When To Optimize Your Packaging with Dustin Smith

Introduction:

In this episode of the Product & Packaging Powerhouse podcast, host Megan Young Gamble sat down with Dustin Smith, CEO and co-founder of BoldtSmith Packaging Consultants. Known for his innovative approach to packaging optimization, Dustin shared valuable insights on how data-driven packaging decisions can revolutionize a company’s bottom line, boost sustainability, and enhance consumer experience.

The Importance of Packaging Optimization

Dustin emphasized the need for companies, regardless of size, to continually optimize their packaging. He explained that packaging optimization isn’t just about cutting costs; it’s about balancing sustainability, branding, and product protection. Companies often leave significant profit margins untapped by failing to revisit packaging solutions after launching a product. By refining packaging, businesses can unlock hidden cost savings, optimize shipping, and improve product protection, all while contributing to sustainability goals.

Dustin provided examples of how BoldtSmith Packaging Consultants helps companies achieve these optimizations. From designing packaging for cheese to developing returnable crates for submarines, his firm works with a diverse array of industries. By analyzing various aspects such as packaging materials, shipping logistics, and labor costs, BoldtSmith identifies areas where improvements can be made.

Data-Driven Decisions in Packaging

A key theme throughout the episode was the importance of data. Dustin shared how BoldtSmith uses data to assess everything from packaging material costs to freight efficiency. For example, they help companies calculate whether it’s more cost-effective to disassemble certain products, such as handles on home appliances, to fit more units in shipping containers.

Dustin also discussed how leveraging AI has made it easier to sift through large sets of data, especially for global companies with multiple manufacturing plants and packaging SKUs. This enables companies to make informed decisions that optimize their entire supply chain, from the factory floor to the consumer’s hands.

Sustainability Without Compromise

One of the more nuanced aspects of the discussion was sustainability. While sustainability is a buzzword, Dustin cautioned that companies must take a realistic approach. He shared an example of transitioning from EPS (expanded polystyrene) to molded pulp for a client, where the environmental impact was nearly the same, despite molded pulp being marketed as the more sustainable option.

The takeaway: sustainability should not be pursued at the expense of product integrity or customer satisfaction. Companies need to focus on the net environmental impact of their decisions, rather than blindly following trends. Dustin coined BoldtSmith’s philosophy as “green is nice, but net green is nicer,” emphasizing that a balance between sustainability and practicality is key.

The Role of Packaging in Consumer Experience

Consumer expectations around packaging are higher than ever. Dustin noted that poor packaging can lead to a negative unboxing experience, damaging a company’s reputation. Whether it’s a product arriving damaged or excessive void space in packaging, customers are quick to voice their dissatisfaction online. For businesses, this makes optimizing packaging a critical factor not only for cost savings but for maintaining brand integrity.

Dustin also highlighted how sustainability can enhance consumer experience, as customers increasingly expect eco-friendly solutions. However, he warned against the dangers of “greenwashing” — misleading consumers about the environmental benefits of a product. Instead, companies should focus on honest, data-backed sustainability efforts.

Final Thoughts: Packaging as a Competitive Edge

In an era where efficiency, sustainability, and consumer experience are paramount, packaging optimization has become a critical lever for success. Dustin Smith’s insights in the Product and Packaging Powerhouse podcast illustrate how companies can harness the power of data and innovation to turn packaging into a competitive advantage.

Whether you’re a startup looking to break into the market or a large corporation seeking to reduce costs, the lesson is clear: packaging matters. By investing in thoughtful, data-driven packaging solutions, companies can save money, reduce waste, and meet consumer expectations—all while staying ahead of the competition.