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Sustainability as differentiator

Sustainability in packaging will be a β€˜must,’ not a β€˜nice to have,’ says Alcan Packaging’s Michael Rubenstein.

"There is no such thing as being β€˜environmentally friendly.’ However, different packaging solutions have different environmental performances," says Michael Rubenstein, chief growth and innovation officer at Alcan Packaging in a question-and-answer interview with Pharmaceutical Technology Europe (PTE).

Understandably, many companies in the packaging community are eager to push their sustainability solutions, but Rubenstein notes, β€œthere are no silver bullets for more sustainable packagingβ€”it all depends on the context.” Alcan takes a 4 Ps approach, aiming to integrate sustainability into its plants, people and communities, products, and partnerships.

Sustainability cannot be a mere marketing tool, but a long-term strategy. Citing automotive industry failures for sticking to β€œhistorically successful, but outdated strategies,” Rubenstein tells PTE, β€œEither one is at the front of the race or one risks to be out sometime in the future. Sustainability is developing to be a differentiator for leading packaging converters and their customers.”

-Jim Butschli

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