New foresight report calls on business to go beyond sustainability towards regenerative retail


Christian Achenbach
Communications Manager, Avery Dennison Smartrac

Jack Pepperell
Content Specialist, Avery Dennison - Labels and Packaging Materials


Regenerative Retail Economy Report: click here

Press Images: click here, captions here


GLENDALE, CA – September 16, 2021 —
Ahead of COP26, Avery Dennison, the global leader in materials science and manufacturing, has teamed up with forecasting consultancy The Future Laboratory, to release a new report: Regenerative Retail Economy. The report is released at a time when the United Nations Framework Convention on Climate Change has challenged retailers to ensure that 20% of the retail industry by revenue is committed to net zero by 2023, and that the entire sector reaches net zero by 2050 at the latest.

This report combines expert interviews with consumer insight and identifies the emerging trends and attitudes that will drive transformation in the decade ahead. It highlights the groundbreaking technologies which will fundamentally change how retail and consumer brands do business as well as breakthrough approaches to e-commerce and omnichannel retailing. 

Tyler Chaffo, manager of global sustainability at Avery Dennison Smartrac says, “This is a time of huge disruption as the retail sector looks to recover from the COVID-19 pandemic as well as face the challenges of climate change. This report lays out the bold actions required to help retailers transition to net-zero and a regenerative retail economy. In a regenerative retail economy, retailers, manufacturers, suppliers, brands and consumers will each take responsibility and ownership over the collective need for a more sustainable future.”

The digital report, which is available free of charge, includes three predictions for the future of retail exploring the importance of pro-planet packaging, openly and transparently communicating environmental impact, and radical collaboration, which calls not only on governments to move the world to net-zero carbon emissions, but also on business and civil society.

The report highlights that technological investment will be crucial to building a regenerative retail economy, as retailers are moving towards regenerative systems. Research shows that 77% of business leaders listed environmental sensors and IoT as important to meeting their sustainability goals with more than one-fifth claiming to have accelerated their digitalization plans by three years

The combination of materials and digital solutions will play a critical role in building a regenerative retail economy. This means recovering and recycling materials at a faster rate than we are using them and creating greener last-mile solutions for packaging, shipping and returns as e-commerce grows. It means digitizing the supply chain so retailers can have a better understanding of their inefficiencies and waste to create more circular business models. And it means not only promising to preserve the planet, but also proactively contributing to make the natural world a better place for all its inhabitants.

                       – Rob Groen in ‘T Wout, marketing director paper & film, Avery Dennison Label and Packaging Materials



About The Future Laboratory

The Future Laboratory is one of the world’s most renowned futures consultancies, offering a unique blend of trend forecasting, consumer insight, foresight, brand strategy and innovation. Founded in 2000, The Future Laboratory has offces in London and Melbourne, and has worked with more than 1,000 businesses in 50 countries. Drawing on a workforce of more than 70 in-house experts, the consultancy assembles unique teams of journalists, writers, visual researchers and innovation analysts to document the new and the next across 14 industry sectors worldwide. Learn more at


About Avery Dennison

Avery Dennison (NYSE: AVY) is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identifcation (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs more than 30,000 employees in over 50 countries. Reported sales in 2019 were $7.1 billion. Learn more at