Green is the New Gold in Consumer Packaging.

Unless you’ve been living in a cave for the last few months, you’ve probably heard the buzz from Wal-mart and their plans for sustainable packaging.

Here’s a quick reference to the Wal-mart story, and the ensuing conversation it ignited with respect to Sustainable Packaging:

Sustainable Products

Wal-Mart Launches 5-Year Plan to Reduce Packaging

A Journey of a Gazillion Miles Begins With a Single Inch.

Wal-Mart puts pressure on suppliers to go green

Wal-Mart launches sustainable packaging initiative

And more here.

What must packaging suppliers consider?

This emerging trend represents a “golden” opportunity to highlight the “green-side” of your products and services. Suppliers that are already delivering containers with eviro-friendly characteristics stand to gain, if Wal-mart holds true to its plan. As for the rest, now is the time to explore your package line-up and see how or if any product lines have a hint of “green-ness.”

Let’s take this in stride. I’m not suggesting that you abandon all that you’re doing and all that you are in the name of positioning yourself as “green-friendly.” Rather, now is the time to start highlighting those characteristics in your marketing effort.

So the list of criteria for packaging excellence grows. To functional, aesthetic, user-friendly, durable, safe, and synergistic, add green.

Go green and good luck.