Bachelor Sustainable Packaging Claudio Becker

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL

LucerneUniversityofAppliedSciencesandArts

SchoolofArt&Design

BADesignManagement,International

BACHELORTHESISSUSTAINABLEPACKAGING

Sustainable packagingA comprehensive approach towards sustainable packaging with a focus onprimary packaging of food and drinks

Lucerne, May 2010

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL

LucerneUniversityofAppliedSciencesandArts

SchoolofArt&Design

BADesignManagement,International

TutorEMETM Daniel Aeschbacher, Tutor and Faculty Member,Design Management, International

Claudio BeckerBaselstrasse 47, CH - 6003 LuzernCell-phone: 0041 78 659 59 36E-mail: [email protected]

DESIGNMANAGEMENTENABLESCOMPANIESTODEVELOPNEWBUSINESSDIMENSIONSTHATDRIVEACOMPREHENSIVEAPPROACHTOWARDSSUSTAINABLEPACKAGING

Lucerne, May 2010

BACHELORTHESISSUSTAINABLEPACKAGING

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL IIIPAGE

TABLEOFCONTENTS

Abstract p. V

1. Introduction p. 1

2. Reference to design management p. 2

3. State of the Art p. 4

3.1 The context p. 4

3.2 Introduction to packaging p. 6

3.2.1 The fundamentals of packaging p. 6

3.2.2 The packaging design process p. 8

3.3 Sustainable packaging p. 10

3.3.1 What is sustainability? p. 10

3.3.2 What is sustainable packaging? p. 14

3.3.3 Materials p. 22

3.3.4 Barriers & drivers p. 25

3.4 Practise examples p. 28

3.4.1 Company overview p. 28

3.4.2 Comparison p. 29

4. Analysis / Synthesis p. 32

4.1 Insights p. 32

4.2 Sustainable packaging criteria p. 38

4.3 Recommendations p. 39

4.4 Conclusion p. 44

Bibliography p. 45

Books

Reports

Webography

Monography

Acknowledgements

Declaration of Authorship

Appendices

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL IVPAGE

LISTOFFIGURES

Figure 1 | p. 2 | Dimensions of Design Management in Organizations by Acklin and Hirter 2009

Figure 2 | p. 3 | Visualization of procedure by author

Figure 3 | p. 7 | Visualization of packaging stakeholders (adapted from the sustainable packaging project, Berkeley University, May 2010)

Figure 4 | p. 7 | Interaction of Packaging System with Product, Physical and Macro Environment (adapted from Kooijman, 1996)

Figure 5 | p. 8 | Visualization of a generic packaging design process by author (adapted from Boylston, 2009)

Figure 6 | p. 9 | Visualization of processing influences by author (adapted from Jedlicka, 2009)

Figure 7 | p. 10 | Visualizations of sustainability by author (adapted from Wikipedia, March 2010)

Figure 8 | p. 11 | Visualization of the 3Ps under consideration of ethics by author (adapted from Wikipedia, March 2010)

Figure 9 | p. 12 | Visualization of the three pillars by author (adapted from Wikipedia, March 2010)

Figure 10 | p. 13 | Visualization of biological/technical cycle by author (adapted from epea-hamburg.org)

Figure 11 | p. 14 | Visualization of sustainability principles by author (adapted from the sustainable packaging project, Berkeley University, May 2010)

Figure 12 | p. 16 | Visualization of the packaging product life cycle by author (adapted from the SPC,Sustainable Packaging Coalition, May 2010)

Figure 13 | p. 17 | Visualization of upstream, downstream impacts by author

Figure 14 | p. 17 | Visalization of life cycle assessment by author (adapted from Wikipedia, March 2010)

Figure 15 | p. 19 | Green Supply Chain Management by Srivastava SK. (International Journal of Management Reviews, 2007)

Figure 16 | p. 21 | Sustainability issue mapping by A420, May 2010 (www.a420.com)

Figure 17 | p. 22 | Municipal Solid Waste Generation, Recycling, and Disposal in the United States:Facts and Figures for 2008

Figure 18 | p. 22 | Municipal Solid Waste Generation, Recycling, and Disposal in the United States:Facts and Figures for 2008

Figure 19 | p. 29 | Visualization of the packaging design process / packaging life cycle by author

Figure 20 | p. 32 | Visualization of the analysis process by author

Figures 21 | p. 33 | Visualization of value network by author

Figures 22 | p. 38 | Visualization of sustainability by author (adapted from Wikipedia, May 2010)

Figure 23 | p. 42 | Visualization of concept assessment by author

LISTOFIMAGES

Image 1 | p. 6 | Primary packaging, google.com, date of access, May 2010

Image 2 | p. 6 | Secondary packaging, google.com, date of access, May 2010

Image 3 | p. 6 | Tertiary packaging, google.com, date of access, May 2010

Image 4 | p. 6 | Nature’s packaging, google.com, date of access, May 2010

Image 5 | p. 6 | Japanese Packaging Design: Imitating Nature, popsop.com, date of access, May 2010

Image 6 | p. 28 | Wal-Mart, google.com, date of access, May 2010

Image 7 | p. 28 | Innocent smoothies, innocentsmoothies.ch, date of access, May 2010

Image 8 | p. 28 | Cailler product line, google.com, date of access, May 2010

Image 9 to 12 | p. 42 | Storage documentation, images by author

Image 13 | p. 42 | Sketching for a prototype, Bolyston 2009

LISTOFTABLES

Table 1 | p.15 | Sustainable principles, Berkely University 2010 (Sustainable packaging project, Berkeley University, May 2010)

Table 2 | p.29 | Summary of measures taken by best practice examples (Wal-Mart)

Table 3 | p.30 | Summary of measures taken by best practice examples (Innocent)

Table 4 | p.31 | Summary of measures taken by best practice examples (Cailler)

Table 5 | p.43 | Proposals for further research by author

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL VPAGE

ABSTRACT

“Wasteisaby-productofaffluence,andpackagingcontributesgreatlytotheoveruseofnatural

resourcesonthefrontend,andexcessivewasteonthebackend.”(cf.Boylston,2009)

Thetopicofthisthesisissustainablepackagingwithafocusonprimarypackagingoffoodanddrinks(fast

movingconsumergoods,FMCG)withingroceryshops.Thehypothesisstatesthatdesignmanagementenables

companiestodevelopnewbusinessdimensionsthatdriveacomprehensiveapproachtowardssustainable

packaging.Theresearchquestiondealswithhowdesignmanagerscanhelpcompaniestodevelopsustainable

packagingthatresultsinaddedbusinessvalue.Thefinalgoalistoestablishrecommendationsforcompanies,

thatfacilitatethedevelopmentofsustainablepackaging.Moreover,anotheraimofthispaperistomotivate

companiestotakeleadershipanddrivechangetowardssustainablepackaging.

Asafirststep,thispaperinvestigatesthecurrentstateofpackagingintermsofsustainability.Packagingand

sustainabilityisexploredfromdifferentviewpointsinordertounderstandtheresearchquestionandconduct

researchdata,thatisrelevantforestablishingusefulcriteriaforsustainablepackaging.Forthisreason,

differentsources,suchasbooks,reports,casestudies,expertinterviewsorwebresearchwereconsidered

withintheresearch.Asasecondstep,theanalysisofgatheredinformationresultsininsights,whicharefurther-

moreusedtoestablishrecommendationsforcompaniesthatfacilitatesustainablepackagingdevelopment.

Thepaperisconcludedwithareviewofthehypothesisanditsobjectives.

1

CLAUDIOBECKER|BADESIGNMANAGEMENT,INTERNATIONAL PAGE

1.INTRODUCTION

Nowadaysgroceryshopassortmenthasperfectlyadaptedtomodernlifestylesandconsumersalmost

seemtohaveanunlimitedamountofchoices.Thedownsideofthisdevelopmentisthateventhoughcom-

paniesmayhaveaddressedconsumersneedsandwantswhileincreasingtheirprofits,thishasunfortu-

natelyledtoexcessiveuseofpackaging,tremendoususeofnaturalresources,wasteandenvironmental

pollution.

