INTRODUCTION

The Latin derived word ‘Sustain’ means “maintain", "support", or "endure”, which itself is self explanatory. Sustainability as per definition is an ability or capacity of something to be maintained or to sustain itself. It’s about taking what we need to live now, without jeopardizing the potential for people in the future to meet their needs.

The situation even worsens more in Packaging industry. Whilst there is agreement about the growing importance of sustainability as an issue there remains a great deal of frustration in the industry at the “disproportionate” focus placed on packaging and confusion about what “sustainable packaging” actually means. Faced with pressing issues of over capacity, low prices and high raw material costs, should ‘sustainable packaging’ be a top concern for packaging senior executives? Will the issue have any real, lasting impact on how the industry does business, and how will package shape up? Let us discuss this in detail.

SUSTAINABLE PACKAGING

The Sustainable Packaging Coalition (SPC) defines Sustainable Packaging as packaging which (8 criteria):

1. Is beneficial, safe & healthy for individuals and communities throughout its life cycle.
2. Meet market criteria for both performance and cost.
3. Is sourced, manufactured, transported, and recycled using renewable energy.
4. Is effectively recovered and utilized in biological and/ or industrial closed loop cycles.
5. Is physically designed to optimize materials and energy.
6. Optimizes the use of renewable or recycled source materials.
7. Is manufactured using clean production technologies and best practices.
8. Is made from materials healthy in all probable ends of life scenarios.

(Source: Sustainable Packaging Guidelines by SPC)

Sustainable packaging is becoming a fact of life and will in time be seen as just another requirement for doing business alongside pricing, product performance and service. The industry is beginning to recognize this but still needs to do more to help shape the debate and the future state of the industry.

THE NEED

Packaging waste is highly visible to consumers – it’s what’s left over when a product has been used – and provokes strong reactions.

In a typical developed country like the UK, it makes up around 20% of domestic waste and around 6% of total waste by weight. One of the key sustainability issues with packaging is the conservation of resources, including energy, which is wasted if packaging goes to landfill. Recycling or recovery of the energy through incinerating the waste packaging is one way to resolve this.

(Source: Unilever Report)

Sustainable packaging could be considered to be the packaging design with the lowest environmental impact that provides the required functionality. It is important that analysis of the sustainability of packaging takes into account social, environmental and economic considerations across the whole lifecycle of the product that it contains to avoid misleading conclusions.

THE EFFORTS

Various efforts are being made by major brands all over the World to attain Packaging sustainability. Most of the cases entail the following points:

1. Reducing packaging weight and volume.
2. Reducing landfill waste through designed-in recyclability, reusability or degradability of the substrate.
3. Creating lower Packaging environmental footprint in terms of resources used in production.
4. Reducing waste through extending shelf life & prevents damage or contamination
5. By engaging consumers as to brand attributes and sustainable credentials.

The focus on sustainable packaging is not going away and is likely to increase rather than diminish – it is being driven by the government and further regulation, and by the demands of retail customers who have competing and diverse packaging requirements. Some of the latest efforts are mentioned below.

• Government Regulations: India notified the Recycled Plastics Manufacture and Usage Rules, 1999 (as amended in 2003) prohibiting the use of recycled plastic bags for storing, carrying, dispensing or packaging foodstuff. These rules also provide that minimum thickness of bags should be 20 microns and the size should not be less than 8” x 12”. Thin plastic bags have little value and their segregation is difficult and it is assumed that rag pickers would be keen to segregate thick for recycling purposes. Various States have notified more stringent standards and requirement for greater thicknesses of plastic carry bags than as notified in the PWM Rules. For e.g. Goa has notified 40 microns, Himachal Pradesh 70 microns, Maharashtra 50 microns, Meghalaya 40 micron, Punjab 30 micron, Chandigarh 30 micron, West Bengal 40 micron, and Kerala 30 micron as the minimum thickness of plastic carry bags required in their states.

Ministry of Environment and Forests (MoEF) estimated that in India we need to manage 0.573 MMT of municipal solid waste per day of which about 60% is organic waste amounting to 0.292 MMT/d. There are only 110 facilities in the country for treating hardly 50% of the organic waste generated. Therefore, there is a need to enhance the capacity of these plants.(Source: 2010 report by Ministry of Environment and Forests, New Delhi).

Within the OECD (The Organisation for Economic Co-operation and Development) at least 30 countries have regulatory instruments aimed at reducing packaging waste. Of these countries, 13 have implemented some form of packaging tax.

