SUSTAINABILITY T
here are several different
aspects to be considered in the quest for more
sustainable packaging as Ellen Seyda, Sustainability Director, Rigid Packaging Solutions International at Amcor explains. Sustainability is a subject that concerns
many consumers. Our recent research into European consumers’ perceptions of packaging sustainability found that global warming remained the top concern, followed by plastic pollution, food waste and carbon emissions. Packaging is a major part of the
sustainability debate. 49 to 66 per cent of consumers, dependent on the country, in our survey said that having recyclability-related claims on a pack positively infl uences their purchasing decisions. Many also indicated a willingness to pay a premium for claims such as recyclable and recycled content, where these are clearly supported. It is no surprise, therefore, that many
companies now see environmental performance as an important element of any new pack development. From a packaging design perspective, rather than being a standalone requirement, environmental considerations should be addressed alongside shape, colour and branding aspects.
DESIGNING FOR PACKAGING WITH IMPROVED ENVIRONMENTAL PERFORMANCE Packaging design can play a role in infl uencing the functionality and environmental profi le of materials. Here are some key elements in product development:
• Boost recycling outcomes: Where appropriate, single-material designs can support recyclability, particularly when using materials that are widely collected and processed within existing recycling systems.
• Choice of colour can impact sorting and recycling. For PET containers, transparent or light colours are generally more compatible with existing recycling streams.
• Packaging design features such as portion control, resealable options or barrier materials can help reduce food waste, depending on the application.
• Reuse can contribute to circular economy models. Plastic containers such as cups, skincare sticks and homecare bottles may be reused several times where suitable systems are in place, while refi llable formats are growing in popularity in sectors such as food, beverage and personal care.
• Latest pump and trigger spray designs made in a single material with no metal parts enable them to be more easily recycled where compatible recycling streams exist.
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DESIGN FOR SUSTAINABILITY: GETTING THE MIX RIGHT
By Ellen Seyda, Sustainability Director, Rigid Packaging Solutions International, Amcor
CAN PLASTIC CONTRIBUTE TO IMPROVED ENVIRONMENTAL OUTCOMES? For the plastics sector, incorporating recycled plastic is an established practice. Advances in mechanical recycling technologies, such as Amcor’s CleanStream process, are expanding the use of recycled materials in contact- sensitive applications including food and personal care, subject to regulatory approval. Today, an immense variety of packaging
formats contain between 30 to 100 per cent recycled plastic, depending on technical and regulatory requirements. The use of recycled plastic can contribute to lower greenhouse gas emissions compared to virgin materials, based on lifecycle assessments, although results vary depending on the application and supply chain.
FIT-FOR-PURPOSE PACKAGING: ENVIRONMENTAL CONSIDERATIONS MEET FUNCTIONALITY… There are many ways in which environmental considerations can be incorporated into a pack’s design, but it remains vital that these complement other key attributes. Any pack needs to continue to ensure that the products it contains are desirable for customers, commercially viable for the brand and able to protect and deliver the product effectively. Lightweighting is one example. A fi ve-litre UN-approved jerrycan can be signifi cantly lighter than previous designs while still meeting performance and safety requirements. Similarly, reducing a 500 ml PET bottle from 28 g to 23 g can reduce material use and associated emissions, based on comparative assessments, while maintaining functionality.
… AND DESIGN APPEAL Very often, the consumer’s fi rst interaction with a brand is when they see it on shelf, or pictured online, so aesthetics remain a vital part of pack design. The good news is that the move towards packaging with improved environmental performance does not mean compromising on an attractive and eye- catching design. Complex, bespoke shapes can be produced in a single material and may incorporate recycled plastic at different levels depending on technical feasibility. At the same time, physical design is also an
important element in creating a more effi cient pack. Although we usually associate shape with on-shelf appeal, it is just as important to design a pack to be as carbon-effi cient as possible. Maximising pallet loads or reducing secondary packaging for an e-commerce delivery can contribute to minimising emissions while cutting transportation costs.
BUILDING TRUST WITH CREDIBLE ENVIRONMENTAL IMPROVEMENTS Environmental attributes offer opportunities for brands to shine, provided they are communicated clearly and responsibly. Today’s consumers are savvier and more sceptical about sustainability claims. Inaccurate, not verifi ed or over-promising ones can backfi re, damaging brand reputation and even leading to legal implications. But when environmental considerations are transparently and credibly integrated into a brand’s positioning, it can enhance image and boost sales.
Amcor JUNE 2026 | FACTORY&HANDLINGSOLUTIONS
www.amcor.com
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