some packaging is better than other packaging

While "no packaging" is a good ideal to strive for, you can also prioritize types of waste:

glass, aluminum, and paper are better than plastic

There are environmental costs to producing glass/aluminum/paper packaging, but at least the materials are more easily recycled and don't contain petrochemicals.

packaging you will reuse is better than packaging you will throw away

If all else has failed and you have decided to purchase something with packaging, choose a reusable option.

sometimes, some packaging is better than no packaging

Choosing between a glass jar of olives from a small business or package-free olives from the olive bar at Whole Foods?

Get the glass jar! Jeffery Bezos doesn't need your olive money!

consider the upstream impact of your purchases

While big corporations have negative environmental (and social) upstream impacts, supporting a sustainable small local business can be good for the zero waste movement.

Small businesses are also more likely to take your preferences into account -- ask if they have any low-waste packaging options.