Circular Packaging Models & Sustainability

Did you know that 36% of all plastic produced is used to create packaging, and 85% of it ends up in a landfill? At the same time, 70% of consumers say sustainably packaged products influence their purchasing decisions. These figures paint a clear picture: packaging waste isn’t just an environmental concern; it’s a business risk and a missed opportunity if your brand is aiming to meet modern consumers‘ expectations. The shift toward circular packaging has become essential. 

​Circular Packaging in Action 

​Fashion and retail companies are already experimenting with creative solutions. Some are adopting reusable cartons and garment bags that withstand multiple shipping cycles. Compostable mailers and paper-based wraps are replacing polybags. Even service models are emerging, where packaging is collected, cleaned, and reintroduced into supply chains by creating a loop that eliminates single-use waste. 

​Beyond these early shifts, more advanced circular packaging models are also gaining importance. Some brands like Zalando are introducing digital traceability tools, like QR codes on packaging that guide consumers on how to reuse, return, or recycle materials, extending their life cycle. Others are exploring modular packaging designs, where boxes can be resized or reassembled for different shipping needs, reducing the need for multiple package types.  

​Additionally, fashion platforms are piloting packaging rental models, particularly for high-value garments and luxury items. Here, durable packaging like hard cases or foldable crates are loaned, tracked, and returned, ensuring minimal waste. Meanwhile, partnerships between retailers and logistics providers are driving shared packaging pools, where multiple brands use standardized reusable packaging that circulates across supply chains, lowering the total volume of single-use plastic or waste. 

​These innovations show that circular packaging isn’t a distant vision; it’s already happening, and the benefits are both environmental and financial.