Sustainability that pays. Practical moves for peak 2025

If you want to understand peak season, don’t start with carbon calculators and policy PDFs. Start with a front door.

Picture a courier outside a terraced house in Manchester on a wet Friday in late November. They’re holding a box that’s mostly air, delivering to someone who isn’t home, on a street where three other vans will arrive in the next hour, each carrying similarly airy boxes. That scene is peak: not villainy or incompetence, just a thousand perfectly rational micro-decisions that add up to a wildly irrational outcome.

Sustainability, at its best, fixes that kind of nonsense.

The most powerful lever is almost never the most expensive. It’s the default, the framing, the tiny change that ripples through a system.

• Offer lockers or PUDO as the first choice in the right places, and you remove failed first attempts; magically, emissions and costs fall.
• Right-size packaging and you don’t just save trees; you stop paying to ship oxygen.
• Promise delivery dates honestly and early, and customers self-select; the network breathes.

This isn’t hair-shirt retail or slowing the customer down. It’s removing waste you were never paid for. Peak magnifies everything, errors, empty miles, void fill, bracketing returns so small behavioural fixes become commercially gigantic. In 2025, with stricter EU/UK packaging rules landing and consumers rewarding brands that “get it,” the green choice is increasingly the profitable one. The trick is to design operations that make the good thing the easy thing.

What follows is a practical guide for B2C leaders in the UK, EU, and Nordics. We’ll focus on changes that actually move the needle under holiday pressure: cutting delivery emissions without killing speed; packaging that satisfies both regulators and margins; returns that don’t boomerang your carbon; and last-mile models that swap chaos for calm. You’ll see how startups, scaleups, and enterprises can each play this game. The right defaults differ by stage; the principles don’t.

Bring your scepticism. Keep your calculator handy. We’re not here to preach; we’re here to show where the system leaks value and how to plug it in ways your finance director will applaud and your customers will notice.

H&M Group: Ahead of 2025 goals

H&M Group has exceeded many of its 2025 sustainability targets early. In 2024, 89% of the materials used in H&M products were recycled or sustainably sourced, including 29.5% recycled content, nearly reaching its 30% recycled-materials target a year ahead of schedule. The company reduced its plastic packaging by 54% since 2018 (against an initial 25% reduction target for 2025), and 84% of its packaging materials are now recycled or sustainably sourced.

H&M’s greenhouse-gas emissions have also dropped substantially. Its 2024 report shows a 41% reduction in Scope 1+2 emissions and a 24% reduction in Scope 3 (compared to 2019), moving decisively toward its science-based climate targets. Other highlights include:

• Materials & circularity: 29.5% of product materials came from recycled sources in 2024. H&M earned a “Leading” status on Textile Exchange’s 2024 Material Change Index for its sustainable sourcing. The company now enables second-life use at scale: 26 markets (and 38 stores) offer in-store garment collection or resale via Sellpy and other platforms.
  
  
• Packaging: H&M’s ongoing goal is 100% circular packaging by 2030. Already 84% of its packaging is recycled/sustainable, and 92% of its own operational packaging waste is diverted to recycling/reuse. Design rules are enforced: by 2025 all plastic packaging is to be reusable or recyclable.
  
  
• Water & energy: H&M’s supply-chain energy initiatives cut the number of factories using coal boilers from 118 (2022) to 27 (2024). Freshwater use at tier-1/2 suppliers fell 9.5% (target 10%).

Overall, H&M is on track (or ahead) of its 2025 targets: 89% sustainable materials, 29.5% recycled materials, 54% plastic packaging cut, and significant energy/water savings.

Zalando: Green commitments and circular models

Zalando, Europe’s leading online fashion retailer, has similarly bolstered its sustainability performance. In 2023 its total reported greenhouse emissions were ≈4.77 million tonnes CO₂e (down from ~5.27 Mt in 2022). The vast majority of these are Scope 3 (customer deliveries, purchased goods). 

