In this Expert’s Corner, JoAnn Hines, aka The Packaging Diva, explains what it would take to make environmental friendliness a competitive requirement in an increasingly eco-conscious marketplace.

IMT recently picked the brain of JoAnn Hines, a packaging consultant, speaker, educator and overall one of the busiest people in the packaging industry. Known by many as The Packaging Diva, Hines weighs in on some of the key forces within sustainable packaging today.

IMT: Have we reached the tipping point where environmental-friendliness has become necessary for businesses to remain competitive in an increasingly environmentally conscious marketplace?

JH: We haven’t reached the tipping point yet for multiple reasons. First, there is still a long way to go in the development of more environmentally friendly materials to replace conventional ones. The technology isn’t there.

Second, consumers are confused by all the various “green” claims. They see something that appears to be environmentally friendly, and then it gets ripped apart by the media. A good example is what happened with SunChips and their compostable package. Consumers went ballistic because it was too loud, and SunChips was pulled off the shelf except for one flavor because of a 20 percent loss in market share.

Environmental responsibility is a journey that’s just getting started. In a conversation with the senior director of global packaging research at Kraft, he said they were just on step 1 of at least 25 in their quest for sustainability. That struck me as a very accurate reflection of the packaging industry.

IMT: More companies are realizing the business value of sustainable practices, such as new efficiency methods. How are packaging companies incorporating these measures into their processes? Can you cite examples of low-cost ways companies can introduce, improve or help maintain sustainability efforts?

JH: The simplest method is to reduce the amount of existing packaging through better materials redesign or configuration or by eliminating part of the package entirely.

Efficiency methods could be anything, from reducing the amount of packaging to improving the supply chain — or even finding a better procurement method. In a project I’m currently working on with my partner MFG.com, it’s all about simplifying the packaging procurement chain, thereby reducing costs and becoming more efficient.

IMT: Are there any emerging technologies with the potential to improve packaging production efficiency or any pollution-prevention strategies being brought into the production process?

JH: Everybody mentions carbon footprint or transportation miles as a catch-all solution. The best method is rethinking the entire packaging equation.

Companies like Dell are shaping their eco-future one step at a time by introducing innovative new packaging technologies. In a conversation [last] week, they explained how they are looking at the big picture of packaging — not only developing more sustainable packaging materials, but making them environmentally friendly in disposal, too.

IMT: Speaking of very large companies, over the past couple years, Walmart has taken steps to reduce its carbon footprint through its supplier network. Any major initiative the retail behemoth undertakes has enormous supply chain implications worldwide. How do you see Walmart’s efforts affecting the packaging business?

JH: Walmart’s move toward sustainability is laudable. But let’s not forget it’s a dollar-and-cents issue for them, too. So, the move toward green is a financial decision. Less and more efficient packaging means more profits to the bottom line. For successful companies, it’s a marriage of the two philosophies, and that goes for packaging, too.

The investment is huge and only companies with deep pockets or environmental entrepreneurs whose business is innovation can spend the time and dedicate the resources. Consumers say they want “green” anything, but they vote with their pocketbooks. There is a trade-off on how much they are willing to pay.

IMT: Materials costs remain a top concern throughout the supply chain. How are these costs affecting the packaging industry, and what are companies doing to ease their impact?

JH: The increase in petroleum prices is forcing companies to look for alternative materials. But it’s not a quick fix, because making a materials change is a huge investment. You don’t just switch. You do research, testing, trials, validation and other procedures before implementing a change.

Even after all that, it might not work out. Consumers are very fickle, and what appeals to them initially might not be what they really want, especially if it doesn’t perform as expected.

IMT: Some environmental groups have been pushing for package labeling changes to better communicate a product’s recyclability and increase transparency. Do you think labeling will play an important role in boosting eco-friendly practices?

JH: I think there are too many labels already. It’s mainly a marketing gimmick hoping to entice the consumer to purchase their product. In my packaging trends predictions, I cited icon overload. There’s only so much space on a package, and if it’s covered up by logos — many of which are meaningless to consumers — there’s not much room for anything else. In a recent article about eco-labels, it was pointed out that the Ecolabel Index [a global directory of eco-labels] currently lists 377. No wonder consumers are confused.

Consumers want simplicity — any packaging design or innovation that makes their lives easier. Just because there is an “eco” logo on it doesn’t mean consumers will make the connection. Simple is best: “percentage less packaging material,” “recycle anywhere,” “refillable” and “reusable.” In many cases, the eco-label is not an influence in the purchasing decision.

Making a connection with the consumer is what it’s all about. If a package cannot engage the purchaser, all else is moot — eco-friendly or not.

JoAnn Hines has been recognized as one of the 50 most influential packaging leaders worldwide. Her work is featured in Package Design magazine, Shelf Impact, Webpackaging and many other packaging publications, including the Chicago Tribune and Entrepreneur magazine. You can visit any one of her informative online resources for free advice and articles: PackagingDiva.com, PackagingUniversity.com, PackagingCoach.com, PackagingBootcamp.com, DoItYourselfPackaging.com or PackagingYourInvention.com.