Green Packaging: The Fine Print Behind the Big Claims

uIMPACT
Oct 31
4 min read

Updated: Nov 4

Sustainability has become a defining topic in the world of packaging. From fashion mailers to food packaging, the materials companies choose now shape customer perceptions.

Despite the abundance of “green” claims, packaging remains a complex issue, and the most sustainable choice is not always the most obvious.

With global plastic production continuing to rise and regulations accelerating, it is more important than ever to understand what lies behind alternative materials — from paper to recycled plastics to next-generation compostable films — and how tools like Life Cycle Assessment (LCA) can help separate facts from marketing claims.

The Growing Waste Problem

Packaging is everywhere: from fresh produce to e-commerce parcels. According to Eurostat, in 2023 the European Union generated 79.7 million tonnes of packaging waste, or about 177.8 kg per person. Of this, plastic accounted for around 19.8%, of which approximately 42% was recycled (European Commission).

The global picture is even more concerning. Less than 10% of plastic packaging is recycled worldwide, even in developed countries such as the US, where only 13% is recycled.

The challenge is clear: huge material volumes and a pressing need to shift from waste generation to a circular economy.

The EU is driving significant legislative changes. In 2024, the Packaging and Packaging Waste Regulation was adopted, introducing mandatory reuse targets, recycled content requirements for plastic packaging, and restrictions on certain single-use packaging formats.

Paper: A Renewable Resource, but with Caveats

For many, paper seems like the safest choice. It comes from trees, decomposes naturally, and almost everyone knows how to recycle it. When sourced responsibly through certified forestry initiatives, paper can be a strong renewable option.

However, the environmental story of paper comes with caveats. Its production remains resource-intensive, requiring large amounts of water and energy. In regions without strict forestry controls, demand can contribute to deforestation and biodiversity loss.

Not all paper is equally recyclable. To provide moisture or grease barriers, many paper products are coated with plastics or other additives, which can completely prevent recycling. Additionally, paper is heavier and bulkier than plastic, increasing emissions during transportation.

Multiple Life Cycle Assessments (LCA) have shown that a typical paper shopping bag can have a higher environmental footprint than a plastic bag unless it is reused several times — something most consumers rarely do. Sustainability is not simply a matter of choosing “paper over plastic.”

Recycled Plastics: Approach with Caution

Recycled plastics, such as rPET or rPE, aim to reduce reliance on virgin fossil materials. When effectively recycled, they offer lower carbon emissions and can be durable, scalable packaging options.

However, recycling only works when there is adequate infrastructure, especially for flexible plastics — thin films used for parcel bags, poly mailers, magazine wraps, garment bags, and food packaging. These materials are notoriously difficult to collect, sort, and reprocess. They are often contaminated, too light to separate efficiently, and not always economically viable to recycle.

As a result, flexible plastics most often end up in landfills or escape into the environment, eventually breaking down into microplastics.

Even when successfully recycled, plastics typically degrade in quality with each cycle, meaning they ultimately must be discarded or downcycled. Recycled plastics are not a long-term solution to the packaging problem.

Compostable Bioplastics: Closing the Loop

A new class of materials — biodegradable and compostable bioplastics — is emerging to help close the loop. These materials are often made from renewable resources such as corn, sugarcane, or cellulose. The best-known example, PLA (polylactic acid), is used to create compostable films and coatings suitable for flexible packaging.

When properly composted, these materials break down without creating microplastics and can help reduce dependence on fossil feedstocks. Compostable plastics are gaining traction: the global PLA market was valued at around USD 1.07 billion in 2023 and is projected to grow by over 16% through 2032.

Compostable films, including innovations from companies such as the Bulgarian LAM’ON, offer the opportunity to replace some of the most problematic packaging formats — particularly wrappers and bags that are unlikely ever to be effectively recycled.

While bioplastics are the undisputed champions of sustainable packaging, they have their challenges.

Composting infrastructure is still unevenly distributed, and proper certification is essential to ensure materials actually biodegrade.

The Role of Life Cycle Assessment (LCA): From “Green” Claims to Solid Data

How can companies make informed decisions when choosing materials for their packaging?

This is where Life Cycle Assessment (LCA) becomes indispensable. LCA evaluates environmental impact across the entire lifecycle — from raw material extraction to production, transportation, use, and end-of-life. It goes beyond marketing claims to quantify impacts such as carbon footprint, water usage, energy consumption, resource depletion, and pollution.

LCA can reveal surprising truths:

Paper can require more energy and water than plastic
Recycled plastics still generate microplastics and require infrastructure
Compostable bioplastics reduce end-of-life impacts but require proper collection

In other words, sustainability is not a matter of appearance — it is a matter of evidence.

How We Can Help

uIMPACT experts have extensive experience conducting Life Cycle Assessments (LCA) across a wide range of product categories and processes. We follow established international methodologies and use specialized software and reliable databases to ensure accurate and consistent results. Throughout the process — from data collection to interpreting environmental impacts — we work closely with clients and aim to translate insights into clear guidance for informed decision-making.

info@u-impact.com