The past two years has seen a surge in business interest in sustainability, an emphasis on the equal importance of the triple bottom line. But as the credit crunch bites, and the packaging manufacturers, packaging users and retailers of packaged goods continue to struggle with increases raw materials and energy prices, at what point do the environmental and social pillars of sustainability become less equal than economic performance?

On the one hand, the simple answer is that the current tough economic conditions reinforce the sustainability agenda. More efficient use of raw materials and energy brings cost savings as well as delivering environmental and social benefits. And there are plenty more examples where the three pillars complement one another and support the immediate needs of the business, whether this is increased sales and margins or reduced costs and risk exposure.