Key commitments include:

• Climate targets: Zalando aims to cut Scope 1+2 emissions 80% by 2025 (from a 2017 base) and reach 100% renewable electricity by 2025. Long-term, it targets net-zero across the entire value chain by 2050 (with 90% reductions in all scopes by 2040-2050).
  
  
• Circular packaging: Zalando is piloting reuse-oriented packaging. Zalando extended its DS Smith contract for fibre-based corrugated e-commerce packaging from April 2025 across its European network DS Smith). The company’s “Bag before Box” principle and high recycled-content films ensure most Zalando shipments use recycled/sustainable materials (corporate.zalando.com).
  
  
• Other initiatives: By 2024, Zalando continued to scale its Pre-owned category (the standalone Zircle app was discontinued in 2022 (Zalando Preowned) with resale integrated into Zalando’s main platform) and committed, following EU action, to remove sustainability flags/icons that could mislead.

In summary, Zalando’s reported emissions fell ~10% year-over-year, Zalando’s reported emissions fell ~10% year-over-year, and its science-based targets aim for deep decarbonization (80% Scope1+2 cut by 2025, 100% renewables by 2025).

EU & UK regulatory changes, 2025 onward

New regulations in Europe and the UK will sharpen sustainability requirements for e-commerce.

• EU Packaging and Packaging Waste Regulation (PPWR) – Adopted Dec 2024 and effective Feb 2025, PPWR replaces the old directive and applies from 12 Aug 2026. It imposes strict design and reporting rules for all packaging in the EU. Notably, e-commerce parcels must have no more than 50% empty space after 2026. Digital recycling labels (QR codes with material/recycling info) will become mandatory by 2027. PPWR requires online platforms to verify producers’ EPR registration/compliance to curb free-riding; penalties are set by Member States. The final PPWR sets re-use targets for transport/e-commerce packaging, not a blanket “checkout option. Enforcement will fall to EU Member States (fines and market restrictions for non-compliance). These rules are expected to drive innovation in right-sizing, refill schemes, and material recyclability.
  
  
• UK Plastics Packaging Tax (PPT) – From 1 Apr 2025, PPT is £223.69/tonne on plastic packaging components with <30% recycled content (applies to manufacturers/importers placing ≥10 tonnes/year) (gov.uk). Manufacturers/importers of ≥10 tonnes/year must register. The steadily increasing tax rate (raised from £217.85 in 2024 to £223.69 in 2025) is intended to incentivize the use of recycled content. From April 2025 the tax threshold remains 30% recycled content; thus any packaging under 30% recyclate will incur the higher £223.69/ton rate. Future UK policy discussions include possible scope expansion (e.g., to paper/plastic mix) and further rate hikes to drive circularity.

Taken together, these regulations mean that by 2025–2026, any e-commerce company shipping into Europe or the UK must minimize waste and boost recyclability. Firms will need to track packaging data closely and may redesign shipments (e.g., right-sizing boxes, using recyclable films) to comply. Online marketplaces like Amazon and Zalando will also have to enforce these rules among sellers.

Key takeaways

• Electrification: Major carriers (e.g., Amazon, DHL, UPS) are rapidly electrifying fleets. Amazon’s fleet of ~31,000 EVs delivered 1.5B packages in 2024. This trend cuts delivery emissions and sets a precedent for low-carbon logistics.
  
  
• Circular packaging: The industry is embracing circular design. Both Amazon and H&M report double-digit gains in recycled content and big drops in virgin plastic. Reuse programs (Amazon’s SiPP, Zalando’s loop containers) and lighter packaging are key strategies.
  
  
• Regulatory pressure: Maximum empty-space ratio is 50% for grouped/transport/e-commerce packaging from 1 January 2030 or 3 years after the Commission publishes the calculation methodology (due by 12 Feb 2028), whichever is later. Filling materials (air pillows, bubble wrap, etc.) count as empty space. The UK tax will cost £223.69/ton for packaging below 30% recycled content. Firms should adapt quickly to avoid penalties.
  
