Debunking the Myth: Reusable Packaging and Emissions

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In the world of sustainable packaging, myths and misconceptions can sometimes cloud the facts. One persistent myth we often encounter at LimeLoop is the idea that transporting reusable packaging generates more emissions than single-use alternatives. Today, we're here to set the record straight and show you why reusable packaging is not just a smart choice for your business, but a crucial step towards a more sustainable future.

The Myth

Some skeptics argue that the additional transportation required for returning and reusing packaging leads to higher overall emissions, potentially negating the environmental benefits of reusable solutions.

The Reality

Research and real-world data tell a different story. In fact, reusable packaging saves a staggering 93% on emissions compared to single-use alternatives. Let's break down why:

1. Lifecycle Analysis

When we consider the environmental impact of packaging, we need to look at its entire lifecycle - from production to disposal. Single-use packaging requires constant production, using new resources and energy each time. Reusable packaging, on the other hand, spreads its production impact over multiple uses.

2. Material Efficiency

Reusable packaging is designed to be durable, often using materials that are more resource-efficient in the long run. While this might mean a slightly higher initial carbon footprint, it's quickly offset by repeated use.

3. Optimization of Return Logistics

Companies like LimeLoop have developed smart systems to optimize return logistics. We use existing postal routes and consolidate returns, minimizing additional transportation needs.

4. Reduced Waste Management

Single-use packaging ends up in landfills or recycling facilities after just one use. The emissions associated with waste management - including collection, sorting, and processing - add up quickly. Reusable packaging significantly reduces this burden.

5. Technological Advancements

With advancements in materials science and logistics technology, the efficiency of reusable packaging systems continues to improve, further widening the gap in emissions savings.

The Numbers Don't Lie

A comprehensive study by the Reusable Packaging Association found that reusable packaging systems can reduce carbon emissions by up to 60% compared to single-use systems. When we factor in the entire lifecycle and our optimized logistics, LimeLoop's solutions push this saving to an impressive 93%.

Beyond Emissions: Additional Benefits

While the emissions savings are significant, the benefits of reusable packaging extend even further:

• Reduced reliance on raw materials
• Decreased water usage in production
• Lower overall energy consumption
• Minimized waste in landfills

Join the Reusable Revolution

At LimeLoop, we're committed to delivering a world without waste. By choosing reusable packaging, you're not just making a smart business decision - you're contributing to a more sustainable future.

Don't let myths hold you back from making a real difference. Embrace the power of reusable packaging and be part of the solution to our global waste challenge.

Ready to reduce your emissions by 93%? Contact us today to learn how LimeLoop can transform your packaging strategy. This blog post addresses the myth head-on, provides clear facts and explanations, and ends with a call-to-action. It's designed to be informative, persuasive, and aligned with LimeLoop's mission. Remember to add any specific data or case studies from LimeLoop's experience to further strengthen the argument.

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Revolutionizing Reusables: A Bold Step Towards Global Sustainability

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In a world increasingly aware of the environmental impact of single-use items, Petaluma, California, is setting a remarkable example with its new reusable cup initiative. Starting next month, over 30 eateries in the downtown area will adopt a vibrant purple reusable cup, replacing disposable options. This innovative pilot program, which includes local cafes and major chains like Petal Pie Company, aims to make reusing cups as effortless as tossing a disposable one. This initiative not only marks a significant step for Petaluma but also sets a precedent for global efforts in making reusables convenient and economical.

A Collaborative Effort for Global Sustainability

The reusable cups will be provided free of charge and can be easily returned to designated bins located throughout the city. After use, the cups will be cleaned and redistributed to participating establishments, potentially eliminating hundreds of thousands of disposable cups from circulation. This initiative is spearheaded by the Center for the Economy at Closed Partners, with Kate Daly highlighting its significance as a pioneering effort in the U.S. to normalize reusable cups in restaurants.

The Importance of Consistency for Global Impact

For the program to succeed and be replicable globally, a shift from individual store initiatives to a city-wide approach is essential. Daly emphasizes that consistency and ease of use across various retailers are crucial to meeting customer expectations. Starbucks, which has conducted reusable cup trials globally, recognizes the challenges of ensuring cups are returned effectively to maximize environmental benefits.

A New Strategy for Returns on a Global Scale

Unlike previous attempts that relied on incentives for cup returns, the Petaluma pilot focuses on simplicity and accessibility. By saturating the city with the program and providing pickup services for cups taken home, the initiative encourages returns without requiring additional incentives. The messaging throughout Petaluma will reinforce the motto “Sip, Return, Repeat,” promoting a culture of reuse that can be emulated worldwide.

Designed for Functionality and Global Adoption

The reusable cups are designed for both hot and cold beverages, balancing functionality with an unattractive aesthetic to discourage customers from keeping them. The project will be monitored closely until November to assess its effectiveness, with feedback from restaurant staff being crucial to its success. This practical design and feedback loop can serve as a model for other cities and countries looking to implement similar initiatives.

A Blueprint for the Future of Reusables

With an estimated 50 billion single-use cups discarded annually in the U.S. alone, initiatives like the Petaluma project aim to shift away from this unsustainable practice. Daly envisions a future where a combination of personal reusable mugs and community options could eliminate single-use cups entirely, marking a significant step toward sustainability. This vision, if adopted globally, could lead to a substantial reduction in waste and a more sustainable approach to everyday consumption.

Leading the Way for Global Change

As this initiative unfolds, it could serve as a model for other cities and countries looking to reduce single-use waste and promote a more sustainable future. The Petaluma project exemplifies how community collaboration and innovative thinking can pave the way for meaningful change in our consumption habits. By making reusables convenient and economical, Petaluma is leading the way for a global shift towards sustainability. 

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How Individual and Collective Actions Can Drive Global Circularity Forward

Attending The World Economic Forum's Annual Meeting of the New Champions in 2024, also know as Summer Davos, on behalf of LimeLoop was an enlightening experience. The discussions and insights shared underscored the urgency and complexity of addressing global challenges, particularly in the context of sustainability and the global plastic treaty. Here are some key takeaways from the inspiring event in Dalian, China:

Individual and Collective Action

One of the most resonant themes was the need for both individual and collective action. Each of us has a role to play in driving change, whether through personal choices or by influencing broader organizational and societal shifts. The collective impact of individual actions can be profound, and it is essential that we all step forward together to create meaningful progress.

Reimagining Financial Structures

A significant point of discussion was the necessity to rethink our financial structures. Traditional models often prioritize short-term gains, which can be detrimental to long-term sustainability. We must be willing to explore and adopt new financial frameworks that support circular economies and sustainable practices. This might involve innovative funding mechanisms and impact investing that prioritize long-term environmental and social benefits.

Investing in Systems

Another crucial takeaway was the importance of investing in systems rather than just individual products or solutions. At LimeLoop, we have seen the benefits of a systems-based approach, which can lead to more sustainable and effective outcomes. This means looking beyond immediate returns and considering the broader, long-term impacts of our investments. Embracing this mindset is essential for developing and implementing circular solutions that can address the plastic crisis.

Corporate Commitment

The role of corporations in driving change cannot be overstated. Businesses have the power to make significant impacts, and their commitment to sustainable practices is vital. Corporations must actively participate in the development and implementation of circular solutions. This commitment is essential for the success of any global plastic treaty and for achieving broader sustainability goals.

The Power of Kindness

Interestingly, one of the most profound insights from the event was the critical role of kindness. In addressing global challenges, collaboration, understanding, and empathy are crucial. Kindness fosters cooperation and drives meaningful change, making it an indispensable component of our efforts to create a more sustainable world.

