Beauty Without Compromise: Advancing Sustainable Packaging

For Diamond Packaging, sustainability is more than a goal. It is an operational mindset that guides how the company approaches materials, processes, products, and partnerships. We spoke with Dennis Bacchetta, Diamond’s marketing & sustainability director, about the company’s approach to sustainable beauty packaging and the opportunities and challenges shaping the industry.

Sustainability is a major focus across the packaging industry right now. How does Diamond Packaging define sustainability within your business, and how has that definition evolved over time?

Sustainability at Diamond Packaging isn’t theoretical. It’s operational, measurable, and directly tied to how we create value for our customers.

We define sustainability as creating innovative packaging solutions that deliver environmental, social, and economic value. We often refer to it as “Beauty without compromise.”

Our approach has evolved over time. One of our earliest commitments was to 100% renewable electricity, which helped shift our thinking from simply reducing impact to fundamentally rethinking how packaging is produced. That operational mindset carried forward into initiatives like Zero Waste to Landfill, where we began treating waste as a resource, redesigning systems to capture value across the lifecycle, and advancing toward carbon neutrality.

At the same time, our strategy has been guided by a broader purpose. We set out to advance our corporate values around environmental stewardship and supplier responsibility, align with leading global brands such as P&G and L’Oréal on climate action, and deliver the triple bottom line of environmental, social, and financial performance.

Today, our strategy is built on three pillars: Designs, Materials, and Methods.

• Designs: Engineering packaging to reduce material use and improve recyclability
• Materials: Prioritizing FSC-certified and recycled inputs with strong supplier transparency
• Methods: Leveraging renewable energy, advancing toward carbon neutrality, maintaining zero waste operations, and driving continuous process improvement

The biggest shift is that sustainability is now embedded in how we operate and innovate. It drives efficiency, strengthens partnerships, and delivers measurable value across the supply chain.

Sustainability has evolved from a trend to an expectation, and now to a legal, financial, and consumer-driven imperative. At Diamond, we see packaging at the center of that shift, and our role is to help customers turn it into an advantage.

Diamond has built a strong reputation for putting sustainability into practice. What are some of the most meaningful initiatives or investments that have helped turn your sustainability goals into measurable results?

Turning sustainability goals into measurable results comes down to aligning innovation, operations, and partnerships. A few initiatives have been especially impactful.

First, our early investment in renewable electricity fundamentally changed how we operate. In 2007, Diamond committed to purchasing clean, renewable wind energy for 100% of its electrical requirements, becoming one of the first U.S.-based folding carton suppliers to do so. This enabled us to achieve zero market-based Scope 2 emissions and laid the groundwork for our broader path toward carbon neutrality.

Second, our Zero Waste to Landfill initiative transformed our manufacturing mindset. By treating waste as a resource and building strong local partnerships, we now divert virtually all manufacturing waste from landfill, improving efficiency while delivering both environmental and economic benefits. With the help of Reworld and other partners, part of the paper waste stream leaving our facility is returned as raw materials, such as corrugated boxes and tissue.

Third, we’ve embedded sustainability into our approach to package design through our three pillars of designs, materials, and methods.

Finally, we’ve strengthened our impact through supplier collaboration and data transparency, moving toward more primary, activity-based data to better measure and reduce Scope 3 emissions. This includes expanded reporting through our GRI-aligned annual Sustainability Report, as well as CDP, EcoVadis, and UN Sustainable Development Goals frameworks.

Many companies talk about sustainability, but execution can be complex. What challenges have you encountered when implementing sustainable practices, and how have you worked through them?

Early on, we recognized that sustainability couldn’t be solved in isolation. We formed a cross-functional Green Team to bring together diverse perspectives from across the organization. This group has been instrumental in identifying challenges, developing practical solutions, and embedding sustainability into day-to-day decision-making.

One of the primary challenges has been balancing sustainability with performance and cost. Our customers expect premium packaging with high-end decoration, so the question isn’t just “Is it sustainable?” but “Can it deliver the same brand impact?” We’ve addressed this by investing in design innovation, finding ways to reduce material use and improve recyclability without sacrificing aesthetics or functionality. An early example is our Green Chic™ packaging, which demonstrated that upscale or luxury brands can support environmental goals without compromising identity or aesthetics, using in-line decorative technologies such as specialty coatings, cold foil, and holographic effects.

Another challenge is data collection, particularly Scope 3 emissions. Like many companies, we initially relied on spend-based estimates, which lack precision. To improve accuracy, we’ve worked closely with key suppliers to obtain primary, product-level data, allowing us to better measure impact and identify real reduction opportunities.

We’ve also seen complexity around supply chain alignment. Not all partners move at the same pace on sustainability, whether it’s certifications, disclosures, or operational practices. We’ve addressed this through a structured supplier engagement program, setting clear expectations, requesting transparency on materials and chemicals, and collaborating to drive improvements over time.

Finally, there’s the challenge of navigating evolving regulations and claims, from recyclability standards to emerging global requirements. We stay ahead by aligning with frameworks like GRI, CDP, EcoVadis, the UN Sustainable Development Goals (SDGs), and by ensuring our claims are grounded in credible data and recognized standards such as FSC certification. The regulatory and reporting landscape continues to evolve, so maintaining flexibility and transparency is critical.

Overall, our approach has been to treat these challenges as opportunities. It pushes us to innovate, collaborate, and build more resilient processes that deliver both sustainability and business value for our stakeholders.

Customer expectations around sustainability continue to evolve. What are you hearing from brands today, and how is that influencing the way Diamond approaches packaging solutions?

Customers are looking for partners who can turn sustainability into practical, scalable solutions. Our role is to help them meet those expectations while enhancing both performance and brand value.