AstheSustainablePackagingCoalitionpointsout,packagingaccountsforathirdofthewastestreamin

developedcountries.(cf.SustainablePackagingCoalition,2010)

“Themostseriousexternalcostsofpackaginglieintheextractionofnaturalresources,energy

consumptionandtheemissionofairandwaterpollutionthroughoutthemanufacturingprocesses.”

(cf.Imhoff,2005)AsBolystonadds,wasteisaby-productofaffluence,andpackagingcontributesgreatly

totheoveruseofnaturalresourcesonthefrontend,andexcessivewasteonthebackend.(cf.Boylston,

2009)

Iamfascinatedbytheconceptofsustainability.Ononehanditisaverycomplextopicthatinvolvesa

numberofaspectsthatneedtobeconsideredatthesametime.Itseemstobeatopicthatisverymuch

aboutsolvingandbalancingconflictsandisthereforeachallengingtaskforadesignmanager.Ontheoth-

erhandtheconceptofsustainabilityisfullofgoodintentionsthatservepositivelytothelongtermsurvival

ofhumankind,theenvironmentandbusinessesaswell.

AsafuturedesignmanagerIamconvincedthatsustainabilitywillbecomethecommonlanguageof

businessesandtherearemanyareaswitharealneedofsustainablesolutions.Duetotheshortlifecycle

ofpackagingandtheenormousconsumptionoftoday’ssociety,packagingisoneoftheindustriesthat

stronglyneedstofindsustainablesolutionsthatfurthermorewillcontributetotheirownsurvivalona

long-termview.Thereforeitisofmyinteresttoinvestigatesustainabilityincontextofpackagingwith

thegoaltofindanswersthatinspireandmotivatecompaniesthatarekeentotakeleadershipanddrive

changetowardssustainablepackaging.

Thepaperbeginswithanintroductionintothecontextofthepackaging.Thereasons,whypackaginghas

arrivedatastagewhereover-consumptionhasmajoreffectsandimplicationstotheenvironmentare

describedandfurthermore,thereasonswhychangeisnecessaryareexplained.Thefundamentalsof

packagingdesignareinvestigatedandatypicaldesignprocessofpackagingisdescribed.Moreover,the

influenceofconsumerpatternsandbehavioursisdiscussed.

Asanextstep,thepaperintroducesthereadertotheconceptofsustainability.Ageneraldefinitionofsus-

tainabilityisgiven;thesustainablepackaginglifecycleschematicisexplained.Packagingmaterials,as

wellasthemajorbarriersanddriversaredescribed.Furthermore,thesystemthinkingapproachamong

otherpossibilitiesthatcontributetomoresustainablepackagingisinvestigated.Moreover,casestudies

serveasabasistoinvestigatepackagingapproachesthateitherdrive,orpreventfrommovingtowards

sustainablepackaging.

Thereaftertheanalysis,interpretationandevaluationofresearchactivitiesleadstomajorinsightsincon-

textofbusinessbenefitsandsustainablepackagingprerequisites.Finallyrecommendationsforcompa-

niesareproposed,whichprovideacomprehensiveapproachtowardssustainablepackaging.

2


2.DESIGNMANAGEMENT

Asastartingpointitisimportanttodefinehowthisthesisislinkedtodesignmanagement.Thissection

describesthecentralideasofdesignmanagementandhowtheyarerelevanttoansweringtheresearch

questionandthefurtherprocedures.

Thetermdesignmanagementconsistsof„design“and„management“.Theterm„design“standsforanactivity

andanoutcome.Thismeansthatdesigncanbeseenasanactivity,aproblem-solvingprocesswithindesign

projects,whichneedstobemanagedandfinallyresultsindesignedoutcomessuchasproductsorservices.

Anotherfacetofdesignmanagementincontextofbusinessis,thatitinvolvesacontainerfullofofnon-design

activitiessuchasmarketing,finance,strategicplanningandoperationalactivitiesforinstance.(cf.Best,2006)

Thetermindicatesacombinationoftwodifferentmindsets–designersandmanagers.designmanage-

mentactsasamediatorbetweenthesedisciplines.OrasBrigitteBorjastates,oneobjectiveofdesign

managementistofamiliarisemanagerswithdesignanddesignerswithmanagement.(cf.deMozota,2003)

Designmanagementcanbeseenasaninterfacethatbridgesthegapbetweenmanagementanddesign

andbetweendesignandproduction.(cf.HSLUhomepage,2010)Itisaninterfacingactivityofdesignand

managementandisatthecoreaninterdisciplinarydiscipline.(cf.Acklin,Hirter,2009)

Bestpointsout,thatinliteraturetherecanbefoundplentyofdefinitionsofdesignmangement,formula-

tedbypractitionersoracademicauthorssuchasFarr,GorborTopalian&Turneroverthelast50years.

Nevertheless,thereisnosingle,universallyagreeddefinitionofthetermdesignmanagement.(cf.Best,

2006)Togiveasingle,butcomprehensivedefinitionhere,Junginer&Lockwooddefinedesignmanagement

asfollows:

„Designmanagementistheongoingmanagement–andleadership–ofdesignorganizations,de-

signprocesses,anddesignedoutcomes(whichincludeproducts,services,communications,environments

andinteractions).“(cf.Cooperet.al,2008)

Inordertodemonstratethecoreconceptsofdesignmanagementinavisualway,thebelowdesignma-

nagementmodelbyAcklinandHirter(2009)illustratesthecentraldimensionsofdesignmanagement.The

modelhasbeenallocatedtoAnthony‘strianglerepresenting:a)fundamentaldimensions(base)andb)acti-

vities(rightside),levelofactivities(leftside)andmovementsoftheimplementationofdesignmanagement

(insidetriangle).(cf.Acklin,Hirter,2009)

Figure 1 | Dimensions of Design Management in Organizations (cf. Acklin, Hirter 2009, p. 9)


AcklinandHirterdistinguishbetweendesignleadership,designmanagementanddesignthinking.(cf.Acklin,

Hirter2009,p.9)ThelattertermdesignthinkingrepresentsamorefluentconceptdescribedbyBrown(2008)

thathasbeenenteringthedesignmanagementdebate.AsMinthberg&Dumasstateout,designthinking

isnotaclearcutmanagementapproach,butdesignthinkingiscapableofaddressingabroadersystemof

values,designmethodologiesoraframeofmindthatcaninfusedesignintoanorganization’sculture.

(cf.Mintzberg&Dumas,1991)OrasHerbertandSimondefinedesignthinking,itisaprocessforpractical,

creativeresolutionofproblemsorissuesthatlooksforanimprovedfutureresult.(cf.Simon,Herbert,1996).

Intermsofpackaging,designthinkingcanthereforeserveasanapproachtofostercreativityandproblem

solvingwithinorganizationsinordertodevelopimprovedproductsorservicessuchaspackagingforinstance.

Furthermore,thetriangleindicatesthreelevelswheredesignmanagementisactive.Thesearethestrategic,

thefunctionalandtheoperationallevel.Atthestrategiclevel,thedesignphilosophyandstrategyofanorga-

nizationisestablishedbyenvisioningthefuture.Thevisionofacompany,itsmission,theoverallpoliciesand

howdesignisusedwithinanorganizationisdefined.Atthetacticallevel,systems,teamsandprocessesare

developedinordertomanifestthestrategicintentthroughthebrand,products,servicesorcustomerexperi-

ences.Theoperationallevelinvolvesthemanagementofdesignactivitiessuchasestablishingbudgets,time-

tables,orcoordinatingpeople.Asanoutcome,designbecomestangibleinformofproductsorservices.The

implementationofdesignmanagementonalllevelsisacontinuousstreamofactivitiesthatAcklinandHirter

defineasmovementsofimplementation(planning,coordinatingandinfusing).

„Thesemovementsarenotnecessarilyboundtothehierarchyofanorganizationbutmaybeex-

pressedbyapermanentexchangeofinformationbetweenalllevelsandacrossallfunctionsformonitoring

anddecisionmakingpurposes,formanagingdesignactivitiesandforinfusingdesignthinking.“(cf.Acklin,

Hirter2009,p.9)

Inregardtothethesisandthefurtherprocedure,adesignmanagerneedstohavedifferentskills,abilitiesand

methodsinordertodelveintocomplextopicssuchassustainablepackaging.Adesignmanagerneedstobe

abletoresearchanissuewithinashorttimeandtobreakitdownintomeaningfulinformationthatallowsto

createacomprehensiveunderstandingoftheareaandtheimplicationsinvolved.Fromadesignmanagement

perspective,thestateoftheartwithinthenextsectionsprovideaninvestigationintothetopicofsustainability

andpackagingbasedonliterature,casestudiesandexpertinterviews.Lateron,withintheanalysisandsyn-

thesispart,designmanagementtoolandmethodshelptoanalysethecollectedinformation.Finallytheresults

oftheresearchactivitiesmanifestinrecommendationsforcompanieswhichfacilitateandenablethedevelop-

mentofsustainablepackaging.(Figure2)

Figure 2 | Visualization of procedure by author

•RESEARCHACTIVITIES

STATEOFTHEART ANALYSIS/SYNTHESIS

•INSIGHTS

•SUSTAINABLEPACKAGINGCRITERIA

•RECOMMENDATIONS

4


3.STATEOFTHEART

3.1Thecontext

Thissectiondescribesthecurrentstateofpackagingandhowwehavearrivedtothispoint.Thebenefits

ofpackagingandresultingeffectsitcausesareinvestigated.

Packaginghasmanybenefitsataglance.Hardtarguesthatfunctionalpackaginghasimprovedlifeof

people,becausewithoutpackagingwewouldbeevenlessabletonourishthegrowingworldpopula-

tion.(cf.Hardt2008,inSherin,2009)Forinstance,packagingprotectsproductsduringtransportandcan

increasetheirlifespanwhatadvantageouslydecreasesdisposalduetospoilageordamage.(cf.Sustain-

ablePackagingProject,BerkeleyUniversity,2010)Thereforewecandeducethatpackagingcontributesto

enableorfacilitatethedistributionandtheaccesstofoodanddrinksforpeopleonaglobalscale.

Packagingprovidesbenefitsforcompaniesaswellasforconsumers.Forinstancethesurfaceof

packagingservesasacommunicationplatformforallkindsofinformation.Thisincludesinformation

suchasproductingredients,price,usagedataandother,thatisrelevantforconsumers.Besidesitserves

marketingstrategiesasaninstrumenttoincreaseappealofitemstoconsumerresultinginlessstock

goingunsold.Packagingdoesalsocontrolthesizeandquantityofaproduct.(cf.referenceforbusiness.

com,2010)Thisisbeneficialforcompaniesinordertocontrolinventoryandmanagethelogisticsoftheir

productassortment.Moreoveritimprovestheefficiencyofproductdistributionandmightthereforeresult

inhigherprofitmarginsforcompanies.

Theabovementionedissuesrepresentonlyashortinsightaboutthebenefitsthatpackagingunifies.But

packagingdoesn’tonlysolveproblems,italsoproducesnewones.Packagingisassociatedwithtrash,

thatgreatlycontributestocontaminationofourenvironmentandfurthermore,theproductionusesand

destroysvaluableresourcesandhugeamountsofenergy.(cf.Hardt2008,inSherin,2009)Consequently

thisindicates,thatpackagingdeliversaddedvalueforhumankindbutnevertheless,theenvironmental

effectscannotbearguedawayanymore.

Consumptionisalinearconcept,thathasabeginning,amiddle,andanend.(cf.Jedlicka,2009)Thisis

alsohowweasconsumersperceiveproductsthatweconsume.Weareusedtobuyingthings,knowing

thattheyaresomehowmade,butwearebasicallyinterestedinusingthemandoncewedon’tneedthese

items,wegetridofthem.Unfortunatelythereisno“away”,asJedlickapointsout,becauseproductsand

theirpackageshavealifeafterusage.Packagingiscloselylinkedtooverconsumptionandtheeffectson

theenvironmentaretremendous.Probablynobodywakesupinthemorningandthinksthattodaythey

willtrashtheplanet.Butifconsumersmakebadchoiceseveryday,thisaccumulatesandpackaging

thereforecausesnegativeimpactsforsociety,theenvironment,andtheeconomyonalong-termview.

AsJedlickastates,wemakeaddsorsubtractsfromtheresourcesavailabletoustomorroweachday.(cf.

Jedlicka,2009)

Atpresent,theWorldPackagingOrganizationestimatesthatthepackagingindustryisvaluedatapproxi-

mately500billiondollarsannuallyandvalueofworldtradeinpackagingwas60.2billiondollarsin2005.

(cf.WorldPackagingOrganization,2010)

“Ineconomicterms,packagingcreatesanexternality.Anexternalityisasideeffectofproduction

orconsumption.Thissideeffectimpactssomeoneotherthantheproducerorconsumer(...)Inthecaseof

packaging,thescopeoftheenvironmentalimpactsvarieswidely.Thepackagingwastethataddstoalo-


callandfillrepresentsanexternalityatthelocallevel.Attheotherextreme,thecontributionofpackaging

toglobalwarmingrepresentsandexternalityatthegloballevel.”(cf.Jedlicka,2009)

Nowadaysresourcesforpackagingareglobalinthesensethattheyareextracted,produced,used,and

tradedaroundtheworld.Forinstance,wemightbuyamilktetrapackatthelocalgrocerystoreandeven

thoughthemilkmightbefromaregionalfarmer,thepackaginghasprobablyundertakenalongdistance

throughsupplychainsbefore.(cf.Jedlicka,2009)

“Consumeritemscometousviachainsofproductionthatstretcharoundtheglobe.Alongthe

lengthofthischain,tremendousvolumesofnaturalresourcesaredisplacedandecosystemsdisrupted

intheuncountedextractionprocessesthatfuelmodernhumanexistence.(...)Someofouractivities

involveminorchangestothelandscape.Sometimesentiremountainsaremoved.”(cf.Tilford,2009)

Inordertomakethesestatementsalittlebitmoretangibleitsworthwhiletoconsiderthepopulations

ecologicalfootprint.“Anecologicalfootprintisdefinedastheamountofproductivelandarearequiredto

sustainonehumanbeing”(cf.Jedlicka,2009)TheGlobalFootprintNetworkclaimsthattoday‘shumanity

usestheequivalentof1.4planetstoprovidetheresourcesweuseandabsorbourwaste.Inotherwords

thismeansthatitnowtakestheEarthoneyearandfivemonthstoregeneratewhatweuseinayear.(cf.

GlobalFootprintNetwork,2010)Packagingcontributestonaturalresourcedepletionandwecanassume

thatneedforrawmaterialswillincreaseduetoeconomicgrowthandemergingeconomicpowerssuch

asChinaorIndia.Butwhy,andhowdidwearrivetothispoint?

Infactwhenindustrialisationtookplace,thefocuswasonhowtomakeproductsavailabletothemass,

inlargescaleproductionswithanaffordableprice.Theavailabilityofresourceswashardlyquestioned.

AstheAmericanretailanalystVictorLebowwroteinhisstrategyin1955:“Ourenormouslyproductive

economy(...)demandsthatwemakeconsumptionourwayoflife,thatweconvertthebuyinganduse

ofgoodsintorituals,thatweseekourspiritualsatisfaction,ouregosatisfaction,inconsumption(...)we

needthingsconsumed,burned-up,replacedanddiscardedataneveracceleratingrate.(cf.DaveTilford

etal.,2009)

Well,unfortunatelythishasledtothefactthat:“Since1950alone,theworld‘speoplehaveconsumed

moregoodsandservicesthanthecombinedtotalofallhumanswhoeverwalkedtheplanetbeforeus.”

