Many an athlete has been saddled with the worrisome praise of having potential. It’s as though the experts are hedging their bets just in case there’s a star in the making, but they’re also telling us expectations aren’t that high.
Over the past decade or so, sustainable packaging experienced similar considerations and, in fairness, was the author of many of its shortfalls. But, it stayed in the fight, learned from experience and steadily improved to a point where, as one packaging expert puts it, “With regards to sustainability and packaging, the genie is out of the bottle and you will not get it back in.”