Bain describes the decision to neglect packaging sustainability as a significant strategic error.

Despite a reduction in public sustainability messaging, companies, particularly in the paper and packaging sector, continue to invest in sustainability initiatives, especially in packaging. A Bain & Co. report highlights that sustainability is crucial for maintaining competitive advantage, with 59% of surveyed customers ready to switch suppliers if sustainability standards are unmet. The report also emphasizes the shift towards non-plastic substrates, driven by consumer and regulatory pressures. Recyclability and recycled content are highly valued by consumers, but suppliers face supply challenges in meeting these demands.