(cf.DaveTilfordetal.,2009)MoreoverasJedlickaclaims,thishashugeimplicationsforpackaging,the

backboneoftoday’sfreemarketsystemsbecausetoomanyoftoday’sproducts,havebeenallowedtore-

mainmarketviablesimplybecausetheyhavenothadtheirtruecostsforresourceimpact.(cf.Jedlicka,

2009)AsGoodwinpointsout,whenmarketsareallowedtoworkasthoughtheywereself-contained

systems,theybecomeextremelyself-destructive,becausetheydegradethesocialandenvironmental

contextinwhichtheyexist,moreoverdependon.(cf.Goodwin,2008)OrinotherwordsasBoylstonsum-

marizes,theemphasisonsellingmoreandcheapergoodshaslongbeentheobjectiveofthepackaging

industry.Theside-effectofitisthatitbecomesclearthatthismyopicviewhasledtoarangeofnegative

impacts,includingnaturalresourcedepletion,inefficientenergyconsumptionandlong-termtoxicby-

products.Arefocusingoftheindustry‘sprioritiesisoverdue.(cf.Boylston,2009)

Inordertounderstandtheimplicationsofsustainablepackaging,weneedtohavealookatthebiggerpic-

ture.AccordingtoJedlickaitisofimportancetounderstandhowtheforcesofthemarketshapethewaywe

live,andevenplay.Theinterplaybetweenproducerandconsumer,governmentsandpeople,stockholders

andstakeholders,humansandtheenvironment,andhowallofthesethingsinterconnectanddirectwhat

andhowwecreate,needstobetakenintoaccountinordertounderstandthecomplexityofsustainable

packaging.(cf.Jedlicka,2009)Thenextsectionsinvestigatethementionedissuesinmoredepth.

“We cannot solve our problems with the samethinking that we used when we created them.”– Albert Einstein

6


Image 1 / Primary packaging

Image 2 / Secondary packaging

Image 3 / Tertiary packaging

3.2Introductiontopackaging

3.2.1Thefundamentalsofpackagedesign

AccordingtoWikipedia,packagingisthescience,artandtechnologyofenclosingorprotectingproducts

fordistribution,storage,saleanduse.Itisfurthermorereferredtotheprocessofdesign,evaluation,and

productionanditisdescribedasacoordinatedsystemofpreparinggoodsfortransport,warehousing,

logistics,sale,andenduse.(cf.Wikipedia,2010)

MichaelHardt,VicepresidentoftheEuropeanDesignerAssociation(BEDA)states,thatevenifpackaging

areasoldashumankind,theformofpackagingweknowtodayhasarelativelyshorthistory.Withinthe

lastcenturywehavebeguntosellproductsinlargeextent.(cf.Hardt2008,inSherin,2009)Nowadays,

thetypewemostassociatewithpackagingisusuallyretailpackaging,wholesalepackaging,paperpack-

agingandplasticpackaging,primary,secondaryandtertiarypackaging.(cf.Boylston,2009)

Image 5 / Japanese Packaging Design: Imitating Nature

Boylstondefinesthelattertermsasfollows:

• Primarypackagingisdefinedasthematerial

thatisinimmediatecontactwiththeproduct

(e.g.image1).Inmostcasesit

representstheoutersurfaceofproducts

thatarefoundintheretailenvironment.

• Secondarypackagingisdefinedasthe

packagingusedtobundle

multipackitemsortotransportthe

merchandisefromthefactory

totheretailoutlet.(e.g.image2)

• Tertiarypackagingreferstothebulkpackaging

intendedtosafelytransportthecargo.

(e.g.image3)

Ifwelookatpackagingfromadifferentperspective,naturehasalwaysoriginatedthemostintelligentsolu-

tionsintermsofpackaging.Nature’spackagingperfectlycontainsthecontentof“goods”protectsitfrom

oxygen,water,sunlightandfurtherinfluencesinordertoachieveacertaindurability.Nature’sproductsare

welltargetedandalsopromotedthroughform,surfaceorcolour.Lastly,andmostimportantly,naturehas

foundasolutionforpackagingthatdoesnotharmtheenvironment.Thebelowimagesshowhownature

packagesits„products“andhowthishasinspiredJapanesePackagingDesigners.

Image 4 / Nature’s packaging


Image 5 / Japanese Packaging Design: Imitating Nature

Figure 4 |

Interaction of Packaging System with

Product, Physical and Macro Envi-

ronment (Kooijman, 1996)

Figure 3 | Visualization of packaging stakeholders (adapted from the sustainable packaging project, Berkeley

University, May 2010)

Nevertheless,thefocuswithinthisthesisisonprimarypackagingoffoodanddrinkswithingroceryshops.

Thereforeitisofinteresttopointouttherequirementsorfunctionsthatpackagingneedstofulfiland

describetheenvironmentofpackagingasanextstep.

AsJedlickasays:“Theclassicrequestofpackagingisonlythatitprotect,informandsell.”(cf.Jedlicka,

2009)orasBolystonargues,apackageisseenasafunctionaltoolthatfulfilsthevariousrequirementsof

commerce.(cf.Bolyston,2009).Whatweseeontheshelveswithinretailenvironmentsistheresultoran

outcomethatunifiestherequirementsandintentionsofmanyplayersandinterestgroupsinvolvedwithin

thedevelopment,theproductionandtheend-of-lifeofpackaging.Thebelowfigureillustratesthemany

stakeholdersthatpackagingneedstoserve.

Furthermorepackagingisrequiredtoactwithinsystems,asdescribedbyKooijmanin1996.

(cf.Kooijman,1996)Thebelowfiguredescribeshowthepackaginginteractswiththeproductsystem.

Theinteractionswithsystemsintheambientandmacroenvironmentaredemonstrated.

PAGE PAGE 8


Theproductspackagingisfurthermoreaverycrucialfactorin,whetherconsumersconsidertomakea

purchaseornot.(cf.Boylston,2009)Especiallyifweconsiderprimarypackagingatthepointofsale,the

designofthepackageisthelastthingaconsumerseesbeforemakingadecision.Forpackagedesign-

ers,thismeans,thatthechallengenotonlyliesincreatingatrulyuniquepackagethattriestoestablish

meaningfulconnectionsandarelationshipbetweentheconsumerandtheproductessence,butitalso

means,thatdesignersneedtoconsidertheparametersoftheprojectspecificationssuchastechnical

feasibilityofmass-production,marketingstrategiesorfinancialattributes.(cf.Bolyston,2009).

Anotherimportantissuethatisoftennotnoticedwellenoughwithinpackaging,istheapplicationof

Universaldesignprinciples.AsRonMace,thedirectorofTheCentreforUniversalDesignoncedefined:

“Universaldesignisthedesignofproductsandenvironmentstobeusablebyallpeople,tothegreatest

extentpossible,withouttheneedforadaptionofspecializeddesign.”(cf.TheCenterforUniversalDesign,

2010)Forpackagingthismeansthatitisrequiredtoservetheneedsandabilitiesofthebroadesttarget

grouppossible.AstheInstituteforHumanCentreddesignstatesout:„Mostsimply,UniversalDesignis

human-centereddesignofeverythingwitheveryoneinmind.“(cf.adaptiveenvironments.org,2010)Now,

thatwehaveconsideredthebasicrequirements,functionsandthepackagingenvironment,itisworth-

whiletodescribeagenericdesignprocessasanextstepanddemonstratehowtheabovementioned

issuesareappliedwithinthedevelopmentprocessofpackaging.

3.2.2Thepackagingdesignprocess

Thebelowfigurevisualizesthestagesofagenericpackagingdesignprocessthatiscommonlyusedin

practice.Atthecoreofeverypackagedesignisasolidresearchmethodology.

