The packaging industry is at a critical juncture, driven by significant strides in material science and an urgent need for sustainable solutions. With the impending implementation of extended producer responsibility (EPR) in April 2027, the industry's attention is laser-focused on ensuring all packaging is recyclable and accurately labelled. This pivotal shift underscores the vital role of material science in crafting innovative solutions that meet functional needs while reducing environmental impact.
Material science is at the vanguard of this revolution, propelling the exploration of alternative materials that retain the protective qualities of traditional options with significantly reduced environmental harm. Pioneering materials are now engineered to be lightweight, durable, and sustainable, addressing the critical issue of waste generated by conventional packaging. Creating biodegradable and compostable materials that decompose naturally without leaving detrimental residues is a testament to the transformative potential of material science in revolutionising the packaging sector.
At the core of this transformation is Jude Allan, a key figure leading the industry through this period of change. In her dual roles as Chair of the IOM3 Packaging Society and interim Managing Director of OPRL, Allan is not just playing a role but a crucial one in shaping the sector's response to these changes.
The Future of Labelling
According to Allan, the future of labelling is upon us, marking a pivotal moment for businesses as they take full responsibility for their packaging lifecycle. This transition aims to boost recycling rates and increase the use of recyclable materials.
At the highly anticipated London Packaging Week, a key event in the industry, on Thursday, September 12, from 10:45 AM to 11:15 AM, Allan will present a compelling session titled "The Future of Labelling: Be Informed and Be Responsible." This session will delve into the impact of new legislation and mandatory labelling on recycling awareness, offering valuable insights into how businesses can navigate these regulatory changes and harness innovative labelling solutions to engage consumers effectively.
According to Allan, companies can educate supply chains, enhance environmental responsibility, and drive a more sustainable future by leveraging data and adopting advanced labelling strategies.
"I would like people to think about the fact that we are just about to enter the implementation phase of packaging extended producer responsibility," she told London Packaging Week. "Assuming that the legislation goes through, then mandatory labelling is coming our way very quickly. The deadline for everything is only two-and-a-half years away because it is April 2027, and there's a lot to be done to get to that point.
"So, the first thing I would like people to take away is that even if you hadn't realised that you were liable to put mandatory labelling on your packaging, you would be, so it's time to get ready. It's time to be, 'Oh, OK, we will need to do that. We need to include it.' Therefore, we need to think about what our packaging is. Is it recyclable? Just be ready to make that move.
"The second thing is that we've all been aware of the legislation coming and extended producer responsibility happening. People have been engaged with it, depending on what's been going on in their agenda and how it affects their business, but that's not the only thing happening. The other thing I want to discuss and ensure people take away is that there are many interesting challenges around the future of labelling itself from a technological perspective.
"That's the two halves of what I want to talk about: the mandatory actions we need to take and the exciting possibilities for the future. How can we use technology to our advantage? What will help to improve communication with consumers in the future? We want a simple message so people know exactly what to do with stuff, but some consumers are already more interested in more details. How do we do that? There's dynamic labelling and QR codes. Even the humble barcode, which has been around for so long, will change. I almost feel oddly nostalgic about that, but it's quite an interesting change in how we interact with our shopping and learn more about the products we buy.
"A whole lot is happening. Some of it is stuff we need to do, and some we want to do because it's interesting, exciting, and will make a difference for our customers."
Embracing a Materials-Agnostic Philosophy
Allan champions a materials-agnostic philosophy, emphasising that the value of packaging lies not in competing materials but in selecting the right one for each specific application. Her vision reflects a broader shift towards collaboration over competition, driven by a collective goal to enhance functionality and environmental responsibility. This approach underscores the importance of using materials that protect products, facilitate recycling, and support sustainability.
Allan's perspective highlights a critical evolution in packaging—moving from a mindset of material superiority to one focused on the effective use and reclamation of materials. By fostering understanding and confidence in recycling practices, Allan advocates for a more nuanced and responsible approach to material selection, ensuring that packaging contributes positively to consumer experience and environmental stewardship.
"It's always been about the right material, in the right format, at the right time,” she added. “If you get those things right, there shouldn't be competitiveness between materials; each tries to see the other fall down. That used to happen, but I don't see it much anymore, and I'm very happy to see that change.
"A lot of the work around legislation has helped. If we all work together rather than protecting our territory, we will make a better future for everybody. Collaboration has been a really important part of that. I wear both hats - the OPRL hat and the IOM3 Packaging Group hat. Both of those are about being materials agnostic. It doesn't matter what the material is if it is the best for packaging that product to protect it and has all the necessary functionality. The consumer should be able to open the packaging, get the product out, and know what to do with the material. They should be able to put that material in the correct recycling bin and understand that it retains value and will be recycled.
"To me, that's the big challenge. It's been a shift from 'we're best' or 'this is best' to 'how do we get people as citizens and consumers to know what to do with this material, why they are doing it, and how to have confidence that it will be recycled?' Packaging is a gateway to getting consumers and citizens to see the value in materials and resources.”
