The future of packaging: Smarter, greener, and ready for what’s next

05/28/25 • 19 min

Packaging is undergoing a radical transformation. Once considered a cost center, it's now a strategic opportunity to reduce waste, build brand loyalty, and meet rising consumer expectations for sustainability.

Inspired by The Future of Packaging: Smarter, Greener, and Ready for What’s Next, this episode dives into how brands are rethinking materials, design, and purpose. From plantable seed wrappers to mushroom-based boxes, we explore how innovation and environmental responsibility are converging—and why the packaging around your product may say more than the product itself.

What You’ll Learn in This Episode:

1. Why Sustainable Packaging Can’t Wait

36% of all plastic is used for packaging—85% of which ends up as waste
80% of consumers support cutting plastic production; 74% say packaging impacts their buying decisions
It’s not just a materials issue—it’s a brand trust issue

2. What Sustainable Packaging Really Means

Lifecycle-first thinking: Reduce, reuse, recycle—and go beyond
Recycled, compostable, refillable, and even edible packaging examples
Why there’s no “perfect” material—sustainability is an approach, not a fixed solution

3. How Leading Brands Are Reimagining the Box

Allbirds: A shoebox that’s also a bag and a mailer
Seed: Combining algae paper, refillable jars, and biofilm sachets
Samsung: TV boxes upcycled into shelves, cat tunnels, and more
B.A.R.E. Soaps: Plantable seed paper packaging that blooms

4. Best Practices for Brands Today

Think holistically—every tape, tray, and ink choice matters
Prioritize transparency—educate customers with clear disposal info
Set measurable goals—and report real progress

5. What’s Next: The Three Horizons of Packaging

Recycling Reinvented: AI-powered sorting and recyclable-by-design materials
Reuse on the Rise: Durable, refillable containers and loyalty-building take-back programs
Regenerative Futures: Packaging that actively restores ecosystems

Key Takeaways:

Packaging is now a key brand touchpoint—visually, emotionally, and ethically.
Sustainability is no longer a trend; it’s a baseline expectation across industries.
Smart packaging integrates data, sensors, and consumer engagement for long-term loyalty.
The future of packaging lies in circular thinking, creativity, and continuous improvement.

Subscribe to our podcast for expert insights on sustainable commerce, innovation, and customer engagement. Visit The Future of Commerce for research on how brands are rethinking packaging and ESG strategies. Share this episode with product leaders, sustainability teams, and creative thinkers looking to transform the unboxing experience into a brand advantage.

What You’ll Learn in This Episode:

1. Why Sustainable Packaging Can’t Wait

36% of all plastic is used for packaging—85% of which ends up as waste
80% of consumers support cutting plastic production; 74% say packaging impacts their buying decisions
It’s not just a materials issue—it’s a brand trust issue

2. What Sustainable Packaging Really Means

Lifecycle-first thinking: Reduce, reuse, recycle—and go beyond
Recycled, compostable, refillable, and even edible packaging examples
Why there’s no “perfect” material—sustainability is an approach, not a fixed solution

3. How Leading Brands Are Reimagining the Box

Allbirds: A shoebox that’s also a bag and a mailer
Seed: Combining algae paper, refillable jars, and biofilm sachets
Samsung: TV boxes upcycled into shelves, cat tunnels, and more
B.A.R.E. Soaps: Plantable seed paper packaging that blooms

4. Best Practices for Brands Today

Think holistically—every tape, tray, and ink choice matters
Prioritize transparency—educate customers with clear disposal info
Set measurable goals—and report real progress

5. What’s Next: The Three Horizons of Packaging

Recycling Reinvented: AI-powered sorting and recyclable-by-design materials
Reuse on the Rise: Durable, refillable containers and loyalty-building take-back programs
Regenerative Futures: Packaging that actively restores ecosystems

Key Takeaways:

Packaging is now a key brand touchpoint—visually, emotionally, and ethically.
Sustainability is no longer a trend; it’s a baseline expectation across industries.
Smart packaging integrates data, sensors, and consumer engagement for long-term loyalty.
The future of packaging lies in circular thinking, creativity, and continuous improvement.