Firstly,aninvestigationintothetargetedconsumer’sbehavioursandpreferencesisconducted.This

meansthatconsumercharacteristicsandbehaviours,aswellaspackagingcharacteristicshavetobe

understoodinordertoidentifymeaningfulconnectionsthatarerelevantforthedevelopmentofmarketing

strategiesforinstance.(cf.Bolyston,2009)Jedlickapointsoutthatoneofthebiggestmistakesinpackag-

ingdesignistosimplyassumeknowingwhatmotivatescustomersatthepointofsale.(cf.Jedlicka,2009)

Therearemanyhiddeninfluencingfactorssuchaspeoplesexperientialbackground,theirbeliefsorval-

uesamongmanyothers,thatdirectlyaffectaconsumer‘schoice.Figure6onthenextpagedemonstrates

theprocessinginfluencesofconsumersthatinfluencedecisionmakingatthepointofsale.

Qualitativeresearchsuchasethnographicobservation,behaviouralstudiesorinterviewingpeopleisused

toidentifythelatentneedsofpeopleorgaininsightsthatarerelevantfortheendproduct.Furthermore,

quantitativeresearchsuchasdemographicstatistics,marketsize,marketshareorcustomerattitudes

andotherdataiscollectedthroughquestionnaires,surveysdeskresearchandothermethods.

Figure 5 | Visualization of a generic packaging design process by author (adapted from Boylston, 2009)

selective research methodologies

selective measurement methodologies

PAGE PAGE PAGE 9


PACKAGE PURCHASEPROCESSINGINFLUENCES:Heart,Mind,PerceptionKnowledge,Attention

Motivation,OtherPeopleBarrierstoAction

Figure 6 | Visualization of processing influences by author (adapted from Jedlicka, 2009)

AsBoylstonpointsout,behaviouralstudiescanonlymoderatelypredictmass-marketbehaviour.For

instance,eye-trackingresearchhasshownthatalmost30percentofshelfbrandsarenotevenseenby

consumers.(cf.Bolyston,2009)Nosingleparticularmethodologycanassureanaccuratereflectionofreal-

worldconsumerbehaviour,theyarenonethelessimportanttoconsiderandappliedbycompanies.(cf.Bolys-

ton,2009)Ofcourse,researchisnotonlylimitedtounderstandingthecustomer.Furtherresearch,suchasa

competitoranalysis,aninvestigationintotheretailenvironment,orresearchaboutproductionmaterialsand

materialviabilityisequallyimportanttoconsiderbecauseithelpstospecifytheframeworkforthefurther

proceduresinvolvedinpackagingdesign.

Secondly,researchdataisevaluatedandusedtodefinethedesignbriefandthereforethedesigndirection.

Packagingconceptsaredevelopedandreviewedinternallyaswellasbytheclient.Thisfeedbackprocess

aimstoimprovetheconceptscontinuously.Sketches,prototypesorcomputermodellingisusedtomakethe

finalconceptstangibleinordertotestthemonthemarket.

Thirdly,markettestingmethodssuchassurveys,focusgroups,prototypetesting,interviewsandothershelp

torefinetheproductandallowforveryspecificandtargetedshiftsinthepackagedesign.(cf.Boylston,2009)

Theaimistofigureoutwhetherpackagingmeetstheobjectivesdefinedornot.Thisisrelevantinorderto

improvethefinaloutcomeofpackagingandthelastopportunitytochangethepackagingdesignbeforeit

enterstheproductionchain.Itdoesnotmeanthatpackagingcannotbeadaptedwhenit‘salreadyproduced

forthemassmarket,butitislikelytobeacostlythingafterwards.

Lastly,thepackagedesignisfinalizedandpreparedforfurtherproductionanddistribution.Nowwehave

consideredthefundamentalsofpackagingdesign,itisofinteresttodefinesustainabilityasanextstep.

10


3.3Sustainablepackaging

3.3.1Whatissustainability?

Thissectionprovidesabasicunderstandinganddifferentviewsofsustainability,itfurthermoredemonstrates

therootsofthetermandcurrentdevelopments.

AccordingtoWikipedia,thewordsustainabilityisderivedfromthelatinsustinere(tenere,tohold;sus,up).

Dictionariesprovidemorethantenmeaningsforsustain,themainonesbeingto“maintain“,„support“,or

„endure”.(cf.Wikipedia,2010)Thefirstdefinitionthathasbeenquotedmostwidelywasformalizedbythe

WorldCommissiononEnvironmentandDevelopmentin1987:

“SustainableDevelopmentisdevelopmentthatmeetstheneedsofthepresentwithoutcompromi-

singtheabilityoffuturegenerationstomeettheirownneeds.”(cf.UNNGO,1987)

Atthe2005WorldSummititwasnotedthatsustainabilityrequiresthereconciliationofenvironmental,social

andeconomicdemands-the„threepillars“ofsustainability.(cf.UnitedNationsGeneralAssembly,2005)The

belowfiguredemonstratesthisviewbyillustratingthethreepillarsasoverlappingellipses.Thisfurthermore

indicatesthateachareaisnotmutuallyexclusiveandcanbemutuallyreinforcing.(cf.ForestryCommission

ofGreatBritain.2010)

Sustainabilityisoftenreferredtothetriplebottomline.Thetripplebottomlinereferstoanexpandedspect-

rumofvaluesandcriteriaformeasuringeconomic,ecologicalandsocialsuccessorganizations.(cf.Wikipe-

dia,2010)(Figure7)Elkingtonstates,thatinpracticalterms,triplebottomlineaccountingmeansexpanding

thetraditionalreportingframeworktotakeintoaccountecologicalandsocialperformanceinadditionto

financialperformance.(cf.Elkington,1994)Thetriplebottomlineisknownbymanyabbreviationslikethe

TBL,3BL,People,Planet,Profit(the3Ps),andEcology,Economy,Equity(the3Es).“Alldescribetheideaofthe

majorforcesofourworldthatmustbeservedtoachievesustainablebalancegivenourcurrentmarketmo-

dels.“(cf.Jedlicka,2009)AttheDesignManagementIntl.course,ourguestspeakerErnst-JanvanHattum,

amemberoftheInternationalnetworkonsustainabledesign(O2GlobalNetworkFoundation),mentioned

ethicsasanadditionaldimensionthatembracesthe3Ps.(cf.Hattum,2010)AccordingtothedefinitiononWi-

kipedia,ethicsisabranchofphilosophythataddressesquestionsaboutmorality–thatis,conceptssuchas

Figure 7 | Visualizations of sustainability by author (adapted from Wikipedia, March 2010)


goodandbad,nobleandignoble,rightandwrong,justice,andvirtue.(cf.Wikipedia,2010)AsHattumstated,

ifethicsareconsideredandappliedwithinalldimensionsitcontributestokeeptheminbalance.Thefollow-Thefollow-

ingfiguresshowdifferentillustrattionsofthetriplebottomline.

PEOPLE

“Thetermpeople(humancapital)referstoequitableandbeneficialbusinesspractices;howacompanytreats

itsworkers,theircommunity,andtheregioninwhichitoperates.”(cf.Jedlicka,2009)Acompanythatstrives

forthetriplebottomlineconceivesareciprocalsocialstructureinwhichthewell-beingofcorporate,labour

andotherstakeholderinterestsareinterdependent.Atriplebottomlineenterprisedoesnotexploitor

endangeranyofthosegroups.(cf.Wikipedia,2010)Forinstance,atriplebottomlinecompanywouldnot

makeuseofchildlabour,insteadpayfairsalariestoitsworkersorprovidesafeworkingconditionsandtoler-

ableworkinghours.(cf.Jedlicka,2009)FairTradeisawellknownconceptinthiscontext.

PLANET

Planetornaturalcapitalreferstoaventure’senvironmentalpractices.“Donoharm“wouldbethesimplest

operativesentence.(cf.Jedlicka,2009)AspointedoutinNaturalCapitalism:CreatingtheNextIndustrialRev-

olution,naturalcapitalistheextensionoftheeconomicnotionofcapital(manufacturedmeansofproduction)

togoodsandservicesrelatingtothenaturalenvironment.Theauthorsarguethatonlythroughrecognizing

thisessentialrelationshipwiththeearth’svaluableresourcescanbusinesses,andthepeopletheysupport,

continuetoexist.(cf.Wikipedia,2010)Thisdependencyisfurthermoreillustratedinfigure9onthenextpage.

