What does ‘sustainability’ even mean?

The agenda for packaging has changed dramatically over the past decade, but the language used around it has not always kept pace. Phrases such as ‘environmentally-friendly’ and anything prefaced with ‘eco’ implies greenwashing, and yet we constantly see these phrases used in product promotions and worryingly, also in the trade media.

In the first of a regular series, Sabert ESG Director Talia Goldman looks at the importance of correcting outdated, inappropriate and often misleading terminology

To kick things of, let's think about 'sustainability'. What does it even mean?

It’s a term that’s frequently overused, becoming a catch-all for almost any kind of environmental action. Great for SEO, not so great for building trust with customers.

If we understand ‘sustainable’ as something capable of enduring, I would love to be a wholehearted advocate for its wide and continued use. But there’s a status quo bias built into the word; an implication that we can keep consuming at the same rate indefinitely, just a bit more carefully. That only holds up if everyone shares the same definition, the same commitment to circular economics, and the infrastructure and mindset that ends up making resource use genuinely sustainable at a global scale. Probably an impossible feat.

This is where greenwashing creeps in and the need to make sure our intentions and our actions are properly explained, not just implied.

And yet I’m hesitant to over-police the word. Part of why it’s become a catch-all is that it’s widely understood, or at least we all think we know what’s meant by ‘sustainable packaging’. The term sits atop a rich well of action and inaction alike. Our familiarity with it is exactly what makes it useful, and exactly what makes it risky.

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So, the challenge isn’t to retire the word, it’s to keep people genuinely engaged with what it means, while complying with regulation and being honest with our customers about what our claims stand for. For Sabert, that means measurable impact. From green energy procurement, solar panels, and working out how to transition away from gas, to responsible sourcing, efficient resource use, and innovation. It’s about making sure that action is clear, explicable, and can stand strong behind any sustainable claims.