A 16% CO₂e reduction
The material choice that made it & 3 ways packs can drive responsible consumer behaviours
[spoiler: none are QR codes]
At Path, we believe responsible brands deliver more positive impacts and fewer negative ones. For packaging, that means making decisions that reduce waste, cut carbon, and still deliver on the realities of retail. Design isn’t decoration, it’s decision. And the right decisions can shift entire categories.
Take Scholl. Founded over a century ago, the brand is synonymous with footcare. But like many heritage players, their packs had become reliant on plastic to communicate benefits and protect products. At odds with modern sustainability thinking, it was time for a reset.
The challenge: replace all plastic with more responsible alternatives without sacrificing standout, security, or shopper confidence.
The result: a switch to engineered card that delivered a 16% CO₂e reduction per pack compared to their previous plastic-heavy design, while retaining all the commercial functionality. Here’s how.
The material choice that made it
- Plastic out, card in. Every plastic component was replaced with responsibly sourced board.
- Impact reduced. Lifecycle analysis showed a 16% CO₂e saving per pack.
- Performance maintained. The new structure kept the same tamper security and shipping durability.
This wasn’t simply swapping plastic for cardboard. It was careful structural engineering tuned to carbon efficiency and consumer needs alike.
3 ways packs can drive responsible consumer behaviours
Packaging isn’t just a container it’s a communication tool. With the right cues, structure, and design choices, it can steer consumers towards more responsible actions in everyday use.
Make the sustainable choice obvious. Visibility matters. By introducing a small product window within a mostly card pack, we not only reassure consumers about what they’re buying — we also make the material switch away from plastic tangible and easy to understand. The design itself becomes a prompt to choose better.
Nudge towards correct disposal
On-pack communication can normalise responsible behaviours. In Scholl’s case, responsibly sourced card surfaces create the perfect canvas for clear recycling guidance, echoing WRAP’s finding that cues like “most people recycle me” influence action. The design removes friction — and excuses.
Design for easy follow-through
Good intentions fail if packs are fiddly, confusing, or impractical. Built-in hanging features, shaped fronts, and simple locking mechanisms mean the Scholl packs are easy to handle and dispose of responsibly. Usability and responsibility go hand in hand.
Why it matters
Responsible design isn’t just about adding QR codes, digital nudges, or abstract promises. It’s about physical decisions that cut waste, reduce carbon, and still work in the hands of consumers and retailers. For Scholl, that meant more responsible packaging that was also more available and more premium in feel. A win on all three counts.
The bigger picture
Too often, “sustainable” packs end up as compromises worthy in intention but weak in execution. They save material but lose shoppers. They cut plastic but collapse supply chains. The Scholl project shows it doesn’t have to be that way. With the right decisions, you can reduce impact and increase impact. Less carbon, more standout.
The takeaway
For Scholl, the outcome was a 16% CO₂e reduction and a stronger shelf presence. For your brand, it could be the difference between a sustainability initiative that ticks a box — and a responsible strategy that creates real-world advantage.