How consumers and the packaging industry can work together towards a greener future

Most UK residents now sort their rubbish and place it in the correct coloured bin so it can be collected. Recycling has become second nature for most people in this country.

Over the holiday season, many of us have to go to the local recycling center to dispose of the enormous amount of cardboard and paper.

A call for more sustainably packaged products

There have been major advances in building sustainability awareness among the British people, and almost invariably, the recycling bin is the most full on collection day. Consumers can recycle bottles, cans, papers, and cardboard knowing that it can be reprocessed and used again – even multiple times.

For many, however, this would still not be enough. In a study published just over 12 months ago, consumers expressed a desire for more sustainably packaged products.

More than four out of five consumers surveyed by the Chartered Institute of Marketing believed companies used too much packaging when delivering or selling products. Almost the same amount of respondents wanted these companies to do more to promote sustainable packaging.

Additionally, consumers are willing to take action when it comes to packaging – around a quarter of people reuse left-over packaging, double the amount from last year.

What can the industry help?

How can the industry and its partners tap into this deep-seated desire among consumers to do more? For many, transparency around sustainability ambitions and clear action in this area would be the key.

1. Using less packaging is one solution. With slim and lightweight products, goods can now be contained and protected without compromising on performance. The takeaway food industry is one area where this can make a significant difference, but it is not the only one. In addition to thinner, lighter materials, clever design can help reduce the amount of packaging.
2. Wider use of truly recyclable materials – such as cardboard rather than plastic – is another option, since these can often be reused and recycled numerous times. Many retailers are increasingly focusing on this direction in order to demonstrate their sustainability credentials to consumers faced with a vast array of suppliers.