FUTURE OF PACKAGING - Switch Packaging Specialists
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I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0686 1 8 / 0 9/ 2 0 2 0
FUTURE OF
PACKAGING
03 CHANGING ATTITUDES
TO SUSTAINABILITY 06 BUSTING COMMON
PACKAGING MYTHS 16 WILL REFILLS EVER
GO MAINSTREAM?
Making a label.averydennison.com
Material Difference
I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0000 00/00/2020 RACONTEUR.NET 03
FUTURE OF S US TA IN A B ILIT Y
PACKAGING
COVID crisis puts
Distributed in
sustainability in focus
What if Published in association with As health and safety becomes consumers’ top concern, some fear the
coronavirus may have halted sustainable packaging’s progress
food packaging were
carbon neutral?
Jim McClelland concerns, however, there are still
Contributors
Shyntartanya via Shutterstock
ways to level up the safety and sus-
re-pandemic, packaging tainability equation a little, for
Oliver Balch Sarah Dawood P was on a roll. The global instance by optimising use of recy-
Journalist specialising Journalist and former market value in 2019 was cled content, says Dales. “Companies
in sustainability, deputy editor at Design $917 billion, according to research that survive this challenging dec-
business and travel, and Week, covering the
by Smithers, with forecasts it would ade will manage to balance these
author of travelogues on creative industries, design
South America, India and the public sector.
top the one-trillion mark by 2024. elements sufficiently, but those that
and Wales. As the climate emergency loomed want to excel should lead from a ‘sus-
Mark Hillsdon large in the minds of consum- tainability-first’ perspective to have
Olivia Gagan Contributor to titles such ers, numbers for environmentally the greatest positive impact and odds
Journalist writing about as The Guardian and
responsible options were strong too. of success,” she says.
energy, sustainability BBC Countryfile, writing
and culture for titles on topics including A YouGov survey last year found Following the upheavals of lock-
including The Times, The sustainability, wildlife, half of UK shoppers were willing to down, the packaging industry is
New York Times and Time health and sport. pay more for sustainable packaging. also dealing with disruption of a
Out London. So how has the coronavirus changed different kind as restrictions ease.
Jim McClelland
the game? In general, according So, for instance, pubs and bars reo-
Marcus Lawrence Sustainable futurist,
Journalist, content speaker and writer, to Nicholas Mockett, partner at pening have thrown up new pack-
specialist, and specialising in the built Moorgate Capital, most packaging aging-related changes in consumer
former editor of B2B environment, corporate manufacturers have seen strong sales behaviour, motivated by hygiene
publications including social responsibility and during the pandemic, which augurs considerations, says Adrian Curry,
CSO Magazine, Business ecosystem services.
well for funding and finance. managing director of Encirc, a mar-
Chief and Energy Digital.
Peter Yeung “Investors do not invest if there is no heightened the risk factor associated The evidence from waste man- ket leader in container glass.
Rich McEachran Award-winning journalist prospect of a return on investment. with anything arriving at your door. agement is also that the pandemic “Our research with YouGov showed
Journalist covering tech, with a background in Fortunately for packaging, the vital In response, a new logistics lan- has forced packaging companies to people choosing glass bottles over
startups and innovation, social anthropology, role it plays in supply chains, as evi- guage emerged, explains Amelia speed up decisions on sustainable pint glasses. Some 60 per cent of
writing for The Guardian, featured in The Guardian,
denced by the robust performance Dales, business development man- solutions and bolster their green UK adults say they’re more cautious
The Telegraph and Wired and the BBC.
Professional Engineering. during COVID-19, suggests investor ager at Garçon Wines. “Contactless credentials. But again this view about drinking from reusable glasses
appetite will be sustained,” he says. delivery is now a term that has carries a caveat, according to Roger due to fears around contamination
Inevitably, there have been win- become part of our vocabulary and Wright, waste strategy and packag- and four in ten people are more likely
ners and losers. It has been boom has allowed many who have had ing manager at Biffa. to choose glass-bottled beverages
time for ecommerce, including the to self-isolate to access everyday “Hygiene and sustainability are by than before lockdown,” says Curry.
“recommerce” market for previ- household essentials safely.” no means mutually exclusive; the By contrast, another example of a
ously owned, new or used goods, Sustainable packaging pioneers able bigger challenge for businesses will potential trade-off between safety
plus online shopping and direct-to- to adapt to these new criteria are pros- be controlling costs,” he says. and sustainability sees consum-
consumer models. Demand for med- pering, including Garçon Wines that Safety and sustainability are not ers wanting coffee shops to resume
ical packaging is atypically high, for has seen unprecedented demand for always an easy match though. Terms serving in reusable cups, despite
Publishing manager Head of production obvious reasons, plus food provision its contactless supply of climate and such as “single use” and “plastic” hygiene issues.
Oliver Collins Hannah Smallman for people staying home to eat, espe- letterbox-friendly flat wine bottles. have become red-flag badges of dis- Furthermore, in a sign of confidence
cially takeaway meals, has seen a “COVID-19 has redefined sus- honour for a Blue Planet generation in sustainable packaging returning,
Associate editor Design
spike in unit sales. tainability,” says Kaushal Shah, of shoppers. TerraCycle launched its zero-waste
Peter Archer Sara Gelfgren
Kellie Jerrard All these uplifts in end-user founder and chief executive of sus- The fear among environmental- refillable UK shopping pilot, in July,
Deputy editor Harry Lewis-Irlam demand bring with them opportuni- tainable papers specialist envoPAP. ists is that a reactionary shift back in collaboration with Tesco.
Francesca Cassidy Celina Lucey ties for transit packaging and whole- Fundamentally, though, the sce- to a more risk-averse mindset post- With existing operations in the
Colm McDermott sale business happening along the nario remains simple. “Consumers’ COVID might see more packaging, United States and France, Loop had
Managing editor Samuele Motta supply chain. current top priorities are staying particularly plastic, not less, with delayed its original start date due to
Benjamin Chiou Jack Woolrich On the downside, volumes in heav- healthy and spending as little as the excess meaning more resource COVID, but is now pressing ahead,
Digital content executive Art director
ily impacted market sectors, such as possible. The real challenge is to consumption, CO2 and waste, and with major brands, from Heinz to
Taryn Brickner Joanna Bird air travel, tourism and hospitality, deliver a truly sustainable packag- less sustainability. Nivea, signed up.
Go nature.
plus some high street retail, notably ing product that ticks both boxes,” Even with single-use solu- Reusables also received a signif-
Design director fashion, have sadly been hit hard. adds Shah. tions designed to assuage hygiene icant show of support when more
Tim Whitlock Where then does this leave sus- than 125 health experts from 19
80%
tainable packaging? The more countries signed a statement with
Go carton.
Although this publication is funded through advertising and eco-conscious end of the general Greenpeace USA assuring retailers
of global consumers agree
sponsorship, all editorial is without bias and sponsored features consumer market has held up sur- and consumers such packaging is
that manufacturers should
are clearly labelled. For an upcoming schedule, partnership prisingly well, even advanced in be obliged to help with the safe during COVID-19.
inquiries or feedback, please call +44 (0)20 3877 3800 or some cases. Ultimately, then, the message from
recycling and reuse of the
email info@raconteur.net Data from more than 40,000 con- clients is sustainability will be the
packaging they produce
Raconteur is a leading publisher of special-interest content and
sumers in 23 countries, collected number-one priority for the future
research. Its publications and articles cover a wide range of topics,
Food packaging plays a critical role in getting food safely to consumers around the world. But it can also cause by global intelligence platform of packaging, even or perhaps espe-
including business, finance, sustainability, healthcare, lifestyle and
problems for the planet. What if all food packaging came from plant-based materials and didn’t impact the technology. Raconteur special reports are published exclusively in Streetbees, reveals 35 per cent of cially, in a post-pandemic world,
20% 57%
The Times and The Sunday Times as well as online at raconteur.net people worldwide have changed says Dr Tim Breker, co-founder and
climate? At Tetra Pak, we already have paper-based carton packages with reduced climate impact. But we won’t said in May they had are likely to avoid
The information contained in this publication has been obtained their sustainability habits, since the managing director of reusable pack-
purchased products products that have a
stop there. Our aim is to create cartons made solely from plant-based materials that are fully renewable, fully from sources the Proprietors believe to be correct. However, end of May, for the better. aging-as-a-service pioneer VYTAL.
that are packaged lot of packaging within
no legal liability can be accepted for any errors. No part of this
recyclable and carbon neutral. It’s all part of our journey to deliver the world’s most sustainable food package. Naturally, the question of hygiene using hygienic the next year, to limit “Reusable packaging and circu-
publication may be reproduced without the prior consent of the
shot up the consumer agenda, espe- packaging their contribution to lar-economy models are increasing
Publisher. © Raconteur Media
cially in the early days of lockdown climate change in importance. Hygiene is a given,
Learn more at www.tetrapak.co.uk/choosecartons when fears about the virus sur- whereas sustainability is a differen-
@raconteur /raconteur.net @raconteur_london viving on materials and surfaces Ipsos 2020 tiating criterion for consumers.”
raconteur.net /future-packaging-2020
187921_TetraPak_GNGC_Ad_Inuit_Raconteur_264x338_UK.indd 1 09/09/2020 13.29
I N D EPEN D EN T P U B L I C AT I O N BY RACONTEUR.NET #0000 00/00/2020 RACONTEUR.NET 03
FUTURE OF S US TA IN A B ILIT Y
PACKAGING
COVID crisis puts
Distributed in
sustainability in focus
What if Published in association with As health and safety becomes consumers’ top concern, some fear the
coronavirus may have halted sustainable packaging’s progress
food packaging were
carbon neutral?
Jim McClelland concerns, however, there are still
Contributors
Shyntartanya via Shutterstock
ways to level up the safety and sus-
re-pandemic, packaging tainability equation a little, for
Oliver Balch Sarah Dawood P was on a roll. The global instance by optimising use of recy-
Journalist specialising Journalist and former market value in 2019 was cled content, says Dales. “Companies
in sustainability, deputy editor at Design $917 billion, according to research that survive this challenging dec-
business and travel, and Week, covering the
by Smithers, with forecasts it would ade will manage to balance these
author of travelogues on creative industries, design
South America, India and the public sector.
top the one-trillion mark by 2024. elements sufficiently, but those that
and Wales. As the climate emergency loomed want to excel should lead from a ‘sus-
Mark Hillsdon large in the minds of consum- tainability-first’ perspective to have
Olivia Gagan Contributor to titles such ers, numbers for environmentally the greatest positive impact and odds
Journalist writing about as The Guardian and
responsible options were strong too. of success,” she says.
energy, sustainability BBC Countryfile, writing
and culture for titles on topics including A YouGov survey last year found Following the upheavals of lock-
including The Times, The sustainability, wildlife, half of UK shoppers were willing to down, the packaging industry is
New York Times and Time health and sport. pay more for sustainable packaging. also dealing with disruption of a
Out London. So how has the coronavirus changed different kind as restrictions ease.
Jim McClelland
the game? In general, according So, for instance, pubs and bars reo-
Marcus Lawrence Sustainable futurist,
Journalist, content speaker and writer, to Nicholas Mockett, partner at pening have thrown up new pack-
specialist, and specialising in the built Moorgate Capital, most packaging aging-related changes in consumer
former editor of B2B environment, corporate manufacturers have seen strong sales behaviour, motivated by hygiene
publications including social responsibility and during the pandemic, which augurs considerations, says Adrian Curry,
CSO Magazine, Business ecosystem services.
well for funding and finance. managing director of Encirc, a mar-
Chief and Energy Digital.
Peter Yeung “Investors do not invest if there is no heightened the risk factor associated The evidence from waste man- ket leader in container glass.
Rich McEachran Award-winning journalist prospect of a return on investment. with anything arriving at your door. agement is also that the pandemic “Our research with YouGov showed
Journalist covering tech, with a background in Fortunately for packaging, the vital In response, a new logistics lan- has forced packaging companies to people choosing glass bottles over
startups and innovation, social anthropology, role it plays in supply chains, as evi- guage emerged, explains Amelia speed up decisions on sustainable pint glasses. Some 60 per cent of
writing for The Guardian, featured in The Guardian,
denced by the robust performance Dales, business development man- solutions and bolster their green UK adults say they’re more cautious
The Telegraph and Wired and the BBC.
Professional Engineering. during COVID-19, suggests investor ager at Garçon Wines. “Contactless credentials. But again this view about drinking from reusable glasses
appetite will be sustained,” he says. delivery is now a term that has carries a caveat, according to Roger due to fears around contamination
Inevitably, there have been win- become part of our vocabulary and Wright, waste strategy and packag- and four in ten people are more likely
ners and losers. It has been boom has allowed many who have had ing manager at Biffa. to choose glass-bottled beverages
time for ecommerce, including the to self-isolate to access everyday “Hygiene and sustainability are by than before lockdown,” says Curry.
“recommerce” market for previ- household essentials safely.” no means mutually exclusive; the By contrast, another example of a
ously owned, new or used goods, Sustainable packaging pioneers able bigger challenge for businesses will potential trade-off between safety
plus online shopping and direct-to- to adapt to these new criteria are pros- be controlling costs,” he says. and sustainability sees consum-
consumer models. Demand for med- pering, including Garçon Wines that Safety and sustainability are not ers wanting coffee shops to resume
ical packaging is atypically high, for has seen unprecedented demand for always an easy match though. Terms serving in reusable cups, despite
Publishing manager Head of production obvious reasons, plus food provision its contactless supply of climate and such as “single use” and “plastic” hygiene issues.
Oliver Collins Hannah Smallman for people staying home to eat, espe- letterbox-friendly flat wine bottles. have become red-flag badges of dis- Furthermore, in a sign of confidence
cially takeaway meals, has seen a “COVID-19 has redefined sus- honour for a Blue Planet generation in sustainable packaging returning,
Associate editor Design
spike in unit sales. tainability,” says Kaushal Shah, of shoppers. TerraCycle launched its zero-waste
Peter Archer Sara Gelfgren
Kellie Jerrard All these uplifts in end-user founder and chief executive of sus- The fear among environmental- refillable UK shopping pilot, in July,
Deputy editor Harry Lewis-Irlam demand bring with them opportuni- tainable papers specialist envoPAP. ists is that a reactionary shift back in collaboration with Tesco.
Francesca Cassidy Celina Lucey ties for transit packaging and whole- Fundamentally, though, the sce- to a more risk-averse mindset post- With existing operations in the
Colm McDermott sale business happening along the nario remains simple. “Consumers’ COVID might see more packaging, United States and France, Loop had
Managing editor Samuele Motta supply chain. current top priorities are staying particularly plastic, not less, with delayed its original start date due to
Benjamin Chiou Jack Woolrich On the downside, volumes in heav- healthy and spending as little as the excess meaning more resource COVID, but is now pressing ahead,
Digital content executive Art director
ily impacted market sectors, such as possible. The real challenge is to consumption, CO2 and waste, and with major brands, from Heinz to
Taryn Brickner Joanna Bird air travel, tourism and hospitality, deliver a truly sustainable packag- less sustainability. Nivea, signed up.
Go nature.
plus some high street retail, notably ing product that ticks both boxes,” Even with single-use solu- Reusables also received a signif-
Design director fashion, have sadly been hit hard. adds Shah. tions designed to assuage hygiene icant show of support when more
Tim Whitlock Where then does this leave sus- than 125 health experts from 19
80%
tainable packaging? The more countries signed a statement with
Go carton.
Although this publication is funded through advertising and eco-conscious end of the general Greenpeace USA assuring retailers
of global consumers agree
sponsorship, all editorial is without bias and sponsored features consumer market has held up sur- and consumers such packaging is
that manufacturers should
are clearly labelled. For an upcoming schedule, partnership prisingly well, even advanced in be obliged to help with the safe during COVID-19.
inquiries or feedback, please call +44 (0)20 3877 3800 or some cases. Ultimately, then, the message from
recycling and reuse of the
email info@raconteur.net Data from more than 40,000 con- clients is sustainability will be the
packaging they produce
Raconteur is a leading publisher of special-interest content and
sumers in 23 countries, collected number-one priority for the future
research. Its publications and articles cover a wide range of topics,
Food packaging plays a critical role in getting food safely to consumers around the world. But it can also cause by global intelligence platform of packaging, even or perhaps espe-
including business, finance, sustainability, healthcare, lifestyle and
problems for the planet. What if all food packaging came from plant-based materials and didn’t impact the technology. Raconteur special reports are published exclusively in Streetbees, reveals 35 per cent of cially, in a post-pandemic world,
20% 57%
The Times and The Sunday Times as well as online at raconteur.net people worldwide have changed says Dr Tim Breker, co-founder and
climate? At Tetra Pak, we already have paper-based carton packages with reduced climate impact. But we won’t said in May they had are likely to avoid
The information contained in this publication has been obtained their sustainability habits, since the managing director of reusable pack-
purchased products products that have a
stop there. Our aim is to create cartons made solely from plant-based materials that are fully renewable, fully from sources the Proprietors believe to be correct. However, end of May, for the better. aging-as-a-service pioneer VYTAL.
that are packaged lot of packaging within
no legal liability can be accepted for any errors. No part of this
recyclable and carbon neutral. It’s all part of our journey to deliver the world’s most sustainable food package. Naturally, the question of hygiene using hygienic the next year, to limit “Reusable packaging and circu-
publication may be reproduced without the prior consent of the
shot up the consumer agenda, espe- packaging their contribution to lar-economy models are increasing
Publisher. © Raconteur Media
cially in the early days of lockdown climate change in importance. Hygiene is a given,
Learn more at www.tetrapak.co.uk/choosecartons when fears about the virus sur- whereas sustainability is a differen-
@raconteur /raconteur.net @raconteur_london viving on materials and surfaces Ipsos 2020 tiating criterion for consumers.”
raconteur.net /future-packaging-2020
187921_TetraPak_GNGC_Ad_Inuit_Raconteur_264x338_UK.indd 1 09/09/2020 13.29
04 FUTURE OF PACK AGING RACONTEUR.NET 05
Commercial feature
TA X ATION
DeymosHR via Shutterstock
What to expect from the new plastic tax Need for more
As the UK’s levels
transparency drives
Nick Fewings via Unsplash
of virgin plastic
continue to rise, a
bold new tax could sustainable innovation
be the solution, but
Consumers are demanding more transparency over the
implementing it Three companies’ to replace single-use plastic
carrier bags with compostable environmental footprint of the products they consume,
will not be without plastic pledges
alternatives, removing around
driving a growing movement towards sustainable packaging
difficulties Coca Cola
By 2025, Coca-Cola has pledged
40 million single-use plastic
bags from circulation. By the
to ensure its packaging is 100 end of 2021, it has pledged to
per cent recyclable and that at make 100 per cent of its own
least 50 per cent of the content brand packaging easy to recycle,
of its plastic bottles comes from a move which will be facilitated ransparency, a concept
Peter Yeung
recycled content, with an aim by the rollout of the UK’s largest T already gaining ground before
to achieve 100 per cent in the scheme to recycle plastic film, the pandemic, has been galva-
future. Coca-Cola in western and to use a minimum of 50 per nised by the rapid spread of the corona-
ith more than five million Europe is set to reach 50 per cent recycled plastic in food virus, showing just how quickly change
W tonnes of materials pro- cent recycled content in 2023, packaging, bottles, tubs and trays. can be implemented if the need arises.
cessed every year and a two years earlier than its stated Consumers are also increasingly
combined turnover of £19 billion, the goal. The Honest, Glaceau Mattel demanding transparency, with 70
UK is one of the top five processors of Smartwater and Chaudfontaine Toy manufacturer Mattel has set per cent saying trust in a brand is
plastics in the European Union. But brands have already transitioned the goal of achieving 100 per cent more important now than in the past,
the majority of plastic packaging, to 100 per cent recycled plastic. recycled, recyclable or bio-based according to research by Edelman.
which accounted for 44 per cent of the It has worked to remove all plastic materials in its products As consumers learn more about how
UK’s plastic use in 2017, is made from unnecessary or hard-to-recycle and packaging by 2030. It has packaging waste, especially plastics,
virgin rather than recycled plastic. plastic through lightweighting looked to adopt pioneering, ends up in landfills and oceans, they
In March 2018, the government and the removal of all secondary sustainable materials such as the want to know and understand where
announced it will introduce a plas- packaging made from plastic. sugarcane-based plastics used in products came from and what their
tic packaging tax aimed at reducing its Fisher-Price Rock-a-Stack and environmental footprint is.
the environmental impact of the two The Co-op Baby’s First Blocks toys, which also Conscious consumers are increasingly
million tonnes of plastic packaging The Co-op supermarket chain come packaged in 100 per cent aware of a product’s journey and the need to understand the environmental foot- companies, forward-thinking suppli-
used each year. Coming into effect has committed to only using recycled or sustainably sourced to move from a linear to a circular econ- print and be able to trace the prove- ers and manufacturers, as well as other
from April 2022, plastic packaging 100 per cent recyclable plastic material. Currently, Mattel uses 25 omy, whereby products are designed nance and journey, in detail, of the prod- capability and technology enablers.
produced in, or imported into the packaging where it helps reduce per cent recycled material within to be reused, recycled or composted. ucts they buy,” says Renae Kezar, global “The ecosystem is much broader
UK, which does not contain at least food waste and extends longevity. most of its plastic packaging and Sustainable innovation is required in the senior director and head of sustainabil- than people think,” says Hassan Rmaile,
30 per cent recycled plastic, will be In November 2018, the Co-op the company says it is actively packaging industry to enable a truly circu- ity at Avery Dennison. “But embedding vice president and general manager
subject to a levy of £200 a tonne. became the first UK retailer working to increase this figure. lar economy, and ultimately regenerative transparency also serves to unlock more at Avery Dennison, Europe, Middle
Given that virgin plastic is esti- practices, to be achieved. effective decision-making for busi- East and North Africa. “Breaking new
mated to be around £500 a tonne A recent report by Avery Dennison, nesses, increasing their resilience. ground in sustainability requires us all
cheaper, the new tax is intended to encouraging investment in the create more jobs and better infra- Barry Turner, director of the BPF titled The New Transparency, under- “Materials will play a key role in achiev- to expand our idea of our ecosystem
create an economic incentive for domestic recycling infrastructure structure in the recycling industry.” Plastics and Flexible Packaging of £50 a tonne in 2017 to more lines the importance of transparency as ing a transparent circular economy. In and adopt 360-degree thinking, with
businesses to use recycled material, and incentivising greener product Duret believes a “gradual, incre- Group, considers this a major prob- than £400 in 2019. However, when Over a powerful tool capable of giving busi- the packaging sector, the circular-econ- the understanding that game-changing
2m
nesses unprecedented control over omy model handles all stages of a prod- ideas can come from anywhere.
stimulating demand and increasing
rates of recycling collection, shift-
design and resource security.
“It’s a good start,” says Tim Duret,
mental increase” above the current
targeted amount of recycled plastic
lem. Unlike the rest of Europe, most
councils in the UK do not collect all
When you have a business that these costs are modelled for large
and mid-sized businesses, it is their supply chains and environmen- uct life cycle: design, production, dis- “The biggest change we see is we are
ing away from damaging landfill or technology and organics director packaging should be rolled out over plastic packaging from consumers operates on very small margins, calculated that for every £1,000 a tal footprint, while offering consumers tribution and use, but also its ‘afterlife’. not alone in thinking this way anymore.
incineration processes. for Veolia UK and Ireland, a leading time, pointing to the example of PET and businesses. As a result, Turner company was spending on plastic increased visibility, safety and education. “Considering sustainability and even More often than not, we are approached
Research by Imperial College recycling and waste management (polyethylene terephthalate) plastic says, the UK has an underinvested either the company will go out compliance in 2017, they are now tonnes of plastic packaging It outlines ways businesses can striving for regenerative business by brand owners that come to us, as the
London estimates that if it is trans- company. “The plastic packaging bottles, which can already be made waste management infrastructure of business or the cost will be spending more than £8,000. used each year offer a higher level of trust, including models from the start of the cycle market leader, for a labelling solution
ferred to households by packag- tax could be a key incentive. It will entirely from recycled material. But and is highly dependent on exporting “When you have a business that through digital identities, tracing and means designing materials to take into which meets their sustainability goals.