Policy Shifts: The Icing on the Cake

Policy shifts, such as the structure of the Global Plastic Treaty, are essential. These policies provide the framework and support needed to drive large-scale change. While individual and corporate actions are crucial, policy changes can amplify these efforts and ensure that they are sustained over the long term. These shifts are the icing on the cake, providing the necessary structure and support for a circular economy.

The Annual Meeting of the New Champions reinforced the importance of a multifaceted approach to sustainability. By taking steps forward individually and collectively, reimagining financial structures, investing in systems, securing corporate commitments, and embracing kindness, we can make significant strides in addressing the plastic crisis. The path forward requires effort from all of us, but with these principles in mind, I left the event feeling both challenged and hopeful about our ability to create a cleaner, more circular future.

Join us in the reuse revolution and let's create a circular economy together!

Ashley Etling

CEO & Co-Founder

@thelimeloop

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5 Simple Ways to Contribute to a Circular Economy

In today's world, where environmental concerns are at the forefront of many discussions, the concept of a circular economy has gained significant traction. At LimeLoop, we're passionate about creating sustainable solutions for shipping and packaging. But what can you do to support this shift towards a more circular economy? Here are five simple yet effective ways you can make a difference:

1. Embrace Reusable Packaging

One of the easiest ways to contribute to a circular economy is by opting for reusable packaging whenever possible. When shopping online, look for retailers who use LimeLoop's reusable shipping packages or similar sustainable options. These packages can be used over 50 times, significantly reducing waste compared to single-use cardboard boxes or poly mailers.

2. Return Reusable Packaging Promptly

If you receive a product in a reusable package, make sure to return it as soon as you've unpacked your items. With LimeLoop packages, it's as easy as zip, flip, and ship. Just zip up the empty package, flip over the pre-paid return label, and drop it in your mailbox or a USPS collection box.

3. Choose Products with Minimal Packaging

When shopping, opt for products with minimal or eco-friendly packaging. This reduces waste and encourages manufacturers to rethink their packaging strategies. Look for brands that prioritize sustainable packaging solutions.

4. Repair and Upcycle

Before discarding items, consider if they can be repaired or upcycled. Many products can be given a new lease on life with a little creativity or maintenance. This extends the life cycle of products and reduces the demand for new resources.

5. Support Brands Committed to Sustainability

Choose to support brands like Toad&Co that are actively working towards sustainability goals. Look for companies that use recycled materials, offer take-back programs, or are transparent about their environmental impact.

By voting with your wallet, you're encouraging more businesses to adopt circular economy principles.Remember, every small action counts. By incorporating these practices into your daily life, you're contributing to a more sustainable future and helping to "deliver a world without waste" – a mission we're deeply committed to at LimeLoop.

Join us in the reuse revolution and let's create a circular economy together!

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Embracing Circularity: 5 Compelling Reasons for Leaders

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In today's rapidly evolving business landscape, sustainability and resource efficiency have become paramount concerns for enterprises across industries. As all leaders navigate the complexities of modern-day operations, embracing circularity – a regenerative approach that minimizes waste and maximizes resource utilization – is no longer just a buzzword; it's a strategic imperative.

Here are the top five reasons why C-suite leaders should prioritize circularity in their organizational strategies.

1. Innovative Sustainability. Mitigating Environmental Impact and Regulatory Risks

As environmental regulations tighten and consumer awareness of sustainability issues grows, companies that fail to adopt circular practices risk facing hefty fines, repetitional damage, and potential legal liabilities. By embracing circularity, enterprises can proactively mitigate these risks, reduce their environmental footprint, and position themselves as responsible corporate citizens.

2. Sustainable Profitability. Enhancing Resource Efficiency and Cost Savings

Circularity is inherently geared towards optimizing resource utilization and minimizing waste.

By embracing circular business models, such as product-as-a-service, remanufacturing, or closed-loop reusables, enterprises can significantly reduce their reliance on finite raw materials, lower operational costs, and unlock new revenue streams through innovative product life-cycle management.

3. Driving Innovation and Circular Competitive Advantages

Embracing circularity fosters a culture of innovation within organizations.

By rethinking traditional linear business models and exploring new ways to create value from existing resources, enterprises can develop cutting-edge products, services, and processes that differentiate them from competitors and create sustainable competitive advantages.

4. Elevating Brand Equity. Attracting and Retaining Top Talent

Today's workforce, particularly younger generations, is increasingly conscious of environmental and social issues. By demonstrating a genuine commitment to circularity and sustainability, enterprises can enhance their employer brand, attract top talent, and foster a sense of purpose and engagement among their employees.

5. Future-Proofing Business Operations with Circularity

As the global economy transitions towards a more sustainable and circular model, enterprises that fail to adapt risk becoming obsolete. By embracing circularity now, all leaders can future-proof their organizations, positioning them to thrive in an increasingly resource-constrained and environmentally conscious world.

"The circular economy is becoming a core component of forward-looking business strategy. By rethinking the way we design, make, and use products and materials, companies can open up new opportunities for growth and value creation while reducing risks and increasing resilience." - Naoko Ishii, CEO and Chairperson of the Global Environment Facility

Implementing circularity is not just a matter of compliance or public relations; it's a strategic imperative that can drive long-term value creation, innovation, and resilience for enterprises. As leaders, the time to act is now – by integrating circularity into their organizational strategies, they can pave the way for a more sustainable, efficient, and future-ready business landscape.

 Want to learn more about embracing circularity. Let's grab a coffee. 

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Reusable Packaging Made Easy: 1000’s of Toad&Co Customers Rave About LimeLoop Mailers

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At LimeLoop, we're dedicated to revolutionizing product shipping and delivery, championing innovative sustainable packaging solutions that minimize waste and promote environmental stewardship. Our esteemed partner, Toad&Co, has enthusiastically embraced this mission by integrating the LimeLoop Reusable Mailer into their shipping options, providing customers with an eco-conscious alternative. Let's delve into the firsthand experiences of Toad&Co customers utilizing the LimeLoop Mailer and explore the seamless implementation of reusable packaging.

How Reusable Packaging Opt-In Works for Toad&Co Customers. 

When Toad&Co customers opt-in to the reusable packaging program, their order will be shipped via Ground service. Opting for Toad&Co's LimeLoop shipping option means they’ll receive their order in a durable, eco-friendly reusable mailer crafted from upcycled billboards. Once they receive the LimeLoop Reusable Mailer, they simply return it to us for reuse, perpetuating a cycle of sustainability.

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Giving Packaging a Makeover. Toad&Co Customer Reviews.

Real talk: Packaging is one of the biggest sustainability hurdles we face. There were 131 billion packages shipped worldwide in 2020 – and this number is expected to double in the next five years. With no signs of this slowing, Toad&Co is focusing on doing everything they can to lessen their impact when it comes to shipping and packaging. Here are a few of many reviews from their customers.  

1. Eco-Friendly and Convenient

"What a fantastic idea. I wish more vendors did this. I received 3 items in a black bag that still folded up and fit (just) in our mailbox. Each garment came in a lightweight and easily recyclable (or reusable) paper envelope. The bag they came in was zippered around the edge and secured with 2 snaps. In addition, there was a zip-tie that secured the zipper-pull to a loop on the shipping bag.!" Sarah D.

2. Reducing Waste & Ensuring Product Safety

"Awesome shipping method! These are so sturdy and well made. They have a soft lining to protect the contents. Plus, they don’t look like a retail shipment, so I don’t worry as much about the package being stolen out of my mailbox or off my porch." - Heather W.