  
• Targets & progress: Many retailers have set Science-Based Targets or pledges (net-zero by 2040/2050). H&M and Amazon are on track for near-term targets, while others (Zalando) aim for deep cuts by 2030. Transparency is increasing: recent reports include detailed progress and even company-specific drop in total CO₂ emissions (e.g. Zalando’s 2023 reporting.
  
  

In sum, the latest data show accelerating progress in e-commerce sustainability. Leading companies are using electrified fleets, renewable energy, and recycled materials to cut their footprint. Simultaneously, upcoming EU/UK rules will enforce greener packaging and waste practices from 2025 onward. Stakeholders (companies, regulators, consumers) are converging on a more circular, low-carbon e-commerce model, making 2025 a pivotal year for sustainable online retail.

Steps to keep in mind 

1. Get PPWR-ready (EU)
   By 2030 (or 3 years after the EU publishes its method), your outer parcel for grouped/transport/e-commerce shipments must be no more than half empty. And yes, air pillows and bubble wrap count as empty space. Start measuring how much “air” you ship now so you’re not scrambling later.
   
   
2. Hit the UK Plastic Packaging Tax line
   From 1 April 2025, the UK charges £223.69 per tonne on plastic packaging with less than 30% recycled content. Ask suppliers for proof of recycled content and aim for ≥30% in anything you ship to the UK.
   
   
3. Stop paying DIM weight by accident
   Carriers often charge for the size of a parcel, not just its weight. (UPS GB, for example, uses cm³ ÷ 5,000 to work out the “charged” weight.) Right-size your packs and track two simple numbers: empty-space % and charged weight vs actual weight.

What you CAN do 

1. Right-size and “bag-before-box”
   Use padded mailers for small/light items and shrink box sizes for your top products. Cut void fill (air pillows, etc.). You’ll pay less because carriers charge for the space a parcel takes, not just its weight, and you’ll be ready for the EU’s packaging rules.
   
   
2. Offer Out-of-Home (OOH) where it actually reduces CO₂
   In city centres, make lockers/pick-up points the first choice (fewer missed deliveries, fewer miles). In suburbs/rural areas, keep home delivery as the default. The rule of thumb: if most customers can walk a short distance, lockers help; if they’d drive, keep home delivery.
   
   
3. Buy “green last-mile” from carriers,  don’t build it
   You don’t need your own e-vans. Ask carriers for EV routes/“green slots” in specific postcodes and basic CO₂ per parcel reporting. Big players already run this at scale (e.g., Amazon delivered ~1.5B packages by EVs in 2024), so carriers can service major European cities today.
   
   
4. Cut single-use packaging
   For sturdy items, ship in the manufacturer’s own box (no extra outer box). Switch to paper mailers and recycled materials where you can. For UK shipments, aim for ≥30% recycled plastic content to avoid the Plastic Packaging Tax.
   
   
5. Shrink returns before peak
   Make exchanges the easy button (not refunds), add fit/size help on product pages, and prefer drop-off returns so parcels are consolidated. Treat returns as a performance metric, not just a cost line. 

If there’s a single lesson from all this, it’s that peak season rewards good defaults.

Make the right thing the default. Put lockers first, only where people can walk. Make the smaller pack the path of least resistance. Tell the truth about delivery windows before the basket is full. Buy green routes from carriers rather than aspiring to own a fleet. None of these will win a Cannes Lion. All of them will quietly remove waste you were never paid for.

The new rules (EU PPWR, UK PPT) are a design brief, NOT a punishment. They force the industry to stop shipping oxygen, stop hiding behind fuzzy claims, and start measuring the stuff that actually moves a P&L: first-attempt success, charged weight, return rates, and how far customers really walk.

So treat sustainability like a marketing problem solved through operations. Change the defaults, measure what matters, and let peak season be a stress test you pass because you engineered the nonsense out of the system. That’s not hair-shirt retail - it’s return on common sense.