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High eco impact

Conference attracts more than 300 registrants seeking to learn about latest developments in sustainability for packaging.

-- Packaging Digest, 4/1/2010 12:00:00 AM

 

PDXxweb_sustainlogoIn recent years, many in the packaging function have felt that sustainability would soon fade as an issue and a driver in packaging innovation. However, swelling attendance at the Sustainability in Packaging 2010 conference, held March 16-17 in Orlando, FL, indicates that interest in the topic is growing.


“It's great to see that sustainability is taking off,” says Olga Adamovich, director of the conference produced by Pira Intl. and Packaging Digest. “This conference was about more than just planning and measuring. Companies are really executing sustainability strategies at all levels of their organizations.”

The conference keynote address was delivered by David Hoover, chairman and CEO of Ball Corp. In his presentation, Hoover stated the case that sustainability is good business, but making packaging more sustainable depends on cooperation of the entire value chain. He says Ball has engaged all its shareholders, who help drive the company's sustainability priorities in areas such as recycling, material use, energy efficiency, greenhouse gas emissions and safety. The result, Hoover says, has been a stream of innovations, such as its Alumi-Tek® metal bottles and PET wine bottles.

Representatives of U.S. and European packaging organizations updated the audience on sustainability developments. Julian Carroll, managing director of the European Organization for Packaging and the Environment (Europen), described development of The Consumer Goods Forum's global packaging sustainability project. The forum is composed of many of the world's largest consumer packaged goods companies (CPGs), retailers, packaging manufacturers, associations and academic institutions. In this project, these groups are attempting to provide guidance on how to improve global packaging sustainability, covering the role of packaging, common definitions and principles of sustainability, and establishing packaging sustainability indicators and metrics to enable better internal decision making and improve trade dialogue on packaging improvements.

Katherine O'Dea, senior project manager of the Sustainable Packaging Coalition, described how her group's efforts to develop packaging indicators and metrics dovetail with the global project.

The conference also featured presentations that were divided into specialized tracks, including updates on bioplastics, branding and sustainability, a look beyond packaging, recycling and waste management, materials, design and supply-chain sustainability.

Numerous CPGs, including Morton Salt, Coca-Cola, Safeway, Crate & Barrel and Procter & Gamble offered insights on how they are meeting the challenges of sustainability and their expectations of their suppliers, while the supplier community explained how they are responding to retailer and consumer concerns.

 

Sustainable packaging factors into consumer buying decisions

Recent consumer studies performed by the Shelton Group, a Knoxville, TN, advertising agency specializing in “green” and energy efficiency campaigns, confirm that consumers are searching for greener products.

The Ecopulse 2010 study shows that 63.5 percent of consumers say they are trying to buy products that are more “energy-efficient, natural and sustainable.” However, the survey also shows that economic conditions have affected consumers' green purchase decisions. While those buying the same amount of green products grew 8 percentage points in 2009 versus 2008, the number saying they increased purchases of sustainable products shrank 5.7 percent in the same period.

Suzanne Shelton, CEO of the Shelton Group, says the packaging and product labels are major sources of information on whether or not a product can be considered green. “The package is critical to a consumer deciding what to buy,” she says. “The packaging itself can be a reason to buy, too, and it can sometimes help products command a higher price point.”

That is one of five insights that Shelton says the group's research has helped them develop about the green market. The others include:

  • Green is now officially mainstream.

  • Most consumers know less than you might think they do.

  • Most people don't go green to save the planet.

  • Consumers are skeptical about green claims.

The studies also show that the role packaging plays in purchasing decisions can vary depending on the type of product, such as detergents, food or cosmetics. The Green Living Pulse 2009 study shows that 41.6 percent of consumers feel the most favorable description of packaging is that it is naturally biodegradable, followed by its recyclability and whether or not it is made of recycled materials.

That study also shows that nearly 60 percent of consumers don't know what packaging materials can leach Bisphenol A into the products. In addition, the studies show that consumers will choose their own comfort and convenience over environmental reasons when making purchase decisions.

For more information, visit www.sheltongroupinc.com

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