Previous Episode

The new rules of retail: Innovate now or be left behind

In the present hyper-connected, expectation-driven world, retail is being reshaped at unprecedented speed. As consumer demand rises, supply chains face pressure, and technology accelerates, the rules of engagement have shifted. Innovation is no longer a differentiator—it’s a survival imperative.

In this episode, we explore insights from the article “The New Rules of Retail: Innovate Now or Be Left Behind,” unpacking how leading retailers are future-proofing their business models through strategic transformation.

What You’ll Learn in This Episode:

🧠 Smarter Operations Powered by AI

Predictive inventory management to anticipate demand
Real-time stock visibility to reduce out-of-stock frustration
Personalized marketing campaigns that drive 84% higher engagement

🌱 Sustainability as a Core Business Driver

How consumer values are influencing retail investments
The shift to reusable, compostable, and carbon-neutral options
Why sustainability is no longer a “nice to have”—it’s brand-critical

🔁 Omnichannel Mastery That Meets Customers Everywhere

Seamless integration across digital, physical, and service channels
Real-time inventory sync, loyalty continuity, and personalized service
Why 80% of top-tier retailers are prioritizing backend tech investment

Key Takeaways:

Innovation is now the cost of entry, not a competitive edge.
Shoppers want real-time, personalized, and values-aligned experiences.
Investing in smarter tech, greener practices, and omnichannel cohesion is essential for brand relevance.
Retailers that wait risk losing loyalty—and relevance—at lightning speed.

Subscribe to our podcast for expert insights on commerce, innovation, and consumer experience. Visit The Future of Commerce for more thought leadership on the evolution of retail. Share this episode with retail leaders, digital strategists, and brand builders navigating rapid change.

Next Episode

Overconsumption is OUT: Rental economy surges as more consumers value access over ownership

The way we consume is undergoing a massive shift. Driven by Millennials and Gen Z, the rental economy is growing fast as consumers trade ownership for access—seeking flexibility, sustainability, and freedom from clutter.

Inspired by Overconsumption Is OUT: Rental economy surges as more consumers value access over ownership, this episode unpacks why renting is booming, how it supports the circular economy, and the powerful business advantages behind this model. From Nuuly’s subscription success to furniture-as-a-service, we explore the future of consumption, where everything is accessible—and nothing has to be owned.

What You’ll Learn in This Episode:

1. Why Ownership Is Losing Its Appeal

Economic pressure, mobility, and shifting values are redefining success
Millennials and Gen Z prefer experiences and flexibility over material accumulation
Sustainability concerns are reshaping how we view possessions

2. The Rise of the Rental Economy

Renting is no longer niche—it’s mainstream across fashion, furniture, tools, and baby gear
Companies like Nuuly show rental models can scale profitably with strong customer growth
Peer-to-peer platforms like Fat Llama and BabyQuip expand access across verticals

3. Business Advantages of Access Models

Predictable recurring revenue through subscriptions
Extended product life cycles and better inventory efficiency
Valuable customer data and stronger brand loyalty through ongoing engagement

4. How Rentals Support the Circular Economy

Keeps products in use longer and reduces waste
Aligns with minimalist lifestyles and eco-conscious consumption
Integrates with re-commerce and sustainability goals

5. Everything as a Service: The Bigger Trend

Physical goods are following the SaaS playbook
Businesses are embracing access over ownership for efficiency and ESG alignment
The rental mindset is influencing how people work, travel, shop—and even furnish their homes

Key Takeaways:

The rental economy reflects a generational mindset shift toward flexibility, sustainability, and smart consumption
Subscription and access-based models can unlock growth, profitability, and deep customer insight for businesses
Renting isn’t just a trend—it’s a core part of the future circular economy and digital-first commerce strategies

Subscribe to our podcast for expert insights on consumer behavior, circular economy trends, and the future of commerce. Visit The Future of Commerce for in-depth research and real-world examples driving the shift to access over ownership. Share this episode with retail strategists, sustainability advocates, and anyone rethinking how we consume.

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