44%
ing producers, the cost of the plas- create a more circular economy and key to that growth will be invest- its plastic waste and importing qual- passed on to the consumer operates on very small margins, sustainable materials, within four cate- account resource efficiency, reuse and “As trailblazers for regeneration and
tic packaging tax would be around will drive manufacturers to more ment. “The UK needs better recy- ity recyclate to meet domestic needs. either the company will go out of gory-specific microtrends: blockchain recycling, and avoiding use of critical or innovators in the labels and packaging
16p a week per household, while eco packaging designs. It will also cling infrastructure,” he adds He says to ensure the success of business or the cost will be passed and analytical technologies, labelling, toxic materials.” industry, we aim to delight our con-
the plastic packaging tax, whose on to the consumer,” says Harding packaging and secondary waste. Avery Dennison is a global materials sumers on all fronts with advanced
consultation concluded last Brown. “They need to identify their “First and foremost, consumers are science company that specialises in materials, design, aesthetics, experi-
month, the UK must reinvest the liabilities and optimise where possi- demanding this information; they want the design and manufacture of labelling ence, sustainability and technology.
PL ASTIC TA XES POPUL AR FOR TACKLING WASTE income to guarantee it has the ble. There’s a storm coming.” of all the plastic used in the and functional materials. Its engineering “While serious strides have been made
capacity to collect and process all those applications where regulatory Despite these caveats, it is widely UK is for packaging solutions are sustainable in their own already, the future is coming fast and
Share of consumers who think the following would be effective at reducing the problems caused by non-recylable packaging
67%
plastic. “Not all councils collect restrictions prevent it being used,” thought the plastic packaging tax right and improve the sustainability of change is a constant. We always aspire
pots and trays and very few collect he adds. “They should be exempted.” will revolutionise the UK’s recy- any value chain they’re part of. to be at the forefront. Whether it’s pack-
film,” he says. Industry experts agree that while cling industry. “The problem with The organisation’s intelligent labels, aging that vanishes, easily enters the cir-
Higher taxes on supermarkets and shops
using a lot of non-recyclable packaging 48% According to Turner, the tax could the plastic packaging tax is likely recycled plastics is that virgin plas- for example, offer the potential for cular economy, is digitally connected or
also, due to regulatory, supply, quality to improve long-term sustainabil- tic has tended to be less expensive,” huge gains in sustainability by enabling has longevity through upcycling, brands
Government investment or functional constraints, result in an ity, manufacturers will also require says Dr Teresa Domenech, lecturer far more efficient supply chains and must be prepared and embrace new
46%
to improve recycling extra cost to business of £300 million significant preparation to adjust in in industrial ecology at University
of all plastic waste comes
As trailblazers better communication with consum- technologies, materials and sustainable
ers about proper recycling and food- designs as they become available.”
for regeneration
The government “naming and a year, given that, for example, recy- time. David Harding Brown, chief College London. “But this tax
from packaging
shaming” bad businesses 43% cled plastic is banned for uses includ- executive of ecoVeritas, a packag- should make secondary plastics waste management.
ing pharmaceutical packaging. He ing compliance provider that has more attractive.” Gov.uk 2019 and innovators The continued advance of sustaina- Read Avery Dennison’s report
claims this cost applies to 26 per cent around 70 UK clients, says that com- There is a risk materials other ble innovation in the packaging indus- on The New Transparency at
Taxing non-recyclables 38% in the labels and
of the weight of all plastic packaging panies that don’t adapt could go to than recycled plastics could try relies on engagement and collab- label.averydennison.com/transparency
Fines for households that
21%
in use and around 70 per cent of all the wall as compliance costs rise. be incentivised, according to packaging industry, oration across the whole ecosystem,
do not recycle enough the items sold by grocery outlets. Packaging recovery note charges, Domenech, or that recycled plastics targets could be exceeded. “It will from initial choice of materials and
“What the tax will do is provide the compliance fees companies will be imported from other coun- take time and investment to reach we aim to delight design of packaging and labelling solu-
Public info campaign 20% an incentive to use recycled con-
tent where it is not being used; what
must pay towards the collection
and disposal of plastic packaging
tries rather than being produced in
the UK. But if the correct system is
the targets, but you could reach
even higher levels of recycled mate-
our consumers on tions, right through to a product’s
afterlife. Avery Dennison engages with
Ipsos 2019 it wont do is enable it to be used in waste, have risen from an average in place, she believes the recycling rial in the future,” she concludes. all fronts venture startups, brands, recycling
04 FUTURE OF PACK AGING RACONTEUR.NET 05
Commercial feature
TA X ATION
DeymosHR via Shutterstock
What to expect from the new plastic tax Need for more
As the UK’s levels
transparency drives
Nick Fewings via Unsplash
of virgin plastic
continue to rise, a
bold new tax could sustainable innovation
be the solution, but
Consumers are demanding more transparency over the
implementing it Three companies’ to replace single-use plastic
carrier bags with compostable environmental footprint of the products they consume,
will not be without plastic pledges
alternatives, removing around
driving a growing movement towards sustainable packaging
difficulties Coca Cola
By 2025, Coca-Cola has pledged
40 million single-use plastic
bags from circulation. By the
to ensure its packaging is 100 end of 2021, it has pledged to
per cent recyclable and that at make 100 per cent of its own
least 50 per cent of the content brand packaging easy to recycle,
of its plastic bottles comes from a move which will be facilitated ransparency, a concept
Peter Yeung
recycled content, with an aim by the rollout of the UK’s largest T already gaining ground before
to achieve 100 per cent in the scheme to recycle plastic film, the pandemic, has been galva-
future. Coca-Cola in western and to use a minimum of 50 per nised by the rapid spread of the corona-
ith more than five million Europe is set to reach 50 per cent recycled plastic in food virus, showing just how quickly change
W tonnes of materials pro- cent recycled content in 2023, packaging, bottles, tubs and trays. can be implemented if the need arises.
