They say that less is more. And it when it comes to the subject of packaging, most consumers would say less packaging is more appealing. Yet the reality of sustainable packaging’s past, present and future is a little more complicated.

For one perspective on the topic, Prepared Foods spoke with packaging designer Tom Newmaster, owner and partner at FORCEpkg, Lancaster, Pa. Newmaster brings more than 30 years of experience in CPG product branding and package design. He helped launch brands across multiple categories—and in areas diverse as fresh produce, frozen food, confectionery, household cleaning, and nutritional supplements. For the past 12 years, he’s also been an instructor at the Pennsylvania College of Art & Design (PCAD).&

When it comes to sustainable packaging, Newmaster notes that it’s a broad, umbrella topic in many respects. Moreover, there often are discrepancies between what marketers and designers want versus what consumers are willing to purchase. Likewise, research points to attitudinal differences and behaviors between generations of consumers. And although the drumbeat seemingly persists for “magic bullet” material solutions, Newmaster argues that marketers, communities and consumers could make immediate impacts if they simply recycle those packages and materials that already fit established recycling streams.

Less (Packaging) is More (Appealing)

Prepared Foods talks sustainability with packaging designer Tom Newmaster, owner and partner at FORCEpkg, Lancaster, Pa.

Listen to more from The Prepared Foods Podcast.

In this podcast, Newmaster discusses:

Complex Consumers: Newmaster says many consumers express interest in sustainable packaging—but will not actually pay more for it at shelf. He also cites research that Gen Z consumers (born 1995-2012) support packaging sustainability but actually lag when it comes to recycling. On the other hand, data suggests that Baby Boomers (born 1946-1964) show some of the most eco-conscious behaviors. Ultimately, he argues the most meaningful and immediate impact would be to have more consumers actively recycle appropriate plastic-, metal-, glass- and paper-based packages.

Processor Paradigms: Newmaster knows marketers walk a fine line in regard to sustainability. They may want to minimize packaging yet still need to protect the product through the supply chain and simultaneously demonstrate enough product “size” to convey value. He notes that many marketers have either reduced sustainable packaging goals or pushed them out to buy more time.

Material Maneuvers: The packaging materials world is complex. Many newer materials billed as “compostable” aren’t simple for at-home disposal but, instead, require industrial programs. Meanwhile, Newmaster notes that many plastic and even aseptic packages still incorporate multiple barrier materials that hinder (and/or prevent) easy recycling.

Thumb’s Up! Newmaster endorses packaging water in aluminum cans (an “infinitely recyclable material”) instead of plastic bottles. He notes that aseptic packages offer one similar solution but often even come with a catch due to multiple barrier materials. Newmaster also points to successful efforts that use paper to eliminate those old plastic rings holding six-pack cans together. ForcePKG’s own efforts have been to eliminate unnecessary layers of packaging and/or different materials for products shipping via e-Commerce . Instead, ForcePKG has redesigned those packages to all be one recyclable material—corrugated—that protects product throughout shipping.

Future Focus: Newmaster says he doesn’t expect the industry to produce a “magic bullet” solution but has heard of dissolvable corrugate made from a sugarcane byproduct. Other advances would be packaging sturdy enough to handle the supply chain with six month of shelf life but that also would be home compostable or biodegradable (with no threat of microplastics).