Are We Measuring the Right Things? Beyond CO₂ in Packaging

For years, carbon footprint has been the leading metric for assessing sustainability in packaging.
But in an increasingly complex world, is one metric enough to inform strategic decisions?

A more holistic approach
International organizations are expanding the lens:

The World Business Council for Sustainable Development (WBCSD) developed the SPHERE framework, integrating metrics beyond climate: circularity, biodiversity, toxicity, waste management, and efficiency.
The World Bank, in its Squaring the Circle report, stresses the need to decouple economic growth from resource intensity, promoting circular models that consider multiple sustainability dimensions.

The reality of recycling
While many packages are technically recyclable, actual recycling rates are alarmingly low:

Globally, less than 10% of plastic is recycled. In the U.S., it’s just 4.5%.
In contrast, 83.2% of paper packaging is recycled in the EU, making it one of the most circular materials available.

Exploring alternatives: Paper as a promising path
Fiber-based materials offer key advantages:

High recycling rates and recycled content usage.
Biodegradability and lower microplastic risks.
Growing design and performance innovations making paper packaging increasingly competitive.

A strategic reflection
For companies with a global and integrated view it’s essential to adopt a multi-metric, multi-dimensional sustainability strategy. This means: