INTERPLAS INSIGHTS spoke with Avery Dennison Vice President and General Manager Hassan Rmaile to learn how the labelling and packaging specialists cope with ongoing sustainability challenges.
Are industry players experiencing ‘sustainability fatigue’?
Within the industry my experience is that the vast majority of people are passionate, inspired and motivated by the concept and end goals of sustainability but there’s the inevitable level of scepticism whenever a term is used to such a high degree. I would say that a degree of scepticism is somewhat healthy though to make sure we have all the facts and lifecycle analyses on the table, and to separate facts from emotions. It's important that we scrutinise our actions and ensure we’re accountable for the regeneration of the communities and environments we operate in. Our ultimate goal is to leave a regenerative planet for our next generation better than we inherited it.
How do you ensure industry players don’t become complacent with their sustainability activity and the relevant targets?
We are constantly collaborating with the entire 360 ecosystem, from internal innovators to engaging with external partners. This close proximity to all stakeholders means we can increase efficiency and quickly identify any need to adjust or adapt in the name of improving performance in relation to sustainability. By working in close proximity with all involved parties, we can quickly identify any potential, no matter how incremental, to increase efficiency or reduce our use of energy and resources. We call the process Eco-Design and it’s underpinned by a commitment that we all commit to a shared sustainability goal.
Education is also essential. We can’t assume that everyone is at the same stage of awareness, especially when working globally. We work to implement frameworks that educate along the supply chain so we can all work collectively and ultimately allow the end user to make a clear and informed choice on behalf of their consumers.
Should sustainability in industry practices be as commonplace and mandatory as health and safety, for example?
Internally, through our eco-design process, we are committed to making every product we develop during the design stage more sustainable and ultimately more regenerative than its predecessor. However, our industry needs to take a holistic approach. You simply cannot eco-design on your own, in an isolated bubble. You need close collaboration and alignment along the supply chain, from raw materials to end product and consider the entire product lifecycle analysis. We continually audit our processes and products to make sure that they represent the most sustainable option and conform to all industry mandates. But it’s also important that we don’t become reliant on retroactive industry requirements to set the benchmark for how we innovate. It’s down to us as key players to lead, drive progress and be proactive about identifying best practices.
Can industry be trusted to govern itself in these matters, or should governments and NGOs be involved?
Our industry definitely has to keep looking inwards to create processes that hold us to account. For us specifically, we are one link in a long chain. We need the co-operation of our industry counterparts and suppliers, which is why we actively engage, both internally and externally. Government-wise, it becomes more of a navigational challenge, especially when engaging at a European level, as each country has its own particular view of what is and isn’t important. To drive industry alignment, we tend to look to the bigger four – France, Germany, Italy and Spain – as they are the most advanced when it comes to driving regenerative business practices. With regards to NGOs, we are a part of the CPA (Circular Plastic Alliance) at the EU commission level and PRE (Platinum at Recyclass).
Is a tax on plastic packaging effective or not?
The issue with this is that plastic serves a very clear purpose and was one of the biggest inventions of the 20th century. When used appropriately and treated responsibly, plastic has the potential to live a long and useful lifecycle, making many other value chains more sustainable such as food supply chains. It contributes to a massive reduction in food waste and increases the shelf life of countless products. Can taxation solve the problem of inappropriate use? Maybe. But it makes more sense if you really want to drive positive change to invest in education programmes on how to use, reuse and recycle plastics and influence consumer behaviour. This can be done in parallel with taxing. With long-term sustainability planning, you need to look at the whole process, and it requires a more comprehensive response than a singular EPA tax solution. Also, not all plastics are created equal. Innovation plays a major role here either through investing in the next generation of biodegradable plastics or biochemical pathways to degrade plastic back to its basic components, which in turn can be used again as basic building blocks for regeneration.
How do you get Avery Dennison’s customers and their end-consumers on-board?
It is important to know our audience at any given time and understand their interpretation and conviction about sustainability through humble and transparent conversations. We do regular webinars or webcasts and we also have programmes in place so they’re fully informed as to how we can support them in their sustainability goals. We make sure we talk directly with both converters and brand owners to ensure that nothing gets lost in translation.
What does the future look like for labelling and packaging recycling in general?
For labels and packaging – both intelligent and traditional – and auxiliary materials, the recycling industry is still undergoing rapid development. As part of the larger ecosystem, we have to evolve together to drive regeneration for the whole sector. As individuals, no one party has the muscle power alone to make drastic industry changes. Some labels, for example, are heavily printed and that challenges the whole process. So our role is to continue to work collaboratively and lead the way with conviction in innovating, educating and trailblazing so we can collectively raise the bar.