Brands are developing packaging solutions that are functional as well as sustainable. 

Excessive packaging remains one of the ethical consumer’s primary concerns, providing an opportunity for companies to innovate and stand out. By providing customers with something desirable as well as sustainable, dual-use packaging lets companies show leadership on the design front as well as on the environmental side.

http://www.cscout.com/blog/2008/11/28/dual-use-packaging-gives-consumers-more-than-a-clear-conscience.html

http://www.ywater.us/