Episode 259 - Misalignment: The Hidden Barrier to Sustainable Packaging

Show Notes: 

What if the greatest barrier to sustainability success isn't cost, materials, or regulation, but something far more fundamental? Matthew Rogerson, founder of The Pack Scout, reveals the startling truth uncovered in his research with over 220 executives from 185 global companies.

Behind the familiar challenges of sustainable packaging lies a profound misalignment that derails even the most well-intentioned initiatives. When departments pull in different directions—procurement focused solely on cost reduction while marketing and sustainability teams push for innovations that inevitably increase expenses—the result is compromised products that satisfy no one completely.

This disconnect extends beyond corporate walls to how companies communicate with consumers. "Companies talk about what they're doing and how it benefits them," Rogerson explains, "but they don't tell you or me as consumers why we should care." This failure to transfer ownership—helping customers see themselves benefiting from sustainable choices—undermines engagement with even the most eco-friendly offerings.
Perhaps most revealing is Rogerson's analysis of sustainable materials. His research demonstrates that virtually every alternative, from seaweed to mushroom-based packaging, would become 30-40% cheaper than virgin materials within approximately 6.5 years. Yet short-term business imperatives prevent companies from making investments that would yield substantial financial and environmental benefits over time.

The path forward requires fundamental shifts: adopting longer time horizons, ensuring all stakeholders collaborate from the outset of projects, establishing shared objectives that transcend departmental goals, and dramatically improving communication with consumers. Rogerson's comprehensive "Sustainable Packaging 2025-2035" report offers practical frameworks and decision-making tools to navigate these challenges.

Discover how to break through the sustainability stalemate and create genuinely aligned strategies that deliver for your business, your customers, and our planet. Connect with Matthew at www.thepackscout.com to learn more about his research and consulting services.

FuturePrint Events:

FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany

 
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Episode 258 - Sustainable Wide Format: Inside Groupe Mediagraphic's Award Winning Olympic Success