3. Effortless Reusability

"I'm not one to want to do an extra step like return a mailer to the post office, but honestly it was really easy. They have plenty of time to return it so you didn't feel rushed. But honestly, if they charged you for being late to return it I wouldn't mind. Sometimes you need a little motivation. I love that using the mailer saves using a box, unlike the million boxes I just got from an Amazon order (eek!)!" - Lindsay L.

4. The Feel-Good Sustainable Experience

"I’ve always been happy with my Toad threads. The LimeLoop Mailer makes the whole experience even better! One more way that the Toads are demonstrating their caring for our environment!" - Linda P.

5. Empowering Sustainability

“Thank you Toad&Co for using these LimeLoop mailers! I feel a lot better ordering from any company that is committed to sustainability in tangible ways.” Amanda Z.

At LimeLoop, we're honored to collaborate with visionary partners like Toad&Co in pioneering sustainable practices within the e-commerce packaging landscape. Together, we're driving positive change towards a greener future, one reusable mailer at a time. Join us in our mission to reduce waste and safeguard our planet. Opt for the LimeLoop Mailer in your next Toad&Co order and become a part of the eco-friendly revolution!

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Single use packaging is NOT sustainable

There are so many brands out there that claim they use “sustainable” packaging for their products. However, if it isn’t reusable, it isn’t sustainable. 

Let’s dig into this. 

Why reusable?

In the last year, packaging has been in the spotlight. Yet the term “packaging” can be vague and can encompass a number of different areas. It could be the actual packaging your product is in or it could be the packaging used in transport. Regardless, most companies are using single-use packaging throughout their entire supply chain and that just isn’t sustainable. 

Reusable packaging is sustainable.

Reusable packaging refers to containers, crates, pallets, and other packaging materials designed to withstand multiple uses throughout their lifecycle. Unlike single-use alternatives, which are disposed of after one use, reusable packaging is intended for repeated use, minimizing the need for continuous production and disposal.

Even if something is recyclable or compostable, it still requires the use of virgin materials and taps into our precious resources. This then adds to the waste output and harms the environment, your bottomline and your impact long-term.

3 harmful single-use packaging options

The single-use spirals are as follows:

Compostable packaging, while biodegradable under specific conditions, may not break down effectively in landfill environments, where oxygen and microbial activity are limited. Seemingly, about 60% fail to disintegrate after 6 months. Moreover, the production of compostable materials can still require significant resources and contribute to pollution if not managed properly.

Recyclable packaging, although touted as a sustainable solution, faces challenges such as contamination and limited recycling infrastructure, leading to much of it ending up in landfills or incinerators. Additionally, the energy-intensive recycling process itself may outweigh the environmental benefits in some cases.

Other single-use packaging, while convenient, contributes heavily to the global plastic pollution crisis. With millions of tons of plastic waste entering oceans and ecosystems each year, the detrimental impact on wildlife and human health cannot be overstated. Furthermore, the extraction and production of single-use materials deplete finite resources and exacerbate climate change.

We can’t wait

The term “sustainability” is a buzz word and it’s constantly evolving. Consumers demand greater transparency and accountability from businesses, and brands spend more time prioritizing how they can provide more value and more worth with their sustainability efforts. 

With governments worldwide implementing stricter regulations and consumers favoring eco-conscious brands, look at the EU especially, the time to prioritize reusable packaging is now. We can’t wait to prioritize a circular economy if we want to see real change in the next year, or even the next few years. 

Consumerism isn’t going to change, so why not change the mode of transportation to consumerism which we can control? 

Reusable packaging is just better packaging. 

Let’s talk about how we can get you into reusable packaging and save 35% or more on your packaging costs. It is truly better for the environment and for your budget. Schedule a call.

Shifting perceptions: How customers view sustainability today

Guest post by Annie Button--Expert in all things sustainability

Over the past few years, public awareness and opinions on environmental issues have risen up the agenda for consumers across the U.S. Once seen as a niche interest area, sustainability has become mainstream as eco-anxieties grow and calls to live more consciously increase.

Brands that lean into ethics and operate responsibly have an opportunity to tap into motivations around reducing waste, protecting the planet, and making purchasing decisions that align with rapidly shifting values.

Customers’ views on sustainability: what matters most?

Consumers are increasingly concerned about the environmental impact of their purchases. This is leading to a growing demand for sustainable products, and services. Studies have shown that consumers are willing to pay more for sustainable products and are more likely to purchase products from companies that are committed to sustainability. In fact, one 2023 survey found that over 70% of respondents would pay more, with one in 10 stating they’d pay 30% more.

There are a number of factors driving this trend. One is the growing awareness of the environmental impact of climate change. Consumers are becoming more aware of the need to reduce their carbon footprint and are looking for ways to do so, as the media shares more of the dangers of climate change and the impact of fossil fuels and pollution.

Another factor is the increasing availability of sustainable products and services. In the past, sustainable products were often more expensive and difficult to find, making it harder for people to make the swaps necessary to lead a greener lifestyle. However, this is changing as more and more companies are offering sustainable products and services, such as MPB, a business sourcing 45% of its electricity from renewable sources and sending zero waste to landfill, and Reformation, a company that offsets 100% of their carbon emissions.

Consumers are also becoming more educated about sustainability – they’re learning about the different ways they can make a difference, and they’re looking for information about the sustainability practices of the companies they buy from. Social media has played a major role in raising awareness of sustainability issues. Consumers are increasingly using social media to connect with like-minded individuals and to learn about the latest sustainability trends.

The risks of superficial green messaging

While sustainability matters more to shoppers, most now look past superficial green messaging to consider substantive actions around social responsibility and environmental credentials. The customer view has matured to now delve deeper into sourcing, transportation miles and fairness across extended supply chains, revealing many businesses to be taking part in greenwashing tactics to boost sales.

Sustainability has developed as a concept, so much so that conscious consumers now interpret broadly, translating vague promises or nominal gestures into skepticism rather than brand loyalty. Terms like “recyclable”, “natural” or “green” may once have reliably signaled eco-credentials to many buyers. But increased awareness of interconnected environmental and social impacts means shoppers dig deeper across the whole product lifecycle when judging brand authenticity. The EU has already taken measures to protect the people from messaging that is incorrect or subjective.

With complex, interconnected definitions of sustainability now commonplace, brands must demonstrate authenticity to retain trust. Token carbon offset projects contradicted by lax governance and exploitative work practices simply shout greenwashing to buyers.

What can be called sustainable?

Sustainable packaging is not only about using a recyclable material but should consider the full environmental, social, and economic impacts of packaging materials—from raw material extraction through disposal. The goal is to meet current needs without limiting the ability of future generations to meet their own needs.

To create truly sustainable packaging, companies can use recycled and plant-based materials, reducing dependence on limited resources. Designing packaging that is recyclable, or compostable is a good start. However, working with reusable packaging is where you experience true sustainable efforts. This keeps materials in circulation and out of landfills. Companies should also think holistically, minimizing packaging wherever possible.

The people who produce packaging equally deserve sustainable and ethical working environments. By considering the well-being of communities touched by production, sustainable packaging promotes social responsibility. Overall, sustainable packaging means using renewable, recyclable materials, minimizing waste, and taking responsibility for environmental and societal impacts across the entire packaging lifecycle. This comprehensive approach helps preserve resources now and into the future.

What today’s consumers need when it comes to sustainability 

In today's market, where consumers are increasingly conscious of sustainability, businesses must adapt their strategies and practices to align with these evolving expectations. Ultimately, customers want it to be easier to make greener swaps, but there are several steps to achieving that.

Affordability and authenticity

Affordability is a key element of what consumers expect from sustainable brands. While there is growing awareness and preference for sustainably made goods, cost remains a barrier to mass adoption.

