As sustainability expectations rise, brands and canmakers in the consumer-packaged goods (CPG) industry face increasing pressure to adopt circular economy practices. To remain competitive, companies are looking to reduce carbon emissions and minimize waste. By embracing these practices, businesses position themselves as leaders in the transition toward a more sustainable future. How are today’s leading brands and canmakers transforming their sustainability commitments into real impact?
Champion Circularity with Recycling and Lightweighting
Metal packaging has long been a leader in circularity, and aluminum is one of the highest-value recyclable materials. Aluminum beverage cans contain an average of 71% recycled content and can be continuously recycled without degradation. According to the latest study from The Aluminum Association and Can Manufacturers Institute, used aluminum beverage cans are back on store shelves as a new product in less than 60 days—an impressive example of closed-loop recycling in action.
Lightweighting has become a crucial strategy for reducing material usage and transportation emissions. Just as the aerospace and automotive industries have optimized material efficiency, canmakers have significantly reduced the thickness of metal cans without compromising durability. For instance, Tubex, a German aerosol can manufacturer achieved a 20% reduction in can weight, decreasing raw material consumption and providing the opportunity to improve transport efficiency by increasing loading capacity per shipment.
Reusable and Refillable Packaging
As demand for reusable and refillable packaging grows, metal packaging’s durability makes it an ideal solution for supporting long-term sustainability efforts. A great example is PATH Water, which offers aluminum bottles designed for refilling and reuse. According to the company, this innovation has saved 335 million plastic bottles from landfills and oceans. As more brands shift toward reusable solutions, metal packaging can be pivotal in reducing single-use waste and extending product lifecycles.
Boost Recycling Awareness and Infrastructure
Despite aluminum’s high recyclability, an industry survey reports that the U.S. recycling rate for aluminum cans is around 43%. This highlights a major gap in consumer awareness and infrastructure investment.
Industry initiatives are tackling this issue head-on. For example, the 2 Million Cans Recycling Contest, organized by Recycling is like Magic! and the Can Manufacturers Institute and sponsored by industry partners including PPG, encourages elementary school students to recycle cans, fostering knowledge about sustainability from a young age. Additionally, Ball Corporation’s 50 States of Recycling report shows that increasing the aluminum can recycling rate to 90% could generate $6.6 billion for the U.S. economy and create more than 100,000 jobs. Educating consumers and investing in efficient recycling systems will be key to maximizing the environmental and economic benefits of metal packaging.
Advanced Coating Technology for a Circular Economy
Coatings play a critical role in metal packaging by protecting the aluminum from the contents and ensuring taste integrity. Many brands and canmakers are transitioning to coatings that offer low volatile organic compounds (VOCs), are waterborne and reduce materials of concern such as BPA-NI to align with evolving industry sustainability trends and consumer preferences while maintaining high-performance standards. The industry can further enhance recyclability and safety from materials of concern in metal packaging by continuously improving coating technologies.
Collaborate Across the Supply Chain to Cut Emissions
No company can achieve circularity alone - industrywide collaboration proves crucial to minimizing environmental footprints. Through lifecycle assessments (LCAs) and product carbon footprint (PCF) analyses, coatings manufacturers and canmakers can identify emission hotspots and develop targeted solutions, including:
- Raw materials: Sourcing low-carbon, recyclable materials
- Manufacturing: Investing in renewable energy and energy-efficient production
- Transportation: Optimizing logistics to reduce emissions
- Application: Utilizing lower film-build coatings with high solids for efficiency
- Recycling: Designing coatings that enhance end-of-life recyclability
By working together, coatings manufacturers, canmakers and brands can align sustainability goals and drive industrywide improvements.
Lead the Way to a More Circular Future
The future of sustainable metal packaging will be driven by innovations in circularity and lightweighting, reducing material use while maintaining durability. Reusable and refillable solutions will gain traction, encouraging multi-use packaging models that minimize waste. Increased awareness and investment in recycling infrastructure will be crucial in enhancing consumer participation and material recovery. At the same time, advancements in coating technologies will need to offer safe and sustainable protective solutions. Industry collaboration will be essential, ensuring alignment on sustainability targets across the supply chain. As sustainability remains a business imperative, brands and manufacturers have a unique opportunity to lead the shift toward a more circular economy. Melissa MacDonald, Ph.D., is a PPG Customer Sustainability Business Partner in the Packaging Coatings business. With a background as a research chemist and project leader, she specializes in advancing sustainable solutions in the coatings industry. For more information about PPG’s Packaging Coatings business, visit packagingcoatings.com.