Atriplebottomlineventureavoidsecologicallydestructivepracticeslikeoverfishingforinstance.Thismeans

thattheproducershavearesponsibilityforenvironmentalimpactsthatarecausedthroughtheiractivities.If

companiesarenotawareoftheirimpactsorsimplyexploitnaturalresourcesthiscannotbebeneficialina

longtermview,whetherforcompaniesorourplanet.(cf.Jedlicka,2009)

PROFIT

Profitistherealeconomicimpactanorganizationhasonitseconomicenvironment.Thisisoften

confusedtobelimitedtotheinternalprofitmadebyanorganization.(cf.Wikipedia,2010)According

toJedlicka,profit(monetarycapital)isthegoalsharedbyallbusiness,regardelessoftheirethics:

“Theideaofprofitwithinasustainabilityframework,needstobeseenastheeconomicbenefit

enjoyedbyallstakeholders,notjustthecompany’sshareholders.It’stheideathatonlyahealthycompany,

earningethicallyderivedprofits,cantrulybeseenasacontributingmemberofitscommunity,andsocietyat

large.”(cf.Jedlicka,2009)

Figure 8 | Visualization of the

3Ps under consideration of

ethics by author (adapted from

Wikipedia, March 2010)

PAGE PAGE 12


CradletocradleisanotherapproachdescribedbyWilliamMcDonoughandMichaleBraungart,intheirbook,

Cradletocradle:RemakingtheWayWeMakeThings.CradletoCradleDesign(C2C)isabiomimeticapproach

tothedesignofsystems.(cf.Wikipedia,2010)Itmodelshumanindustryonnature‘sprocessesinwhich

materialsareviewedasnutrientscirculatinginhealthy,safemetabolisms.Lovinssuggeststhattheindustry

mustprotectandenrichecosystemsandnature‘sbiologicalmetabolismwhilealsomaintainingsafe,produc-

tivetechnicalmetabolismfortheuseandcirculationoforganicandsyntheticmaterials.Inotherwords,itis

aholisticeconomic,industrialandsocialframeworkthatstrivestocreatesystemsthatareefficientbutatthe

sametimedonotcreatewaste.(cf.Nortonetal.,2008).AsBraungartandMcDonoughstate,everythingthatis

madeandusedbyhumans,needstobemanufacturedinawaythatthebiologicalandthesyntheticcompo-

nentsarereusedindependentlyandwithoutharminginendlessrecyclingloops.(cf.McDonough,Braungart

M.,2010)

AccordingtotheEPEA,the„InternationaleUmweltforschungGmbH“,basedinHamburg,thecradletocradle

modeldistinguishbetweentomaterialcategories:Biomassandindustrialmass.Astheystateout,intelligent

productionmeansthatallmaterialsareabletoflowwithinametabolism,bethatabiologicalortechnological

one:(figure10).

• Inabiologicalmetabolism,lotsofmaterialsarebrokendownbymicro-organismstoformnewnutrients.

Biodegradableproductsareusedascompostwhichisthenusedtoformanutrientbasisfornewnatural

resources.Allproductsthatarecirculatingaspartofthismetabolismaretermedconsumptionproducts.

Certainpackagingmaterials,clothingandpartsthatwearandtearsuchascartiresandbrakediscswere

designedforsuchacycle.

• Atechnologicalmetabolismconsistsofartificially-createdandactively-managedmaterialflows.Theidea

isthatindustrialmassisallowedtocirculateinclosedsystemswhilstmaintainingaconstantqualitylevel.

Thefactthatthesystemisaclosedoneisaprerequisiteforthepossibleuseoftoxicsubstances.These

substanceshaveproventobeessentialinthemanufactureofcertainproductssuchasinsulatedwindows.

Theeaseofdisassemblyandthecarefulchoiceofmaterialsforaproductisafundamentalaspectofthe

design.

Figure 9 | Visualization of the three

pillars by author

(adapted from Wikipedia, March 2010)

PAGE PAGE PAGE 13


Productsandmaterialsinthetechnicalcyclearecalledproductsforservice.Thenameisderivedfromthe

conceptofaserviceproduct.Washingmachines,forexample,arenolongerboughtrathertheirserviceis

usedatacharge.Assuch,thisleasingprinciplemeansthatthematerialremainsintheownershipofthe

manufacturerandisreturnedtothemafteracertaindefinedperiodofusage.Oneadvantageofthissystemis

thatthemanufacturercanusematerialsofahigherstandardandquality.(cf.EPEA,InternationalUmweltfor-

schungGmbH,epea-hamburg.org,2010)

Themostessentialdefinitionsandprinciplesofsustainablilityhavebeencovered.Certainlythereexist

furtherprinciplessuchastheprecautionaryprinciplesforinstance,butthosearenotdescribedhereany

furtherbecausethemajorideashavealreadybeenpointedoutwithinthissection.Therearealsocriticsthat

seesustainabilityasanoxymoron.AstheEarthPolicyInstitutepointsoutforinstance,thereisabundant

scientificevidencethathumanityislivingunsustainably,andreturninghumanuseofnaturalresourcesto

withinsustainablelimitswillrequireamajorcollectiveeffort.(cf.EarthPolicyInstitute,2010)OrasRedclif

pointsout,theideaofsustainabledevelopmentisanoxymoronformanyenvironmentalists,asdevelopment

seemstoentailenvironmentaldegradation.(cf.Redclift,2005)OtherauthorslikeKearinsarealittlebitmore

optimistic.Kearinsdescribessustainabilityasaverycomplexconceptthatneedsaholisticapproach.Buthe

pointsoutthatweshouldnotbescaredofthiscomplexnessand–asdescribedinhispaper„CreatingAdven-complexnessand–asdescribedinhispaper„CreatingAdven-

turesinWonderland:TheJourneyMetaphorandEnvironmentalSustainability“,seesustainabilityasacallto

action,ataskinprogressor“journey”.(cf.Milne,2010)

Thenextsectiondefineswhatsustainabilitymeansinrelationtopackaging.

Figure 10 | Visualization of biological/technical cycle by author (adapted from epea-hamburg.org)

(Forproductsforconsumption) (Forproductsforservice)

14


3.3.2Whatissustainablepackaging?

Thissectionprovidesthecurrentviewsanddefinitionsoftheindustryonsustainablepackaging.

ThearticleoftheSustainablePackagingAlliancein2002claimsthat:

“Thereisnoclearunderstandinginternationally,aboutwhatconstitutes‘sustainablepackaging’.

Policyinitiativeshavetendedtofocusonresourceandwastereductionandrecycling,forexamplethe

currentEuropeanPackagingDirective.”(cf.SustainablePackagingAlliance,2002)FurthermoretheFed-

eralTradeCommissionjustifiesthiswiththefactthatsustainablepackagingisarelativelynewaddition

totheenvironmentalconsiderationsforpackaging.(cf.EnvironmentalMarketingClaims,2010)Neverthe-

less,therearesomeimportantapproachesthatdefinesustainablepackagingwhichareworthwhileto

considerhere.

Researchclarifiedthattheamountsofavailableinformationandinitiativesincontextofsustainable

packagingareenormous.TheBerkeleyUniversityofCaliforniaiscurrentlyrunningasustainablepack-

agingproject.Theydistinguishbetweenprinciples,methodologies,regulations,metricsandtools.The

belowfigurevisualizesthoseareas.

AspointedoutontheprojectwebpageoftheBerkelyUniversity:

• Principlesembodycertaincollectionsof

valueswhichhavecometobeassociated

withsustainabilityconcernsatdifferent

scopesandscales.

•Analyticalmethods,action-oriented

guidelines/scorecards/criteria/

decision-makingstrategiesandregulations/

standardsareguidedbyprinciples.Some

agenciescreateavarietyofprinciples,

methods,standards,andregulationsthat

worktoaddresstheircausethroughoutthe

productlifecycle.

