In the dynamic world of packaging, sustainability is no longer just an option—it’s a necessity. Consumers are increasingly demanding eco-friendly solutions, and packaging has evolved from being a mere container to a crucial element of brand identity.

Roberto Visconti, Business Development Manager at Trivium Packaging, highlights the growing consumer appetite for reusable and recyclable packaging.

"We know through multiple years of consumer research, encapsulated in our Buying Green Reports, that people want more recyclable and reusable packaging," Visconti states.

This shift is significant, with 80% of consumers expressing interest in refillable packaging and 71% already reusing bottles and shopping bags.

However, convenience remains a decisive factor in purchasing decisions, and the availability of reusable options still varies. Visconti emphasises the importance of brand design in addressing this challenge.

"If consumers plan to reuse packaging, it becomes similar to an interior decision, as the vessel becomes a permanent feature in the home. High-quality brand design is crucial to promoting the reuse of metal packaging," he explains.

For Trivium, this means using materials like aluminium that allow for vibrant, long-lasting designs, enhancing the appeal of reusable packaging.

Innovative collaborations driving change

Trivium Packaging’s collaboration with Faith in Nature is a prime example of how brand design can drive reusability.

Celebrating 50 years of environmental commitment, Faith in Nature wanted to transition from plastic to a more sustainable material. "Aluminium was an excellent fit," says Visconti, noting the brand’s iconic colourful, nature-themed designs.

Trivium’s ability to print directly onto aluminium allowed Faith in Nature to retain its vivid imagery while offering consumers a premium, reusable product. "The result was a premium look and feel that could be used time and time again without quality degradation," Visconti adds.

Faith in Nature’s shift to aluminium amplifies its longstanding commitment to sustainability. By offering reusable packaging with a premium feel, the brand aims to encourage consumers to keep and reuse their bottles for years, aligning with the principles of a circular economy.

Aluminium’s infinite recyclability is a key advantage, as Visconti explains, "once the consumer has finished reusing the bottle it can be infinitely recycled, while plastic typically breaks down after 2-3 lifecycles, ultimately ending up in landfill."

Shifting consumer behaviour through design

The role of branding in shifting consumer behaviour towards reusable packaging cannot be overstated.

"Branding has a huge role to play in shifting consumer behaviour to see packaging as a reusable vessel, rather than a disposable product," Visconti asserts.

This requires a reimagining of packaging design to create timeless, durable designs that consumers will want to keep. For Trivium, simplicity and durability are paramount.

Their aluminium bottles for Faith in Nature, for example, are designed to be lightweight yet durable, ensuring they can be reused repeatedly. The ability to print directly onto the aluminium also enhances the packaging’s longevity, making it a permanent fixture in the consumer’s home.

Collaboration with brands is essential in ensuring that packaging not only looks premium but also aligns with the principles of a circular economy. "Around 75% of aluminium ever produced is still in use today,"

Visconti points out, underscoring the material’s sustainability. Trivium works closely with brands to educate consumers on the benefits of aluminium packaging and how to recycle it properly, thus contributing to a higher global recycling rate.

Convincing brands to adopt reusable packaging presents challenges, but Trivium addresses these through education and by showcasing the long-term benefits of sustainability.

"With the right packaging partner, reusable packaging doesn’t mean high costs to brands," Visconti reassures.

As consumers continue to prioritise sustainability, brands that embrace reusable packaging will not only demonstrate their commitment to the planet but also strengthen their brand loyalty.