By James Peters, CPP
"How can I certify that my package or P-O-P display is sustainable?"
I've already heard that question in several forms as sustainability gains more importance in the packaging industry. However, the immediate answer is: "You can't certify anything as 'sustainable.'"
Why not? Because, right now, no uniform definition of sustainability exists. At least two definitions have emerged so far, and that number should grow before true standards are established.
One definition from the Sustainable Packaging Coalition sets the broad-brush definition of sustainability. Another is from Wal-Mart, which has developed its Sustainability Scorecard. Wal-Mart isn't touting its Scorecard as a definition, but the evaluation process it outlines goes a long way toward defining -- in practice -- what sustainable packaging is.
While "sustainability" is the current buzzword, it is not a new concept for packaging. Today, however, the bar is a lot higher than it has been in the past. What is new is the emphasis that major retailers are putting on it -- as well as a small but growing number of consumers who value sustainability.
From a marketer's perspective, the key point is that you can't address this issue by yourself. You need to involve the entire packaging value chain: your suppliers, your customers, your consumers. And you need to seek input from government, academic and environmental organizations that are focused on this opportunity.