Products that are both environmentally and socially responsible and accessible to everyday buyers stand the best chance of shifting broader purchasing behavior. Meeting customers’ needs around price builds crucial trust in a brand’s authenticity on sustainability claims and increases the likelihood of repeat "ethical" purchases.

Transparency and trust

It’s also critical that brands interested in changing their customers’ perception of the business be transparent about sustainability efforts and performance through regular reporting. Customers also expect businesses to showcase a commitment to continuous improvement and innovation of sustainability practices with new technologies and benchmarks.

In order for consumers to truly trust sustainable brands, those companies must demonstrate consistency and transparency in their messaging and actions around sustainability. It is not enough to make claims or even do the right things sometimes – regular, visible commitment is key.

Brands build trust by backing up marketing with substantive, ongoing investments and initiatives that match their stated values. They also publish frequent disclosures with meaningful performance data, undergo third-party audits, and maintain open dialogue around challenges as well as achievements. When brands are consistent over time and across business units in prioritizing people and planet alongside profits – even when inconvenient – they prove authenticity.

As we’ve seen in recent years, how we view sustainability has changed considerably and customers are no longer happy to settle for the bare basics. As consumer demand for sustainable products and practices continues to grow, businesses that embrace sustainability will be well-positioned for long-term success.

About Annie Button

Annie Button is a freelance writer based in the UK. She specializes in sustainable living and business development. Her work has been featured in a variety of online publications and platforms.

What does it really mean to be “sustainable”?

In recent years, the term "sustainability" has become increasingly popular. But what does it really mean to be sustainable? 

To get a better understanding of what most people think this term means, I asked around my neighborhood in Denver. Here’s what some Denverites had to say:

“I like to think that being sustainable means wasting less. I try to only buy food at the grocery store that I will actually eat, but in my case, eating out more is probably more sustainable as then I know I will truly only pay for what I’m going to eat. Does that count for sustainability since I’m wasting less in food rather than thinking about plastic or something that gets thrown away–or worse, you see it thrown onto the ground as litter? I hope so…”

“Sustainability means choosing to purchase items that can be recycled and has the little triangle on the bottom of the container.”

“I bring my reusable grocery bags to the store whenever I remember–which is most of the time–and that always feels good.”

“Bike more. Or walk more. I rarely put gas in my car because I rarely drive. We’re a pretty bike friendly community, especially in the summer, so just get outside.”

“Do your research on the brands you buy from. Do they give back to the community? Do they offer sustainable options? Do they treat their employees with respect and dignity? Sustainability for me goes above and beyond the environment. It’s a movement rooted in respect towards people living in the environment.”

Sustainability can mean a number of different things to different people, as you can see from above. Whether it’s about reducing consumption, your waste output, choosing respect, or making more conscious decisions, we are all doing our part to make the world a more eco-friendly place. 

The definition of “Sustainability”

Merriam Webster’s definition of sustainability is as follows

“noun. the ability to be sustained, supported, upheld, or confirmed. Environmental Science. the quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance: The committee is developing sustainability standards for products that use energy.”

At its core, sustainability is about meeting the needs of the present without compromising the ability of future generations to meet their own needs. It is about finding a balance between economic growth, social development, and environmental protection. 

In other words, sustainability is about ensuring that we can continue to thrive as a society without depleting the resources that we depend on.

Just like the sustainable choices mentioned above, what else can we do to be more sustainable in our day-to-day lives?

5 sustainable suggestions 

Here are five key areas in which individuals and organizations can focus on to be more sustainable:

1. Energy Efficiency
   • One of the biggest contributors to greenhouse gas emissions is the burning of fossil fuels for energy. By improving energy efficiency, we can reduce our reliance on fossil fuels and decrease our carbon footprint. For example, using LED light bulbs, turning off electronics when not in use, and using public transportation or carpooling are all ways to improve energy efficiency.
   • Pro tip: A sneaky way to improve energy efficiency is to go back through your email and delete old emails you don’t need anymore. That newsletter you got last year is probably a good one to delete. These emails are stored on a server somewhere taking up space. This is a quick, easy and highly manageable way to be more efficient.

2. Waste Reduction
   • The amount of waste we produce has a significant impact on the environment. According to the Environmental Protection Agency, the United States generated 292.4 million tons of municipal solid waste in 2018, with only 32.1% being recycled or composted. By reducing the amount of waste we produce and properly disposing of what we do produce, we can help to conserve resources and reduce pollution. This can be achieved by recycling, composting, and reducing the use of single-use plastics.
   • Pro tip: At the grocery store, try and buy your fruits and veggies whole rather than pre-cute AND without any plastic bags to hold them together. You don’t really need them so why grab them anyway?

3. Sustainable Agriculture
   • Agriculture is a major contributor to greenhouse gas emissions and deforestation. By adopting sustainable agricultural practices, we can reduce the environmental impact of food production. This can be achieved by using organic farming methods, reducing the use of pesticides and fertilizers, and supporting local farmers who use sustainable practices.
   • Pro tip:  Look for the free range eggs and local meat at your grocery store. These are typically just $1-2 more and are worth it for the environment and for your own health. Another pro tip is to plant your own herb plants rather than buy herbs in those plastic clam-shell wrappings every time you need herbs. First, you’ll have them 24/7 at home and second, you’ll be wasting less.

4. Water Conservation
   • Water is a precious resource, and it is becoming increasingly scarce in many parts of the world. By conserving water and using it more efficiently, we can help to ensure that there is enough water for everyone. This can be achieved by fixing leaks, using low-flow fixtures, and reducing water usage in landscaping.
   • Pro tip: Turn your faucet off when you’re brushing your teeth. So simply yet so easy and impactful in creating new habits to conserve water. 

5. Reusable Packaging
   • Cardboard and plastic polymailers use precious resources. Polymailers simply have no positive environmental impact as they are made from plastic and cardboard is deceiving when it comes to sustainability. Unfortunately, it’s become ingrained in consumers that recycling is the solution to keep the planet healthy and happy. However, we know that recycling is the last option when it comes to the 3 R’s of reduce, reuse and recycle. Recycling should be the last resort which is why reusable packaging is the more sustainable option. 
   • Pro tip: Look for brands that send packages in LimeLoop reusable packaging. Check out our website to see some brands using LimeLoop to ship goods and maybe you'll find something you like and want to order. Or the easiest pro tip, walk into your favorite store next step and shop in real-time in a brick-and-mortar.

Taking responsibility

Being sustainable means taking responsibility for our impact on the environment and future generations. By focusing on energy efficiency, waste reduction, sustainable agriculture, water conservation and reusable packaging, we can all play a role in creating a more sustainable future. 

Small changes can make a big difference. Are you ready to deliver a world without waste?

Learn more about LimeLoop’s Trackable Reusable Packaging, click here.

8 key takeaways I learned from retailers about "recycling" cardboard

I’ve spent the last 5 years of my life working to eliminate single-use packaging. Cutting the use of cardboard was part of that goal, but most of my focus was on cutting single-use plastic packaging used in direct to consumer e-commerce shipments. This was true for a variety of reasons, but the primary reason is that eliminating plastic gets all the headlines and regulatory attention when it comes to sustainable packaging. Cutting cardboard or “recycling” cardboard doesn’t get quite the same effect… Because plastic gets the headlines, that’s where retailers focus. And because I sell to retailers, that’s where my focus was as well. 

So, you can imagine my surprise when an employee at one of Limeloop’s customers made an off-hand comment that if I was truly worried about ending single-use packaging, I should be more focused on cardboard in their supply chain–not just focused on packaging direct to consumer.. 

