By Ian Schofield, IHS Solutions
The world is changing, and the time for action is now. Over the next 60 years, demand for water will increase by 40%, and demand for energy by 50%. During the same time, climate change could reduce agricultural productivity by up to a third across large parts of Africa. In many ways, we are pushing the planet to its limits. Resource scarcity is a reality—and consumers are beginning to take a stand.
As the packaging community, we have a real opportunity to make a difference. Recycled and recyclable packaging—such as paperboard—can address both resource scarcity and the consumer’s desire to do well by the Earth.
But here’s the kicker…
It shouldn’t cost our customers more for sustainability.
It’s our responsibility to incorporate sustainability into the design process from the start. We need to take the cost out somewhere else in the chain so that retailers and consumers aren’t paying for it.
Full Sustainability is Hard, but Worth It
I know this firsthand. I was the head of packaging when UK retailer Iceland announced in 2018 it would eliminate all plastic packaging by 2023. That meant packaging for thousands of products would have to be replaced across more than 250 suppliers.
One of the key pillars was to be cost neutral—our prices were not going to go up.
To do this we had buy-in from the very top of the company, and we spread it down to all buyers who had to own the task. We put together conferences and seminars for product and packaging suppliers to spread the message, sharing what was allowed and what was not by way of a traffic light system.
We also realized that not everything would work. If we failed, we failed quickly. But we poured fuel on the ideas that did work. All main suppliers at every meeting had to show progress, so we all shared successes and failures. In the end, and still today, Iceland is seen as a leader and a pioneer—and well on its way to being plastic-free.
4 Ways to Start
Be Flexible
You should invest in a flexible production base. This could include capabilities for personalization and shorter runs. The more flexibility you can add to the design and manufacturing process, the more waste you can minimize and the more efficient you can be.
Complete Lifecycle Analysis
It is a nightmare, but so essential. In order to measure progress and make a difference, you need to know where the cycle for your packaging starts and where it ends. You can’t ignore it anymore—you need this information for your business.
Cater to Your Connected Customers
Here’s the new standard: your customers are online, impatient, demanding—and they’ll switch to a different supplier instantly. So, as your customers change and embrace sustainability, you’ve got to take the lead and meet them. Be flexible and proactive—and above all, invest in innovation.
Get Started, Now!
Talk to your customers now. Talk to other retailers. How can you add value to their sustainability initiatives? How can your company be a leader in addressing sustainability through all your designs and through all your business relationships?
Paperboard packaging has a great opportunity to step up, be a leader in sustainability, and increase market share in the process. If I can be of help, please reach out to PPC.
Ian Schofield is the former head of packaging for UK retailer, Iceland, which announced in 2018 that it would go plastic-free by 2023. Ian has used digital printing extensively and is known for his love for packaging and printing. Before his role at Iceland, Ian worked as a packaging engineer before moving into buying and marketing. Now semi-retired, Ian runs a consultancy and holds on non-executive board roles, providing various services from digital print to sustainability.