SUPPLY CHAIN SUSTAINABILITY
“ Supply chains in general are long and they tend to be quite inefficient, producing waste across multiple geographies, particularly as global supply chains have taken hold,” said Michael.“ That waste represents cost and it’ s raising the pressure on organisations from a financial perspective.”
Adhering to regulations Michael also noted that current industry collaborations are heavily focused on improving recyclability and creating more efficient waste collection and sorting systems.
However, pointing to joint efforts aimed at addressing regulations such as the European Packaging Waste Directive, he noted the presence of inherent tension.“ I think we need to recognise that, particularly in the CPG space, packaging is both a means by which the product is carried but also something that has significant brand impact around shelf appeal and usability,” he continued.“ A lot of companies are looking at packaging as a point of differentiation as well.”
While sustainability initiatives often originate from brands first before being followed by regulatory pressure, legislation is, without doubt, driving changes in packaging.
For example, the Packaging and Packaging Waste Regulation( PPWR) in Europe is mandating that packaging is Designed for Recycling( DfR) and that at least 10 % of beverage packaging is reusable by 2030.
Brands are responding by making a host of strategic and operational adjustments, shifting towards:
• More sustainable packaging designs
• Increased use of recycled materials
• Exploration of reuse models
• Improved labelling
• Greater focus on the entire packaging life cycle.
Ryan also notes active investment in research and the development of innovative packaging solutions:“ Brands are leveraging RFID-embedded and QR-coded labels to facilitate deposit return schemes, traceability, transparency and supply chain efficiency.
“ Equally important, brands are actively seeking and securing reliable sources of high-quality recycled materials to meet PPWR targets, exploring multi-use packaging solutions, such as those for beverage packaging, and implementing reusable or refillable models like refill stations,” he goes on.
Brands embracing sustainable packaging One of numerous businesses attempting to make meaningful progress is Zalando, the Berlin-based multi-brand retailer for fashion and lifestyle.
Building on a long-term partnership, DS Smith began providing fibre-based corrugated cardboard packaging solutions for the e-commerce leader’ s
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