As we all look for sustainable packaging solutions, compostable packaging has emerged as a strong option to cut back waste. The concept of composting is simple – used materials are placed in conditions that help them break down into their most basic parts which are then absorbed back into the ecosystem. This is the holy grail of sustainability because it leaves no trace. 

While the word composting may conjure images of a residential compost bin, it’s important to note that most compostable packaging requires special conditions (specific heat, air flow, etc.) that can only be found in industrial composting facilities.

Last Mile Problem

If composting is so great, why aren’t we doing more to make it happen on a large scale? It turns out, compostable packaging shares the same problem that plagues our supply chains – the infamous “Last Mile Problem.”

Supply chains famously struggle with the final stage of delivery. What begins with an efficient, highly organized system of moving goods from manufacturing facilities and warehouses to distribution centers and stores breaks down when it’s time to get products into a consumer’s hands. Many sustainable recycling initiatives suffer from this same problem. Well-designed packaging with sustainable disposal options goes through the process of manufacturing, shipping, and purchase only to end up in a landfill when its use is complete.

What Can WE Do?

A recent study shows that for all the talk about sustainability, cost and efficiency are still the driving decision makers for most industry decision makers. Many consumers share this mindset. Sustainability is out there as a nebulous concept that needs attention, but it’s hard to pass up the cheapest or most convenient option.

The only way we will find our way to a more sustainable future is to work together as manufacturers and consumers to make sure that we solve the last mile problem and reduce waste in landfills and incinerators.

Raise Awareness

If your brand adopts compostable packaging, it’s important to get the word out. No matter how efficiently compostable your product is, if it ends up buried in a landfill, it could take decades or longer to break down. Alerting consumers to the design and effort on your part gives your product a much better chance to be disposed of properly.

One way of getting the word out is to run regular information campaigns. This might happen on your website, social media channels, press releases, special events – the opportunities are only limited by creativity.

Information campaigns connect with your customers and position your brand as a leader in this area of growing concern and awareness. Don’t assume that everyone knows that you care about sustainability. Talk about what you’re doing and celebrate new initiatives.

Incentivize

Unfortunately, sustainable options are rarely the cheapest ones. Single use plastics are hard to beat in terms of point-of-sale cost and convenience. We need to find incentives that clearly show long-term community and environmental benefits.

Promote community benefits and cast a vision for a less polluted world. Utilize landfill statistics and talk about how long a single plastic bottle or bag takes to break down (estimates vary, but it’s agreed that any plastic we use will outlive us by a large margin). Share your company’s motivation to adopt compostable packaging. Those reasons might be persuasive to your consumers as well.

Recognition is a powerful motivator for people. Run a social media campaign where your consumers can share photos of themselves using your product and even disposing of it properly. Get them to share their stories and the reasons they go the extra mile to participate in composting.

Collaborate

We’ve already talked about collaboration with the consumer, but it’s important to collaborate with retailers as well. They are often the primary point of contact you have with your customers. Getting retailers on board with your vision is vital to a successful campaign.

Encourage retailers to create a “sustainable” section for products that are efficiently compostable, recyclable, or reusable. This highlights the need for sustainability and creates a space for consumers to find products that align with their values.

Work with retailers and local communities to make collection of sustainable waste convenient for consumers and businesses.

Sustainable packaging is a big ask for everyone involved. It only works if everyone from the manufacturer to the consumer does their part. Wherever you fall in this process, it’s important to raise awareness, incentivize, and collaborate to make sure that sustainably-produced products reach their potential from beginning to end of their life cycle.