3 Misconceptions About Sustainable Luxury Packaging Debunked

Packaging that provides a luxury experience without compromising sustainability is a core competitive differentiator for today’s eco-conscious businesses. In May this year, a PwC survey found that consumers are willing to spend almost 10% more (9.7%) on sustainably produced or sourced goods. Add to this that 85% of respondents are feeling the effects of climate change in their daily lives, and the scale of the environmental crisis is stark.

We’ve all got a part to play on the road to a more sustainable world. At Greyhound Box, we’re particularly invested in transforming the packaging used in the luxury market. Whilst sustainable luxury packaging is on the rise, it’s an area that doesn’t come without its misconceptions. And we think it’s about time they were debunked, don’t you?

The Luxury Landscape

British luxury is having its moment in the spotlight. A 4.25% growth year-on-year until 2028 has been forecast for the UK’s luxury sector, with more contributions to revenue than ever expected to come from online sales. (For context, almost a third (30.1%) came from e-commerce in 2023.)

From beauty and cosmetics to fashion and textiles and furniture, an opulence revival is upon us. But if we’re to elevate the British luxury sector even higher, it needs to be out with the old and in with the new for the packaging housing these high-end products. It starts with setting the record straight about the most common misconceptions around sustainable packaging for the luxury market.

Sustainable Luxury Packaging Misconceptions

1. It doesn’t have a big impact

Only around two in five consumers recognise the importance of being environmentally friendly. Given how far the climate crisis has dominated headlines in recent years, it’s a stat you may be surprised to read. Yet it’s one that shows the barrier between consumer intent and action.

• Over three quarters of consumers (76%) don’t choose products with minimal or no plastic packaging
• Slightly more (77%) don’t choose products made from recycled or easily recyclable materials

Who’s responsible for pushing the sustainability agenda along the supply chain is a topic that’ll long be up for debate. We believe if you’re involved in the chain, you have a part to play. But until we all start taking responsibility seriously, there’s going to be a gap between intent and action.

In an ideal world, all high-quality goods would use sustainable luxury packaging that can be reused, repurposed, or recycled at end of life. There’d be less solvent-based releasing volatile organic compounds into the atmosphere or less unnecessary waste from plastic tapes and seals ending up in landfill. The impact would be extraordinary. And all it takes to get started is a single step.

In our overstimulated world, less is more. After all, the beauty of a sustainable luxury packaging solution is that your customer still recognises the elegance of the packaging, safe in the knowledge the layers that make it up are kind to the planet. Remember, understated shouldn’t be underestimated! Neither should the impact of sustainable packaging.

2. Achieving sustainable luxury packaging is hard

If some of the most renowned luxury brands can do it, so can you!

Did you know that:

• All plastic containers across LMVH Beauty’s cosmetics and perfume ranges are being replaced with ‘Surlyn’, a sustainable bio-based alternative made from raw materials (like waste cooking oil)? It retains the performance qualities of conventional plastic, yet it’s completely biodegradable.
• TIPA, the compostable, bio-based alternative to plastic, is used by fashion powerhouse, Stella McCartney?
• Design firm Knoll‘s work with Chanel to develop their own recyclable and biodegradable packaging from a waste product of processing of sugarcane – bagasse – won an award at the 2021 Formes de Luxe Awards?

Luxury goes hand-in-hand with sustainability. High-quality products are built to last. Sustainable products are built to last, too – without compromising the environment.

Each year, we dispose of approximately 12 million tonnes of packaging waste in the UK. Yet the amount of innovation in the sector to develop sustainable materials that retain the qualities of their less eco-friendly counterparts is immense.

From the ground-breaking alternatives we can see to plastic above through to the simpler, but no less effective, FSC-certified corrugated cardboard we use across our own sustainable packaging products here at Greyhound Box. There’s always a simple sustainable swap you can make to improve the eco-friendliness of your box!

3. It’s too expensive

You can be forgiven for thinking sustainable luxury packaging comes with a hefty price tag. After all, if the products being protected exude expense, they demand expensive packaging, right?

Wrong.

Sure, you pay for what you get. If you choose the cheapest sustainable packaging solution on the market that’s suitable for lightweight products and you’re looking to protect quality spirits bottles, you’ll drive into trouble.

But choose appropriate sustainable luxury packaging and you’re onto a winner. It’ll combine the necessary amount of protection with aesthetic and consumer appeal – all at around the same price as traditional solutions.

It’s important for us to point out that not all sustainable materials will be cheaper at point of procurement. But you’ll see and feel cost savings along the entire value chain.

• Less unnecessary packaging makes boxes lighter and smaller
• Lighter, smaller boxes take up less space on a pallet
• The more pallets you can fit into a single container, the more products you’re moving in one go, saving on transportation costs and emissions

That’s cost efficiency we can get behind!

The Future of Luxury Packaging is Sustainable

For sustainable luxury packages to be on shop shelves tomorrow, brands need to start today.

Find out how our specialist packaging designers can produce bespoke packaging for your luxury products!