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SUPPLEMENT SUSTAINABILITY IN MANUFACTURING


PACKAGING REIMAGINED F SUSTAINABILITY-CONSCIOU


Sustainability has been on a twenty-plus-year journey and has reached the point where concepts once regarded as on the fringe of financial markets are becoming mainstream. But for sustainability to truly


transform society, we need to unlock new ideas. Ian Beresford, head of marketing & development at Filtrona Tapes, comments


critical to the new world of sustainability-focused consumerism. New thinking on how companies can deliver on critical objectives while producing enhanced environmental and socioeconomic benefits is necessary for any business wishing to become genuinely sustainable. Product packaging is a focal point of


innovation for many consumer categories. Sustainability goals are key, but brands are also keen to maintain the vital role packaging plays in consumer engagement, education, and retention, which is evolving thanks to the application of digital technologies. The adoption of sustainable packaging requires


a holistic approach. To successfully drive sustainable packaging innovations, industry stakeholders must unite in advancing packaging design improvements that increase the use of recyclable and compostable materials. Irrelevance is the most dangerous future a


Rippatape Halo is recyclable, fully reclaimable, eliminates the plastic film used in standard tear tapes, and focuses on fibre recovery


F


or better or worse, we live in a consumer- driven world where buying things is woven into the fabric of our everyday lives. And


in this world of consumerism, packaging plays a huge part and has a significant impact. Excess waste, limited recycling, little to no


reuse – the general public is well aware of the problems associated with plastic packaging. And that’s why companies are aggressively moving to translate sustainable packaging goals into robust baselines and specific tactics to realise more sustainable packaging designs from ideation to commercialisation. Consistent, long-term policy solutions to


environmental and other societal challenges are becoming increasingly difficult. Breakthrough thinking and solutions are more coveted than ever, with businesses of all shapes and sizes looking to emerge with a renewed sense of


optimism about where we are and where we can go in an age of sustainability, sustainable finance and investing.


INNOVATION AND IMPACT Today’s packaging has to be much more than just a protective layer for what is inside the pack or box while also looking pretty and appealing on the shelf. In an era of ever more environmentally aware consumers wishing to maintain a sustainable and healthy lifestyle, the demands on packaging manufacturers, designers and brands have never been greater. There is very little we can buy that does not


come in some form of packaging or other. And as we know, all packs must be opened, which is often part of the overall consumer experience. ‘Business as usual’ is not enough to meet the world’s sustainability challenges. Innovation is


24 DESIGN SOLUTIONS - SUPPLEMENT FEBRUARY 2023


business can face. Often the result of unmet consumer demands and ignored trends, it is a company’s death knell. Industry and consumer trends are useless if those findings are not integrated into the business strategy. For consumer-packaged goods (CPG) brands, packaging innovation is one important way to respond to consumer demands.


DESIGN FOR PEOPLE INTERACTING WITH BRANDS Brands need packaging to promote their values and brand story while enhancing their brand image and communicating their environmental credentials. Consumers want their packaging to mirror the value of what they have purchased, tell a story, express their green values, and provide them with a unique unboxing experience, but not at any cost to the environment. Circularity is primarily a consequence of the decisions made at the design stage. Waste and pollution should be seen through the lens of design flaws rather than an inevitable result of manufacturing. Replacing problem plastics in packaging with completely renewable fibre- based materials is the sustainable alternative consumers are both demanding and actively seeking. By circulating material over and over, we can keep materials in use, design out waste and regenerate natural systems by reducing pressure on forests. For those who see the opportunity for


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