•Collectionsofmetricareusedbymethods

andmakeupregulations

“Thevaluesembeddedinalloftheseconcepts

evolvefromsustainability’scorewhichrequires

balancingissuesrelatedtothetriplebottom

line.”(cf.SustainablePackagingProject,Ber-

keleyUniversity,2010)

Figure 11 | Visualization of principles, guidelines and metrics by author (adapted from the sustainable packaging project, Berkeley University, May 2010)


Thechartontheleftsideprovidesthe

BerkelyUniversity’sselectionofexample

principlesinvariouscategoriesofconcern.

Someofthelistedissueshavealreadybeen

coveredwithinthispaperandwillnotbe

explainedfurther.

Wenowwanttoconsiderthemostessential

definitions,methodsandguidelines,whose

primarilyfocusisonpackaging.

TheWorldPackagingOrganizationdefinessustainablepackagingasitmustmeetthefunctionaland

economicneedsofthepresentwithoutcompromisingtheabilityoffuturegenerationstomeettheirown

needs.(cf.WorldPackagingOrganisation,2010)AnotherdefinitionisprovidedbyKassidiandZabani-

otou.Accordingtotheirarticle“JournalofCleanerProduction”,issustainablepackagingthedevelopment

anduseofpackagingwhichresultsinimprovedsustainability.Thesedefinitionsarerathervaguesofar.

Though,inthelatterdefinitiontheauthorsfurthermoreindicate,thatattheendstageofthedesignproc-

ess,anincreaseduselifecycleassessmentcantremendouslydecreasetheimpactsofpackagingtothe

environmentandtheecologicalfootprintassociated.(cf.Zabaniotou,Kassidi,2003)

Indeed,asJedlickapointsoutaswell,sustainablepackagingrequiresalookatthewholeofthesupply

chain:frombasicfunction,tomarketingandthroughtheendoflifecycletorebirth.(cf.Jedlicka)Orasthe

FederalTradeCommissionstates:“sustainablepackagingrequiresmoreanalysisanddocumentationto

lookatthepackagedesign,choiceofmaterials,processing,andlifecycle.”(cf.EnvironmentalMarketing

Claims,2010)Bolystonarguesthatsustainablepackagingdependsonthesustainableeffortthat

isdoneineverystageofthelifecycleofpackaging.(cf.Boylston,2009)LastlyonWikipedia,theterm

‘lifecycle’referstothenotionthatafair,holisticassessmentrequirestheassessmentofrawmaterial

production,manufacture,distribution,useanddisposalincludingallinterveningtransportationsteps

necessaryorcausedbytheproduct’sexistence.Thesumofallthosesteps-orphases-isthelifecycleof

theproduct.Theconceptalsocanbeusedtooptimisetheenvironmentalperformanceofasingleproduct

ortooptimisetheenvironmentalperformanceofacompany.(cf.Wikipedia,2010)

Wecandeducethatthepackaginglifecycleanditsassessmentiscrucialinordertoidentifyopportunities

toimprovethesustainabilityofpackagingandit’ssupplychain.Avisualizationofthepackaginglifecycle

isprovidedbyTheSustainablePackagingCoalition,thatisdedicatedtoprovideprinciplesandguidelines

forthedevelopmentofsustainablepackaging.Astheyclaimitistheirmissiontoadvocateandcommuni-

cateapositive,robustenvironmentalvisionforpackagingandtosupportinnovative,functionalpackaging

materialsandsystemsthatpromoteeconomicandenvironmentalhealththroughsupplychaincollabora-

tion.

TheSustainablePackagingCoalitiondefinessustainablepackagingasfollows:

• Isbeneficial,safe&healthyforindividualsandcommunitiesthroughoutitslifecycle

• Meetsmarketcriteriaforperformanceandcost

• Issourced,manufactured,transported,andrecycledusingrenewableenergy

Design

-Biomimicry/Principles

ofEcologicalDesign

-SanbornPrinciples

-DesignforDisassembly

Community/Labor&Ecology

-HoustonPrinciples

WasteReduction(Affectsthe

BiosphereandBusiness)

-CircularEconomy

-CradletoCradle

-IndustrialEcology

ManagementofNaturalRe-

sourcesintheBiosphereandin

Commerce

-Precautionaryprinciple

-NaturalStep

-5CapitalsModel

-TripleBottomLine

EnvironmentalHealth&Safety

-GreenChemistry

-Toxicology

Table 1 | Sustainable principles, Berkely University, 2010

PAGE PAGE 16


Figure 12 | Visualization of the packaging product life cycle by author (adapted from the SPC, Sustainable Packaging Coalition, May 2010)

• Maximizestheuseofrenewableorrecycledsourcematerials

• Ismanufacturedusingcleanproductiontechnologiesandbestpractices

• Ismadefrommaterialshealthyinallprobableendoflifescenarios

• Isphysicallydesignedtooptimisematerialsandenergy

• Iseffectivelyrecoveredandutilizedinbiologicaland/orindustrialclosedloopcycles.

(cf.SustainablePackagingCoalition,2010)

Theabovefiguredescribesthestepsinvolvedforpackaging.Fromrawmaterialextractiontoend-of-use

ofpackaging.AccordingtoBoylstoneachstepwithinthiscycledemandsamountsofenergybutthereare

alsoopportunitiestoreducetheamountsused.Sustainabilitydependsonmanydifferentfactorsinvolved

atallstages.Theyneedtobeidentifiedinordertoaddressthemwithappropriatemeasures.Forinstance,

stewardshipisnecessaryandhelpstosafeguardingtheenvironmentsandprotectingtheworkforcesthat

arelocaltotheextractionofmaterial.Theshorterthedistancethematerialshavegonethroughoutthelife

cyclethebetter,becausethisdecreasestheamountsofpetrolusedfortransportationforinstance.Another

aspectisthatrenewableenergyshouldbeusedineverypossiblestage.Reusabilityandrecyclingsystems

orcompostabilityofpackagingcanadditionallyenhancesustainability.(cf.Boylston,2009)AsJedlickafur-

thermoreclaimsthatitisnotpossibletoknowthetruecost,valuesorbenefitsofpackagedesignwithout

consideringthelifecycle.”(cfJedlicka,2009)

Figure13onthenextpageprovidesalinearviewofthepackagingproductlifecycle.Wecanfurthermore

distinguishbetweenupstreamimpactsofpackagingthatstartwiththeextractionofrawmaterialuntilthe

PAGE PAGE PAGE 17


Figure 13 | Visualization of upstream, downstream impacts by author

packagingispassedtotheconsumerandthedownstreamimpactsofpackaging,whicharedefinedasthe

impactsthatoccurthroughtheuseofpackagingandthestepsinvolvedattheend-of-lifeofpackaging.

(cf.Boylston,2009)Forinstance,thisistheamountsofenergyusedforrecyclingprocedures,composting,

litteringbutasshowninthefigure,therearealsopossibilitiessuchasWaste-to-energyprocedures,by

meansthatenergycanalsobeproducedagain.

Thecommonlyusedtooltoanalysethelifecycleofpackagingistodoalifecycleassessment.Accordingto

Wikipedia,thegoalofLCAistocomparethefullrangeofenvironmentalandsocialdamagesassignableto

Figure 14 | Visalization of life cycle assessment by author (adapted from Wikipedia, March 2010)

productsandservices,tobeabletochoosetheleastburdensomeone.(cf.Wikipedia,2010)

Therearedifferenttypesoflifecycleassessmentsknownwithdifferentscopes.Thescopevariesfrom

cradletogatetocradletocradleapproachesandfurthermoretherearetypessuchastheLCAprocessthat

addressestheenvironmentalinputsandoutputscomparedtootherapproachesthataddresstheeconomic

inputsandoutputs.WenowconsideredheretheISO14040modelthatispartoftheISO14000environ-

mentalmanagementstandardsinmoredepth.Figure14demonstratesanadoptedillustrationoftheISO

PAGE PAGE PAGE PAGE 18


modelincontextofpackagingthatisdividedintofourmainphases.Thesephasesareofteninterdepend-

entwheretheresultsofonephasewillinformhowotherphasesarecompleted.

