Bain & Company’s report exposes fashion’s latest eco-effort—does it go far enough?
Sustainable packaging is the next frontier for luxury brands. A recent report by Bain & Company, in collaboration with Fedrigoni Group — a global manufacturer of specialty papers, self-adhesive materials, and RFID (radio frequency identification) technologies — highlights how sustainability is becoming a real competitive edge in high-end packaging.
Sustainable packaging — fashion’s latest eco-effort
According to Luxury Packaging: Resolving the Tension Between Creativity and Impact, more than 30% of luxury packaging sales will rely on sustainable solutions within the next three years.
The report is based on a survey of over 500 companies across the luxury packaging value chain — including designers, manufacturers, distributors, and luxury brands themselves. As Bain & Company puts it:
“We found clear signs that sustainability has risen in importance.”
Key insights include:
• A reduction in packaging size will lead the charge in improving supply chain sustainability
• Sustainable packaging revenue will grow in the next three years
• Innovation will heavily focus on advanced paper solutions
Despite the importance of the tactile experience in the luxury world, brands are becoming more conscious of their environmental responsibilities.
Final thoughts: The packaging is sustainable—too bad fashion isn’t
Of course, packaging is part of the solution. Cutting down on excess and switching to better materials is a positive step. But here’s the real question: are these companies ready to address the elephant in the room?
In case anyone missed it, the elephant is overproduction.
Because unless the industry tackles the systemic issue of producing too much, too fast, it’s just a case of sustainable packaging for an unsustainable fashion system.
The box may be green—but what’s inside remains the problem.
Ultimately, put in these terms, it leads us to say: this is greenwashing.
What do you think?
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