Retail Merchandiser

It does not seem so long ago that concerns for the environment seemed a small issue largely unnoticed by the majority. That certainly isn’t the case now.

Indeed, people would think you were daft if you said global warming did not exist, as the scientific evidence is now overwhelming. It is clear we all need to play a part, however small, in reducing our carbon footprint, and retailers and manufacturers both have a key part to play.

How something is packaged can have a significant impact, but environmental considerations are too often not considered to be important; this clearly needs to change. As the popularity of private label brands increases, so does the impact packaging has on the environment.

Retailers can make a difference through adopting small changes, clearly communicating, and enforcing these changes through their suppliers. The following are a few ideas on how to make private label packaging greener.

Size matters

Can the product be concentrated to reduce the pack size without affecting performance? In the ’90s, Proctor & Gamble’s Lenor brand reduced its packaging 70% by doing just that.

Does the pack size selected give optimum palletization? Changing a product size marginally could save you up to 20% on your distribution cost. This should be considered at design.

Material selection

Where possible, use recycled material. If this is not an option, use recyclable, renewable, or biodegradable materials such as PET, polypropylene, wood, steel, aluminum, glass, and PLA. Avoid toxic or harmful materials like PVC, polystyrene, lead, and BPA.

Reduce weight

Challenge your suppliers to optimize the weight of their packaging. It doesn’t always follow that a heavier-weight material is stronger. Packaging is often purely a barrier, and a lighter-weight material will often save money and energy.

A good example comes from UK retailer Thorntons, which managed to reduce the weight and volume of cardboard packaging by reducing pack sizes and removing unnecessary fitments. The reduction, which equated to 22%, meant 700 tonnes less waste being sent to a landfill.

Reduce material variety

Where possible, keeping to one material, especially for bottles and closures, will increase recyclability and can decrease manufacturing energy.

Do not over package

Over packaging a product is not only a waste of energy and money, it is also top of mind for consumers and may result in a negative perception of your brand. It is often straightforward to remove unnecessary packaging, and your consumers will notice the difference immediately.

Simplify design

Simple, elegantly designed packages without complex fasteners and components reduce weight and simplify assembly, reducing energy during manufacturing. Make packaging that people want to keep or that can be reused. For example, offer refill pouches for laundry detergent or a tin that is suitable for storage.

Design packaging alongside products

Too often, packaging is an afterthought. If packaging is considered early, you significantly improve your chances of creating an environmentally effective piece of packaging.

Why not involve your creative agency in the product development process where all aspects can be discussed and considered? After all, packaging is integral to a product’s success.

Avoid packaging pitfalls

Food packaging is particularly challenging because of requirements  such as the need for a gas barrier, to be greaseproof, or to protect and promote the product. This often leads to excess layering.

Most packs are designed with little or no understanding of sustainability and could have impossible-to-recycle foils, incorporate metallic or matt laminates, or be metalized. Many such items have too many layers of packaging, as some designers believe consumers like to undress their gorgeous products.

However, many materials and decoration methods are some of the worst for the environment. Keep this in mind when looking to provide a balance between sustainable packaging practices and attracting your target audience.

There are several sustainable materials out there that have little or no impact on current package appearance, such as thermoformed PLA rather than the more standard thermoformed PS or APET. The clarity is equal, the performance (in most cases) is similar, but you can use a renewable material.

The same can be said of using PLA as part of a structure, as Frito-Lay did with its Sun Chips bags. The Cereplast hybrid starch/PP blend is up to 40% renewable content with very little change to performance or appearance. Coke’s introduction of the PlantBottle hasn’t impacted the luxury of the Coke bottle design, the functionality, or the end of life, but it did introduce a percentage of renewable content.

More than hot air

It is clear that designing effective packaging with the environment in mind is no longer a nice-to-have. Consumers are far savvier in how they shop, especially in light of the growing popularity of Twitter, blogs, and other social networking sites. So beware of any manufactures or retailers choosing to ignore the ever-expanding green consumer.

Marks & Spencer is one of the UK’s premium retailers and is uniquely 100% private label. The company recently launched what it terms its “A” plan, which considers everything from climate change, waste, and sustainable raw materials to fair trade and health (more information at http://plana.marksandspencer.com).

This retailer shows that it takes more than hot air to make a difference; it requires taking real steps to make a significant impact on the environment.

Contributed by Bruce Drinkwater, managing partner at Chicago-based Blue Tagg, a design consultancy focused on private label. Blue Tagg was formed in conjunction with a leading US branding agency, allowing it to respond quickly to create opportunities for clients. For more information, please visit www.blue-tagg.com.