Parkside defines the principles driving packaging’s next era of proof, precision, and partnership
‘Sustainability’ is one simple word that has had an immeasurable impact on the packaging industry. And both consumers and regulators have responded to this impact, combining to drive the global market towards a more circular economy.
When consumers expect it, and lawmakers demand it, sustainability ceases to be a business decision and becomes mandatory. For brands, this raises big questions. Are we in a post-sustainability world, where sustainable packaging is no longer a point of difference and is, instead, the standard? Where does this leave businesses that use green claims to appeal to eco-conscious consumers?
Ultimately, answering these questions requires flexibility – both in mindset and materials.
Going beyond compliance
One of the important points to remember about this new reality is that simply referring to ‘sustainability’ is often no longer enough. While it is useful as an umbrella term that covers a number of different areas, today’s consumers increasingly demand more specifics – and regulators agree.
This is behind the spread of green claims laws throughout Europe, with the UK and EU both introducing regulations meant to improve clarity for consumers. While some subtle differences do exist between the two, broadly, both pieces of legislation demand that any green claims are clear, specific, and backed up by provable, easily-searchable data. Generic or misleading claims like ‘eco-friendly’ will no longer be acceptable.
For brands looking to differentiate themselves, this creates challenges – but also opportunities. By collaborating closely with packaging partners, brands can develop a deeper understanding of their supply chain and make specific, accurate, and targeted claims that go above and beyond mere compliance.
These brands will be the ones best-placed to differentiate themselves by engaging with specific topics around sustainability. For example, in a market where more than seven in 10 consumers actively seek out packaging made with recycled materials, brands can differentiate themselves by breaking down how much of their packaging is made with post-consumer recycled (PCR) content.
However, the most successful brands will not be the ones that pick individual statistics for marketing claims. There are many aspects of sustainability, and the biggest success stories will come from those that embrace a more holistic approach. This is where choosing the right packaging partner becomes more vital than ever.
New frontiers to explore
‘Sustainability’ is often boiled down to simple, single ideas. While this simplicity can make for compelling brand messaging, the truth is much more complex. Take recycling, for example. In light of significant measures like the EU’s Packaging and Packaging Waste Regulation, which heavily incentivises the use of recyclable packaging and packaging that uses PCR content, it’s easy to position recycling as the main driver of the circular economy. However, important as it is, it is not a magic bullet that can solve the world’s waste challenges on its own.
Both material reduction and refill schemes sit above recycling on the waste hierarchy – the framework that ranks waste management and end-of-life approaches according to which is better for the environment. And, in many sensitive applications, developing packaging that is both functional and compatible with existing recycling infrastructure is simply unfeasible.
Put simply, several key packaging applications – notably in the food and pharma healthcare industries – still require plastic. And, while the situation has improved significantly in recent years, there are still several technical challenges that limit plastic recovery rates.
These challenges are why some consumers still see ‘sustainability’ as a synonym for ‘eliminating plastic.’ While this approach is appropriate in many applications thanks to the advancement of paper-based materials, the uniquely strong barrier properties of plastic mean that it is simply not viable to completely eliminate it from the packaging supply chain. In fact, in the food industry, the environmental impact of food waste is significantly higher than that of plastic packaging waste.
A balanced approach is needed – one that considers the full spectrum of possibilities when looking to reduce waste and minimise carbon emissions. Recycling and plastic reduction are just two points on that spectrum – but by considering measures like lightweighting, pack format changes, reducing food waste, and developing refill and reuse models, brands can explore a wide range of possibilities that all deliver on their sustainability objectives.
Finding flexible solutions
When looking for packaging that offers the best balance of sustainable attributes, flexible packaging offers several benefits that can further a brand’s sustainability goals. For one, it often uses fewer materials and is typically lighter weight when compared to rigid alternatives. This inherently reduces its environmental footprint – packaging material can’t become waste if it is never used in the first place.
This brings many other benefits, particularly in logistics. Flexible packaging is much more efficient to transport and store, reducing warehousing and transport emissions. And, as the cost of living continues to rise, this also creates cost efficiencies that can be passed onto consumers – an absolutely critical point of difference in today’s consumer purchasing decisions.
Recyclability – traditionally a challenge in flexible packaging and particularly in ‘soft’ plastics – is also evolving alongside new flexible packaging innovations. Monopolymer solutions, augmented with water-based barrier coatings to boost a pack’s barrier performance without contaminating other materials in the recycling stream, can support the ongoing advancement of recycling infrastructure. With the UK government promising kerbside collection of soft plastics by March 2027, the effects of this advancement will become apparent sooner rather than later, and businesses should be prepared.
In addition, flexible paper-based packaging formats are now increasingly effective for a wider range of sensitive packaging applications. At Parkside, we have first-hand experience of this, having developed a number of different paper configurations as part of our Recoflex™ range (below). We can now create paper packs that are high-barrier, freezer-proof, recloseable and metallised, all without compromising the recyclability of the paper material. This has resulted in a number of award-winning solutions produced across a variety of end- use applications, including frozen seafood, premium confectionery, produce, coffee, and more.
In a world where compliance is increasingly demanding and sustainability is an expectation rather than a differentiator, this is the kind of innovation that can create a competitive advantage for brands. In this new post-sustainability market, forward-thinking FMCG brands will turn sustainability into a measurable KPI, tying packaging choices to brand equity, retailer compliance, and lifecycle carbon reduction.
That’s because the shift from broad sustainability goals to specific, measurable action isn’t just regulatory housekeeping – it’s a chance to lead. By choosing the right packaging partner, brands can seize that chance, enabling them to drive the conversation in this exciting new era.
