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Effective Packaging in the Circular Economy: A Global View

Sustainability is an increasing priority for consumers when making packaging-related decisions, and often is central to a product’s visual appeal.

Pierre Pienaar Photo

Many articles have been written on this subject and many of us have seen discerning customers in the supermarkets “pondering before purchasing.”

What I have experienced in recent months is that many businesses have yet to prioritize sustainability and circularity when considering the design, use, and disposal of packaging, with the majority of packaging still single-use and non-recyclable. This needs to change, and consumers can force that change to happen more quickly.

Sustainable packaging has been a priority for some brand owners for more than a decade. As we move through the last quarter of 2021, we are seeing appropriate activities that address consumers’ eagerness for brand owners that show the respect for the environment that judicious customers want to see. Consumers’ increased awareness continues to drive the sustainable packaging mission of brand owners. By one estimate, 74% of consumers say they are willing to pay more for products that are packed in sustainable materials.

Circular packaging solutions emerge

An encouraging development is that several organizations are attempting to improve this bleak course by investing time and money in the development of more circular packaging solutions. These leaders are creating solutions where packaging waste is either infinitely reprocessed or can re-enter the system as raw materials for other products. This is a good example of the circular economy in action. This is great news, and not just for environmental reasons. It helps generate business value as well. Unilever reported in an international study, “a third of consumers are now choosing to buy from brands they believe are doing social or environmental good.” Circular By Design Graphic

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