Rethinking Packaging: Why Paperboard is Leading the Sustainability Shift

In today’s marketplace, packaging isn’t just about wrapping products—it’s about shaping brand identity, protecting the planet, and meeting consumer expectations. A recent review paper by Ibrahim et al. (2022) underscores this urgency, highlighting that sustainable packaging is no longer optional—it’s a business necessity.

The Problem with Plastics

Plastics dominate global packaging, accounting for nearly half of plastic waste. Their advantages:

• Strength

• Transparency

• Moisture resistance

All these attributes make them hard to replace.

But the downsides are catastrophic: poor recycling rates (<14%), ocean pollution, and long degradation cycles. For businesses, continuing with plastics risks reputational damage and regulatory pushback.

Paper & Paperboard: A Sustainable Alternative

The paper positions paper and paperboard as the strongest alternative to plastics in terms of sustainability and cost-effectiveness. Widely used across industries—from food and beverages to electronics—paperboard excels in recyclability and consumer acceptance. Its limitations (moisture absorption, chemical sensitivity) are being addressed through laminations, coatings, and polymer barriers.

For your paperboard distribution business, this is the sweet spot: demand is set to grow as companies seek recyclable, lightweight, and regulatory-compliant packaging.

Paper and paperboard are sheet materials that consist of interlaced cellulose fiber networks that are extremely susceptible to moisture or liquid due to the hydrophilic networks that are extremely susceptible to moisture or liquid due to the hydrophilic nature of cellulose fibers .

Shares of paper/paperboard as packaging materials in the USA shown in the image on the left

The Takeaway for Paperboard Businesses

The message is clear: the packaging industry is in transition, and paperboard is at the center of it. By positioning your business as a supplier of sustainable, innovative, and recyclable paperboard solutions, you don’t just meet demand—you shape the future of packaging.

As Ibrahim et al. conclude, the future of packaging lies in materials that are biodegradable, recyclable, and resource-efficient. Paperboard isn’t just keeping up—it’s leading the way.

The packaging industry stands at a critical crossroads. With global plastic waste reaching catastrophic levels and environmental regulations tightening worldwide, businesses are scrambling to find sustainable alternatives that don't compromise on functionality. At Paxert LLP, we've been tracking these developments closely, and the evidence is clear: paperboard is emerging as the champion of sustainable packaging solutions.

Why Paperboard is Winning the Sustainability Race

Superior Environmental Credentials

Unlike plastic materials that can persist in the environment for centuries, paperboard offers genuine biodegradability. The cellulose fiber networks that form paper and paperboard naturally break down, returning to the ecosystem without leaving harmful microplastics behind.

Recycled paper uses significantly less water and energy compared to virgin pulp production while generating a substantially smaller environmental footprint. This circular approach to material usage aligns perfectly with the growing emphasis on sustainable business practices.

Versatility Across Industries

Paperboard's applications span virtually every sector:

Food and Beverage Industry: From cereal boxes to beverage cartons, paperboard provides excellent protection while maintaining food safety standards. Modern coating technologies have overcome traditional limitations around moisture resistance, making paperboard suitable for a broader range of applications.

Pharmaceutical Packaging: The pharmaceutical sector relies heavily on paperboard for secondary packaging systems—those crucial boxes and cartons that protect primary containers while providing essential product information and regulatory compliance details.

Cosmetics and Personal Care: High-end cosmetic brands increasingly choose paperboard for its premium feel and customization possibilities, while smaller brands appreciate its cost-effectiveness and environmental appeal.

E-commerce and Retail: The boom in online shopping has created unprecedented demand for protective packaging that's both functional and environmentally responsible.

Technological Innovations Addressing Traditional Limitations

Historical concerns about paperboard's water resistance and chemical sensitivity have been largely resolved through innovative coating technologies. Modern paperboard can be treated with various polymer coatings—including low-density polyethylene (LDPE), high-density polyethylene (HDPE), polypropylene (PP), and polyester (PET)—that provide enhanced barrier properties without compromising recyclability.