Korea’s strategies include Regulations on Packaging Material which bans the use of some substances like PVCs and polystyrene in packaging and encourages the use of environment friendly packaging material and Deposit Refund System for Glass Bottles and Packaging Container Reuse System to promote collection and reuse of used containers and packaging material etc,.

In Japan, waste is seen not simply as things to be disposed off, but rather as a valuable resource. Japan has reinforced its policy measures toward tackling waste issues and strengthened its “3R” (recycle, reduce, and reuse) framework.

USA has introduced strategies like Jobs Through Recycling programme which awards grants for fostering recycling initiatives, Pay as You Throw which requires customers who place more solid waste at curb for disposal pay more for the collection and disposal service, Resource Conservation Challenge which seeks to increase the rate of municipal solid waste recycling and helping the country meet a national goal of 35 percent. 

• Retailers: Somewhere along the way, sustainability lost its earthy- crunchy stigma and become the cost-saving buzzword of the customer products world, in part, thanks to mega- retailer Wal-Mart. Wal-Mart began the drive toward sustainability to save money and says “It actually saves money if you reduce excess packaging, energy consumption and materials waste.”

Wal-Mart reduced amount of packaging in the supply chain by 5% by 2013. M&S aims Reducing weight of non-glass packaging by 25% by 2012 and No packaging to be required to go to land fill by 2012.

Cadbury’s Purple Goes Green program aims to Reduce ‘absolute’ carbon emissions by 50% by 2020.

Coca-Cola Enterprises Commitment 2020 aims Reducing overall carbon footprint of business operations by 15% (compared to 2007 baseline) and recover the equivalent of 100% of Packaging by 2020.

McDonald’s is aiming for 100% sustainable packaging by 2010.

(Source: Pricewaterhousecooper report on Sustainable packaging: threat or opportunity?)

GAPS

Environmental sustainability and business don’t always go hand in hand, especially when it comes to product packaging. The main problem is, when it comes to packaging, most companies focus on two priorities: ‘how will this drive consumer to my product and how much does this cost’. For some, environmental sustainability is a third, less important concern but realistically, most look at the first two. There is a barrier where consumers want sustainable packaging but are not prepared to pay for it.

Again, sustainable packaging is a relatively new addition to the environmental considerations for packaging. It requires more analysis and documentation to look at the package design, choice of materials, processing, and life cycle. This is not just the vague ‘green movement’ that many businesses and companies have been trying to include over the past years. Sustainable packaging ironically is only dominated by a narrow focus on reducing packaging weight and arguments around whether one material is more or less sustainable than another. However, the concept of sustainable packaging is more complex; what may be the most sustainable solution for one product, or particular market, might not be the same elsewhere.

Below are some technical evidences where we failed to understand sustainability concept:

The typical snack chip bag is made from up to seven layers of foil and plastic. Companies like this because these bags are light, reduce shipping volume, don’t take up much space on a shelf, and are graphics friendly. But on the contrary there is currently no machinery to separate these layers, so they aren’t recyclable therefore it’s not a sustainable packaging. Size and material are two of the biggest factors for recyclability: in general, the smaller a package and the greater its mix of materials, the less recyclable it is. While consumers and businesses may think that sleek, recyclable containers are sustainable; experts note that single-serving foods, including yogurt and coffee cups, are especially problematic. Their small size and – in the case of yogurt cups, difficult-to-recycle plastic – tend to make them a tough sell for recyclers.

While plastic bottles, which are popular with both beverage manufacturers and consumers, have come a long way when it comes to recycling, there is still room for improvement when it comes to the percentage of bottles that are recycled. Sellers on the eCommerce network, like eBay deliver products through the mail often over-package, putting a pre-boxed item in a second box, and sometimes even a third one. This practice which is also known as “Russian doll” approach is exceedingly wasteful. Pizza boxes – and many other takeout containers – are made of recyclable materials, but when cheese or other food scraps stick to the cardboard, they are no longer recyclable. In India, the major problem in recycling is Mixed Waste; all waste whether it is bio-degradable, recyclable, construction, hazardous or soiled are mixed together. No system of segregation at the sources level exists here.

TRENDS

The industry needs to become more involved in developing packaging systems that minimize impacts across the value chain. Ensuring that the choices of materials and design are compatible with the systems for recovering and recycling post-consumer waste will be essential.

