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How does sustainability challenge luxury packaging?

What is currently being done to make luxury packaging more sustainable?

Despite the various issues involved, in recent years there has been a move towards more sustainable practices in the luxury packaging market. International fashion brand Gucci, for example, launched 100% recyclable packaging with FSC (Forest Stewardship Council) Certified paper back in 2010. However, do customers really care about sustainability when purchasing luxury packaging? Is this move towards sustainability for the luxury sector a genuine move or a passing fad? 

According to research undertaken by Greenwise Business, 47% of the 200 branding and marketing professionals researched felt that Gucci's initiative to cut down on excess packaging was a true reflection of the industry's environmental concerns and its future direction. 

In fact, a number of manufacturers are actively and continually developing luxury packaging solutions which are more sustainable. For example, Meadwestvaco have introduced a more lightweight paperboard Promina for their tobacco packaging. This new material has a reduced weight ratio of up to seven percent when compared to their PrintKote Tobacco paperboards, making it a more sustainable solution that can improve converting performance. 

In addition to materials, companies are taking measures to make their entire manufacturing processes more eco-friendly. For example, Crown Cork state they are using fewer resources and using less energy when producing their items; ultimately, 'doing more with less'. They credit this success partly to the intrinsic benefits of aluminium and steel, which are the primary materials they use to make their products. Similarly, the Ardagh Group claims that it identifies, controls, measures and reduces its manufacturing processes and impact on the environment. Manufacturers have therefore made an effort to reduce their environmental impact through the processes they employ, which is definitely a leap in the right direction.