Redefining performance as a multi-sided prism
In a modern consumer packaged goods value chain, we often oversimplify 'performance' as mere durability. In reality, performance in regards to sustainability is a multi-sided prism that dictates whether a product actually succeeds in all its purposes.
A primary goal of packaging is to eliminate health risks and preserve the quality of the product. If a label peels or fades, the product becomes a liability rather than an asset.
The packaging also needs to be optimized for the production floor. Operations need to run seamlessly through filling and sealing, and it's specifically the label that must allow for trouble-free dispensing on high-speed machines. Any end-to-end downtime, or 'web breaks', create massive energy waste and financial loss.
But of course, labels are also the “face” of the product. It’s how the brand represents themself. That means the label needs to maintain its aesthetic integrity from factory gate to the consumer’s home so that it can deliver on the brand promise.
Then there’s traceability to consider. Intelligent labels are critical data carriers. They enable 'connected packaging' that tracks an asset through its lifecycle. This ensures transparency, supply chain efficiency and better shelf management to cut out economic losses.
Sustainability, of course, is also an important part of product packaging design. Under the Packaging and Packaging Waste Regulation (PPWR) the label will play a significant role in your product's recyclability grade.
Finally, regulations about packaging recyclability can impact a company’s financial bottom line. How product packaging performs throughout its lifecycle determines whether or not you’ll incur Extended Producer Responsibility (EPR) fees. Choosing the right label can optimize EPR fee obligations.
The label as a strategic asset for PPWR compliance
Under the PPWR, your label choices directly impact your packaging’s compliance with new EU recyclability mandates. As a legally binding regulation, the PPWR introduces unified 'Design for Recycling' criteria and ambitious waste reduction targets. For brands, this necessitates a fundamental shift in strategy and a complete reassessment of packaging decoration. Though small, the label is a mighty asset that will ultimately determine whether your packaging meets these rigorous sustainability goals.
“In my experience,” says Monica Gross, “selecting the “wrong” label early in development can have a catastrophic domino effect. For instance, a non-wash-off adhesive can contaminate PET or HDPE recycling streams.”
Adhesive contamination from labels and other decoration technology lowers the grade of the packaging. Brands who do not take this in consideration can be faced with significantly higher EPR fees, which are a set of policies for brands and manufacturers that encourage full responsibility for a lifecycle of a product. Brands and manufacturers are charged fees if their products do not meet certain circularity guidelines, and failure to meet these policies might also mean potential exclusion from circular marketplaces.
