“To enhance each plastics recycling and reuse, make manufacturers use related packaging for merchandise in the identical class”
Elaine Knox
Ever because the US-based Nationwide Biscuit Firm launched the primary branded shopper package deal in 1899 – placing its Uneeda soda crackers in waxed paper inside a cardboard field – manufacturers have seen packaging as a advertising and marketing software. From the Fifties onwards, as firms more and more switched to utilizing plastic, competitors accelerated and packaging turned one of the simplest ways to sign a definite id – image Tide’s orange detergent jug or Heinz’s squeezy ketchup bottle.
However as manufacturers added a rising array of pigments, supplies, and different complexities, the already fragile economics of plastics recycling collapsed. Simply 10 per cent of plastic packaging is recycled globally. In the meantime, reusable packaging stays area of interest.
There’s a easy but highly effective means to enhance each plastics recycling and reuse – make manufacturers use related packaging for merchandise in the identical class.
Let’s take recycling first. Even with many years of shopper training and funding in infrastructure, it’s too costly to kind a lot plastic packaging into particular person subtypes. Pigments can’t be eradicated and sorting by color is dear, a lot colored plastic will get downcycled into gray pipes or constructing materials. Provide is inconsistent and fragmented, and virgin plastic is invariably cheaper, so dependable patrons for many used plastics don’t exist.
Standardisation might dramatically enhance issues. If product classes adopted uniform pointers for plastic sort, color, labels and adhesives, recyclers might cheaply get better much more materials. This might lastly make recycling economically viable and assist obtain the dream of “circularity”, during which a brand new bottle is made out of an outdated one.
The case for standardised reuse techniques is as compelling. At this time, the few manufacturers experimenting with reuse principally use totally different containers. These want particular person return factors alongside customized washing gear and high quality checks, which enhance expense and complexity whereas decreasing comfort. Reuse techniques primarily based on standardised packaging and shared infrastructure might seize 40 per cent of the market, versus 2 per cent below a fragmented strategy, in keeping with the Ellen MacArthur Basis.
Standardised packaging could sound like an assault on capitalism to some, however manufacturers already produce related packaging for milk jugs within the UK and for toothpaste tubes in lots of international locations. And standardised packaging wouldn’t imply that every one merchandise need to be an identical. Manufacturers might nonetheless use labels, washable inks, embossing and different strategies to distinguish themselves. They may additionally nonetheless use their very own sizes and shapes of packaging, as long as these don’t impede sorting.
Admittedly, it’s arduous to think about rivals like Procter & Gamble and Unilever voluntarily agreeing to place their shampoo within the same-coloured bottles. However as knowledge mounts concerning the billions of {dollars} misplaced annually from single-use plastics which might be burned or landfilled – and analysis sheds extra gentle on the well being dangers linked to hundreds of poorly studied chemical compounds in plastics – manufacturers could discover their nook is more durable to defend. Legally, it may very well be argued that the harm brought on by bespoke packaging outweighs any harms prompted to manufacturers from standardised containers.
More and more, manufacturers could not have a alternative. In Europe and different components of the world, coverage is already requiring reuse targets and using extra recycled content material. Standardised packaging presents manufacturers a path to fulfill such targets whereas sidestepping a soar in complexity and prices.
Comparable shampoo bottles gained’t remedy all the things, in fact. However such adjustments more and more appear to be good enterprise sense. With out them, actually round packaging stays a distant dream.
Saabira Chaudhuri is the writer of Consumed: How massive manufacturers received us hooked on plastic
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