Consumption Habits & A Call for a Packaging Revolution
I'll begin this blog post with a statistic that recently stopped me in my tracks: 80% of the plastic in the sea comes from non-renewable plastic, most of which is packaging.
This alarming figure comes from Wes Carter, a leading advocate for sustainable packaging and the president of Atlantic Packaging, one of the largest privately held packaging companies in North America. I recently listened to him speak about the waste crisis on an episode of Nate Hagens' podcast, The Great Simplification. In their conversation, Carter described how the packaging industry is ubiquitous and reflective of human values. He highlighted how our current approach to packaging symbolises a "throwaway society."
However, he also made a compelling case: a transition to sustainable packaging could not only alleviate the waste crisis but also symbolise a shift in values - towards life, harmony with nature, and a more sustainable future.
Just a small fraction of the plastic washed up on our local beach in Sai Kung, Hong Kong.
A Confession: My Own Contribution to the Problem
I'll also begin with a confession: I feel conflicted writing this post. To some extent, I feel like a hypocrite because I know I’m contributing to this problem. While I’ve become more deliberate in my consumer habits, making an effort to purchase and consume much less than I used to, I still fall into the trap of buying things, much of which I purchase online.
Over the past few years, I’ve become far more conscious of my shopping habits. I now pause to evaluate most of my purchasing desires before clicking "buy" or handing over my hard-earned cash. I ask myself:
Do I really need this?
Will this improve my life in a meaningful, long-term way?
Perhaps a third question I should be asking is:
At what cost and in service to what and whom? Is there a more sustainable alternative?
How Advertising Manipulates Us
Much of my awareness to my consumption habits has informed through my teaching of Human Technologies, where I’ve grown more aware of the psychological nuances behind my own desires, as well as how the advertising industry works to manipulate them.
The Ecologist estimate that the average person sees between 10,000 and 16,000 advertisements or commercial messages per day. This constant barrage preys on our psychological wiring, encouraging us to seek the temporary dopamine rush that comes from buying something new. From the initial purchase to the unboxing experience, the high is fleeting. And so, the cycle continues.
In teaching the students at our school, we invite them to explore the question: What do humans desire, and how can we be alert to this? We unpack concepts such as thick and thin desires, as well as mimetic theory, which help to shed light on some of our more neurotic impulses.
In short:
Thick desires reflect our deeper, long-term aspirations, like living sustainably or practicing mindfulness.
Thin desires, on the other hand, are fleeting and often shaped by external influences, like advertising or social norms.
Mimetic theory, developed by French philosopher René Girard, builds on these concepts. It explains how humans imitate the desires of others, leading to a cycle of consumption driven by societal pressure rather than genuine needs. Recognising this dynamic has helped me better understand my own impulses and, more often than not, resist the allure of unnecessary purchases.
Why We’re Wired to Consume
Another insight that has made me feel (slightly) less guilty about my consumption habits is this: we are evolutionarily wired to consume and store.
In hunter-gatherer societies, accumulating resources like food and tools was critical for survival. However, this evolutionary trait has become maladaptive in a world of abundance, where consumption is no longer about survival but about status, convenience, or fleeting pleasure.
Understanding this doesn’t justify unsustainable consumption, but it does offer a more compassionate lens through which to view our flawed human tendencies.
Energy Blindness: The Hidden Impact of Consumption
Another factor is that many people remain unaware of the energy costs associated with their consumption choices. Nate Hagens describes this phenomenon as energy blindness: the inability to comprehend the full scope of energy required to produce, package, and distribute the goods we consume.
For example, the food processor I recently purchased wasn’t just a product; it was the culmination of raw material extraction, manufacturing, transportation, and packaging, and all the energy these processes required.
This awareness doesn’t always make the choice easier, but it does highlight how our everyday decisions contribute to larger systemic problems.
Why Convenience and Cost Often Win
So, why do I continue to make purchases online, knowing that 80% of the plastic in the sea comes from non-renewable packaging?
Sadly, the answer, for me, often boils down to convenience and cost.
Take my recent purchase of a food processor. When my old one broke (I did try to fix it), I had two choices:
Order online for a lower price and next-day delivery.
Take at least a two-hour round trip into the city to find one in-store at a higher price.
I chose the online option. However, the packaging was excessive, with boxes within boxes, wrapped in layers of bubble wrap. And, this is where a big part of the issue lies: for decades, packaging innovation has prioritised cost, convenience, and comfort over sustainability.
Even if I had bought the food processor in-store, it likely would have arrived at the retailer in similarly wasteful packaging. It feels like a lose-lose situation.
The Beacon of Hope: Innovating for Sustainability
Thankfully, companies like Atlantic Packaging are proving that sustainable alternatives are possible. Carter’s company, which services industries like food, beverage, and e-commerce (with clients including Procter & Gamble, Coca-Cola, and Amazon), is leading the way in sustainable innovation.
Their goal is to create packaging solutions that harmonise with the natural world, mimicking nature rather than working against it. This includes developing materials that are easier to recycle or biodegradable, and reducing the overall environmental footprint of their products.
Carter emphasises the importance of recognising our responsibility to steward the planet. This shift in values, from prioritising cost to prioritising life, is key to driving a sustainable revolution in packaging.
The Role of Big Players
A sustainable revolution in the packaging industry requires big corporate players to step up.
With only 8%-9% of plastics globally being recycled, according to Carter, and flexible plastics being the hardest to recycle, the responsibility for change must extend beyond individual consumers.
Paper recycling rates, by contrast, are much higher (around 60%) thanks to existing demand and infrastructure. This demonstrates that when there’s sufficient demand, sustainable systems can be implemented.
The packaging industry needs to prioritise creating products that serve life, not just convenience. Companies have a responsibility to ensure their products don’t end up polluting the planet.
An Invitation
While I’m far from perfect in my consumption habits, the steps I’ve taken have helped me to make progress. And I believe that progress, both personal and systemic, is what we should strive for.
This week, I invite you to reconnect with the Planet compass point by taking small, intentional steps toward more sustainable habits:
Pause Before You Purchase: Before buying something new, ask yourself if it’s a thick or thin desire. Do you truly need it, or is it a fleeting want influenced by advertising?
Reduce Packaging Waste: When shopping online or in-store, look for products with minimal or sustainable packaging. Where possible, support brands that prioritise recyclable or biodegradable materials.
Advocate for Change: Use your voice to encourage companies and policymakers to prioritise sustainable packaging. Whether it’s sending feedback to a brand, signing petitions, or supporting eco-conscious businesses, small actions can help shift the system.
What are you doing to tack Rough_North? Share your experience in the comments below or with someone close to you.
Let’s start a conversation about how we can move toward consumption choices that align with our values and a healthier planet.
