balaji Jayaseelan has 15+ years of experience leading sustainability, ESG and innovation strategy across startups and consumer brands.