Google Achieves 100% Plastic-Free Packaging for Pixel, Fitbit, and Nest Devices

Google has reached a major milestone in its sustainability journey by making the packaging for its Pixel, Fitbit, and Nest devices completely plastic-free.

The company first pledged to eliminate plastic from its hardware packaging in October 2020. At that time, Google had already reduced the plastic content in its packaging to 94%. However, the remaining 6% proved to be the most challenging to replace, as it included essential components like shrink wrap, plastic tape, and labels.

Today, Google’s packaging for all of its hardware products is not only 100% plastic-free but also embodies a new design standard that combines aesthetics with environmental responsibility. The packaging is designed to be both beautiful and easy to recycle.

To achieve this, Google collaborated closely with suppliers to reimagine every aspect of its packaging, from the structure of the boxes to the materials used. The new packaging is crafted from a specially developed paper that is three times stronger and approximately 70% more stretchable than the previous version.

This innovative paper, created in partnership with Google’s material suppliers, makes the packaging lighter, thereby reducing its carbon footprint during transportation.

Inside the packaging, Google has introduced a new molded fiber pulp formula that provides secure protection for devices. This pulp is partially made from recycled newspaper, and its speckled appearance harmonizes with the new paper, enhancing the overall aesthetic.

The new packaging also features a peelable closure label that secures the box and its contents while making it easy to detect if the package has been tampered with.

Importantly, these labels do not leave any rough or torn edges when removed, contributing to a cleaner and more user-friendly unboxing experience.