cessed every year and a two years earlier than its stated Consumers are also increasingly
combined turnover of £19 billion, the goal. The Honest, Glaceau Mattel demanding transparency, with 70
UK is one of the top five processors of Smartwater and Chaudfontaine Toy manufacturer Mattel has set per cent saying trust in a brand is
plastics in the European Union. But brands have already transitioned the goal of achieving 100 per cent more important now than in the past,
the majority of plastic packaging, to 100 per cent recycled plastic. recycled, recyclable or bio-based according to research by Edelman.
which accounted for 44 per cent of the It has worked to remove all plastic materials in its products As consumers learn more about how
UK’s plastic use in 2017, is made from unnecessary or hard-to-recycle and packaging by 2030. It has packaging waste, especially plastics,
virgin rather than recycled plastic. plastic through lightweighting looked to adopt pioneering, ends up in landfills and oceans, they
In March 2018, the government and the removal of all secondary sustainable materials such as the want to know and understand where
announced it will introduce a plas- packaging made from plastic. sugarcane-based plastics used in products came from and what their
tic packaging tax aimed at reducing its Fisher-Price Rock-a-Stack and environmental footprint is.
the environmental impact of the two The Co-op Baby’s First Blocks toys, which also Conscious consumers are increasingly
million tonnes of plastic packaging The Co-op supermarket chain come packaged in 100 per cent aware of a product’s journey and the need to understand the environmental foot- companies, forward-thinking suppli-
used each year. Coming into effect has committed to only using recycled or sustainably sourced to move from a linear to a circular econ- print and be able to trace the prove- ers and manufacturers, as well as other
from April 2022, plastic packaging 100 per cent recyclable plastic material. Currently, Mattel uses 25 omy, whereby products are designed nance and journey, in detail, of the prod- capability and technology enablers.
produced in, or imported into the packaging where it helps reduce per cent recycled material within to be reused, recycled or composted. ucts they buy,” says Renae Kezar, global “The ecosystem is much broader
UK, which does not contain at least food waste and extends longevity. most of its plastic packaging and Sustainable innovation is required in the senior director and head of sustainabil- than people think,” says Hassan Rmaile,
30 per cent recycled plastic, will be In November 2018, the Co-op the company says it is actively packaging industry to enable a truly circu- ity at Avery Dennison. “But embedding vice president and general manager
subject to a levy of £200 a tonne. became the first UK retailer working to increase this figure. lar economy, and ultimately regenerative transparency also serves to unlock more at Avery Dennison, Europe, Middle
Given that virgin plastic is esti- practices, to be achieved. effective decision-making for busi- East and North Africa. “Breaking new
mated to be around £500 a tonne A recent report by Avery Dennison, nesses, increasing their resilience. ground in sustainability requires us all
cheaper, the new tax is intended to encouraging investment in the create more jobs and better infra- Barry Turner, director of the BPF titled The New Transparency, under- “Materials will play a key role in achiev- to expand our idea of our ecosystem
create an economic incentive for domestic recycling infrastructure structure in the recycling industry.” Plastics and Flexible Packaging of £50 a tonne in 2017 to more lines the importance of transparency as ing a transparent circular economy. In and adopt 360-degree thinking, with
businesses to use recycled material, and incentivising greener product Duret believes a “gradual, incre- Group, considers this a major prob- than £400 in 2019. However, when Over a powerful tool capable of giving busi- the packaging sector, the circular-econ- the understanding that game-changing
2m
nesses unprecedented control over omy model handles all stages of a prod- ideas can come from anywhere.
stimulating demand and increasing
rates of recycling collection, shift-
design and resource security.
“It’s a good start,” says Tim Duret,
mental increase” above the current
targeted amount of recycled plastic
lem. Unlike the rest of Europe, most
councils in the UK do not collect all
When you have a business that these costs are modelled for large
and mid-sized businesses, it is their supply chains and environmen- uct life cycle: design, production, dis- “The biggest change we see is we are
ing away from damaging landfill or technology and organics director packaging should be rolled out over plastic packaging from consumers operates on very small margins, calculated that for every £1,000 a tal footprint, while offering consumers tribution and use, but also its ‘afterlife’. not alone in thinking this way anymore.
incineration processes. for Veolia UK and Ireland, a leading time, pointing to the example of PET and businesses. As a result, Turner company was spending on plastic increased visibility, safety and education. “Considering sustainability and even More often than not, we are approached
Research by Imperial College recycling and waste management (polyethylene terephthalate) plastic says, the UK has an underinvested either the company will go out compliance in 2017, they are now tonnes of plastic packaging It outlines ways businesses can striving for regenerative business by brand owners that come to us, as the
London estimates that if it is trans- company. “The plastic packaging bottles, which can already be made waste management infrastructure of business or the cost will be spending more than £8,000. used each year offer a higher level of trust, including models from the start of the cycle market leader, for a labelling solution
ferred to households by packag- tax could be a key incentive. It will entirely from recycled material. But and is highly dependent on exporting “When you have a business that through digital identities, tracing and means designing materials to take into which meets their sustainability goals.
44%
ing producers, the cost of the plas- create a more circular economy and key to that growth will be invest- its plastic waste and importing qual- passed on to the consumer operates on very small margins, sustainable materials, within four cate- account resource efficiency, reuse and “As trailblazers for regeneration and
tic packaging tax would be around will drive manufacturers to more ment. “The UK needs better recy- ity recyclate to meet domestic needs. either the company will go out of gory-specific microtrends: blockchain recycling, and avoiding use of critical or innovators in the labels and packaging
16p a week per household, while eco packaging designs. It will also cling infrastructure,” he adds He says to ensure the success of business or the cost will be passed and analytical technologies, labelling, toxic materials.” industry, we aim to delight our con-
the plastic packaging tax, whose on to the consumer,” says Harding packaging and secondary waste. Avery Dennison is a global materials sumers on all fronts with advanced
consultation concluded last Brown. “They need to identify their “First and foremost, consumers are science company that specialises in materials, design, aesthetics, experi-
month, the UK must reinvest the liabilities and optimise where possi- demanding this information; they want the design and manufacture of labelling ence, sustainability and technology.
