Sustainable packaging is the right thing to do, and like many projects related to positive social impact, it’s easier said than done. That’s why Ritual wanted to hold ourselves accountable to 100% sustainable packaging by 2025. Great! So what does that entail?
Sustainable packaging doesn’t have a formal legal definition so let us be clear, we count packaging that is recycled, recyclable and/or refillable. Included in this goal is primary packaging (what the product is stored in), secondary packaging (any cartons for use in retail) and tertiary packaging (what the product comes to your house in).
Our Approach to Sustainable Packaging
Our sustainability program is built on science, just like our formulas, so we developed these goals by referencing frameworks like the United Nations Sustainable Development Goals, using tools like Life Cycle Assessments (LCAs) to determine which packaging is most sustainable and avoid greenwashing and guidance from leaders like the Ellen MacArthur Foundation.
Leveraging third parties like Bluebird Climate and COMPASS, LCAs help us decipher the carbon footprint across a packaging’s lifespan. The reason this is important is because people can often only think about sustainability within the context of a packaging's recyclability, vs doing a scientific assessment of the entire life of that packaging, from production, use and disposal.
We select packaging with circularity in mind and are ok with bucking consumer perception about what is sustainable when science is on our side (for example, our 100% recycled plastic multivitamin bottles use 59.4% less carbon than glass). †
†Relative performance estimated by Eco Impact® COMPASS version 1.0.20