Google has announced that it has successfully transitioned to 100% plastic-free packaging for its Pixel, Nest, and Fitbit devices. Initially, the company had pledged to achieve this milestone by 2025, but it has reached this goal ahead of schedule. The new packaging design emphasizes ease of recycling and sustainability.
The shift from plastic to fiber-based materials involved extensive research and development. Google replaced plastic components such as shrink wrap, tape, and labels with innovative alternatives. The updated packaging now features a new type of paper that is three times stronger and 70 percent more stretchable than its predecessor. This paper, developed in partnership with material suppliers, contributes to a lighter packaging design, which in turn reduces the carbon footprint associated with transportation.
Inside the packaging, a new molded fiber pulp—partially made from recycled newspaper—protects the devices and complements the new paper’s speckled appearance. A redesigned peelable closure label secures the box and ensures tamper-evidence while avoiding rough edges when removed.
Google’s new packaging also considers recyclability, with internal research indicating that the visual and tactile aspects of packaging influence recycling behaviors. The updated design features a speckled texture and uncoated surface, which enhances its recyclability appeal.
In addition to its own advancements, Google has updated its Plastic-Free Packaging Design Guide to share insights and encourage other companies to adopt similar sustainable practices. The company advocates for a collaborative approach to innovation in sustainability, aiming to inspire broader industry change.