Unwrapping the Reality of 100% Recyclable Packaging

Trivium is a Business Reporter client.

Manufacturers and brands are making bold and admirable commitments to the environment by creating packaging materials that are sustainable and recyclable. But while many global brands claim their products are wrapped or boxed in 100% recyclable materials, are they really? 

There is a big gap between what can be recycled in theory and the practical reality. Recycling technology, collection infrastructures, consumer behavior, legislation and incentives all differ between countries and regions, resulting in big differences in recycling rates. The picture becomes even more nuanced when you look at how many times a material can be recycled: Some materials degrade quickly and can only be recycled a handful of times or less, while others, such as metals and glass, can be recycled forever. 

Governments, environmental organizations and brands are starting to target this nuanced picture, and we are seeing a shift toward a more circular approach to recycling. A circular life-cycle product assessment must consider all aspects related to product circularity, including recycled content, recycling rate, intrinsic recyclability, yield during recycling and the potential to substitute primary resources. 

Circularity was a driving force when the UN Environment Programme agreed earlier this year to develop a treaty designed to end plastic pollution, and the UN Environment Assembly’s recent resolution addresses the full life cycle of plastic, including production, design and disposal. There is good reason for the UN Environment Programme to target plastics: Plastic waste has doubled in the past two decades and only about 9% is successfully recycled. The rest ends up in landfill, is incinerated or leaks into the environment. 

Consumers have also become more aware of the environmental effects of choices they make. When it comes to packaging, 67% identify as environmentally aware and 73% are willing to pay more for eco-friendly packaging. That means it’s time for brands to take a hard look at their packaging material choices and rethink which materials can best protect both their products and the environment. 

Permanent packaging materials such as steel and aluminum may prove to be the most sustainable choices in many cases; the recycling rates of both are well over 60% globally and over 75% in Europe. Once sourced, they are infinitely recyclable, making them circular by nature and allowing them to stay in the loop forever. When you add factors such as increased shelf life, protection from light and oxygen and significant progress in lightweighting, it’s clear that metal packaging is viable in far more areas than just canned food. 

“Companies need to take a more holistic view of sustainability, such as the environmental impact directly caused by production, use and disposal, environmental impact caused by unnecessary food waste and impact caused by the disposal of packaging materials,” says Jenny Wassenaar, Chief Sustainability Officer at Trivium Packaging, a leader in metal packaging. “It is time to shift away from plastics altogether and focus on permanent materials that can be recycled forever.” 

Manufacturers and brands around the world are taking meaningful steps to evolve their goals to be eco-conscious. Product designers and developers are creating an increasing number of packaging solutions for the home and personal care categories that embrace the use of metals, as seen in refillable shampoo containers with metal pump systems, and wine bottled in aluminum containers. 

The sustainability goals of many big brands may need an adjustment to progress to circularity—not just recyclability. These goals need to evolve from single-use to circular life-cycle assessments, which more accurately reflect the environmental impact of a material. If manufacturers and consumers embrace more comprehensive goals, they can more effectively combat climate change—and the planet depends on this evolution toward circularity. 

“Manufacturers and brands have an opportunity and responsibility to think through their environmental footprint and deliver value in ways that increasingly matter to their customers, who are demanding more environmentally friendly products,” says Wassenaar.

For more research and insights, visit triviumpackaging.com.

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