Zero waste lives
This week marks Zero Waste Week 2024.
The 17th annual campaign encourages everyone to help promote and support Zero Waste Week. It helps homeowners, businesses, organisations, schools, universities and community groups reduce landfill waste so we can all save money, preserve resources and protect the environment.
Drawing from Pro Carton‘s latest European consumer packaging perceptions study (Rethinking Packaging – Consumer Study, 2024), Winfried Muehling, marketing & communications director at Pro Carton, shared some insights in support of Zero Waste Week.
Pro Carton is championing fibre-based packaging this Zero Waste Week, and Muehling, the marketing & communications director at Pro Carton, is urging the UK to lead on sustainability with fibre-based packaging during this week.
We know that renewables are going to play a key role in helping to build a more sustainable packaging industry, and thus a more sustainable world.
Pro Carton’s latest consumer survey reveals that European consumers demonstrate a commendable level of confidence in their ability to discern between recyclable and non-recyclable packaging, with 82% expressing sufficient confidence in their choices. This awareness translates into a strong trust in the recyclability of sustainable materials, such as corrugated cardboard and folding cartons, with confidence levels reaching 90% and 87% respectively. These figures indicate widespread acceptance and support for well-established collection and recycling practices, particularly emphasising the recyclable attributes of key packaging materials.
The advances in renewable packaging technologies are coming fast and thick from many areas – and there is a growing confidence in the sustainability of fibre-based packaging.
Pro Carton says its survey also highlights a significant trend: European consumers are willing to pay, on average, 5.4% more for products that come in sustainable packaging. This willingness to invest in sustainability underscores the alignment between industry practices and consumer preferences. “Clearly, the demand for sustainable packaging is not just a passing trend, but a fundamental shift in consumer behaviour,” Muehling adds.
He says the responsibility now lies with decision-makers across various industries to recognise and act on this trust.
“Fibre-based packaging is not only a sustainable choice,” he believes, “but also a valuable resource that is recycled and transformed into new packaging, closing the loop and eliminating waste.”
Fibre-based packaging after use is the base for new packaging material recycled in paper and cartonboard mills. He notes that the UK can preserve the planet by acting sustainably and choosing recyclable packaging, it is crucial that we prioritise and promote the use of these materials.
That is why this Zero Waste Week, Pro Carton is calling on all stakeholders to support and champion fibre-based packaging as the “most suitable option for a sustainable future”.
By doing so, Muehling says, we can collectively contribute to a circular economy where packaging is not simply waste, but a valuable resource for the generations to come. Again and again.
Perhaps Zero Waste week 2024 could be the time to make a good new habit and commit to sustainable packaging instead.
#ZeroWasteWeek
- Rodney Jack, editor, Food & Drink Technology.
Keep in touch via email: rodney@bellpublishing.com Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.
