Labels That Last: How Sustainable Packaging Shapes Brand & Planet Futures

Avery Dennison > Blogs > Labels That Last: How Sustainable Packaging Shapes Brand & Planet Futures

The global packaging industry faces a dual crisis: surging demand and growing scrutiny. Every year, millions of tonnes of packaging waste clog our landfills and oceans. One overlooked culprit? Labels that hinder recyclability, leave adhesive residue, or disrupt sorting systems.

As consumers demand greener choices and regulations tighten, many brands still struggle to align high-performance packaging with eco-conscious design. Inconsistent recycling rates, product recalls due to migration, and brand backlash are now familiar risks.

Imagine a brand investing in recyclable PET bottles—only to discover that a stubborn label adhesive causes entire batches to be rejected by recycling centers.

Or think of a pharma or cosmetics company facing a product recall because its label’s adhesive migrates into the formula, breaching health standards.

These are no longer rare exceptions. They’re daily realities. And they’re costing brands credibility, compliance, and consumer trust.

Avery Dennison doesn’t just promise sustainability—it delivers it with field-tested, innovation-backed materials that work across industries and lifecycles.

1. CleanFlake™ Technology

Purpose: Designed for PET bottle recycling.

What it does: CleanFlake™ labels use a water-based adhesive that separates cleanly from PET during the sink/float recycling process.

Why it matters: This enables true circular recycling—where both the bottle and label can be reused without contamination.
Where it works: Beverage bottles, personal care, and household goods.

2. rPET & FSC®-Certified Facestocks

Purpose: Cut down on virgin materials and promote responsible sourcing.

rPET facestocks use 100% recycled plastic content.
FSC®-certified papers support forest sustainability and traceability.

These help brands meet corporate sustainability goals and appeal to eco-aware consumers without compromising design or print performance.

3. Low Migration Adhesives (LM Series)

Purpose: Keep products pure and safe.

These adhesives meet stringent EU and pharma regulations, ensuring:

No migration of chemicals into food or drugs.
Long-term bond strength.
Application in sensitive areas like baby food, nutraceuticals, injectables, and cosmetics.

4. ClearIntent™ Portfolio

Purpose: Avery Dennison’s sustainability-forward product line.

With over 500+ products, ClearIntent™ materials are certified for:

Recyclability
Reduced material use
Compostability
Bio-based inputs
Responsibly sourced materials

Brands can now pick pre-vetted eco solutions without endless R&D

5. Linerless & Reclosure Labels

Purpose: Waste reduction at the core.

By removing the need for traditional release liners, linerless labels reduce waste and boost efficiency. Reclosure solutions also eliminate secondary packaging, promoting material circularity.

A major European beverage brand adopted CleanFlake™ for its PET bottles and achieved:

97% material recovery in controlled tests
Approval from local PET recycling protocols

Increased consumer trust and sustainability visibility

With Avery Dennison’s solutions, brands can:

Cut carbon footprint and reduce material waste
Meet and exceed compliance (EU Green Deal, EPR frameworks, etc.)
Communicate authenticity and environmental commitment transparently

All without re-engineering their packaging from scratch.

Why This Matters for Consumers

Today’s shoppers demand:

Transparency in sourcing and production
Proof of recyclability in real-world scenarios
Safety from materials that come in contact with what they eat or apply

Sustainable labels help consumers make informed choices—without sacrificing product experience.

Every Label Leaves a Trace

Labels are more than packaging—they’re the first point of contact between your product and the planet.

"When sustainability starts at the label, it extends to the entire supply chain."

Through innovations like CleanFlake™, ClearIntent™, rPET facestocks, low migration adhesives, and linerless solutions, Avery Dennison empowers brands to deliver on both performance and purpose.

Where science meets sustainability—one label at a time.

By Types of Packaging

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