As a designer with a passion for packaging and a lover of ecology, I dream of the day when our production processes allow us to have a zero waste level. My futuristic vision hopes that our creativity, hand in hand with artificial intelligence, the Internet of things and the science of materials will help us develop products that have a circular life cycle to reduce our level of environmental impact.
More and more designers are introducing a sustainable approach to their ideation and project development processes. However, it is not enough that only a few designers embrace this responsibility. In this sense, it is necessary that the sustainable approach be considered as a fact, something implicit and not an option. And although it seems that today we treat the issue with greater responsibility; the truth is that there is very little commitment to sustainable packaging production.
The wave of sustainable packaging emerged in 2000 with the "Declaration of the Rights of the Planet in Hannover". During this international exhibition, members of the firm «William McDonough Architects» drew up the principles for sustainable design. From this point on, design professionals began to come under increasing pressure to address this issue.
On the other hand, in recent years, a new ecological awareness at the hands of new generations. These social actors are more committed than ever to causes of an ecological, social and humanitarian nature. For this reason, if we want our company to be competitive and gain visibility in a saturated market; it is essential to adopt an approach that corresponds to the new consumer values.
What is sustainable packaging?
First of all it is important to understand the definition of "sustainable" or "sustainable". A cultural product is sustainable when its Development can guarantee ecological, social and economic stability, being lasting over time. In this way, the production process of a good, service or experience will take into account each of the scenarios of the useful life of the product, making it equitable, bearable and viable.
The Coalition for Sustainable Packaging defines it through the following beginning:
- Es beneficial, safe and healthy for individuals and communities throughout their entire life cycle.
- Meets the performance and cost criteria of the market to which it belongs.
- It is obtained, manufactured, transported and recycled using renewable energy.
- Optimize reusable or recyclable materials and uses them.
- It is manufactured using clean production technologies and complying with regulations of good practices.
- Is made of healthy materials throughout the life cycle.
- It is designed so that physically optimize the use of materials and energy.
- It is effectively recovered being used in industrial or biological cycles of closed circuit.
What is gained?
From a business point of view it may sound like a headache having to commit to green initiatives. It is understandable that SME owners might think that these actions would only generate unnecessary costs for their company. However, these companies need to have ability to develop a global vision with greater perspective that allows them to broaden their horizons.
Going back to what we mentioned before about the change in the values of the current consumer. If companies have as their main function the satisfaction of their consumers; it is, then, in their own interest that they will want to align their values with theirs. In this sense, they can use sustainable development as a competitive strategy. In this way they will be able to differentiate themselves from brands that do not exploit this resource.
Save money
Although it may not seem like it, ecological packaging design Not only can it help lower packaging and packaging costs; but also to the decrease in production costs of the same products. The key is to have a design department capable of working transversally with other sectors of the company. In this way, more creative approaches could be carried out that allow taking into account the initial phase to the final phase of the production process.
Si each sector of the company is actively involved in the creation or rather co-creation of the product, it is much easier to arrange the subsequent decisions that they will have. But above all, it will help reduce operating, material and time costs by creating products with a comprehensive approach.
For example, include the packaging designer from the concept of the product It can help them to visualize a better packaging that dispenses with the use of paper and presents the container as a cube. This would save material by dispensing with the label, and logistics by optimizing storage space.
Grow the company
Según un international study carried out by the consulting firm Nielsen, three out of four Millennials are willing to pay more for a product that shows sustainability values. Although what was most surprising was the figure produced by generation Z, those aged 15-20, which grew from 55% in 2014 to 72% in 2015. On the other hand, a study carried out by Cone Communications in 2015 it found that 84% of consumers look for responsible products.
Faced with these new conditions, The use of sustainable packaging can help maintain and expand the clientele of companies. They can segment your product portfolio to make them more attractive to new users. The reality is that if we want to stay competitive we need our values to change with those of our consumers.
Contribute to the local industry
Sustainable packaging also requires the acquisition of locally sourced materials to meet social reach. In this sense, serves as a driver of local and regional production. This means that companies that work sustainably, by default, will be oriented towards obtaining products from their immediate community. In this way, the different companies They will contribute to the improvement of the local economy by supporting each other.
On the other hand, the sale of Km. 0 products is a great competitive advantage, since it attracts a socially conscious public, in addition to lowering costs and reducing the environmental impact through logistics.
In response to the plasticucho.