Winfried Muehling, marketing & communications director at Pro Carton, urges the UK to lead on sustainability with fibre-based packaging during Zero Waste Week 2024
As we enter Zero Waste Week (2-6 September 2024), Pro Carton proudly emphasises the critical role of fibre-based packaging in driving sustainability across Europe. With the increasing global focus on reducing waste, the packaging industry has a unique opportunity to lead by example, and fibre-based materials, such as paper and cartonboard, are at the forefront of this movement.
Our planet faces an urgent challenge: the world generates over two billion tons of municipal solid waste annually, and this figure is expected to increase by 70% by 2050. In the face of such staggering numbers, it is more important than ever to prioritise sustainable solutions that can mitigate this growing waste crisis.
Pro Carton’s latest consumer survey reveals that European consumers demonstrate a commendable level of confidence in their ability to discern between recyclable and non-recyclable packaging, with 82% expressing sufficient confidence in their choices. This awareness translates into a strong trust in the recyclability of sustainable materials, such as corrugated cardboard and folding cartons, with confidence levels reaching 90% and 87% respectively. These figures indicate widespread acceptance and support for well-established collection and recycling practices, particularly emphasising the recyclable attributes of key packaging materials.
This trust is well-founded, with Eurostat confirming an impressive 82.5% recycling rate for cartonboard in 2021. With 4evergreen, the industry has cross industry working groups in place to further increase the recycling rate year-by-year. These figures are not just statistics; they reflect a growing confidence in the sustainability of fibre-based packaging.
Our survey also highlights a significant trend: European consumers are willing to pay, on average, 5.4% more for products that come in sustainable packaging. This willingness to invest in sustainability underscores the alignment between industry practices and consumer preferences. Clearly, the demand for sustainable packaging is not just a passing trend, but a fundamental shift in consumer behaviour.
The responsibility now lies with decision-makers across various industries to recognise and act on this trust. Fibre-based packaging is not only a sustainable choice, but also a valuable resource that is recycled and transformed into new packaging, closing the loop and eliminating waste. Fibre-based packaging after use is the base for new packaging material recycled in paper and cartonboard mills. As the UK seeks to preserve our planet by acting sustainably and choosing recyclable packaging, it is crucial that we prioritise and promote the use of these materials.
That is why this Zero Waste Week, Pro Carton calls on all stakeholders to support and champion fibre-based packaging as the most suitable option for a sustainable future. By doing so, we can collectively contribute to a circular economy where packaging is not simply waste, but a valuable resource for the generations to come. Again and again.
