More consumers are seeking to buy green paperboard packaging, versus plastics and other forms of packaging, but that doesn't mean they're overlooking a company's true intention in selling such products. If a company, on face value, appears to be committed to "green" environmental practices based on its product marketing, yet the majority of its operations and manufacturing processes are brown (far from green), then the company is "greenwashing."

Greenwashing triggers increased scrutiny and criticism by a multitude of key stakeholders, including customers, shareholders, advocacy groups, and many more. Therefore, before going too far down the green path, be sure to align your internal practices with your external actions and intentions.

But, why stop at just green? Think beyond green. Think sustainability. Companies integrating sustainability into their business operations recognize the convergence of environmental, social and economic values will truly set them apart from the competition. In doing so, your company can create value for customers by providing packaging solutions they want and need to enhance their lives while reaping the benefits of sustainability.

A good example is MeadWestvaco Corp., named to the Dow Jones Sustainability Index for the fifth consecutive year, which believes sustainability is both a business strategy and an ethical imperative. The company sees it as the driving force behind its innovative products and environmentally responsible manufacturing processes. Most importantly, however, it describes sustainability as "the foundation of a company built on integrity, accountability and stewardship."

In this tough economy, however, does it pay to be sustainable?

Worth the Investment?

Regardless of size, companies that make sustainability a business imperative will reap much bigger rewards in the long run. A recent A.T. Kearney study revealed that, during the current economic slowdown, "companies showing a true commitment to sustainability appear to outperform their industry peers in the financial markets."

Truly sustainable companies also gain a competitive advantage in workforce retention and attraction, which is especially important during times of economic uncertainty. Research shows employees working at companies with a genuine commitment to sustainability are the most satisfied and engaged.

In fact, according to Ethical Corp., every 'engaged' employee is worth approximately $3,570 per year in additional profit. Also, a recent Financial Times article stated that 77 percent of MBA students today are willingly to earn a lower wage in order to work for a company with a credible sustainability strategy.

Then, there's your company's brand and reputation — what are they worth? When times are hard, consumers still expect companies to do the right thing — environmentally, economically and socially; doing anything less will harm a company's brand and profitability.

Addressing this subject in December, Starbucks CEO Howard Schultz said, "Consumers are spending less and will more closely scrutinize products; they will embrace only the companies and brands they trust and with which they identify." Therefore, paper and packaging companies in Starbucks' or other retailers' supply chains, such as Wal-Mart, are expected to continue "walking the talk" by upholding the principles of sustainability throughout their operations.