Leading the charge on sustainable packaging

Can you elaborate on the importance of integrating end-of-life recyclability into the design process?

Absolutely. One of the primary challenges we face is ensuring that packaging is designed with its entire life cycle in mind. Traditionally, packaging designers focused primarily on functionality and aesthetics without considering the end-of-life stage. However, with the shift towards sustainable design, we now encourage designers to think about the recyclability and environmental impact from the outset. This means selecting materials that are recyclable and ensuring that packaging can be easily collected and processed within the country where it is used.

How significant is the role of infrastructure in the success of sustainable packaging?

Infrastructure is pivotal. We can educate designers to create recycle-ready packaging, but, without the necessary collection and recycling facilities, it becomes a significant challenge. In many developing countries, basic infrastructure, such as disposal bins, is often lacking, which hinders the entire recycling process. That’s why the WPO team emphasises the importance of being recycle-ready even if the infrastructure isn’t currently in place. When the facilities do become available, the packaging will be prepared for the circular economy.

Let’s talk about the cultural aspect. How does a lack of infrastructure affect consumer behaviour and designer motivation?

It’s a substantial barrier. If designers know that there are no adequate facilities to recycle their packaging, it can diminish their motivation to prioritise recyclability. Additionally, consumer education plays a critical role. Without proper education and disposal options, littering becomes prevalent, leading to environmental issues such as waste ending up in waterways, landfills and the environment. Every country faces different challenges and there isn’t a one-size-fits-all solution.

Moving on to the role of governments, was there often resistance to implementing environmental regulations in the past?

Interestingly, we’re witnessing a positive shift. More governments are now enacting regulations to reduce single-use plastics and illegal dumping sites. For instance, the Philippines has made significant strides in eliminating illegal dump sites. Moreover, the Global Plastics Pollution Treaty has garnered the support of over 150 countries. While progress may seem slow, the momentum is definitely building.

Small and medium-sized enterprises (SMEs) often struggle with sustainable packaging due to perceived costs. What can be done to support them?

The challenges for SMEs are indeed daunting. Sustainable packaging can be perceived as an added cost, making it overwhelming for smaller businesses. Associations such as AIP and WPO are crucial in providing education and training to these businesses, demonstrating the long-term value and benefits. We’ve trained around 8 000 SMEs in Australia over the past six years, emphasising that sustainable practices can lead to significant advantages. Additionally, governments could support SMEs through funding and incentives  to offset capital expenditure on new equipment.