How to Futureproof Your Packaging

Sustainability trends that make environmental and business sense.

By Liam Dowds, Head of Packaging Sustainability, RS

For companies that want to stay on the cutting edge of their field, sustainable practices are no longer a nice-to-have. These once-trendy efforts have now become all but essential for success, and in order for them to succeed, companies need to be able to explain how their sustainability actions align with their core business values and strategic goals. Sustainability is at the forefront of consumers’ and regulators’ minds, and the challenge for consumer brands has become clear. Companies have now shifted from asking if they should switch to more sustainable packaging to how and when.

90% of RS America’s packaging contains more than 50% recycled content, and efforts to introduce more reusable materials are currently underway. Image courtesy of RS America.

There are three primary reasons for this:

First, as material technologies evolve and demand for more sustainable products grow, environmentally friendly products and packaging are becoming more prevalent and cost effective in many industries.

Second is social responsibility. As customers become increasingly aware of the impact their choices have on the environment, they tend to prioritize products that are more eco-friendly and have a lower carbon footprint. Bain & Company’s 2023 “Global Paper & Packaging Report” revealed that 71% of European consumers conveyed interest in buying more sustainable products and the same percentage of U.S. consumers reported interest in buying products with as little packaging as possible.

However, it also revealed that consumers struggle to identify sustainable packaging, and the critical importance of clear communication about packaging sustainability via efforts including marketing campaigns and labeling. In fact, Bain reported that  70% of the 4,000 surveyed U.S. consumers shared the belief that single-use glass has a lower carbon footprint than single-use plastic, while only 12% of the respondents agreed that plastic has a lower carbon footprint than single use glass — which is correct.

Third, while many sustainable practices are still optional, they won’t necessarily be optional in the coming years. Governments are increasingly issuing regulations aimed at reducing packaging waste and replacing plastic packaging with more sustainable alternatives. For example, strict legal bans on single-use plastics meant to prevent these materials from entering the supply chain are now mandatory in several countries, and government tax incentives intended to fund investments in better recycling capabilities continue to grow. The EU’s tax on non-recycled plastic packaging, for instance, debuted in 2021, and extended producer responsibility (EPR) schemes in both the EU and the United States hold manufacturers accountable for the end-of-life impacts of their packaging, increasing demand for sustainable packaging.

Lifecycle Analysis

Competitive companies must now minimize their use of raw materials from non-renewable sources and the waste and carbon emissions associated with total lifecycle of their packaging. This involves considering energy sources, waste management, supply chains, and the entire lifecycle analysis (LCA) — and not just for their product but for their packaging as well. Misinformation and greenwashing about print and paper are a major issue for the industry, so accurate end-to-end analyses are required to make the right decisions about packaging changes and achieve the desired impacts throughout the supply chain.

Customers and companies are increasingly seeking out products and services that are sustainable and circular — closed-loop systems that continuously recycle, reuse, or repurpose to minimize waste. In Europe, paper and cardboard are the most recycled packaging materials. In 2023, 79% of all paper-based packaging was recycled, exceeding that of plastic (41%). Recycling rates are also growing across the globe thanks to improved curbside recycling programs and consumer education regarding what is and is not recyclable, in addition to increased awareness about plastics and other non-biodegradable materials polluting the world’s oceans.

With packaging creating substantial amounts of waste globally, companies need to act now to integrate sustainability into their product lifecycle. The benefits of sustainable packaging practices are not limited to the environmental impact; they can also extend to your company’s bottom line and impact employee attraction and retention given people’s passion for helping the planet.

Three things that companies can start exploring today to improve their circular economic impact, align their operations with consumer demands and government regulations and help future-proof their practices are: sustainable packaging materials, automation and data.

Sustainable Packaging Materials

First, companies should try to optimize the product, primary and secondary packaging materials. In many instances, a few small changes can make a huge difference for the environment, the customer experience and overall costs.

Packaging materials made with recyclable, compostable, and/or recycled content are currently high on most companies’ wish lists. The packaging industry has accelerated material development significantly over the last five years. As such, switching to paper-based materials is now far more cost effective than it used to be. Recycled content is also growing more prevalent, accessible, and affordable.

Challenges companies face when trying to increase the recycled content of their packaging include ensuring that material performance, like box strength, remains fit for purpose. Solutions include working with vendors to ensure that these packaging products pass laboratory tests against their strength and durability (e.g., ISTA3A), that trials are carried out prior to implementation, and that exact content specifications and certifications are carefully reviewed and understood.

Right-sized packaging is one of the most impactful changes companies can make. This practice minimizes void fill, reduces procurement costs, emissions, waste and transportation costs, and improves the customer experience.

Packaging designed to deliver structural integrity and prevent product movement or damage is another important consideration when working towards more sustainable packaging goals, as small tweaks to a dimension of the primary packaging or internal fitment can support damage reduction.

Pallet materials made from recycled plastics, responsibly sourced wood, bamboo and pressed fibers are also worth consideration. Reusable, repairable, and recyclable wood and plastic pallets are another great way to vastly improve the circular economy.

Automation

Automated material handling and packaging systems, like made-to-fit box machines that eliminate unnecessary void fill, are a great way to reduce the amount of waste that ends up in our landfills, ensure maximum operational throughput, and make an instant impact on efficiency and sustainability. They can also deliver cost savings since machines operate more quickly and efficiently than people and require fewer labor and material resources, improve employees’ job satisfaction, and enhance the efficiency of pallet collection, sorting, and recycling processes.

Implementing automated technology ranging from conveyor belts that efficiently move products throughout the warehouse to the I-Pack automated packaging system that produces right-size boxes and conserves materials and transportation space has simplified and boosted the efficiency, sustainability, and cost-effectiveness of the material handling and packaging process. Image courtesy of RS America.

Data

Focusing on packaging materials with recycled content extens from adhesive tape and labeling products to direct packaging, like boxes. Image courtesy of RS.

No smart business makes a big change without diving into the data first. A good starting point can be to measure where your company currently stands on sustainability. For example, conducting a sustainability audit of your packaging materials can help you see where you can best remove or reduce excess packaging or unsustainable materials and set smart goals. This can mean working with customers, suppliers, and other stakeholders to determine their use of, interest in, and/or knowledge about packaging and recyclable content. Other measurable information can include:

• Material type, including paper, plastic (LDPE, HDPE, PP, PVC, etc.), or wood
• Individual packaging weight
• Recycled content amount or percentage of material used

Working in partnership with producers and suppliers means a shared responsibility, so data transparency is key — ranging from information about the contents and recyclability of your product packaging to adherence with relevant sustainability legislation.

Short-Term Hurdles are Worth the Long-Term Gains

Sustainable practices have evolved from trendy, nice-to-haves to competitive essentials in response to consumer demands and government regulations. Consequently, improving the sustainability of your packaging materials, handling processes, and operations will ultimately outweigh any associated challenges, including initial time and cost investments, and be better for both our planet and your bottom line.

About the Author

With over 20 years of experience, Liam Dowds is a passionate subject matter expert within the field of packaging optimization, sustainable materials, and packaging automation. Learn more at https://us.rs-online.com/