These coatings can be applied through extrusion or roll coating methods, creating packaging materials that rival plastic's protective qualities while maintaining paperboard's environmental advantages.

The Economic Case for Paperboard

Beyond environmental benefits, paperboard offers compelling economic advantages:

• Cost Efficiency: Generally more cost-effective than glass or metal alternatives

• Processing Advantages: Easier to handle and process compared to rigid materials

• Customization: Excellent surface for printing and branding

• Supply Chain Benefits: Lighter weight reduces transportation costs

• Regulatory Compliance: Helps companies meet increasingly stringent environmental regulations

Overcoming Implementation Challenges

While paperboard offers numerous advantages, successful implementation requires addressing specific considerations:

Moisture Management

For products with high moisture content, proper barrier coatings are essential. The key is selecting appropriate polymer coatings that provide protection without compromising the package's overall recyclability.

Strength Requirements

Applications requiring high structural integrity may need reinforcement strategies or hybrid approaches that combine paperboard with minimal amounts of other materials.

Temperature Considerations

Products requiring microwave heating need specially selected coating materials that won't react to microwave energy, preventing unwanted chemical reactions or contamination.

The Path Forward: Industry Transformation

The packaging industry is experiencing a fundamental transformation. Companies that adapt early to sustainable packaging solutions will gain significant competitive advantages, including:

• Enhanced brand reputation and customer loyalty

• Reduced regulatory compliance risks

• Lower long-term material costs

• Access to environmentally conscious market segments

• Improved supply chain resilience

Paxert's Commitment to Sustainable Solutions

At Paxert LLP, we understand that transitioning to sustainable packaging isn't just about environmental responsibility—it's about future-proofing your business. Our expertise in paperboard distribution means we can help you navigate the complexities of material selection, ensuring you find solutions that meet both your functional requirements and sustainability goals.

We work closely with manufacturers to source paperboard materials that incorporate the latest technological innovations, from advanced barrier coatings to specialized treatments for specific applications. Our technical team can provide guidance on material selection, helping you understand the trade-offs and opportunities associated with different paperboard solutions.

Looking Ahead: The Next Decade of Packaging

The research is clear: sustainable packaging isn't just a trend—it's the future. Companies that fail to adapt risk finding themselves at a significant competitive disadvantage as regulations tighten and consumer preferences shift toward environmentally responsible products.

Paperboard technology continues to advance, with new innovations in barrier properties, strength characteristics, and specialized applications emerging regularly. Bio-based coatings and treatments are reducing reliance on petroleum-based additives, while improved manufacturing processes are enhancing quality and consistency.

The goal articulated by researchers—ensuring no packaging material ends up as waste—is ambitious but achievable. Paperboard's inherent recyclability and biodegradability make it a cornerstone technology for achieving this vision.

Taking Action

The time for half-measures has passed. Businesses need to take decisive action to transition toward sustainable packaging solutions. This means:

1. Conducting comprehensive packaging audits to identify opportunities for paperboard substitution

2. Partnering with experienced distributors who understand both the technical and regulatory landscape

3. Investing in employee training to ensure proper handling and optimization of new materials

4. Engaging with customers to communicate sustainability initiatives and gather feedback

5. Monitoring regulatory developments to stay ahead of compliance requirements

Conclusion

The packaging industry's sustainable revolution is not coming—it's here. Companies that recognize paperboard's potential and act decisively to incorporate it into their packaging strategies will find themselves well-positioned for success in an increasingly environmentally conscious marketplace.

At Paxert LLP, we're ready to help you navigate this transition. Our deep expertise in paperboard distribution, combined with our commitment to customer success, makes us the ideal partner for your sustainable packaging journey. The future of packaging is sustainable, recyclable, and responsible—and it's built on the foundation of innovative paperboard solutions.

Contact us today to learn how we can help transform your packaging strategy and position your business for long-term success in the sustainable economy.