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The Role of Labels in Sustainability Storytelling

By Kejin Zhang, Sustainability Manager, Avery Dennison AMEA
Published on 25th March 2025

Sustainability has become a key consideration for businesses across industries, from food and beverages to personal care products and home goods. Today’s consumers seek brands that align with their values, particularly when it comes to environmental responsibility. While many companies focus their sustainability efforts on ingredients, formulations, or packaging, labels—often overlooked—play a crucial, multifaceted role in telling a brand's sustainability story.

Labels are not just functional; they are an essential piece of a product’s sustainable narrative. Forward-thinking innovations in labeling technologies are enabling brands to elevate their sustainability practices, providing transparency, functionality, and impactful messaging. Below, we explore three key advancements in labeling that are helping brands convey their commitment to sustainability.

Enabling Plastic Recycling with Wash-off Adhesives

Labels play a crucial role in packaging design, but traditional labels often pose challenges for plastic recycling. The adhesives used can leave residues on plastic containers, leading to the rejection of these materials during the recycling process. This not only disrupts the recycling system but also lowers the overall yield of recycled plastic.

Avery Dennison has introduced cutting-edge adhesive technologies that allow labels to cleanly wash off plastic bottles, leaving no residue behind. Specifically engineered for PET and HDPE plastics, these advancements support a more scalable and efficient global recycling system, paving the way for improved sustainability in packaging.

By embracing these adhesives, brands can maintain the credibility of their sustainable packaging claims while aligning with global and local regulations that encourage recycling-friendly designs. These innovative wash-off solutions offer a cost-effective alternative to traditional labels, requiring no significant investment. Beyond benefiting the planet, this approach strengthens brand trust among eco-conscious consumers and sets businesses apart from their competitors.

Labels with Recycled Content

Consumers today demand eco-friendly products with a lower environmental footprint. In response, the labeling industry is adopting sustainable designs that use recycled raw materials, helping brands meet their sustainability targets without sacrificing quality or aesthetics.

Avery Dennison, for instance, has created a range of labels crafted from post-consumer and post-industrial recycled content. These labels significantly reduce the use of new, virgin resources—thereby reducing their environmental footprint. But functionality isn’t sacrificed for aesthetics. Brands in industries such as cosmetics and personal care can maintain their premium image with innovative finishes that speak of elegance and environmental consciousness. This duality—sustainability and style—empowers businesses to connect with conscious consumers while standing out on crowded shelves.

Many brands focus on incorporating post-consumer recycled content into their packaging, but the role of post-industrial waste in strengthening recycling infrastructure is often overlooked. A common misconception is that post-industrial recycled content simply involves reusing off-cut plastic waste from manufacturing by melting it down and reintegrating it into the same process. However, this isn’t entirely accurate.

In practice, many manufacturing scraps cannot be directly reused due to the presence of colorants, additives, or material incompatibilities that risk contamination. Instead, these materials must be sent to recycling facilities, where they are processed into recycled plastic pellets that can be utilized in new products. If left unrecycled, this waste only adds to the global waste crisis. While prioritizing post-consumer recycled content is crucial, brands should also recognize the significant environmental benefits of including post-industrial recycled content in their strategies.

RFID Technology for Supply Chain Efficiency

Labels are evolving, driven by technological advancements that expand their role beyond traditional uses. One such innovation is RFID (Radio Frequency Identification) technology. Avery Dennison, a leader in this space, has revolutionized labels by embedding RFID tags that serve as “digital twins” for products. This technology enables real-time tracking and tracing of items throughout the supply chain, improving efficiency and reducing waste.

RFID tags store critical data, such as product origin, manufacturing dates, and expiration dates, which can be accessed with a quick scan at any stage of the supply chain. This enhanced visibility allows retailers to track stock levels with precision, reducing overstocking, understocking, and waste. By optimizing inventory management, RFID technology significantly cuts down on product waste and streamlines supply chain operations, contributing to lower carbon emissions and promoting eco-friendly retail practices.

RFID technology also strengthens the connection between brands and consumers by fostering transparency. With RFID-enabled labels, consumers can instantly access detailed information about a product's lifecycle, sourcing, and environmental impact. For example, scanning a skincare product could reveal how its ingredients were sourced and how its packaging supports recycling initiatives. This level of transparency enhances customer trust, encouraging informed purchasing decisions and reinforcing a brand's commitment to sustainability.

Beyond retail, RFID technology is transforming industries such as healthcare and transportation, making processes more efficient and reducing waste. Whether it's tracking medical supplies in hospitals or managing cargo containers in transit, RFID technology ensures resources are used responsibly.

By combining operational efficiency with consumer engagement, RFID is paving the way for a more sustainable and transparent future.

Labels for Corrugate in Ecommerce, Variable Information Label

What Does This Mean for Your Brand?

For brands in the food, beverage, personal care, or home goods industries, integrating sustainable labeling practices is no longer optional—it’s a competitive necessity and a way to be future ready with upcoming legislative requirements. Labels, after all, serve as the first touch point between your product and the customer. They give you the opportunity to clearly articulate your commitment to sustainability while enhancing operational efficiencies.

If you manufacture recyclable packaging, implement innovative labels that won’t disrupt recycling streams. Looking to highlight your brand ethos? Use labels featuring recycled content that merge functionality with a compelling backstory. Looking to gain deeper business insights while elevating the consumer experience? RFID-enabled labels are the way forward, seamlessly combining storytelling with supply chain optimization.

Labels as a Vital Part of Sustainability Storytelling

A label is more than just adhesive and material—it’s a medium for articulating your brand’s values. Done thoughtfully, labels can elevate your entire sustainability narrative, translating complex efforts like sourcing, recycling, and carbon reduction into an accessible, tangible story.

However, to maximize the impact of your sustainability initiatives, collaborating with industry-leading innovators can make all the difference. Avery Dennison demonstrates that cutting-edge label technologies aren't just pie-in-the-sky concepts—they are real solutions available today that substantialize your commitment to change.

By crafting packaging and products that harmonize sustainability and usability, your brand can inspire consumers, leading them to believe in—and advocate for—your mission. Sustainability storytelling begins with attention to detail, and in this narrative, labels are pivotal.

Take the Next Step

Want to explore how sustainable labeling can transform your brand? Contact us to uncover how our technologies can help your business achieve its sustainability goals while captivating your audience. Together, we’ll write the next chapter of your sustainability story.

About the author

As Avery Dennison's Sustainability Lead, Kejin spearheads sustainability efforts in the Asia Pacific, Middle East, and Africa regions. With years of experience in the pressure-sensitive label industry, she collaborates with brand owners to pioneer sustainable packaging solutions that align with their organizational goals and industry standards, shaping a more environmentally responsible future. Connect with Kejin on LinkedIn.