If fresh research is to be believed, more than 50% of U.S. consumers claim they would surrender all forms of convenience packaging if doing so would benefit the environment.

In particular, they say they would part with packaging that eases storage and stacking at home and packs used for cooking or that double as resealable containers.

It's reasonable to question whether most consumers are sincerely that noble. Would kids willingly relinquish yogurt in a squeeze tube? Would busy mom happily part with plastic trays that keep her family's prepared dinners warm on the way home from the grocery store? Is grandpa really prepared to bid adieu to packaging that helps him take the correct dosage of his medications? These and other convenience packages surfaced out of consumer demand and they reflect how we live—they help us save time and instill trust that we are using the product correctly.

That's not to say consumer packaged goods companies can't provide consumer convenience while also taking incremental steps toward reducing or eliminating packaging where feasible, or using more environmentally friendly materials. Indeed, they can and they should strive to do so. But, a healthy dose of perspective is needed. That was aptly pointed out in Jacksonville, FL, last week during a lively discussion on sustainability best practices at the first of our Shelf Impact! Package Design Workshops. The point was this: Simply changing packaging materials, for example, might present the perception of being greener, but the benefits of using more earth-friendly materials can be outweighed if the sacrifices include higher fuel emissions, energy usage, and the like.

In other words, avoid sacrificing convenience simply for appearance sake, but also resist "greenwashing" your consumer with false claims about environmentally friendly packaging. An acceptable balance might be to find ways to produce convenience packaging that also optimizes materials and production processes in ways that are kindest to Mother Earth.

I welcome your comments. Please call me at 630/897-7158 or contact me by e-mail.

By Jim George, Editor