Balancing sustainability and profitability

Sustainability is a driving factor in purchasing decisions - and packaging is on the frontline. But can brands give consumers what they want?

Sustainable packaging has the power to change the way consumers think and behave. How can brands exploit that potential?

Companies are increasingly embracing sustainability, raising questions over how that translates into profitability and stressing the need for industry-wide standards to gauge the success of these measures.

Brands obsess over their ability to anticipate consumer needs, so the science of interpreting intentions is indispensable. But when it comes to sustainability, the calculations are not clear cut.