Metsä Board and author and sustainability creator Kathryn Kellogg are launching a new campaign to raise awareness of ‘inboxing’.
While unboxing focuses on opening a package and showcasing its contents, inboxing turns the focus to the design, material and sustainability choices made long before the finished package reaches the consumer.
Through inboxing, Kathryn Kellogg, founder of Going Zero Waste, helps bridge the gap between packaging experts, brands and consumers, making visible the choices and trade-offs that shape packaging performance, sustainability and user experience.
“Inboxing is about making the invisible visible,” she explained. “Consumers see the finished package, but the real story lies in the decisions behind it. Understanding those decisions helps us have a more informed conversation about sustainable packaging.”
Inboxing examines packaging choices from multiple perspectives, recognising that the right solution depends on the product, the value chain and the available evidence, not on a predetermined preference for one material. Rather than asking which material is best, inboxing encourages users to think about what a package needs to achieve and what evidence supports the choices made.
“The best packaging solutions balance multiple objectives and are rarely a result of a single decision,” added Erja Hyrsky, SVP, commercial operations at Metsä Board. “The starting point should be what the packaging needs to achieve across its lifecycle and the evidence behind each decision.
“With inboxing, we want to bring brands, designers, packaging experts and sustainability specialists into the conversation early enough to challenge assumptions, compare options and shape better packaging solutions.”
