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Rethinking Packaging: How Sustainable Labels Are Reshaping the Future

The world is watching what you put on the outside of your product—just as much as what’s inside.

In an age where consumers scan labels not just for ingredients but also for sustainability claims, the pressure is on brands to do better. And packaging—often the first touchpoint between your product and your customer—is no longer just a wrapper. It’s a statement. A commitment. A responsibility.

But how do you make packaging that performs under pressure and supports the planet?

The answer begins with the label.

The Packaging Waste Problem No Brand Can Ignore

Each year, over 300 million tons of plastic waste are generated globally—and packaging is one of the largest contributors. From plastic bottles to multilayer laminates, the materials designed to protect products are also harming ecosystems.

The label might seem like a small part of the problem—but it’s often a hidden barrier to recyclability. Traditional label adhesives and facestocks can contaminate recycling streams, making otherwise recyclable containers unusable. Multiply that across millions of bottles and boxes, and the impact is staggering.

Brands that ignore this are no longer just risking their reputation—they’re risking regulatory backlash, customer loyalty, and long-term profitability.

The Packaging Waste Problem No Brand Can Ignore

When ‘Sustainable’ Meets ‘Functional’: The Label Challenge

Sustainability doesn’t mean much if the label peels off in the cold chain, smudges during printing, or fails to meet compliance for food, pharma, or cosmetic use. A functional label needs to:

Adhere cleanly and stay intact across storage and transit conditions.
Comply with regulations, especially for direct and indirect food contact.
Survive moisture, friction, heat, and chemical exposure.
Enable recyclability without disrupting material recovery facilities.

It’s a tall order. But Avery Dennison has spent decades turning this complexity into science.

How Avery Dennison is Engineering Better Packaging – One Layer at a Time

At Avery Dennison, we believe that performance and sustainability aren’t at odds—they’re co-dependent. Our material science teams are redefining what labels can do, with innovations that reduce impact without sacrificing performance.

1. AD CleanFlake™: The Game-Changer for PET Recycling

Traditionally, labels and adhesives on PET bottles gum up the recycling stream. But Avery Dennison CleanFlake™ technology uses a water-based adhesive that cleanly separates from PET flakes during the washing process.

Enables 100% PET recyclability
Meets or exceeds APR (Association of Plastic Recyclers) guidelines
Ideal for beverage, personal care, and food brands using PET packaging

Real-world impact: One global beverage brand using AD CleanFlake™ helped divert over 250 million PET bottles from landfill into new bottle-grade material.

2. AD XeroLinr™: A Leap Toward Linerless Efficiency

Release liners—often made from silicone-coated paper—are frequently discarded after printing. That’s where AD XeroLinr™ comes in.

This linerless direct thermal label technology:

Eliminates the liner waste entirely
Enables more labels per roll (reducing transport emissions)
Supports logistics, warehouse, and shipping operations

It’s a breakthrough for e-commerce and pharma brands looking to scale sustainability without operational headaches.

3. Low Migration Adhesives: Safer for You and the Planet

In industries like food and pharmaceuticals, adhesives that migrate through packaging into the product are a major health concern. Avery Dennison’s low migration adhesives are designed to:

Minimize substance transfer
Comply with EU 10/2011 and FDA regulations
Maintain strong performance on containers, even under cold or moist conditions

Paired with FSC®-certified paper facestocks or bio-based films, these adhesives help you build safety and sustainability from the inside out.

4. Recycled Content Liners: Closing the Loop

Used liners traditionally end up in landfill. Avery Dennison’s recycled content liner portfolio uses paper liners made from post-consumer waste—offering:

Up to 70% recycled content
Full recyclability in established collection systems
No compromise in printability or application performance

With more brands joining the AD Liner Recycling Program, a circular label lifecycle is finally becoming possible.

Why It Matters – For Brands, Consumers, and the Future

A recent Nielsen study found that 75% of global consumers would pay more for sustainable packaging. But the real opportunity lies in doing it right:

Food brands can eliminate label-based recycling disruption.
Pharma brands can ensure compliance and environmental accountability.
Personal care brands can tell a better story—on-shelf and online.

Consumers today are more informed, more vocal, and more connected than ever. They want transparency. They want traceability. And they want brands that don’t treat sustainability like a seasonal campaign—but like a core business function.

The Avery Dennison Advantage

What makes Avery Dennison uniquely positioned to lead this transition?

Global R&D: We invest in regional labs and customer-facing innovation centers.
End-to-end support: From label design to recyclability consultation.
Supply chain continuity: We maintain consistent delivery even in uncertain global conditions.
Innovation with purpose: Our products are tested, compliant, and ready to scale.

We’re not just responding to sustainability trends—we’re shaping them.

Conclusion: Because What You Stick On Matters

A label is more than adhesive and ink—it’s a signal of care, quality, and commitment.

By choosing Avery Dennison’s sustainable label innovations, you’re not just checking a box. You’re protecting ecosystems. You’re preserving recyclability. You’re helping ensure that packaging doesn’t cost the planet.

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Digital Solutions

Rethinking Packaging: How Sustainable Labels Are Reshaping the Future

The world is watching what you put on the outside of your product—just as much as what’s inside.

The Packaging Waste Problem No Brand Can Ignore

The Packaging Waste Problem No Brand Can Ignore

How Avery Dennison is Engineering Better Packaging – One Layer at a Time

1. AD CleanFlake™: The Game-Changer for PET Recycling

2. AD XeroLinr™: A Leap Toward Linerless Efficiency

3. Low Migration Adhesives: Safer for You and the Planet

4. Recycled Content Liners: Closing the Loop

Why It Matters – For Brands, Consumers, and the Future

The Avery Dennison Advantage

Conclusion: Because What You Stick On Matters

Let’s build packaging that performs—and preserves. One label at a time.

Avery Dennison. Making Possible™.