How to combine packaging design and sustainability

John Mulcahy, vice president of strategy and category effectiveness for Georgia-Pacific Professional, will present at Sustainability in Packaging 2012 in the Innovative Packaging Design to Minimize Waste with Collaboration of Converters and Suppliers. Mulcahy works to realistically assess the marketplace and establish long-term strategy based on Georgia-Pacific Professional's strengths including the role of sustainability and corporate social responsibility in achieving long term business objectives.

We're

Sustainability

What would you recommend as a strategy to bring together packaging design and sustainability while still keeping the value proposition of packaging? What would be your suggestions for packaging designers that want to meet sustainability and end-of-life goals?

Sustainability is about making people's lives better through the products we makeover the long term. It is about meeting the needs of society today without jeopardizing our ability to do so in the future. In order to identify the most sustainable option, we try to find the right balance among social, economic and environmental dimensions. One option may have a better environmental story, but if it comes with unacceptable trade-offs in product cost or performance, consumers will chose other alternatives that better meet their needs. The 'more environmental' product is therefore not sustainable. Packaging designers must consider the social needs that can be met (including brand image and product quality, sourcing responsibly and improving their communities) while also considering economic impacts (including maintaining profitability, managing cost and making products that are preferred in the marketplace) and environmental dimensions (such as using resources wisely, complying with laws and reducing the adverse impact of our products in use). This process would include end-of-life alternatives, as well. Local dynamics will determine the benefits of different end-of-life options. The best option will likely be different for the same product in different markets. If products can be designed with optionality that enables it to meet multiple fates, the market will determine which option is the most valuable.

Can you give us a brief overview of what you plan to cover in your presentation at the conference?

My presentation is focused on finding value in the waste stream. There is an interesting dynamic in the waste paper industry right now. Demand for recovered paper is increasing strongly in a global market; at the same time, the supply of recovered paper has not increased despite significant increases in industry recovery rates due to cyclical and structural changes in paper markets. These market dynamics are incenting recycled paper manufacturers to invest in capabilities to recover and process paper that would not have been economical previously. Packaging is one potential source of untapped supply. I will share Georgia-Pacific's perspective on these dynamics and share some of the work that we're leading to unlock new sources of recovered paper.

What are you looking forward to hear at the 2012 event?

I'm interested in learning more about unmet needs related to packaging so that GP can innovate to create more value for our customers in the future.

Join more than 200 packaging decision makers at Sustainability in Packaging 2012! Register today!