While I am not a fan of single-use of any sort, cardboard has always been the somewhat “ok” material. Somewhat “ok” in the sense that it still can be recycled, though that process certainly isn’t perfect. Recycling cardboard is a beast of its own… 

This employee continued with, “We’re sending 500 boxes per store per month to replenish inventory, and only using those boxes a single time. That is a lot of wasted resources: water, energy and ultimately, money. We spend over $1 per box for that single-use cardboard.” 

Small-scale, $1/box is nothing. But we aren’t talking small-scale here. 500 boxes per month at $1.25 per box would add up to $7,500 a year on cardboard that gets used once and then tossed. These may not even apply to recycled cardboard boxes though many claim they to be using recycled cardboard boxes. And these numbers are on the smaller end of that scale… Large retailers around the nation, and the globe, experience these same price pains when it comes to their shipments. Why is it that retailers are willing to pay this kind of money for a single-use transportation item?  

“Well,” this customer had said, “We don’t have any choice. Cardboard is a fact of life.”

Despite this retail employee’s insistence, I wasn’t sure I totally bought what they said. Could it really be that most retailers in the U.S. are blowing through hundreds of thousands, or millions, on single-use cardboard boxes every year just to replenish their shelves? 

To find out, I decided to go undercover one afternoon in early November to visit 10 retailers who had sterling sustainability reputations. 

Behind closed doors

My skepticism didn’t last long.

First stop…

I started with a California based retailer that had around 100 retail locations. I walked into the store on a slow, cloudy day and quickly started a conversation with their very friendly store manager. 

“How,” I eventually asked her, “do your stores get replenished?” 

I quickly learned that store replenishment happened with cardboard, that they received around 300 boxes per month, and that they recycled all their cardboard. “However,” she’d said, sensing I had thoughts about recycling, “We know recycling isn’t actually a great option compared to reusing these boxes, but what else can we do?”

Second stop…

Next I visited a retailer with several hundred retail locations that is as hip and Gen Z friendly as a brand could be. I’d barely started speaking with the very young store associate before she’d said, “don’t worry. We recycle literally everything. We’ll do anything to promote sustainability.”  

I laughed, telling her that it wasn’t recycling that I was worried about, but the act of using a resource intensive material like cardboard just once.

“Oh wow,” she’d replied, “I’ve never thought of it like that. We go through a ton of cardboard! And yea, what a waste.”

The rest of the stores…

Store after store, the story was the same. I watched employees cut otherwise brand new boxes filled with sweaters and socks. I watched them unpack the boxes and then flatten them, sending them off to be recycled or discarded.

It’s not that recycling cardboard is bad, per se, but when you realize that every flattened box represents at least 70 liters of water, or that every 100 boxes represents an entire tree, one starts to realize that the environmental cost of using cardboard is astronomically high even when it is being recycled. 

So, what did I learn? 

8 key takeaways

• Store replenishment depends on single-use cardboard boxes
• Sustainability minded store employees feel bad about single-use cardboard boxes
• Breaking down cardboard boxes for recycling is a time consuming process for store employees 
• Cardboard is expensive
• Even companies that prioritize sustainability use cardboard boxes for shipping products 
• Many products arrive in stores in a plastic bag that is placed inside the single-use cardboard it is shipped within
• Both store employees and retail sustainability team members know single-use cardboard is wasteful, but don’t feel there is an alternative
• Cutting out the use of cardboard is low hanging fruit for retailers that are looking to increase operational sustainability and efficiency

Are you wondering how you can quit cardboard? If yes, click here to schedule a call and we’ll see what can do to help you get away from using resource intensive, single-use packaging in your supply chain.

Fashion's role in collective circularity

You can learn a lot about a society by way of its fashion.

What, then, do these photos say? And how did we get here?

One could highlight cotton’s role in the Industrial Revolution. The same would point out fashion’s role in industrializing countries, driving economic growth and development and leading to the mass expansion of the fashion industry.

However, society, now, sits at a crossroads as “the production of polyester textiles alone emits about 706 million tons of greenhouse gases a year, and hundreds of gallons of water go into making a cotton garment.” Digging into fast fashion’s history reveals precisely how we’ve arrived right here.

Connecting the dots isn’t difficult. The current supply chain, the linear “take-make-dispose” system, depends on outsourced labor and manufacturing because it’s cheaper and less regulated, and it allows for mass production, meeting consumer demand yet destroying the planet.

Fashion’s role in collective circularity, is then, two-fold. Both brands and consumers must take responsibility.

An Appetite for Fast-Fashion

It isn’t entirely our fault for wanting those trendy pair of jeans or that cute fall sweater. Fashion is a form of expressing our truth, our stories, but it’s also an industry – an industry which lives and breathes consumer demand. It’s capitalizing on our self-expressions, our anxieties, and our desires. And we allow this.

As Michael Solomon, a consumer behavior expert, told Vox, “It’s not just about clothing, it’s about a disposable society.” Fast fashion is a breeding ground for waste. Consumers don’t see what happens behind the clothing they purchase from stores, such as H&M and Zara. Fast fashion is fast because its meant to be disposed of as the seasons, trends, and demands change.

Consequently, the dress, or suit, you purchased for a special occasion, or those ‘never-again’ heels or slip-ons end up in the back of your closet. Until you rediscover them. Then what? You could try to return them, but chances are they’ll be landfilled. You could certainly donate them, but where you donate matters, too, because 84 percent of donated clothing, yep, landfilled. 

The solution, then, in eliminating fashion waste from landfills and creating a circular system, must come from both fashion’s brands and consumers, collectively.

Sustainable Fashion Satiates

According to Green Strategy:

“More sustainable fashion can be defined as clothing, shoes and accessories that are manufactured, marketed and used in the most sustainable manner possible, taking into account both environmental and socio-economic aspects.”

They add:

“In practice, this implies continuous work to improve all stages of the product’s life cycle, from design, raw material production, manufacturing, transport, storage, marketing and final sale, to use, reuse, repair, remake and recycling of the product and its components.” 

Sure, there’s a lot to consider when transforming the fashion industry from fast to sustainable. But it is possible with collectivity. When brands and consumers work in tandem, a natural circular loop forms. Each role, though, does carry its own responsibilities in the grander scheme that is fashion’s role in collective circularity.

Brands’ Responsibility

Rental services, thrifting, resale and secondhand programs, which are increasing in popularity, drive circular fashion because consumers are encouraged to participate in the loop. 

Brands, then, are responsible, for not only transforming the system, by implementing sustainable policies and practices across their supply chains, but for encouraging further participation and education.

For example, thredUp, an e-commerce shop offering secondhand styles, provides sustainability stats on each piece of clothing. This contrasts the impact of secondhand fashion with that of fast fashion on the environment.

Thus, consumers shopping with thredUP can see the impact their decisions have on improving the climate, increasing awareness, education, and participation and creating an organic circular loop.

Consumer Responsibility

But let’s be honest, change is difficult. We’ve consumed fashion the same way for so long. Well, changing our purchasing habits doesn’t have to be expensive or extensive. And don’t let quantity confuse quality. Those ‘buy-one-get-one-free’ or ‘half-off’ deals are meant to drive you mad with desire. FOMO, or the fear of missing out, is still a real psychological problem; remember, fast fashion is an industry existing because of FOMO and a disposable culture.

Thrifting, secondhand and resale programs, can offer the same shopping experiences as fast fashion without the waste and anxiety. And of course, there are stigmas associated with thrifting or secondhand clothing, but they’re simply that – misunderstandings. Education is free. 

So, decide today to be proactive in your choices. Fast fashion’s messages can only tell so much of the story before it must change to fit a new narrative. We’re writing said narrative right now. Sustainable fashion just became the main character.