Today, brands are asking for packaging that is not only recyclable, but optimized for recyclability, with reduced material use and improved recovery in real-world systems. They’re also looking for greater transparency, including product-level carbon data, Scope 1, 2, and 3 insights, and clear documentation around materials and chemicals.

At the same time, there’s continued pressure to reduce environmental impact without compromising shelf appeal or performance. For premium brands, sustainability can’t come at the expense of brand identity.

That’s directly influencing how we approach packaging at Diamond through our Greenbox initiative framework.

Our designers are engineering more efficient structures and minimizing material use while maintaining visual impact and functionality.

Diamond is increasing the use of FSC-certified and recycled content and helping customers navigate recyclability and compliance requirements.

We’re leveraging renewable energy, zero waste operations, and process efficiencies to reduce the overall footprint of the packaging we produce.

Our sustainability team is also seeing increased demand for data and validation, which is why we’ve expanded our reporting through GRI, CDP, EcoVadis, and the UN Sustainable Development Goals (SDGs), while working more closely with suppliers to provide better Scope 3 data.

There’s often a balance between sustainability, performance, and cost. How does Diamond approach those trade-offs while still delivering value to customers?

The best solutions are the ones where sustainability, performance, and cost are aligned, not competing.

Since launching our Greenbox initiative in 2008, it has served as our guiding principle for balancing these priorities. It’s built around three pillars: Designs, Materials, and Methods:

• Designs: We optimize structures early in the process to reduce material use and improve efficiency, which often lowers cost while improving sustainability.
• Materials: We help customers select substrates that balance recyclability, performance, and cost, whether that’s FSC-certified, recycled content, or alternative structures.
• Methods: We focus on how packaging is produced, leveraging renewable energy, zero waste operations, and process efficiencies to reduce overall environmental impact without adding cost.

We also take a total cost of ownership approach, not just unit cost. For example, lightweighting, improved pack-out efficiency, or better damage resistance can reduce costs across the supply chain while improving sustainability outcomes.

Finally, we collaborate closely with customers to align priorities. In some cases, the goal is maximum sustainability. In others, it’s the right balance. Our role is to provide options and data so they can make informed decisions.

Diamond’s Earth Day partnership with the Seneca Park Zoo, now in its 12th year, along with initiatives like TICCIT, are clear examples of sustainability in action. From your perspective, what impact do these types of efforts have on both the community and the future of the industry?

Initiatives like our Earth Day partnership with the Seneca Park Zoo and the TICCIT program are powerful because they extend sustainability beyond operations and into education, engagement, and long-term impact.

At the community level, these programs are about hands-on learning and inspiration. Each year, we work with hundreds of children and families to plant trees, create pollinator habitats, and learn about recycling and renewable materials.

Programs like TICCIT (“Trees into Cartons, Cartons into Trees”) make sustainability tangible, showing how paper-based packaging is renewable, recyclable, and part of a circular system.

They also reinforce broader conservation efforts. For example, our work with the Zoo’s Butterfly Beltway project supports native pollinators while encouraging people to take action in their own communities.

From an industry perspective, these efforts help build awareness and trust in sustainable materials and packaging systems. They connect the next generation to the role packaging plays in a circular economy and demonstrate that sustainability is not just a corporate initiative, but something individuals can actively participate in.

Equally important, they help position packaging as part of the solution. By showing how renewable materials, recycling, and responsible design work together, we’re helping shift perceptions and elevate the role of paperboard packaging in a more sustainable future.

The impact is multi-faceted. We’re educating and inspiring our local community today, while helping shape a more informed, engaged, and sustainability-driven industry for the future. These efforts also build goodwill in the community, which can be a powerful driver for attracting future talent.

For more information, visit https://www.diamondpackaging.com/earth-day.

Looking ahead, where do you see the biggest opportunities for the paperboard packaging industry to lead in sustainability over the next five to ten years?

Looking ahead, the biggest opportunity for the paperboard packaging industry is to lead the transition to a truly circular, low-carbon packaging system.

Paperboard already has strong advantages. It’s renewable, recyclable, and widely recovered. The next step is optimization at scale, which includes designing packaging specifically for recyclability, increasing the use of recycled content, and improving recovery in real-world systems.

Another major opportunity is data and transparency. Brands are demanding more precise, product-level environmental data, especially around Scope 3 emissions, since they are required for product carbon footprint (PCF) calculations. The industry can lead by improving data quality, standardizing reporting, and leveraging tools like LCA and carbon accounting software to provide clearer insights.

There’s also significant potential in innovation and material efficiency. Continued advancements in lightweighting, fiber technologies, and decorative processes can further reduce environmental impact while maintaining performance and shelf appeal.

At the same time, regulation is rapidly evolving, from Extended Producer Responsibility (EPR) programs to recyclability standards like California’s SB 343, as well as global frameworks such as Packaging and Packaging Waste Regulation (PPWR). These create both challenges and opportunities. I still remember Ben Markens, former president of the PPC, advising a few years ago that it’s critical for the paperboard packaging industry to “have a seat at the table,” actively participating in these discussions to share real-world challenges, technical expertise, and practical solutions. Thoughtful collaboration between industry and policymakers will be key to ensuring regulations are both ambitious and achievable.

Finally, there’s an opportunity to shift perception. By clearly communicating the benefits of renewable, recyclable materials, the industry can reinforce paperboard’s role as a preferred solution in a more sustainable packaging landscape.

Ultimately, the companies that will lead are those that combine material innovation, data transparency, and active engagement in shaping the future of the paperboard packaging industry.

Contact:

Dennis Bacchetta
Marketing & Sustainability Director
Diamond Packaging

[email protected]