Life Cycle Analysis, when used effectively, is a useful tool to understand the environmental footprint of the value chain and will also help the industry to illustrate more effectively the strides that it has already made in improving the environmental footprint of packaging. Life Cycle Analysis has long been used to understand the overall environmental footprint of products and the trade-offs between reducing the impact of a product in one area but increasing it in another. While some niche beauty brands always followed this eco-friendly route, here’s why large corporate boards are now pushing for sustainable measures an how packaging supplier innovating with new methods and materials, even in slow economy. It is applied with its 7-R’s i.e. remove, reduce, reuse, recycle, renew, revenue & Read.

• Pantene Nature Fusion

The Pantene brand has developed Nature Fusion bio-resin bottle—constructed of up to 45% plant-based materials, excluding the cap. Having first launched the bio-resin bottle in Western Europe and the United States in 2011, and then launched it in Russia, Turkey, and Poland, Middle East, North Africa, and Pakistan in 2012.

• Gillette Fusion ProGlide

By partnering with a molded fiber supplier, Gillette developed a breakthrough package for Gillette Fusion ProGlide. This resulted in a 57% reduction in plastic, 20% reduction in gross weight and a 100% removal of Polyvinyl Chloride (PVC). The design uses material made from bamboo, sugarcane, and bulrush.

• Plant PET Technology Collaborative (PTC)

PlantBottle packaging is the latest breakthrough from The Coca-Cola Company designed to change the way the world thinks of plastic bottles. It is the first ever fully recyclable PET plastic beverage bottle made partially from plants. The material looks and functions just like traditional PET plastic, but have a lighter footprint on the planet and its scarce resources. The five-member Collaborative consisting of The Coca-Cola Company, Ford Motor Company, H.J. Heinz Company, NIKE, Inc., and P&G was created with the intent of increasing sustainable production of plant-based polyethylene terephthalate (PET). Established in April 2012, the Collaborative is a strategic working group focused on the research and development of plastic polymers made entirely from plant-sourced materials.

CONCLUSION

The packaging industry is fragmented over sustainable packaging and, to date, has made a poor case for the essential nature of its products. Unless the industry becomes more proactive in the debate about the definition and role of sustainable packaging, it runs the risk of packaging continuing to receive disproportionate attention for its environmental impact. However, whether by regulation or by manufacturer, retailer or consumer pressure, the demand for sustainable packaging solutions is becoming a fact of life. Companies that fail to actively address the issue as part of their commercial strategy may forego opportunities and eventually lose business to their forward-thinking competitors. The growth in demand for sustainable packaging is no more a threat to the packaging industry than volatile raw material costs, industry overcapacity and the hypersensitivity of customers to price. Packagers will need to learn how to deal with demands for sustainable packaging in the same way as they have had to deal with all the other commercial difficulties that have hit this most competitive of industries. However, the wide uncertainty about what sustainable packaging actually is, and how and when different customer groups will adopt it, presents those commercially astute companies with a golden opportunity to steal a march on their competitors and use sustainability as a differentiator and source of added value in their market place.

Being Packaging professional have we ever thought of the problems faced by elderly people while designing a package, especially medicines. There are lot many surveys which are done time to time for finding the answer of this question.

Here is a reference chart from WHO report showing number of people over 60 years set to be doubled by 2050. Study says, more than 50% of consumers between the ages of 60 and 70, nearly 60% of those between 70 and 80 years old, and a whopping 66% of those over 80 report difficulties with current packaging.

It is found that ageing-related changes – such as arthritis, osteoarthritis, vision loss, memory loss and reduction in physical strength & flexibility – made seniors more at risk of experiencing problems when buying packaged goods.Some of the risks are postulated below:

1. Due to arthritis & osteoarthritis seniors remain unable to open, close and dispense the product from package. In case of medicines this problem can cause inappropriate dosage form and make it difficult to administer the drugs.
2. Vision loss made it difficult to read packaging label which create a problem while purchasing the product. It is a reason of wrong medication and dosing.
3. Memory loss is also a critical issue while taking medication. These problem cause dosages skip and overdose.

The solutio to above problems is senior friendly packaging, which is designed to solve the problems of elderly people. It is found that this problem can be solved by providing features like easy opening and easy readability to the consumer. For this there are lot many innovations which industry is focusing?

Below are few rigid packaging innovations which are focused to solve these issues

• DoseSmart is a patented and portable Smart Pill Bottle that stores, dispenses and tracks prescription medication. The device is designed for both Patient adoption and Care. This is a mobile reminder system which provides a 4 stage reminder system. Starting with an alarm and notification, followed 15 minutes later by a SMS text message, then an email at 30 minutes, and finally a phone call after 45 mins. If patient take medication at any time during this process, the reminders will stop, so they will only get the reminders that is needed.