Fashion’s Role in Collective Circularity

Fashion, better yet the fashion industry, plays an integral role in collective circularity because it defines our culture. Textiles drove economic growth, lending to prosperity and development; however, we must course correct the current path, for our stories currently tell of a wasteful society. Our legacies left behind are that of a society confused about what we deserve.

But when all hope seems lost, brands such as For Days, a “closed-loop clothing company” come through with a circular message and system which may be holistically applied to the industry. For Days not only offers a SWAP program where consumers may return any piece of clothing they desire for whatever reason, but For Days operates sustainably, from upcycling returned clothing where applicable to shipping with reusable packaging. 

Brands such as these – For Days, thredUP, DePop, and Rent the Runway – pioneer collective circularity by engaging with the sustainability conversation while encouraging consumers to do the same. Brands and consumers can, collectively, change the narrative from wasteful to waste-free by way of the fashion industry.

Let’s make our style sustainable, and our story circular. If not for us, then for future generations.

Designing for an Ecommerce economy

We now live in a digital culture.

And it has fundamentally shifted the shopping and packaging experience from the corner store (1900’s) to the store and the door (1990’s).  Key examples include companies that have embraced the change – Warby Parker (once Lenscrafters), Third Love (once Victoria Secret, now For Love and Lemons ), Everlane (once Gap), and Casper (once Serta). Companies are using digital to create a brand, and a brand experience, rather than push products. For example, Casper, which doesn’t promote itself as merely a mattress company, but rather a digital-first brand focused around the concept of sleep. Jonathan Ringan noted, in Fast Company:

“Casper sees itself less as a simple mattress company and more as a lifestyle-driven enterprise that looks at sleep as a unique, optimizable category comparable to exercise or cooking or travel.”

With increased clickable convenience, online shopping continued to gain momentum. According to a 2016 Pew Research Center study, by desktop or mobile, 79 percent of Americans made purchases online – compared with 22 percent in 2000. In addition, 15 percent of adult shoppers made an online purchase once per week and 28 percent made multiple monthly online purchases. In 2017, 5 billion items worldwide shipped with Amazon Prime (63 percent of Amazon customers).

Further still, momentum propelled ecommerce forward as the pandemic kept people inside and shifted retail away from brick and mortar, seeing a 25% spike in March 2020 alone. The digital age transformed the supply chain over the years, but the future of ecommerce is here. Therefore, designing for an ecommerce economy, for a circular economy, requires retail and ecommerce retailers to think outside the current systems still designed for the corner store, from point of order to delivery. If not, we’ll see a widening post-purchase gap, rising unsustainable costs to people and the planet, and a continuing shift in global relations and processes.

Post Purchase Gap

First, it is important to look at the experiential economy or specifically in this case, the post-purchase gap and how it relates to future generations. Millennials crave a new experience both in store and at the door. Gen Z, at 60 million strong in the United States, demand it. “Compared to any generation that has come before, they are less trusting of brands. Authenticity and transparency are two ideals that they value highly,” says Emerson Spartz, CEO of the digital media company Dose.

Today, when a customer makes a purchase online, there’s an “experience gap” from the time the customer checks out to when the product arrives. This is the new experiential moment for digital shoppers. According to Amit Sharma at HBR,

“Providing a positive experience at this time of anticipation is a tremendous opportunity for retailers to deepen their relationships with customers and build loyalty for their brands. Surprisingly, only 16% of companies are focused on customer retention, even though it costs at least five times more to acquire a new customer than to keep an existing one.”

More than ever, customers want personalized shopping experiences from point of order to delivery and beyond. And with customer LTV becoming more and more important as the ecommerce momentum continues to push the boundaries of what’s possible, retailers find themselves paying higher and higher costs while the gap between consumer and retailer continues to widen. When is enough, enough?

UNSUSTAINABLE COSTS

Ecommerce customers, today, receive their products in a cardboard box, most likely in an OCC (old corrugated cardboard). The continued growth of online shopping and retail closings (70 million sq ft to close in 2018) have created a massive transition in the OCC (old corrugated containers) recovery market.

“There is a shift taking place and it’s more from the consumers. It’s a question of where that packaging material is going to end up and is it going to be as easy for us to capture,?” said Ben Harvey of Massachusetts hauler.

The United States designed its current recycling program over 50 years ago to take on cardboard consumption from retailers. While effective in its day, recycling centers and the planet can’t keep up with the ecommerce influx. And, the world is changing more in 10 years now than it used to change in 100 years, including rates and ways each generation consumes.

To keep up with the rapid change, innovative recycling companies are revamping their current systems. For example, Recology, a San Francisco serviced recycling center, is investing over $11 million dollars to add new processing equipment and supporting citywide taxes (15%) to account for the massive shift in receiving recycling from consumers versus retailers. While Recology is revamping to create temporary solutions, we must consider if the rest of the country can keep up with the rising cost and the impact to the environment we live in.

Today, humans are currently consuming nature 1.7 times faster than ecosystems can regenerate. The average American consumes its weight in trash each month and 165 billion packages and envelopes are shipped each year. Sixty-five billion parcel packages are shipped worldwide. 178 million parcel packages are shipped daily. This is a daily consumption of 1.2 million trees, 242 million gallons of water, and 5 million gallons of oil.

With the future of retail, we must consider the triple-bottom line – people, planet, and profit – as we build out more sustainable systems and collectively work to reduce and reuse what’s in circulation already, rather than just recycle.

SHIFT IN GLOBAL RELATIONS

To top it off, a recent shift in global policy will continue to impact the current supply chain systems in place. For example, the U.S. exports about one-third of its recycling, and nearly half goes to China. For decades, China has used recyclables from around the world to supply its manufacturing boom. But last year, it declared that this “foreign waste” includes too many other non recyclable materials that are “dirty,” even “hazardous.” In a filing with the World Trade Organization the country listed 24 kinds of solid wastes it would ban “to protect China’s environmental interests and people’s health.”

With e-commerce on the rise, the question becomes, do we revamp outdated systems or design a new one to solve for the growing costs to people and the planet? At LimeLoop we are designing a new one for the digital culture. Specifically, we are reimagining the packaging experience. First, by replacing recycled packaging with reusable packaging. Second, with sensored packaging to complete the brand experience loop. Packages that are received and sent back and reused, over and over again. With insights in where your package is and its state at all times, too boot. In return, is a high integrity system and experience for an environmentally sound world for many generations to come.

August giveback: center for ecoliteracy

LimeLoop Gives Back

Gearing up for the start of school and hybrid work, also means inspiring new methods, mindsets, and systems as both schools and companies continue to adapt. Recently, the World Economic Forum (WEF) released a report concluding, “If the world reused just 10% of plastic packaging, as much as half of our annual plastic waste would be prevented from entering the ocean.” 

Sustainable living is how we adapt. And reusable packaging is a step to sustainability. Yet it isn’t just about the packaging – it’s about the education, too. For, if we are to reuse we must relearn. 

Thus, this August, LimeLoop is donating 10% of all proceeds to support the Center of Ecoliteracy in their efforts to “cultivate education for sustainable living,” and to encourage the post-pandemic transition into more sustainable perspectives.

The Center for Ecoliteracy

Founded in 1995, in Berkley, California by Fritijof Capra, author and systems thinker; Peter Buckley, business leader, farmer, and philanthropist; and executive director Zenobia Barlow, “a pioneer in creating models of schooling for sustainability,” the Center for Ecoliteracy, or the Center, as its referred to, began as “dedicated to education for sustainable living,” as it is now.

“Thoughtful words have the power to influence impactful action. The Center for Ecoliteracy started on a few words which have inspired millions to act on living sustainably, and we are thrilled to join them in this mission.” 

