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How Avery Dennison is Shaping Plastic Recycling Standards in China

By Nathan Zhou, Sustainability Program Manager, Avery Dennison APAC

Published on 16 June 2025

The global focus on sustainability has made plastic recycling more critical than ever, and China, as one of the world's largest producers and consumers of plastic products, is taking major steps to address the challenges of plastic waste. Avery Dennison, a leader in the pressure-sensitive labeling (PSL) industry, has teamed up with the Plastic Recycling Branch of the China Synthetic Resin Association (CPRRA) to establish plastic recycling standards that will set new benchmarks for the circular economy in plastics. These standards, expected to be released in Q3 2025, will have far-reaching implications for industries worldwide.

This blog explores how Avery Dennison is contributing to shaping these guidelines, the innovations driving the effort, and the overarching impact on the environment and businesses.

Why Plastic Recycling Standards Matter

Plastic waste represents one of the greatest environmental challenges of our time. While recycling infrastructure continues to grow globally, inconsistent standards in plastic design and material use often hinder the effectiveness of recycling programs. Without clear guidelines, plastics that could otherwise be recycled often end up in landfills or as environmental pollutants.

Standards such as China's emerging "Guide of Design for Recycling" for PET (polyethylene terephthalate) and HDPE (high-density polyethylene) materials are essential to building a sustainable framework that enhances recycling efficiency, reduces waste, and fosters innovation in material design.

Avery Dennison’s Role in Shaping Recycling Standards

Leveraging its leadership and technical expertise in PSL and sustainable packaging solutions, Avery Dennison played an instrumental role in formulating the new standards for PET and HDPE materials. Here's how the company is making a lasting impact in the space of recycling and plastic circularity:

1. Improving Recycling Design Standards - Avery Dennison actively contributed to the creation of clear, actionable design-for-recycling (DfR) standards for PET and HDPE, two of the most commonly used plastics in packaging. These guidelines recommend that plastic packaging is designed for optimal recyclability, addressing issues such as material compatibility, restricted substances, and ease of processing during recycling. This effort not only harmonizes recycling practices but also elevates the recycling standards of the entire industry.

2. Advancing Technological Innovation - One of Avery Dennison’s core drivers in the standards development process was innovation. The development of the CleanFlake™ adhesive technology exemplifies this. Engineered to enable labels to seamlessly separate from PET flakes in the recycling process, CleanFlake™ minimizes adhesive contamination and enhances the quality of recycled materials. This bottle-to-bottle recycling innovation helps achieve a true closed-loop recycling system, a foundational tenet of the circular economy.

3. Strengthening Industry Collaboration - Avery Dennison is fostering cross-industry cooperation among packaging manufacturers, brands, and recyclers. By improving communication and collaboration across the supply chain, these standards encourage stakeholders to jointly address recyclability challenges, fueling a more robust plastic recycling ecosystem.

4. Leadership in Sustainable Development - Participating in the formulation of national standards has further solidified Avery Dennison’s position as a global leader in sustainability. Demonstrating a commitment to reducing plastic pollution, the company has enhanced its competitive edge, becoming a preferred partner for brands and businesses seeking sustainable packaging solutions.

Transforming the PSL Industry Toward Green Practices

Avery Dennison’s participation in shaping recyclability standards carries broader industry implications. By setting a new benchmark for environmentally responsible design, the company is driving the PSL industry’s shift towards greener, more sustainable practices.

The adoption of CleanFlake adhesive technology ensures that PET packaging can be recycled into high-quality materials. This enhances the feasibility of closed-loop recycling systems, which significantly reduce the dependency on virgin materials.

Cleanflake Labels, Sustainable labels for food

Through collective efforts with the CPRRA and other industry players, Avery Dennison has promoted the vision of a fully circular economy. By designing packaging that supports recycling, the company is helping to close the loop and minimize the environmental footprint of plastic waste.

Why Businesses Should Care

For food and beverage brands, packaging plays a dual role in sustainability and consumer engagement. Consumers today are increasingly eco-conscious, demanding transparency and accountability from brands regarding their environmental practices. Partnering with an innovator like Avery Dennison ensures brands can meet these expectations while benefiting from advanced materials and compliance with evolving global sustainability standards.

Furthermore, the adoption of these new design-for-recycling standards can lead to cost efficiencies in packaging production and improved brand perception. Businesses aligning with these standards showcase leadership in sustainability, ultimately gaining a competitive advantage in the market.

Designing for the Future

The collaboration between Avery Dennison and the CPRRA marks a turning point in advancing the recyclability of plastics and promoting a circular economy. With the upcoming publication of China’s recyclability standards for PET and HDPE materials, industries worldwide are positioned to benefit from more refined and standardized practices.

As we anticipate the release of these standards, Avery Dennison is committed to supporting brands throughout this transition, offering tools and expertise that make packaging more functional, appealing, and sustainable.

As the landscape of plastic recycling continues to evolve and we anticipate the release of these new standards, businesses have a unique opportunity to align with innovative solutions that will reshape the packaging circularity landscape in China and influence sustainable practices worldwide. For brands aiming to stay ahead, Avery Dennison provides the tools and expertise to make packaging not only more functional and appealing but also more sustainable.

Here’s what we recommend:

Partner with Avery Dennison to ensure compliance with emerging recyclability standards.
Discover eco-design strategies and innovative materials to enhance your brand’s sustainability appeal.
Take the first step toward creating environmentally responsible packaging today.

We look forward to the updated guidelines and their potential to transform packaging circularity, reduce plastic waste, and promote efficient resource reuse—building a thriving circular economy.

If you’d like to learn more about how Avery Dennison’s solutions can support your brand’s sustainability goals and help you lead in the transition toward circularity, visit our sustainability webpage.

About the author

Nathan Zhou is our Sustainability Program Manager at Avery Dennison Asia Pacific, leading the way in implementing our GHG reduction strategy to reach our 2030 sustainability goals. His role involves spearheading the company's decarbonisation efforts, with a special focus on cutting down scope 3 emissions to speed up our target achievement across the APAC region. Nathan brings a wealth of expertise in GHG accounting, product carbon footprint analysis, setting SBTi carbon targets, and reporting to CDP.

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