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Today, customers pay close attention to how their orders are packaged, not just the item inside. Not only do they value the quality of the product inside, but they want to see that it was packaged intentionally. Brands that send their packages with foam peanuts and single-use plastic may not realize that they are sending an unintentional signal to customers. In an extreme consumerist society, customers are looking for companies that make an effort to reduce their carbon footprint.
Why Sustainability and Conventional Void Fill Is a Complex Problem
Sustainability and conventional void fill have become a more complicated problem to solve as both materials and commercial recycling programs have evolved. Many plastic void fill materials are petroleum-based, non-biodegradable, and difficult to recycle curbside. Some paper-based products are compostable, while still others are only commercially compostable, meaning they must be processed in specialized facilities. And as many large retailers have begun to understand sustainability, factors like truck volume and package weight, as they relate to fuel usage, also start to factor into an overall rating. In recent years, consumers have become more educated about these issues and their impact on the environment.
The question is always, "Do they care enough to make the decision with their pocketbook?" In McKinsey's US consumer packaging sustainability research , 55% of US consumers say they're seriously concerned about packaging's environmental impact, but sustainability still ranks well behind price, quality, and brand in actual purchase decisions — only 43% call environmental impact "extremely or very important" for packaging. For an initial purchase, it may not factor heavily into a consumer's decision-making.
Packaging Digest's consumer survey specifically on Gen Z found recyclability is still the single most-valued packaging attribute, with 51% of respondents picking it among their top three.
But as the unboxing effect grows and consumers look to packaging to deliver a brand experience, what you package in and how you package it contribute to an overall brand impression and loyalty. And in the expensive world of customer acquisition, that matters.
Understanding the eco labels: recyclable vs biodegradable vs. compostable
Eco-friendly void fill can mean many different things and can look different for each product. A product could be recyclable but not biodegradable, or biodegradable but not curbside recyclable, etc. Let's break down the differences between these terms.
- Recyclable means that the product can be processed and remade into new material. This includes products like glass, metal, and cardboard. Paper and cardboard are the two most recycled items after aluminum cans!
- Biodegradable means that the product can break down naturally over time. Microorganisms can break down these products, but the timeline is not always exact.
- Compostable materials break down under industrial conditions and may require heat or microbes to fully decompose into compost that enriches the soil.
"Eco-friendly" is not a single standard by which any product can be tested. It's a combination of different factors, and eco-friendliness varies from product to product.
Eco-friendly void fill options: a practical overview
Paper fill, including non-metallic crumple paper and fan-fold paper, is an effective protection option that is recyclable. These are better choices for items that need basic stabilization rather than extreme cushioning. This is a practical packaging choice. Plain, crumpled paper can look less polished than other fills and takes up more space than other alternatives. This is particularly appropriate in a pick-and-pack scenario where you are trying to stock fewer box sizes and use less expensive filler to reduce box costs.
Crinkle-cut paper is accordion-shaped shred that creates a cushion for products. The shreds are biodegradable and recyclable, while creating a beautiful - and fun! - unboxing experience. They come in a variety of colors and metallic finishes. This is mainly effective for jewelry, candles, cosmetics, gift boxes, and handmade goods. However, crinkle is heavier than some air options and requires more storage space as well due to its springy nature.
Honeycomb paper is scored, folded kraft paper to create a hexagon-shaped lattice. This void fill is strong and lightweight, great for fragile items like glassware, bottles, and ceramics. It is also recyclable and can be reused or repurposed. Honeycomb paper can be more expensive than other paper options due to its intricate design and may require additional fill for volume cushioning.
Air pillows are inflatables that protect your product and can be customized to match your brand. They are reusable and reduce storage volume because they don't come inflated! Air pillows are best for lightweight products. The biggest trade-off with air pillows is that they are recyclable plastic and require an inflation system, which requires operation. However, their extremely lightweight nature makes them ideal in scenarios where you are trying to reduce dimweight expense.
How to choose the right eco-friendly filler for your business
You might be wondering which eco-friendly filler would be best for your business. Let's break it down factor by factor!