PL ASTIC TA XES POPUL AR FOR TACKLING WASTE income to guarantee it has the ble. There’s a storm coming.” of all the plastic used in the and functional materials. Its engineering “While serious strides have been made
capacity to collect and process all those applications where regulatory Despite these caveats, it is widely UK is for packaging solutions are sustainable in their own already, the future is coming fast and
Share of consumers who think the following would be effective at reducing the problems caused by non-recylable packaging
67%
plastic. “Not all councils collect restrictions prevent it being used,” thought the plastic packaging tax right and improve the sustainability of change is a constant. We always aspire
pots and trays and very few collect he adds. “They should be exempted.” will revolutionise the UK’s recy- any value chain they’re part of. to be at the forefront. Whether it’s pack-
film,” he says. Industry experts agree that while cling industry. “The problem with The organisation’s intelligent labels, aging that vanishes, easily enters the cir-
Higher taxes on supermarkets and shops
using a lot of non-recyclable packaging 48% According to Turner, the tax could the plastic packaging tax is likely recycled plastics is that virgin plas- for example, offer the potential for cular economy, is digitally connected or
also, due to regulatory, supply, quality to improve long-term sustainabil- tic has tended to be less expensive,” huge gains in sustainability by enabling has longevity through upcycling, brands
Government investment or functional constraints, result in an ity, manufacturers will also require says Dr Teresa Domenech, lecturer far more efficient supply chains and must be prepared and embrace new
46%
to improve recycling extra cost to business of £300 million significant preparation to adjust in in industrial ecology at University
of all plastic waste comes
As trailblazers better communication with consum- technologies, materials and sustainable
ers about proper recycling and food- designs as they become available.”
for regeneration
The government “naming and a year, given that, for example, recy- time. David Harding Brown, chief College London. “But this tax
from packaging
shaming” bad businesses 43% cled plastic is banned for uses includ- executive of ecoVeritas, a packag- should make secondary plastics waste management.
ing pharmaceutical packaging. He ing compliance provider that has more attractive.” Gov.uk 2019 and innovators The continued advance of sustaina- Read Avery Dennison’s report
claims this cost applies to 26 per cent around 70 UK clients, says that com- There is a risk materials other ble innovation in the packaging indus- on The New Transparency at
Taxing non-recyclables 38% in the labels and
of the weight of all plastic packaging panies that don’t adapt could go to than recycled plastics could try relies on engagement and collab- label.averydennison.com/transparency
Fines for households that
21%
in use and around 70 per cent of all the wall as compliance costs rise. be incentivised, according to packaging industry, oration across the whole ecosystem,
do not recycle enough the items sold by grocery outlets. Packaging recovery note charges, Domenech, or that recycled plastics targets could be exceeded. “It will from initial choice of materials and
“What the tax will do is provide the compliance fees companies will be imported from other coun- take time and investment to reach we aim to delight design of packaging and labelling solu-
Public info campaign 20% an incentive to use recycled con-
tent where it is not being used; what
must pay towards the collection
and disposal of plastic packaging
tries rather than being produced in
the UK. But if the correct system is
the targets, but you could reach
even higher levels of recycled mate-
our consumers on tions, right through to a product’s
afterlife. Avery Dennison engages with
Ipsos 2019 it wont do is enable it to be used in waste, have risen from an average in place, she believes the recycling rial in the future,” she concludes. all fronts venture startups, brands, recycling
06 FUTURE OF PACK AGING EMF_Raconteur_Half-page_CMYK.pdf 14 17/09/2020 12:03 RACONTEUR.NET 07
MYTHS
“Most packaging “Packaging can help maximise loads OPINION
Busting seven
is needless” on logistics vehicles and reduce fuel
miles, as well as protecting products,”
From the layers of polystyrene that he says. “In a project with a major
entomb a new fridge, to the plas- brewing organisation, we worked with
packaging myths
tic film that covers a mobile phone, their glass bottle supplier to re-engi-
packaging can be a source of intense
irritation. But according to James
O’Neill, principal consultant at pro-
neer the packaging solution and ena-
bled them to fit an extra layer of bottles
on the truck. A little extra cardboard
'We must consider
curement consultancy Proxima,
well-designed packaging fulfils an
meant that we were able to take 20 per
cent of the fleet off the road, reducing the amount of carbon
From demonising materials like plastic and aluminium foil to
that is used at
important function. carbon fuel emissions.”
keeping packaging to a minimum, these common assumptions
Natalia Dolgosheeva via Shutterstock
might not be as green as they seem every point of the
supply chain'
5
Mark Hillsdon
nnecessary plastic waste For example, if a company creates a
U remains a key contributor paper alternative that weighs more
dcurzon via Shutterstock
Room 76 via Shutterstock
to climate change and it is than their original plastic packaging,
This advert is not here to
3
undeniable that more must be done they have twice as much material to
to tackle the issue to protect our produce, transport and dispose of at
planet from further damage.
However, sustainability within
the end of its life, all of which comes
at a high cost for the environment. talk about the problem
“Food without packaging food spoilage and waste, which has packaging is complex and cannot It’s a complex and multifaceted
is always better” an even bigger footprint than sin-
gle-use film.
be neatly solved by simply swapping
plastic for an alternative material.
equation, but one that must be con-
sidered if we are to move towards a of plastic pollution.