• REMIND-A-CAP is a patented groundbreaking pill bottle cap that puts control in the user's hands. It's a simple device that allows an individual to easily set the next date of intake by simply turning a knob present inside of closure. By doing so queues up the day and time the next dose is needed in a small window on the top of the cap, which acts as the reminder.

• Glow cap is an easy-to-use, comprehensive medication adherence system comprised of a smart cap and bottle, along with a mobile application and a Medication Adherence Portal. Automated visual and audible alerts during scheduled dosage windows signal that it is time for the user to take his or her medications. At the user’s request, adherence information may be shared with clinicians, care managers, and trusted family and friends.

• A magnifier lid transformed in a magnifying glass, which makes reading the particular instructions easier for low vision and arthritic hands. It is an integrated part of the bottle so it is easy to use and also convenient to carry.

• Top Twister is an opening aid for containers that fits closures from 20 to 38 mm. It incorporates “push-turn” opening instructions. This device can be used with either child-resistant or standard closures. Top Twister gives the user a large surface area where they can use the palm of their hand as opposed to their fingers to open containers.

Everyday most of us spend at least 5 minutes to think, what we are going to wear today? Why we waste these precious 5 minutes? Have you ever think…

I think the answer is …”To make ourselves stand out of the crowd, selection of clothes is very crucial. So this workout of 5 min is worth it.”

Same fundamental is applicable in Packaging, where spending time on looks is very vital. Aesthetically appealing packaging always remains first choice of the customers. It is also found that in malls/ super mart person viewing packaging have only 10 second time to choose the product. In these 10 seconds packaging does the magic only if it is different. So packaging helps product stand out on shelf. There are many different examples in which Packaging plays a crucial role in selling of product.

Here with this blog I just want to take your attention to such packaging where simple modification in Packaging makes the product unique.

Calcium tablet Pack: Just now I saw a packaging in shape of shell that is used to pack OTC calcium tablets. This packs itself is defining the product that it contains. Since shell is made up of high purity calcium carbonate. Just the glimpse of bottle will give impression that product inside it is substitute for calcium.

Honey Pack: Till now mostly packaging of Honey, we find with wide mouthed, lesser height bottles made either of plastic or glass. This bottle in image is oblong making it aesthetically unique. Apart from this the honeycomb structure embossed on pack makes if quite different and enhances the grip.

The shape and the structure made on the bottle support for convenient dispensing of the product and make it different from ordinary honey pack. So a little idea can make a big difference and can make your product extraordinary exemplifying THINK OUT OF BOX.

A perfect example of Consumer awareness was witnessed when a consumer lodged a complaint against Cincinnati-based consumer giant P&G for violating California’s slack fill law, resulting P&G to shell out $850,000 towards civil penalties and costs. Moreover, Company is forced to change packaging of its entire line of Olay skin-care products as part of a settlement with California prosecutors, who had accused the company of misleading consumers by selling jars of face cream in packaging that was at times much larger than the contents. On 26th June, 2015 Riverside County District Attorney Mike Hestrin said P&G was violating California's "slack fill" law.

Slack-fill is the difference between the actual capacity of a container and the volume of product contained therein. According to the act a container that does not allow the consumer to fully view its contents shall be considered to be filled as to be misleading if it contains non-functional slack-fill.

Non-functional slack-fill is the empty space in a package that is filled to less than its capacity for reasons other than:

1. Protection of the contents of the package;
2. The requirements of the machines used for enclosing the contents in such package;
3. Unavoidable product settling during shipping and handling;
4. The need for the package to perform a specific
5. The fact that the product consists of a food packaged in a reusable container
6. Inability to increase level of fill or to further reduce the size of the package

In case of Olay, It has been found that a 1.7-ounce jar of higher-end moisturizer Olay Regenerist Luminous, for example, retails for around $35 and comes in a box that’s more than twice the size of the box containing a 2-ounce jar of Olay Active Hydrating cream, which retails for around $10. Well, this incidence proves that a small mistake can leads to the worst result. And new generation Packaging developers need to work closely with the marketing as well as regulatory bodies to curb such blunders. It's an alarm for organisation all around the world, not to produce such package which throws out wrong representation of the product in term of quantity, quality or any other attribute. It also illustrates that how much effect a Packaging leaves on consumers mind and at the same time it shows a bright side of consumer awareness, allowing consumer to make right choice and not to be deceived by Packaging. (Source- Data & Pictures referred from news websites)