Ashley Etling, co-founder and CEO of LimeLoop

Through its many projects and initiatives, including:

“California Thursdays” – serves more than 334 million farm-to-table meals a year to a statewide network of school districts;

and

“California Food for California Kids®” –  supports “systems change by improving children’s health, education, and the state’s economy” – 

the Center for Ecoliteracy provides educational opportunities to students and professionals collectively looking to live more sustainably.

Interested in signing up for LimeLoop reusable packaging and supporting the Center for Ecoliteracy cause?

Tech and the fourth wave of environmentalism

Make Lasting Environmental Impact by Leveraging Technologies in New Ways.

The rate of technological advancements since the recent turn of the 21st century has been unlike anything we’ve seen before. According to Moore’s Law, technological abilities grow exponentially, with computer processing speeds doubling every 18 months. With so much growing potential, and its many forms becoming more and more ubiquitous in our lives, it’s no wonder that in looking for ways to tackle our current environmental challenges, we’ve been looking to innovative technologies to provide the solution.

In looking at our societies’ evolving approach to environmental challenges, major shifts have been marked by four distinct eras, or waves. We’ll examine our current, fourth wave and what it means for today’s business approaches.

The First 3 Waves

Marked by President Theodore Roosevelt’s land conservation initiatives, the first era took place in the 19th century. The second wave leveraged legislation to hold government and corporations responsible for their roles in contributing to wildlife pollution, seeing its height in the mid-20th century. Then in the late-20th century, we saw a shift in focus to market-based solutions to solve these problems. The common thread between these different approaches was that they leveraged what was available at the time to bring lasting changes.  It is no surprise then that our current wave is centered on the use of innovation, especially through technology, to apply those changes at scale.

The Fourth Wave

Not only does the fourth wave leverage available technology in new ways, it draws on a very important lesson that we’ve learned in our previous wave – business practices and sustainability practices are not only at odds with one another, but require one another to meet their individual goals.

“In any era, solving environmental problems means making use of the best available tools. In this era, those tools include innovations that can help drive transparency, responsibility, and least-cost action.” – Fred Krupp

The 7 Innovation Technologies

While infinite types of technologies will contribute to the fourth wave, the report focused on seven in particular:

Mobile Ubiquity

The last wave saw a shift from desktop programs to the cloud, as we continue to untether ourselves from conventional workstations, the fourth wave will continue to highlight the importance of developing solutions for mobile execution.

Automation Technologies

We’re seeing technology applied to more quickly and accurately perform repetitive tasks previously performed by humans. 

Data Analytics

We generate 2.5 quintillion bytes of data a day. Our ability to quickly analyze and create practices around what we learn will be a key feature of the fourth wave.

Blockchain

While often confused with bitcoin and cryptocurrency, blockchain as a technology is actually a really secure way of transferring and storing data. Making it a great tool for medical and financial data. Still convinced blockchain isn’t going to take off? Walmart just recently won a patent for a system that would house medical records on a blockchain for faster lookups.

Sharing Technology

Solving global problems will require adapting a global mindset. Open source practices and collaborative thinking will need to be part of the DNA of business practices.

Sensors

As sensors continue to become more affordable and use cases more adaptable, we’re seeing them leveraged in new ways to help detect, measure and visualize environments.

“When sensors, machine learning, IT, and data analytics are used to shape smart policy, rein in free riders, and reward corporate responsibility, the result will be positive change that helps people and nature prosper.” Fred Krupp

Innovations at Work

While we’ve just scratched the surface on the potential of some of these technologies, companies are already successfully implementing many of them. For example, orbiting 500 miles above the earth’s surface is the Sentinel-5 Precursor satellite. To help us better understand the sources of global warming causing greenhouse gases, it’s measuring hot spots of air pollution around the globe. Adding sensors to Google Street View cars enables them to map out occurrences of methane gas leaks in many major US cities.

Among retail companies, more focus is being put on using automation technologies to increase efficiencies and productivity. Everything from robots to stock shelves, to apps that allow shoppers to ring up their own groceries are being tested for eventual rollout. If in the Seattle area, you can already check out Amazon Go, their smart grocery store that employs computer vision, deep learning algorithms, and sensor fusions to allow shoppers to put the groceries they want into their bags, walk out the store without waiting in line and be charged via the app.

Levi Strauss & Co’s automation efforts are focused on the manufacturing side of the process. They’ve introduced Project F.L.X. (future-led execution), a “new model [that] replaces manual techniques and automates the jeans finishing process, allowing the company to reduce the number of chemical formulations used in finishing from thousands to a few dozen”.  Through the program, they’re able to not only cut down on thousands of chemical formulations but also reduce textile waste.

Executives and the Fourth Wave

A recent report by the Environmental Defense Fund took a deeper look at these seven innovative technologies, and how companies leverage them. They surveyed 500 top-level executives (VP, SVP, and C-suite) of retail, manufacturing, energy, technology and finance industries making over $500 million in revenue.  The goal was to examine the intersection of business strategy, technological innovation and corporate responsibility.

Some key takeaways:

• Over 70% of business leaders see greater alignment between business and environmental goals.
• Executives see sensors and data analytics as the most promising innovations.
• Almost half of executives cite government regulations as drivers to implement Fourth Wave technologies, while more than 40% cite pressure from customers and positive business results.
• The retail industry scored the highest for constantly trying to find new ways to reduce its environmental impact, 78% of retail executives say their business and environmental goals are more aligned than five years ago, 65% of respondents attributing that to an increase in Fourth Wave technological advancements.

A company’s adoption of environmental practices does not just help to maximize efficiencies, it’s an increasingly growing demand from customers and employees alike. Consumers are holding companies accountable for their impact, of the leaders surveyed, 80% felt that this would continue to increase. 84% of these same leaders said that having sustainability-based business practices helped them attract and retain talent.  This is a trend that’s sure to continue to increase as numerous studies show that purpose driven career choices are becoming the norm among younger generations.

What’s Next

Leveraging technological solutions to today’s environmental issues is not only a moral obligation but also a financial one to a growing number of companies. Long gone are the days when large corporations could argue that corporate responsibility is at odds with revenue goals and shareholder obligations. As EDF President Fred Krupp explains, “The Fourth Wave is not pro-tech for technology’s sake. It’s pro-tech because we see incredible opportunity for people around the world to use technology to scale environmental solutions as never before”.

Behind the green: a conversation between co-founders

Behind the Green: a Podcast Conversation Between the Founders of LimeLoop, CTO Chantal Emmanuel and CEO Ashley Etling.

Chantal: if you weren’t an entrepreneur, what would you be doing?

Ashley: Probably something in food and wine. And, I always said, too, that if I didn’t get into entrepreneurship, I’d probably still be in school, because one way or another you are constantly learning, and I think that’s something with food and wine as well. While they seem so simple, there’s endless opportunities for both. 

Chantal: For sure, I was trying to think of what my answer to this would be, and similarly I think that there is something about building and making and food that each lends itself to that that’s very similar to the building of a company too.

Ashley: Yeah I think that in those really long days I joke: “Why don’t I just make cheese?” And someone tells me, “you can’t just make cheese, Ashley. It would have to be the world renowned cheese…” So I think it’s the love for making and making at scale. 

Chantal: …But is there anything like that where you set out with a hypothesis, or you thought you understood something, and through this journey has completely kind of turned that around for you?

Ashley: I think anyone who says “no” to that would be completely off in what they are saying, in any journey that they go down, especially building a new company. As you get deeper into the problem, new problems arise, and so that’s why I love it so much, oddly. And especially when you are working in supply-chain logistics, there is so much that goes into it. As you get into it, you realize some new things. I think one thing we quickly realized, which we were kind of thinking we would run into, is consumer behavior change, that making this shift to actually bringing your boxes out to the recycling bin versus leaving it on your front door would be a large shift, but actually we found really quickly that people were so delighted by this shift and feeling a relief of guilt. 