Product fragility:
Some products are lighter and don't need excessive void fill, while others are heavier and more fragile. Crinkle shred would be appropriate for a lightweight item. A heavier item, like something made of glass, needs more structure. Honeycomb paper would be a fitting choice for those heavier, more fragile items.
Presentation priorities:
Void fill can transform your product's presentation and create a lasting impression on customers. If you have a unique brand or story, you should consider a void fill that can be customized to your company. DECOfill's customizable void fills include crumple paper, fan fold paper, air pillows, honeycomb, and bubble quilt. They can be customized with substrate color, and a 2-color imprint graphic, or a company logo. It is also important to choose a void fill that is visually appealing and aligns with the product inside.
Volume and budget:
Depending on your business size or the amount of void fill you need, the batch size will vary. If you want to see how customers respond to a specific void fill, you might order a smaller batch. DECOfill offers customized void fill in rolls as few as four - so you can test it out. These smaller batches make it easier to pivot designs, embrace seasonality, or adjust to your business's needs. Unit cost is higher with smaller batches, so you'll want to take advantage of higher volumes when it makes sense.
High-volume orders will produce large quantities of void fill and significantly reduce your company's cost per unit. This is best for companies with highly predictable product demand.
Customer sustainability expectations:
Many consumers who purchase from smaller companies align their values with those companies. Whether they are choosing to shop local, women-owned, handmade, or earth-first, among many values they could align with, the idea of the environmental footprint fits this audience's behavioral cues.
Understanding your audience's values is important when choosing a void fill. Narrowing it down to whether your audience would prefer products that are recyclable, biodegradable, or compostable is helpful, too.
The Sustainable Packaging Coalition's research adds a brand-messaging angle: when consumers understand what "recycled content" actually means, they actively prefer it — the report frames this as an underused competitive advantage - companies aren't getting credit because they aren't telling the story. Printing that message directly to the void fill itself could help deliver it.
In Shorr Packaging's 2025 Sustainable Packaging Consumer Report , 39% of consumers say they've actually switched to a competitor because that competitor offered more sustainable packaging — and 90% say they're more likely to buy from a brand with eco-friendly packaging in the first place. Willingness to pay more skews younger: 49% Gen Z, 47% Millennials vs. 41% Gen X, 37% Boomers. On what "sustainable" actually means to shoppers, minimal packaging (61%) and reduced plastic (53%) both outrank paper-based specifically (31%) — reinforcing that people care less about the exact material and more about less plastic, less waste overall. And on the flip side, cost (39%) and limited availability (36%) are the biggest reasons people don't follow through, with only 9% citing greenwashing skepticism as a barrier.
Curbside recyclability vs. industrial composting access in your customer base:
As discussed previously, eco-friendly box filler can mean many different things. Whether it's recyclable or compostable, they are all different. Therefore, it is important to understand your customers' access to recycling or industrial composting. If they purchase recyclable void fill but can't recycle it curbside, there's no point in it being eco-friendly.
Eco-friendly packaging and your brand
From the moment a package is unboxed, eco-friendly packaging communicates a clear signal of intentionality and creates a memorable impression. Because of social media, customers frequently share purchases and unboxing experiences, which can help make your brand name known. Branded patterns, custom colors, and professionally arranged, sustainable void fill can make a package feel high-end while also reinforcing your environmental values.
Great packaging filler protects the product, reduces environmental footprint, and creates a beautiful unboxing experience that customers are excited to share with people around them.
There is no "perfect" eco-friendly packaging filler for every business.
The right package filler depends on what products you're shipping, how much protection they require, your budget, and the experience you want your customers to have.
Finding the best package filler requires a balance of product protection, sustainability, presentation, and brand aesthetic. It also requires understanding what sustainability means to the consumer and their understanding of the differences between the terms recyclable, reusable, and compostable. This looks different across all brands and businesses! What might best suit another business might not best suit yours.
Ready to start using sustainable packaging without sacrificing protection or presentation? Explore DECOfill's wide range of eco-friendly fill solutions to find the product that best suits your brand.
Explore DECOfill's Paper Fill and Air Fill options here.