The Future of Packaging: Innovation and Context
As innovative materials continually transform our approach to packaging waste management, the spotlight is increasingly on enhancing the waste hierarchy. Introducing new packaging formats and alternatives addresses longstanding issues of functionality and environmental impact and prompts a thorough re-examination of how packaging fits into the existing waste management ecosystem. These advancements represent a shift from merely substituting materials to fundamentally rethinking how we can optimise packaging throughout its lifecycle.
But as Allan points out, ensuring these advancements contribute meaningfully to practical solutions and align with responsible waste management principles will be key to fostering a more sustainable and efficient packaging landscape.
"I was talking to a young startup company the other day, and they have an alternative material to expanded polystyrene. Expanded polystyrene is a tricky material because it functions well, but it's a nightmare because it's so light and friable.
"It's really important to ensure we are still looking for alternative materials because what we have currently resulted from a lot of innovation over the past 20, 30, 40 years. There is no reason to say that innovation should stop. That would be like saying where we are now is better than anything it could be, and I don't think any of us would be bold enough to believe that. I don't think we'd be bold enough to say we've reached the peak of where everything is brilliant.
"Some innovations are transformational, making a significant difference in everyone's lives, while others are quiet and go unnoticed but still make an impact. Packaging has experienced both types of innovations. There have been subtle changes, such as using materials differently or more efficient sealing methods with less energy. While not all innovations are flashy, some are simple yet beautifully executed, considering the entire environment in which they operate. Companies like Knauf are taking materials and figuring out where they can make the biggest difference rather than just pushing the material out there.
"For example, I was talking to someone from a company that uses their technology to coat seeds, protect them and reduce waste. This isn't even packaging, but it's a great example of innovative thinking about the context in which a material is used. This approach can also be applied to packaging, focusing on how and where a material can make the biggest impact.
"Innovation around context is essential. Instead of pushing one material for all purposes, we need to consider where it makes the most sense. This makes innovation more meaningful and effective. Currently, more of this contextual thinking is happening. People focus on practical solutions, like mandatory labelling, which might say 'recycle' or 'do not recycle' for certain materials due to the lack of infrastructure for biodegradable or compostable options.
"Legislation should not set things in stone but should evolve to incorporate positive changes driven by innovation. For example, the new alternatives to expanded polystyrene, even if labelled 'do not recycle,' might still be better than expanded polystyrene. We need to figure out where these new materials fit into the system and how to motivate innovation even if the infrastructure isn't fully developed yet.
"An example is the collection of flexible plastic by supermarkets, which acts as an R&D project to see if consumers will collect and if there's an end market. Trials like these are essential for developing future innovations. Thinking more about context and testing new approaches can make innovations more realistic and effective. It's about creating materials that truly degrade and add value rather than just breaking down and being disposed of. The key is to think more about context and what it means for future innovation."
The Ripple Effect of Material Science
Material science, often perceived as a specialised niche, profoundly influences a wide array of industries, particularly in packaging. The inaugural Future Trailblazers winners, a programme Allan has been a huge advocate for, exemplify how seemingly small, meticulous advancements in material science can pave the way for significant, broad-scale impacts. Their innovations illustrate the powerful ripple effect that minor adjustments can have, transforming our understanding of materials and their applications.
"I was so happy with the inaugural trailblazers, and I couldn't have been happier with the three we awarded," she added. "I'm excited to see what will come in next year's Future Trailblazers. It's brilliant because it embodies what we're all about—thinking about materials in the right way and realising that, while it may not be rocket science, it can make a big difference.
"I studied materials back in the early 90s, and one thing I loved most was how fundamental it is to everything. It provides a base for understanding so much, and there's a renewed interest in materials' fundamentals.
"The packaging industry is fascinating because it uses a diverse range of materials, which you don't see in many other careers. You can go anywhere in this field, which makes it so interesting. Abigail Sawyer-Parker's experience is a great example—she's a paper person in what is primarily a plastic company. That's brilliant because we need to avoid being exclusive and think about how to do things well.
"There are many challenges in the packaging and sustainability world. People are starting to see the problems that need solving, and the challenges around solving them are exciting and interesting. This is crucial because nobody is motivated by doom and gloom. One of the great things about trailblazers is highlighting how exciting a career in this field can be. There's so much to be done, and it's a really interesting, challenging, and rewarding time."
A forward-looking perspective reveals a hopeful vision for the future of packaging, emphasising the potential of contextual material innovations to drive meaningful progress. As the industry adapts to evolving demands, these innovations offer a path towards more sustainable and effective packaging solutions.
Gatherings like London Packaging Week are crucial in this transformation, providing a platform for industry leaders to share insights and showcase groundbreaking developments. These events facilitate dialogue and collaboration, driving the collective effort towards innovative packaging solutions. By highlighting emerging trends and fostering discussions, such gatherings contribute significantly to advancing sustainability and shaping the future of packaging.