As we started working with warehouse management systems, [we found] a lot of software that a lot of 3PLs and DC centers use to actually fulfill orders were all designed for retail 150 years ago. Some were up to speed, some were not, some were in the middle. So being able to generate a third or a second label actually created more challenges than we ever thought would bring up into the system. So we continue to run into things like that, but the beautiful part of a problem solving team is that you constantly ask, can you solve that manually, [or] can you solve it with software, and I think that’s a continued fun of what we are working on.

Chantal: For sure, and you answered my next question which I feel like people ask me sometimes, “Why are you a logistics company? Aren’t you a packaging company?” And I think even when you brought the idea to me, I’m like “that sounds great, but why do you need a CTO for reusable packaging?” and I think you just hit the nail on the head that the packaging is really just one part of it, but I would love to hear you elaborate on the bigger system, on the bigger vision for that.

Ashley: Yeah, I mean I constantly talk to really, really inspiring, smart people within the industry and [when] you start to talk about that, we always look at this bigger vision where we all have this kind of coined word that has kind of become a buzz word which is ‘autonomous delivery,’ and these robots moving around almost back to The Jetsons. And, you know we’re not that far off, but we’re far enough off that 10 years of continuing to build up and do things the way we are will have that double bottom line impact on the environment and then also move into the profitability of a lot of these brands. So, we really looked at this ‘what’s the in-between’ until we get to that true autonomous delivery, and I think that’s where I continue to be excited that we are building up to this bigger vision where eventually we eliminate packaging, which is very exciting. 

Chantal: Cannot wait. Clearly there is still a pile. 

I think everyone assumes that we don’t order online and if anything it’s the opposite where we are feeling this pain and where we are looking for our own solution as well.

Ashley: Yeah, and I still get so excited when a LimeLoop shipper shows up at the front door [amid] a pile of cardboard boxes is just such, such a delight

Chantal: Oh, it stands out in the best way possible. What does it take to scale something like LimeLoop?

Ashley: The two big things I always say and have on my computer when I wake up in the morning is ‘simplify, simplify, simplify,’ which brings it back to focus of what we’re truly trying to solve, because it is a huge, huge problem and many layers that go underneath that, and then 100 nos equals one yes.

You’re going to continue to come across the people who actually don’t understand and don’t know where that’s going, but then the yeses are where the collaboration comes in and really starts to bring it to that scale. So by taking those core basics and building that solid foundation, that’s where we can start to see a scale. And then the other part is just the full collaboration of carriers and consumers and brands to really spearhead this, and that becomes this really incredible vision that we can’t wait for, when you go to UPS or FedEx, and you drop off the LimeLoop shipper, and you get to come in behind me and actually grab that shipper and use it for a package as well.

Chantal: I love that. Obviously, we have our big goals, but then the smaller goals I have in my own head are one of things like when a friend or family member calls me up and gets a package … and then a lot of the things we see posting online that has a lot of testing is that people are looking for this solution or are excited about the future of it. And those collaborations, as you mentioned, are another one where those folks are reaching out because they recognize that you start to see it all start melding together. 

But, The elephant in the room of this year that is Covid-19, you know obviously when we think about ecommerce, we think about packets, we can’t’ really think about that without thinking about Covid-19, so [I’m] curious about how you see that relationship and what has to happen next in response to it.

Ashley: I think what Covid-19 revealed in the supply-chain is that we’re not clear where all of our supply sits. And when we have something so critical as Covid and needing immediate help from PPP all the way to basic needs like toilet paper and food and water, when you’re unaware where that inventory is and where to move it, that’s where we really start to show that [smart reusable packaging] is a true critical need as we move forward, especially with ecommerce. So what we found very quickly, the road map we had developed was accelerated 3-5 years which is what we are seeing with most software companies that we’re now living in 2023 yet we have 2019 technology that’s built for that.

So it’s this rapid increase to develop and to push forward, so on one end it’s been incredible to be a part of it and to be that solution. On the other end, it’s just really pulling together as much as possible to work collaboratively to be able to move into 2023, and sometimes I think people feel it overnight.

Chantal: Exactly. That’s been one of the positives through this all, too – these big brands had to figure out how to work almost like a startup and change on the drop of a dime when the suppliers are calling from China that they can’t deliver, what does that mean for your next one. And so for us who have been living in that world from the very beginning, it’s very serendipitous that we are able to come in and provide that solution for other sustainability for these brands, which is amazing. 

For more and to listen to the full episode, find the LimeLoop podcast Behind the Green wherever you get your podcasts.

The need for a circular solution

With the rise of consumerism, and the continued expectation of convenience and fast delivery, online shopping undoubtedly embedded itself in our culture. In a letter to shareholders, Amazon CEO, Jeff Bezos revealed they have more than 100 million Prime subscribers. The digital economy has officially arrived. Inevitably, every new age brings with it a new set of challenges.

E-commerce’s rise simultaneously resulted in a momentous rise in packaging waste. At LimeLoop, instead of focusing on the existing packaging solutions – traditionally cardboard boxes and plastic poly mailers – we chose to re-imagine an entirely new shipping landscape and introduce a circular solution: smart reusable packaging.

Why, you ask, do we need to consider alternative shipping materials? After all, cardboard boxes and paper mailers are recyclable. As it turns out, recycling is a complex matter. What consumers understand as recyclable has led to a significant amount of non-recyclables making their way into single-stream containers. From plastic bags, organic matter to metal… you name it. Today, the average contamination rate sits at approximately 25%, which translates into 1 in every 4 non-recyclable item being placed in a recycling container.

For example, when foods or liquids contaminate good cardboard and paper, their value is lost and, are then, un-recyclable. Papers can only be recycled 5 to 7 times before the cellulose fibers become too short, as stated by the U.S. Environmental Protection Agency (EPA).  And with rising recycling costs  and as much as we like to think our packaging materials are being recycled, that is not entirely accurate.

The Circular Solution

Rather than emulating the current packaging and shipping ecosystem, we decided to shift our thinking towards envisioning a different kind of shipping landscape. We asked ourselves, what if we shipped items using something that is not a cardboard box? What would that look like? How would it move an item from point A to B? Beyond product, what else could this shipper hold? How would it interact with the user and the environment? And the list goes on.

In this stage of the brainstorming process, we don’t edit ourselves. No question is stupid, and no answer is correct (or wrong). The goal is to think outside of the (cardboard) box, literally, and examine the root of the problem. Essentially, we were looking to solve for packaging waste in a sustainable way, as opposed to designing a single product to replace the cardboard box. This means examining form, function, and material use for the entirety of the product lifecycle. The result: a full-circle shipping solution in the form of a reusable, trackable shipper that lasts up to 10 years.

How it Works

The LimeLoop shipper is made from recycled billboard vinyl and is designed to be reused over and over, in place of a cardboard box or mailer. Designed to be modular, the shipper can snap and contract as needed. When expanded, the shipper is large enough to hold up to 11 adult shirts comfortably. Waterproof, abrasion-proof, and trackable, the shipper is built to last up to 10 years. This extended lifecycle reduces carbon emissions, energy, and the consumption of valuable resources such as trees, water, and oil.

When you receive your order from participating brands, all you need to do is take your product out, flip the mailing label over, and put the shipper back in the mailbox instead of in the trash. The shipper is then mailed back to the brand so it can be used again for the next customer. As we like to say, it’s as easy as zip, flip + ship.