A new survey of packaging designers has revealed that while there is a growing global appetite for sustainable packaging, cost remains a significant hurdle.

Commissioned by renewable biomaterials supplier UPM and conducted in partnership with the Pentawards, the research has shed light on the challenges and opportunities facing the packaging industry.

Despite a high level of comfort with sustainability briefs among designers (47%), a significant proportion (43%) would welcome more guidance.

This indicates a clear need for improved education and resources on integrating sustainability into packaging design.

Material guides were identified as a particularly valuable tool.

While most surveyed designers (57%) believe they can influence material choice, a notable minority (37%) report limited or no input.

This suggests a missed opportunity for brands to explore more sustainable packaging options via collaboration with the designers.

The survey highlighted cost as the primary obstacle to the widespread adoption of sustainable packaging.

Despite recognising the environmental benefits, many designers reported that clients often prioritise lower-cost options.

Robert Taylor, sustainability director at UPM, emphasised the importance of considering the true cost of unsustainable packaging.

"We need a holistic approach that considers the value creation potential in a market that is growing twice as fast for sustainable products. This is especially key as the impact of new regulation and green finance kicks in, with carbon taxes, plastics taxes and extended producer responsibility (EPR) fees just a few examples.

"Reducing packaging is one of the most effective ways to reduce impact and cost. Using less raw material, water and energy and generating less waste or having a more effective supply chains brings savings and reduces the environmental footprint.”

Adam Ryan, head of Pentawards, welcomed the survey's insights and praised the industry's growing willingness to share knowledge and best practices.

"It’s great to see that brands and agencies are now so willing to share insights and learnings which benefits the industry as a whole. Sustainability in design is continuously developing and it’s so important that we at Pentawards are part of this.”

As the industry navigates increasing strong regulatory pressure and consumer demand for environmentally friendly products, addressing cost concerns and providing designers with the necessary tools and knowledge will be crucial to driving progress.