Today everyone is demanding
‘sustainable’ packaging – but what
exactly is it that?
Anecdotal evidence would suggest
that for the average consumer
what they are really asking for is
overall reduction in the amount
of packaging and elimination of
plastic packaging. Driving this
are images of distressed, and in
extreme cases dead, wildlife and/
or pictures of floating heaps of the
detritus of our convenience driven,
throw-away society. Since these are
being delivered across our media
devices on an almost daily basis it
is hardly surprising that consumers
are outraged. In short packaging has
become the visible face of pollution
and environmental degradation.
Society at large has never been more
aware, and vocal, about the end of
life consequences of consumption.
Taking a step back from the
sensational narrative, there is no
doubting that we have a pollution
problem; there is no doubt the
practice of take-make-waste is
depleting resources at a rate which
ultimately is unsustainable; and there
is no doubt that we need to make
significant changes which match our
consumption with the capabilities
of the systems which keep the
materials in flow. Without inflating
INDUSTRY SPEAKS
CHALLENGE: MAKING
PACKAGING SUSTAINABLE
TO CONSUMER EYES
the contribution of packaging to
these broader environmental issues,
unavoidably packaging changes are
required.
The delivery of products in safe,
undamaged condition, meeting
the statutory requirements related
to the product is non-negotiable
- this is the primary purpose of
packaging. But today’s consumers
also expect packaging to deliver
enhanced functional benefits to
suit their lifestyles. The proliferation
of packaging is often maligned
as ‘marketing ploys’, when in fact
significant benefits can be derived
from supplying a range of cleverly
designed packaging and innovative
packaging processes providing
society with goods we want and
need at prices we can afford.
The challenge facing the industry
today is making packaging
sustainable in the eyes of the
consumer and in real terms across
all environmental considerations. It
is turning complex decision-making
into understandable information
so consumers are educated and
empowered about their product/
packaging choices instead of
confused and angry with the
businesses making and using
packaging. Overarching all of this is
maintaining the economic viability of
our businesses so they can continue
to contribute towards the economic
prosperity of NZ Inc and support our
local communities providing quality
employment opportunities.
Clearly new product development
(NPD) packaging design is a blank
canvass. Designers can be mindful
of all the current trends, use tools
such as life cycle assessment, PREP
and the ARL. These are designed
to specifically navigate trade-offs
across material types, inform end
of life compatibility with existing
systems and educate consumers
on correct disposal choices. Help to
navigate these trends exists across
material trade associations such as
Packaging New Zealand, Plastics NZ,
Print NZ and WasteMINZ to name a
few. Businesses can upskill their staff
through training programmes such
as the Introduction to Sustainable
Packaging Design course run by the
Australian Institute of Packaging (AIP)
or more specific, technical, courses
backed by recognised qualifications.
Reviewing existing packaging can
be more challenging as this needs
to factor in the ability of existing
packaging machinery equipment to
adapt to new materials and formats.
In these instances, the best option
is to clearly understand your ‘whys’,
‘what’s’ and ‘how’s’. Why are you
Sharon Humphreys, executive
director of Packaging New
Zealand
reviewing your packaging? What
options do you have for changing the
packaging? How might this achieve
a better overall ‘footprint’ or provide
clearer material/disposal instructions
for the consumer?
There is no silver bullet to creating
sustainable packaging – but how are
you telling you story so the consumer
understands the change journey
you are on? Are you engaging with
the consumer so they see a clear
correlation between your packaging
and their sustainable future?
Sustainability is not a static concept
it is constantly changing. Nor is it
one-dimensional. Perhaps the best
way forward is to develop and review
your packaging not in the mindset
of ‘sustainable packaging’ but rather
by considering how your packaging
and processes fit into and support a
sustainable system.
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