Looking for More Sustainable Packaging? Don’t Fall For These 5 Myths

Sustainability isn’t just a buzzword. It’s changing the way people shop, with sixty-two percent of consumers ranking sustainability as one of the top three values they evaluate when choosing which product to buy. 

For brands, sustainability can’t be an afterthought if they want to land in shoppers’ carts. Packaging is a significant piece of that sustainability puzzle, but it’s also where things get murky. Misconceptions about sustainable packaging run rampant, particularly when a package includes a pressure sensitive label.

Below, we’re setting the record straight on five of the most common myths about sustainable labels, so you can make smarter packaging decisions that support your goals and strengthen your brand.

Myth 1: Sustainable labels don’t perform as well as standard ones.

The reality: Many of today’s sustainable labels perform just as well as standard ones. In fact, many “standard” labels from Belmark actually are sustainable.

That said, it’s clear where this myth originates: The first generations of sustainable labels were largely underwhelming in performance. They didn’t hold up well during shipping and handling, often peeling or flagging before they reached store shelves or homes. However, materials have come a long way since then.

Instead of designing entirely new sustainable labels, engineers revisited existing standard labels and determined how to tweak them to make them sustainable. Now, many standard labels are sustainable because you can wash them away, enabling easy recycling of the product container or packaging. 

There are a variety of label options that are not only sustainable but perform just as well as you’d expect a “standard” label to (especially since many of them are standard!).

Myth 2: Recyclable means it will be recycled.

The reality: Just because a label is technically recyclable doesn’t mean it will be properly recycled. Here’s why:

1. Recycling requirements can be confusing, and consumers don’t always recycle containers properly. Most recycling systems have very strict requirements, and labels often determine whether they can properly recycle a container. For example, some containers require the label to be removed before recycling. Others require it to stay in place. And if the consumer doesn’t take the right step? Usually, the container ends up in the landfill.
2. Brands sometimes unknowingly make packaging design choices that disrupt proper recycling. Certain packaging materials require very specific types of labels if you want them to be recyclable. And the extra features you add to a label, like metallic inks, can impact whether packaging makes it through the recycling stream.

For these reasons, smart packaging design is critical: 

• Choose the right label for the material it’s being applied to.
• Design your labels with recyclability in mind, ensuring the materials, inks, and adhesives won’t interfere.
• Include clear instructions right on your package that tell consumers exactly what they need to do to recycle your package correctly.

At Belmark, we understand how labels interact with different packaging materials and recycling systems. We’ll help you get it right, right from the start.

Myth 3: Consumers can compost labels in their backyard compost. 

The reality: Backyard composting and pressure sensitive labels don’t mix.

While some compostable labels exist, they require processing in an industrial composting facility that accepts compostable packaging — of which there are only about 140 in the entire U.S. There are no labels available on the market that will break down in a backyard compost!

Unfortunately, most consumers don’t have access to this type of industrial composter. If you include a label on compostable packaging — even if that label is compostable — it is unlikely to reach the kind of facility required for proper composting. And if your consumer puts it in their backyard compost? The label’s adhesive will prevent it from composting properly.

We often share this as a “watch out” to brands because those that overpromise on compostability can actually erode consumer trust, much like Coca-Cola did when it overstated how much of its plastic bottles came from recycled materials. If sustainability is central to your brand, your packaging must reflect what’s realistically possible, based on the infrastructure your consumers have access to.

Myth 4: We have to pay a premium for sustainable labels.

The reality: Sustainable labels don’t always cost more — and with Belmark, many don’t.

As mentioned earlier, many of our standard label materials are already sustainable, giving you access to sustainable options without adding cost.

If sustainability is core to your brand, we’ll help you explore cost-effective solutions to help you deliver on that value. You don’t always have to pay more to do better for the environment and your consumers.

Myth 5: There’s only one “right” sustainable option.

The reality: The best sustainable packaging solution depends on your product, your values, and your goals.

There’s no one-size-fits-all answer. What’s “right” depends on the material you’re labeling, how consumers will dispose of your product, and the story your brand wants to tell. Belmark offers a wide range of options to support the unique needs of our customers.

We offer materials to support different sustainability goals and stories. Want to highlight post-consumer recycled content? We’ve got options. Looking for wash-away adhesives to aid recyclability? We can help. Need a renewable material made from wood bioproducts? That’s on the table too. 

A Packaging Partner Who Knows the Whole Label Story

At Belmark, we don’t chase trends or greenwash claims. We’ll help you choose the right sustainable label, backed by real performance and rooted in a deep understanding of materials, practical recyclability, and packaging design.

We stay on top of new innovations. We work with supply partners who share our values. And we’ll always help you make the best choice for your product, your consumers, and the planet.

Ready to build a smarter, more sustainable package? Let’s talk.