Here's an example of a company using life cycle thinking to reduce the overall impact of their products through better packaging. By saving more than 75% packaging by weight, Malt-O-Meal is reducing the environmental impact of their breakfast cereal products, as well as, increased margins and consumer savings.

Check out the video below and their blogsite here:

The next step to truly thinking green, would be to examine the impacts attributed to the product, not just the packaging.