Ultimately, it comes down to how individuals wrap up their packages to reduce waste. Grouping objects together in one single layer of bubble wrap or plastic instead of wrapping each one separately is a start. Companies, on the other hand, especially those that ship online, can reduce packaging by simply taking into account the size and fragility of a product. Creative marketing may also cut back on waste, as a lot of packaging is to make the product look attractive. Amazon actually started an initiative called Frustration-Free Packaging, which you can find out more about here: http://www.amazon.com/gp/feature.html/?ie=UTF8&docId=1000276271
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