November 5, 2025
In today’s packaging landscape, sustainability is no longer a niche concern; it’s a driving force behind purchasing decisions, innovation, and long-term strategy. For suppliers, embracing and promoting eco-friendly practices is not just good for the planet—it’s good for business.
Even when sustainability isn’t explicitly requested by your independent corrugating customers, it should be a central theme in your conversations and proposals. You never know when a corrugating customer will need to respond to pressure from their own customer or engage with a new prospect seeking packaging solutions that minimize environmental impact. According to McKinsey & Co.’s 2025 global consumer survey, more than 60% of consumers say they are willing to pay more for sustainable packaging. This reinforces the idea that even if your corrugating customer isn’t asking for eco-friendly options, their end customers likely are—and they’re willing to invest in it.
Establishing yourself as a sustainability-minded partner starts with what you already offer. By highlighting your sustainable sourcing certifications and products that feature recycled content, recyclability, or biodegradability, you position yourself as a forward-thinking partner who understands the evolving market. This doesn’t mean you need to overhaul your entire product line; just elevate the sustainable attributes you already offer. Whether it’s using recycled content, reducing water and energy usage in production, or offering alternatives to plastic-based materials, these are valuable differentiators.
Don’t wait for customers to ask. Take the initiative to share your sustainability story. Proactively reach out to your customers and provide them with information about your company’s environmental footprint before they ask. Make sure your sales teams are equipped with clear, compelling messaging around these features, and consider creating sustainability-focused collateral that converters can use in their own customer presentations.
But sustainability alone won’t build lasting relationships. The most successful supplier-converter relationships are built on trust, transparency, and collaboration. Agility and responsiveness are key. As a supplier, your ability to communicate openly, especially when challenges arise, can make all the difference. Whether it’s a delay, a shortage, or a shift in availability, addressing issues promptly demonstrates reliability and respect. Delivering difficult news is never easy, but doing so with a clear plan shows confidence and opens the door to joint problem-solving, which can strengthen the relationship. Converters value partners who are proactive and invested in their success.
Mike Butler is senior director, packaging sales, at Domtar and vice chairman of AICC’s Associate board.
