When people think about circular economy strategies in packaging, the focus tends to fall squarely on materials. Substrate innovation, whether it’s recycled content, bioplastics, or compostable liners, rightly dominates headlines and sustainability targets.
Yet there’s another factor in the chain that has a critical impact on environmental outcomes, which is how we print.
Why print choices matter
Print is more than a decorative layer. It could play a role in whether a package is recyclable, how it is processed after use, and even whether it’s accepted in recycling streams at all. But too often, decisions about inks, coatings, and production processes are an afterthought, considered only once the substrate has been specified. In reality, print and packaging materials are deeply intertwined, and ignoring their relationship can undermine even the best circular economy ambitions.
One example is inks. While vibrant colour and sophisticated finishes help brands stand out, many conventional inks are solvent-based, petroleum-derived, and difficult to remove during recycling. If an otherwise recyclable paperboard is saturated with non-deinkable pigments or overprinted with high-gloss UV varnishes, its value as a recovered fibre diminishes significantly. In some cases, these choices can result in downgrading or outright rejection of materials from recycling systems.
Another example which brings up similar challenges is coating. Laminates and plastic barriers may extend shelf life or create a premium feel, but they can also complicate separation and reprocessing. Even water-based coatings, that are often perceived as inherently sustainable, need to be assessed in context.
What proportion of the pack do they cover? How will they interact with established recovery processes? Questions like these are vital if we are to build circular models that work in practice, not just in theory.
Moreover, the way print is specified and managed can influence the success of reuse schemes. Clear, durable labelling is essential if consumers are to understand how to return, refill, or recycle packaging.
This communication layer needs to withstand handling and moisture without resorting to materials that compromise recyclability. It is a delicate balance between durability and end-of-life compatibility, and one that requires collaboration between printers, designers and sustainability teams from the outset.
Making print a strategic part of circular thinking
Brands and packaging specifiers are increasingly aware of these dynamics but print still doesn’t always command the attention it deserves in circular economy conversations. Often, design teams will finalise substrates and pack formats before engaging print partners. By that stage, options to optimise ink systems, coatings or production methods can be constrained by decisions already locked in upstream.
Building a more circular approach means rethinking this sequence. It means bringing print specialists into the conversation earlier and treating print as a strategic component rather than a decorative flourish. For example, when we at LT Print Group are involved at the concept stage, we advise on ink formulations that align with recycling infrastructure, suggest coatings that provide protection without sacrificing recyclability, and help brands plan more efficient production runs.
Importantly, none of this has to come at the cost of visual impact or brand integrity. Advances in sustainably focused ink technologies, water-based varnishes, and digital printing have created a new era of possibility. That is one in which high-quality aesthetics can coexist with environmental responsibility.
But to unlock that potential, print must be recognised as part of the circular system and not an afterthought applied to the surface.
As the momentum behind circular economy principles continues to grow, brands have an opportunity to reassess every element of their packaging supply chain. Print is a crucial link in that chain. By taking it seriously, engaging specialists, like LT Print Group, early, and understanding its impact on recovery and reuse, businesses can strengthen their sustainability story and create packaging that truly delivers on its promises.