Navigating the Future of Sustainable Packaging

Refillable packaging, metal recycling, and consumer education are crucial for promoting sustainability. Image courtesy of Trivium Packaging.

Insights and packaging innovations driven by consumers.

By Jenny Wassenaar, Chief Sustainability Officer & SVP Global R&D, Trivium Packaging

In today’s rapidly evolving marketplace, the demand for sustainable packaging solutions, driven by consumers who are increasingly aware of environmental issues, has never been greater. Their purchasing decisions reflect a strong preference for products with solid sustainability credentials, a shift in consumer behavior that highlights the growing importance of eco-friendly practices in influencing market choices.

Understanding Consumer Perceptions of Sustainability

The 2023 Buying Green Report provides a comprehensive look into consumer attitudes towards sustainable packaging. Key findings include:

• Rising awareness: 74% of consumers are now more aware of the environmental impact of packaging than they were a year ago.
• Preference for sustainability: 82% of consumers are willing to pay more for products with sustainable packaging.
• Recycling behavior: 60% of respondents actively recycle packaging, with 70% indicating they would increase their recycling efforts if the process were more straightforward.

Recyclability rates play a crucial role in influencing consumer choices. The report indicates that 66% of consumers consider the recyclability of packaging materials a significant factor in their purchasing decisions. Complementing these findings, a Q1 2023 McKinsey survey across 11 countries shows that, alongside hygiene and food safety, 43% of consumers consider environmental impact very important in packaging decisions.

Beg Gin consumers receive a premium glass bottle, and for refills, they pour the beverage from a strong, shatterproof, and lightweight metal bottle designed for multiple uses. Image courtesy of Trivium Packaging.

The Benefits of Metal Packaging: Infinite Recyclability

Metals like aluminum and steel can be recycled indefinitely without losing their properties, making them some of the most sustainable packaging materials available. They achieve some of the highest recycling rates globally, often exceeding 70%, and recycling metals can save up to 95% of the energy required to produce new metals from raw materials.

By reducing the need for virgin materials, metal recycling significantly lowers carbon emissions and conserves natural resources. In contrast, plastic and paper have lower recycling rates and limited recyclability; plastics degrade in quality after a few cycles, and paper fibers become unusable after five to seven cycles. Glass is infinitely recyclable but has a recycling rate of only 32%. Overall, metal is often considered a better option because it saves more energy during both production and recycling.

Misleading Claims Around Recyclability

Educating consumers about recyclability is crucial in packaging technology. Despite the clear benefits of metal packaging, some consumers mistakenly believe metals are less environmentally friendly than other materials. The Buying Green Report highlights that only 14% of plastic and 27% of liquid cartons are actually recycled, yet 45% of consumers believe these materials are being processed for reuse.

Similarly, 32% of glass is recycled versus 54% perceived. Metals like aluminum and steel have much higher actual recycling rates (69% for aluminum) than consumers perceive (45%). Additionally, the McKinsey survey found that most US consumers lack a strong understanding of which packaging types are the most sustainable. Pelican/Jargon Group’s recent research shows that perceptions of metal packaging vary by location, being viewed more favorably in the UK and Italy. However, it is perceived more negatively in Germany, the Netherlands, and Belgium. These findings highlight the need for better consumer education and truthful claims to convey the genuine sustainability advantages of metal packaging.

When a consumer buys O.U.i Eau de Parfum, they receive a stylish glass bottle, and for refills, they use a lightweight aluminum bottle with a spout, making it easy to pour and reuse. Image courtesy of Trivium Packaging.

Clearing the Confusion: The Power of Labeling and Education in Recycling

To combat misconceptions and consumer confusion caused by the lack of a universal system across countries, clear and detailed labeling is essential. The Metal Recycles Forever™ mark represents a significant advancement, showing that metal packaging can be recycled infinitely without losing quality. Prominent brands and other stakeholders can also educate consumers on the true recyclability of metal, fostering better recycling habits and enhancing sustainability.

