Sustainability
Overcoming challenges and fostering collaboration
In an exclusive interview with Steve Lister, a respected sustainability consultant and leading influencer for global brands and retailers, Easyfairs gained valuable insights into the significance of packaging design in achieving sustainability goals
M
r Lister shared his experience shedding light on the various considerations of designing for sustainability. He highlighted
many challenges businesses face in today’s sustainability-minded market, including the need for collaborative efforts
When it comes to packaging, both environmentally conscious consumers and retailers closely examine the product’s life cycle. In an industry brimming with innovation, a wealth of packaging alternatives and sustainability experts are available to guide brands from the very start. Setting the stage for the conversation, Mr Lister emphasised that packaging design fundamentally influences the product’s life cycle, making it imperative to get the design right from the outset. Mr Lister said: “The Ellen MacArthur Foundation shared a statistic that says 80% of a product’s environmental impact is influenced by decisions made at the design stage. So, when you look at that, if you get it wrong in the beginning, it’ll never recover.
“I look at the whole life cycle from the design stage, which is really important, through to the materials – you need to specify the right materials. Whether for luxury or convenience, the materials need to be functional. You also need to consider supply chain partners – are they sustainable and how do they operate?
“We then flow through to manufacturing and production, followed by logistics – how does it get into the customers’ hands? Then, of course, end- of-life – perhaps reusable, recyclable, or biobased? If you get that wrong initially, it has a real impact.” Global brands carry a significant responsibility when designing for packaging sustainability due to their widespread influence and environmental impact. As key players in the market, they possess the resources, reach, and ability to drive change at a large scale.
Regarding capabilities to design for the product life cycle, Mr Lister said: “Some big companies like Unilever and P&G have shown a good understanding of sustainability and have
committed to global sustainability strategies.” He applauded these companies for setting clear visions and making high-level decisions that shape the direction of their businesses. For instance, “Unilever’s sustainable living plan and The Body Shop’s focus on ingredients and packaging exemplify their commitment to sustainability.” However, Mr Lister pointed out that not all businesses are adequately equipped to navigate the complexities of sustainability.
“A knowledge gap has opened up,” he added. “Especially as sustainability has become more complex. There is a lot of talent coming through, but a lack of experience.
“Today, sustainability encompasses not just corporate social responsibility (CSR) but also environmental, social, and governance (ESG) aspects – that covers everything! Sustainability has evolved, which is where many companies are getting caught out.”
While global brands are seen as leaders in sustainability, SMEs and start-up brands have a pivotal role to play too. Often more agile at implementing change in response to consumer demands for sustainability, SMEs and start-
ups can drive innovation through ambitious sustainability initiatives.
Mr Lister acknowledged the demanding nature of sustainable packaging and the tremendous pressure the packaging industry faces, saying, “Sustainable packaging is a journey, not a destination. The targets we have now will not be the same as we will have in the future. Packaging companies have a really difficult job. It’s not as simple as just making recyclable packaging.” He stressed the need to find “a delicate balance between using sustainable materials, creating visually appealing packaging, and ensuring recyclability, reusability, or overall sustainability”. While the packaging industry plays a vital role in delivering products, especially in sectors like food, where freshness and protection are paramount, it also faces challenges related to perceived overpackaging and hard-to-recycle multi-layer materials.
Mr Lister claims that “sustainability in packaging design is an ongoing work in progress, requiring continuous innovation and adaptation”. Consumer behaviour is an increasingly critical factor when considering sustainability goals. Mr
36
June 2023
www.convertermag.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54
