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Redefine Your Brand with Eco-Friendly Packaging

  • 16th February 2024
  • 7 min read

If there’s one New Year’s resolution we’re seeing brands get on board with, it’s the goal to operate more sustainably, and Team Titan are here for it. 

It’s no secret that packaging (especially plastic packaging) plays a substantial role in the UK’s waste problem, with houses throwing away an eye-watering 100 billion pieces of plastic packaging a year. Additionally, in 2021 the UK generated 2.5 million metric tons of plastic packaging waste (Statista).

So, it’s clear that a lot more needs to be done when it comes to the war on waste, and whilst the government is doing their part and introducing measures such as the Plastic Packaging Tax, it’s time for brands to take responsibility and step it up. 

There’s a direct (and albeit complex) link between packaging waste and retailers. Think about it, if retailers stop using single-use plastic and transition to sustainable and environmentally friendly packaging, the amount of waste can be drastically reduced, and that’s always a good thing. It is also becoming more obvious that organisations are feeling the pressure from consumers to adopt more environmentally friendly practices across their operations. 

From high street coffee chains introducing measures to reduce the number of disposable coffee cups thrown away every year (2.5 billion to be exact), to luxury apparel giant, PVH committing to use 100% sustainable and ethically sourced packaging by 2025, the customer is calling the shots. And it’s also a clear demonstration that retailers can adopt eco-friendly packaging. 

The benefits of eco-friendly packaging

Brand perception and loyalty

Sustainable packaging focuses on so much more than just using green materials; it's about embodying a philosophy that resonates with your audience. We’ve said it before and we’ll say it again. Consumers buy from brands that align with their core values. They want retailers to demonstrate environmental responsibility, which then leads to enhanced brand loyalty and advocacy. When you choose eco-friendly packaging, you're ticking all these boxes (pardon the pun).

Regulatory compliance and future-proofing

The conversation surrounding sustainability and waste is global, with measures and frameworks regularly introduced. From Extended Producer Responsibility to the Plastic Packaging Levy,  governments worldwide are imposing stricter regulations on packaging waste, transitioning to sustainable practices is not just ethical but practical. So why not get ahead of the competition and future-proof your business against upcoming regulations?

Reduced costs 

Eco-friendly packaging focuses on more than the materials you’re using - it’s about reviewing your packaging processes as a whole and finding ways to improve them. From the size of the packaging to the process itself, it’s all about improvement and waste reduction. 

Contrary to popular belief, sustainable packaging can be cost-effective in the long run. Reduced material usage, lower shipping costs, and increased efficiency contribute to a healthier bottom line. When you bring in packaging consultants who specialise in sustainable packaging (yes, a shameless plug for our excellent services), you’ll be amazed at just how much money you’ve saved.

The brands leading the way for eco-friendly packaging 

When done properly, your brand can become synonymous with sustainability, and that’s always a good thing.
At Titan, we work with premium, industry-leading brands across the globe and have seen first-hand just how powerful using eco-friendly packaging can be for your business. Patagonia is a brand that’s certainly getting it right! 


This outdoor clothing brand has set a benchmark in sustainability. Their commitment to using recycled materials and encouraging product reuse exemplifies their dedication to eco-friendly practices. Their clothes are made from sustainable materials (as well as their packaging) and they also encourage customers to recycle old Patagonia products and purchase items second-hand.  

Overcoming the challenges of sustainable packaging

In an ideal world, we’d eliminate all single-use, unethical packaging and eco-friendly packaging would be second nature. But the reality is that adopting sustainable packaging isn’t without its challenges. 

From the initial onboarding costs to time spent analysing and identifying areas of improvement, sourcing reliable suppliers of sustainable materials, and redesigning existing packaging, it isn’t an overnight switch. However, these challenges can be mitigated through strategic planning, collaboration with the right partners (aka Titan), and incremental implementation.

How is technology supporting eco-friendly packaging? 

Advancements in technology play a pivotal role in sustainable packaging. From bioplastics to digital printing techniques that reduce waste, and even strapping machines, tape-sealing machinery and more, technology is enabling brands to adopt more sustainable practices without compromising on quality or design. 

Measuring the impact

Data is king, and when you work with specialist packaging consultants, you can measure the impact of your sustainable packaging initiatives and understand what is and isn’t working. This can be done through life cycle assessments, carbon footprint analysis, and customer feedback. These metrics not only help in fine-tuning your approach but also in communicating your environmental impact to stakeholders.

Marketing your brand values 

Leveraging your sustainable packaging as part of your brand story is essential. It's not just about the packaging itself but how it reflects your brand's values. Effective communication through marketing channels can amplify your brand's commitment to sustainability. Here are a few ways you can leverage marketing to your advantage.

Social media and influencer partnerships

Showcase your eco-friendly packaging initiatives on platforms like Instagram, TikTok and YouTube. Engage with your audience through stories and reels that highlight your sustainability journey. 

Engaging with influencers in your industry who are passionate about sustainability is another great way to get your message out there. Their endorsement can lend credibility and reach to your eco-friendly initiatives. And don’t forget about the power of unboxing… 

Educational content

Create blog posts, videos, and infographics that educate your audience about the importance of sustainable packaging and how your brand is contributing to this cause. If your packaging is reusable, tell them! Don’t forget to add this message to the packaging itself as well. From the recycling logo to sending your customers to a specific social channel or website, the world is your oyster.

Embrace sustainable packaging with Titan

Redefining your brand with eco-friendly packaging is a strategic move that aligns with the evolving consumer values and global sustainability goals.

At Titan Packaging, we’ve got years of experience in delivering sustainable packaging consultancy to brands across the globe. Using the latest packaging technology, automation and machinery, we can help you deliver a truly exceptional packaging experience. Get in touch and find out more.

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Written by: Anna Punch Sales Director

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