The Aerosol Recycling Initiative aims to improve recycling rates of the nearly 4 billion aerosol containers sold annually in the U.S., by increasing access (to 85%) and labeling instructions (to 90%) by 2030 while also addressing safety concerns and consumer confusion through data analysis and education.

Similarly, the Canned Good Coalition educates consumers on the benefits and recyclability of steel food cans. Steel cans have the highest recycling rate of any food packaging at 58% and can contain up to 35% recycled steel. The initiative’s marketing programs and retail activations have significantly boosted consumer awareness and sales of canned products.

In the UK, the nonprofit Alupro promotes aluminum recycling and sustainability. In 2023, the UK achieved a 68% recycling rate for aluminum packaging, including 81% of beverage cans, thanks to long-term investments and public awareness initiatives. Initiatives like Every Can Counts and MetalMatters have driven this success despite uncertainties in national recycling legislation.

Educating consumers of all ages is essential. Collaborating with educational institutions and organizations, such as Scrap University Kids, to teach about the accurate recycling rates of different packaging materials can help ensure a well-informed future generation.

Consumers Choose Green

Sustainability remains a priority for many consumers even in challenging economic times. A significant majority, 70%, prefer sustainably packaged products over cheaper alternatives. Despite higher prices, 82% of consumers, especially younger ones aged 18-24, are willing to pay more for sustainable packaging. The brand, EVA NYC, has strong eco-conscious values that particularly appeal to Millennials and Generation Z. Their packaging is made from 100% recyclable aluminum, showcasing their dedication to sustainability. The company’s sustainability commitment includes prioritizing pollution prevention in their ingredients, and adding QR codes on packaging to show the carbon footprint.

Eco-Friendly on a Budget: Embracing Refillable Solutions

Focusing on refillable packaging can provide an affordable, sustainable solution for budget-conscious consumers. The 2024 Refill and Reuse Report highlights the growing trend of refillable and reusable packaging, with 77% of European consumers and 85% in South America engaging in these sustainable practices. The report emphasizes that while recycling is beneficial, refilling is even better, as it keeps materials out of the recycling process longer, preserving their value.

Metal, particularly aluminum, is ideal for refillable packaging due to its strength, lightweight, and infinite recyclability without losing quality. It is also resistant to light and oxidation, making it suitable for various products like beverages and personal care items. Brands across Europe and America have already embraced and capitalized on this emerging trend.

Take Grupo Boticario’s O.U.i, for example. When a consumer buys O.U.i Eau de Parfum, they receive a stylish glass bottle. For refills, they use a lightweight aluminum bottle with a spout, making it easy to pour and reuse, combining luxury with sustainability and reducing waste while extending the bottle’s life.

Similarly, Bubble Tree™  is a brand breaking the plastic cycle by offering consumers refillable aluminum bottles for their special bubble solution, making it easy to refill and reuse. This sustainable approach instills good environmental habits in children.

A distinguished instance in the beverage segment is Beg Gin. Consumers receive a premium glass bottle that exudes sophistication with their purchase of Gin or the recently launched Negroni. For refills, they pour the beverage from a strong, shatterproof, and lightweight metal bottle designed for multiple uses.

Rethinking Green: Circularity, Refillable Packaging, and Consumer Behavior Shape the Future

Navigating the future of sustainable packaging involves understanding and addressing consumer perceptions and behaviors. The demand for eco-friendly packaging solutions is rising. Consumers are thinking differently about their purchasing habits and embracing new practices.

Initiatives like refillable packaging, metal recycling, and consumer education are crucial for promoting sustainability. Brands must continue to innovate and educate to meet these evolving demands, ensuring that sustainable options are accessible and affordable for all and fostering a more environmentally conscious society.

About the Author

Jenny Wassenaar leads sustainability initiatives at Trivium Packaging, focusing on developing eco-friendly packaging solutions. With a passion for safeguarding the planet, she steers the company towards its goal of becoming a circularity champion.