Flexible Packaging Can recyclable flexible packaging
hold the key to consumer trust? Simon Buswell, director at Eco Flexibles, asks what makes a business commercially successful in today’s evolving market
F
or many, it lies in how effectively shifting consumer needs can be met, and as the global market pushes further towards responsible and ethical consumption,
sustainability sits atop the priority list for brand owners. Sustainability is now a key driving influence for consumers, guiding their purchase decisions and shaping the future of product development. For shoppers, factors such as traceability, sustainable packaging, ethical practices and food miles are just as important as the quality of the products they’re purchasing because their purchases ultimately reflect their own values. Trust matters, and consumers are backing businesses that are clearly and demonstrably aiming to reduce the environmental impact of business. That means that ‘eco-friendly’ operations now come with direct bottom line impacts and an influence on profitability.
In the packaging sector, we previously referred to sustainability as a ‘trend’; that no longer captures the enormity of the change. We’re in a sustainable packaging revolution and it’s now no longer a ‘nice to have’, businesses slow to make the switch will find themselves left behind. Greenwashing has seen distorted or exaggerated claims become more commonplace, and in turn has harmed consumer trust. Consumers are savvy enough today to challenge claims without context, but there is still work to do in bringing the meaning back to ‘sustainable’. In fact, progress appears to be on the horizon. With growing scepticism surrounding potential greenwashing, the UK Government Competition & Markets Authority (CMA) has published the Green Claims Code guidance document. Taking aim at the ‘wild west’ of sustainability claims, the guidance seeks to bring uniformity and meaning with six key principles that all externally communicated claims must adhere to. Designed to protect consumers and businesses alike, the Green Claims Code signals a new dynamic where sustainability is not just a tool for retailers to sell more, but a metric to help consumers make informed decisions, while also compelling brands to make effective change. It’s likely that the end result will be restored consumer trust, and fresh opportunity to connect with shoppers through
life, a layer that is suitable for food contact and a printable outer surface layer, all made of different materials that cannot easily be separated. Until recently, single-material plastics could not achieve what mixed materials could, but now monopolymer material technology has the performance to make mixed layer plastics a thing of the past. With today’s technology, brands can minimise their CO2 levels without compromising the performance or quality of their products. At Eco Flexibles, we believe that with the right support and expertise, sustainability can be made simple.
It’s important that we move conversation forwards. Historically, we’ve seen sustainability as purely an unwanted cost that brings compromises. However today, we can prove that sustainable packaging doesn’t need to sacrifice important areas such as quality, volume or speed to market.
shared values and on their own terms. Looking ahead to the future of retail, it’s clear that the brands winning sales will be those that can foster consumer trust, and particularly those that can do it through clear, transparent and honest sustainability drives.
It’s no surprise that when future-proofing product lines, packaging is often one of the first areas of interest and sustainability investment. Packaging is an essential component of retail, which makes it a prime area of focus in supporting business-wide sustainability. It’s no wonder, then, that packaging often forms a cornerstone of ESG (Environmental & Social Governance) strategies. With respect to flexible packaging, this packaging format is widely considered non- recyclable, or at least very complicated to recover, so why hasn’t it been done yet? The short answer is that it wasn’t possible until material developments made it viable. Whether pouches, film-on-a-reel, skin or lidding films, flexible packaging typically consists of multiple layers, each with a different role in pack performance. For example, at a minimum there may be an oxygen barrier layer to extend sensitive product shelf
It’s clear that brands and their packaging printers are responding to this change. Certainly, from our viewpoint, we’ve noticed a significant rise in demand for our recyclable packaging such as our EcoLidd and EcoFlow Pouch products, thanks to their convenience, sustainability and strong marketing appeal.
Of the ways that a brand can communicate its sustainability investment, packaging is arguably the most direct and demonstrable way. It’s a tangible and visual touchpoint, physical in the consumer’s hands and when recyclable, gives a clear direct action that the consumer can follow. Over the coming year, we expect to see further acceleration in brands exploring monopolymer packaging to underpin brand-wide sustainability drives, and seek to build trust, loyalty and repeat sales. For our team at Eco Flexibles, the most effective approach harmonises sustainability and branding, enabling the consumer to connect with the brand with more than words alone. As consumers continue to make more environmentally conscious shopping choices, development of sustainable packaging is one of the most effective ways that brands can not only build greater levels of trust with their target audience, but also add value to consumers, the industry, and more importantly, the planet.
26
March 2023
www.convertermag.com
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