IDPDirect.com & the trend that could redefine sustainable packaging.
Sustainable packaging is probably failing your brand and the planet.
Compostable plastics rot where no infrastructure exists. “Recyclable” laminates? Landfills.
True sustainability isn’t about finding better ways to dispose of packaging; it’s about using less of it. IDP Direct is the supplier leading the way to eliminate packaging, here’s how.
Sustainable packaging is a myth we tell ourselves. Brands proudly promote compostable plastics and recyclable materials, but the reality is far more complex—and far less effective. In cities lacking composting infrastructure, these “solutions” become just another layer of waste. Even recyclable materials, when combined with foils or laminates, often become unrecyclable altogether.
Recyclability isn’t the solution, it’s one solution that can become a distraction. The real challenge lies in reducing the sheer volume of packaging being produced, shipped, and discarded. And the only way to truly make an impact?
Eliminate packaging entirely.
At IDP Direct, we’ve spent years redefining the role of packaging with our Design for Absence program. This approach isn’t about adding more “green” options—it’s about rethinking whether packaging is needed at all. Take a simple example: a fashion brand that previously ordered large and medium shopping bags in bulk. By introducing a smaller bag optimized for most purchases, we helped the brand reduce material use and eliminate 100,000 medium bags annually. Fewer materials, fewer emissions, fewer costs.
Every inch of packaging eliminated reduces waste across the supply chain. Less material means fewer resources in production, smaller shipping volumes, reduced warehouse storage, and ultimately, less carbon emitted. It’s sustainability that actually works.
“But what about luxury?” skeptics might ask. The answer: smaller, purposeful packaging enhances exclusivity. A compact, beautifully designed bag elevates the experience of purchasing a bridge product, while aspirational customers can still enjoy the grandeur of larger packaging for premium items. Luxury isn’t about excess—it’s about thoughtful design.
This shift isn’t just about aesthetics; it’s about survival. Regulations like Extended Producer Responsibility (EPR) already hold brands accountable for the waste they create. By reducing packaging, brands cut costs, comply with regulations, and align with consumer demands for authentic sustainability.
The best part? It’s doable today. Fashion and cosmetics brands, already squeezed by tight budgets and growing environmental scrutiny, are perfectly positioned to embrace this change. With the right-sizing and elimination strategies, they can lead the way in making sustainability real.
Source: Packaging Digest