Before the coronavirus, there was “When you buy a product, it’s There are many factors that need carbon-efficient world.
a push by supermarkets to do away most important to consume the to be considered when determining Justin Kempson, director of sales
“Biodegradable with packaged fruit and vegeta- contents, which have the larg- whether a product offers a truly eco- and innovation at Charpak, says:
bles. But wrapping fresh produce est environmental footprint,” friendly solution. ‘’Research shows the entire life-cy-
means compostable”
in plastic film has its benefits. Take says Markus Mannström, execu- It can be easy to forget that plas- cle carbon footprint of recycled plas-
This is a common misconception the humble cucumber: estimates tive vice president at Stora Enso. tic is often incorporated into pack- tics is the least impactful. Plastics
because some biodegradable mate- suggest that a plastic wrapper can “Packaging represents only a small aging to perform an important role: must become circular to prevent C
rials require industrial conditions to extend its shelf life from just three part of the entire environmental to protect the product inside. This is packaging waste. Existing resources
break down, otherwise they could per- days to fourteen. This helps reduce footprint of a product.” particularly important in industries must be recovered and reused to M
sist for years, Kosior explains. Only such as the food and pharmaceuti- reduce new materials production. Y
truly compostable materials will break cal sectors, where minimising waste Where packaging is necessary, a cir-
1
j.chizhe via Shutterstock
down at ambient conditions, he adds, that could have a damaging impact cular model is the most sustaina-
CM
and even then that could take up to on the environment is key. ble solution, with a far lower carbon MY
six months. Any material that is used to replace impact, no matter which material.’’
CY
Some plastics are misleadingly plastic in packaging for perishable At the last edition of our Packaging
labelled degradable, says Kosior, products must offer the same pro- Innovations show in Birmingham,
6
CMY
but are actually oxo-degradable tective qualities or the purpose is 20 per cent of visitors said they were
K
and require the use of chemical entirely defeated. looking for sustainable design, but
It’s here to talk about
additives. This creates microplas- The life cycle of materials must 32 per cent said they look for biode-
tics, which then pollute the envi- also be considered. Throwaway gradable plastics. Plastic can still
“Glass is always more sustainable than plastic” ronment. “Unfortunately, many plastic packaging makes up 40 per be the material of choice; it's about
Not true, says Professor Edward
Kosior, of sustainable perfor-
Andrew Capper, of brand and pack-
aging design agency Echo, agrees. He
‘degradable’ plastic bags are sold by
manufacturers that exploit this mis-
conception,” he says.
cent of our demand for the mate-
rial, with two thirds of plastic pro-
duced being released into the envi-
where it has come from and what
happens to it after use.
The shift in focus away from
solutions.
mance consultancy Nextek. worked on the launch of a new yoghurt ronment and staying there. This is demonising plastic and towards cre-
“Glass containers are not always that used a “sustainable” glass jar as clearly not sustainable. ating packaging that is truly sus-
more sustainable than plastic part of the premium positioning of However, the solution is more con- tainable throughout its life cycle can
since they’re heavier to trans- the brand. “But a glass yoghurt jar is “All aluminium is bad” “New generation aluminium cre- voluted than simply replacing plastic be felt across the entire industry and
Stefan Cristian Cioata via Getty Images
port and are not always recycled only sustainable if it’s recycled by the ated with clean energy is a green with a material that is perceived to be will continue to take centre stage
4
back into glass products, even consumer,” he says. “Conversely, the After plastic, aluminium has always game-changer, an essential building “green”. In recent years we have seen despite the other challenges 2020
after they’re collected; a lot of much-maligned plastic yoghurt pot, been the bête noire of packaging, from block of a sustainable future,” says a move towards reusable packaging, has brought us. Coming soon:
glass ends up as hardcore under in its third or fourth iteration, does Nespresso coffee pods to foil takeaway Lord (Greg) Barker, former UK energy with retailers such as Waitrose and It is an intricate and challenging The Upstream Innovation Guide
our roads.” the job much better.” trays. But now the lightweight metal is and climate minister, and now exec- Lush introducing refillable packag- problem that will require the whole
fighting back. Aluminium has always utive chairman of metals and energy ing options in their stores. supply chain, both for packaging and
been hailed as infinitely recyclable, company the En+ Group. “Old alu- It’s important that we weigh up the products inside, to work together Rethinking the packaging, the
with almost 75 per cent of all alumin- minium created with coal-fired elec- the credentials of a recyclable solu- and focus on delivering solutions for product, and the system to solve
“Plastic is always the in a seemingly ‘greener’ packaging ium ever produced still in circulation, tricity has no future, but when man- tion against packaging that can be the right reasons. It has become much
least sustainable option”
plastic pollution before it starts
that fails to provide adequate pro- but manufacturing it is hugely energy ufactured with green power it is a used hundreds, or even thousands, more apparent that we are fighting a
tection,” he says. “This can result “All plastic is oil based” intensive. Low-carbon aluminium super-weapon in the fight against of times over to establish what truly war on waste, not on plastic.
“Single-use plastics can be more sus- in products being returned, creat- could be about to change that. climate change.” offers the most environmentally Sign up to receive your FREE
tainable than many other options ing more transit miles in the supply While it’s easy to make plastic a black- friendly solution. copy before the official launch
depending on the selected mate- chain, and therefore more CO 2 and and-white issue, says Erik Lindroth, Finally, and perhaps most impor-
Natalia Dolgosheeva via Shutterstock
rial, how it’s used and the end-of-life environmental impact.” sustainability director at Tetra Pak, tantly, it is essential the carbon
in November
destination,” says Kosior at Nextek. the challenge is not replacing plastic used to produce a product is consid-
For example, he says, a plastic bag altogether. “Rather, it’s reducing the ered before we make judgments on
Sally Anscombe via Getty Images
has a lower carbon footprint than a amount of plastic we use and chang- whether a material is genuinely sus-
canvas bag, which would need to be ing the types we’re using,“ he says. tainable. Plastic remains among the
2 7
used more than 300 times before it “Environmental change means most energy-intensive materials to
had a comparable impact. focusing on longer-term, sustain- make and many alternatives offer a
Avoiding plastic can also be a false able solutions; the large-scale uti- far more carbon-efficient alternative.
economy, says John Garner, head of lisation of plant-based materials is But to determine which materials
business development at Antalis critical for this.” The new Tetra Rex are truly sustainable, we must look
Packaging. “It’s more sustainable plant-based carton, for instance, is at the bigger picture and consider Alessandra Leonard
to pack something well, in plastic, made from paperboard and plastic the amount of carbon that is used Marketing project manager
once, than it is to pack something derived from sugarcane. at every point of the supply chain. Packaging portfolio, Easyfairs
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