•Inthefirstphase,goalsandthescopearedefinedforthestudyinrelationtotheintendedapplication.

•Thesecondphaseinvolvesdatacollectionandmodelingoftheproductsystem,aswellasdescription

andverificationofdata.(E.g.CO2,chemicals,inputandoutputofmaterialsenergyetc.)

•Inthethirdphase,impactassessmentisaimedatevaluatingthecontributiontoimpactcategoriessuch

asglobalwarming,acidification,etc.

•Thefourthphasecalledinterpretation/applicationisananalysisofthemajorcontributionsand

uncertaintyanalysis.Alldataisevaluatedthoroughlyandtheresultsleadtomeasuressuchasproduct

improvement,supplychainmanagementpoliciesandothersthatcontributetosustainability.

(cf.Wikipedia,2010)

Nowthatwehavedescribedthepackaginglifecycle,wefurthermoreneedtomentionthatcompanies

suchasJohnson&JohnsonorWal-Marthaverecentlydevelopedtheirowndefinitionorguidingprinci-

plesthatdrivesustainablepackagingwithintheirsupplychain.AsWal-Martclaims,itistheirprimary

goaltobepackagingneutralby2025,whichmeansthatallpackagingrecoveredorrecycledatourstores

willbeequaltotheamountofpackagingusedbytheproductsintheirshelves.Forthisreasontheyintro-

ducedtheirguidingprinciplescalledthe„sevenR‘s“.Theseprinciplesstandfor:Remove,Reduce,Reuse,

Renew(able,Recycle(able),RevenueandRead.FurthermoreWal-Martintroducedtheirpackagingscore-

card,thatisameasurementtoolwhichallowssupplierstoevaluatethemselvesrelativetoothersuppli-

ers,basedonspecificmetricthatevolveoutofthe7R‘s.(cf.Wal-Mart,scorecardmodeling.com,2010)

Johnson&JohnsonusespackagingcriteriaincollaborationwiththeEPA(UnitedStatesEnvironmental

ProtectionAgency)Their8criteriaaresimilartoWal-Mart’s.Eachoftheircriteriaisfurtherdividedinto

differentmetricsthatmeasurethematerialimpactsofglassplasticandothermaterialsusedfortheir

packagingproduction.(cf.ecolabelling.org,2010)Thecontributionofcompaniestowardssustainable

packagingisbasicallytherightdirection,butcriticsalsoclaim,thatsuchscorecardsshouldnotbecome

theindustry‘sstandard.AsJulinaCaroll,ManagingDiretorofEUROPEAN(TheEuropeanOrganizationfor

PackagingandtheEnvironment)states:

“JustgettingahighscoreforyourpackagingwithWal-Martshouldnotbeareasontoreston

yourlaurels.Inourdynamicindustrythisisclearlysomethingwedonotwant.”

(cf.Carroll,EuropeanOrganizationforPackagingandtheEnvironment,2010)

Despiteofpackaginglifecycleassessment,therearerelatedanalyticalmethodologiessuchastheeco-

logicalfootprintwhichiscalculatedbycomparingthebiologicalresourcesavailableinagivenregionto

resourcedemandsofapopulation.StandardshavebeendevelopedbythenetworkofusersoftheGlobal

FootprintNetwork.Thestandardsareavailableonfootprintstandards.orginordertohelptoaddress

calculationnuances,includingconversions,measureofland/seaparcels,addressingnuclearpower,vary-

ingdatasources,import/exportdataandbiodiversityamongothers.(cf.SustainablePackagingProject,

BerkeleyUniversity,2010)Anotherwellknownfootprintisthecarbonfootprintwhichrepresentsasubset

oftheecologicalfootprintandofthemorecomprehensivelifecycleassessment(LCA).(cf.Wikipedia,

2010)

“Ascommonlyusedtoday,forexample,theterm‘carbonfootprint’oftenreferstothenumberof

tonnesofcarbonemittedbyagivenpersonorbusinessduringayear,ortothetonnesofcarbonemit-

tedinthemanufactureandtransportofaproduct.Inecologicalfootprintaccounts,the‘carbonfootprint’

measurestheamountofbiologicalcapacity,inglobalhectares,demandedbyhumanemissionsoffossil

carbondioxide.”(cf.Earthdaynetwork,earthday.net,2010)

PAGE PAGE PAGE PAGE PAGE 19


Figure 15 | Green Supply Chain Management by Srivastava SK (International Journal of Management Reviews, 2007)

Asalastpointtomentionundermethodologiesisgreensupplychainmanagementthatincludesmany

oftheabovementionedissues.Onedefinitionofgreensupplychainmanagement(GSCM)isprovidedby

Srivastava.Inhisresearchpaper„Greensupplychainmanagement:astate-of-the-artliteraturereview“

in2007,theauthordefinesGSCMasintegratingenvironmentalthinkingintosupplychainmanagement,

includingproductdesign,manufacturingprocesses,deliveryofthefinalproducttotheconsumers,mate-

rialsourcingandselection,andend-of-lifemanagementoftheproductafterlife.Theauthorsfigurebelow

illustratestheinvolvedissues.(cf.Srivastava,Schmidt,2007)

Green Opera)ons Green Design

Green Supply Chain Management

Life Cycle

Analysis

Environmentally

Conscious Design

Waste

Management

Network Design &

Reverse Logis)cs

Green

Manufacturing &

Remanufacturing

Pollu)on

Pre

ven)on

Disposa

l

Source Reduc)

on

Pre

‐pro

cess

ing

Collec)

ng

Loca

)on &

Distribu)on

(Netw

ork

Design)

Insp

ec)

on/

Sor)

ng

Invento

ry

Managem

ent

Reducing

Pro

duc)

on Planning &

Sch

eduling

Recy

cling

Remanufacturing

Product/ Material

Recovery

Reuse

Repair/

Refurbish Disassembly

Disassembly

Levelling

Disassembly

Process Planning Source: Srivastava SK. Green supply chain management: a state‐o9he‐

art literature review. Interna<onal Journal of Management

Reviews 2007;9(1):53–80.

Untilnowregulationsandlawsthataffectpackaginghaven‘tbeencovered.Regulationsgivedirectionora

targetfortheindustry.ForinstancetheEuropeanPackagingDirective94/62/EConpackagingandpackag-

ingwastecontainsprovisionsonthepreventionofpackagingwaste,onthere-useofpackagingandon

therecoveryandrecyclingofpackagingwaste.Neverthelessasalreadypointedoutinthebeginningof

thissectionregulationshavefocusedonresourceorwastereductionbuthavemissedtoaddresssocial

impactsofpackagingortheydonotprovideguidanceonpackagedesignandvaryfromcountrytocountry.

(cf.SustainablePackagingAlliance,2002)Atableintheappendixillustratesanoverviewoftheregulations

thataffectpackaging.

Intermsofsustainablepackagingmetrics,researchindicatedthatthereisnotmuchinformationavailable.

TheSPCrecentlylaunchedthePackagingSustainabilityMetricsProjecttodevelopacommonsetofindica-

torsandmetricsforcompaniestousetomeasureprogresstowardthevisionofsustainabilityarticulatedin

theirdefinitionofsustainablepackaging.

PAGE PAGE PAGE PAGE PAGE PAGE 20


Astheypointoutontheirwebpage,themetricsframeworkprovidesawide-rangingpaletteofindicators

andmetricsthatareorganizedintoeightcategoriesrelatedtomaterialuse,energyuse,wateruse,mate-

rialhealth,cleanproductionandtransport,costandperformance,communityimpactandworkerimpact.

Eachframeworkmoduleexplainswhythemeasurementsarerelevanttosustainabilityefforts,defines

eachindicatorasitrelatestopackaging,specifiesthemetrictobeusedandprovidesrecommendations

forwhattomeasureandwhatnottomeasure.Unfortunatelythesemetricsareonlyavailabletomembers

oftheSPCandarenotforfree.BerkeleyUniversityiscurrentlyidentifyingtheirownmetricswithintheir

sustainablepackagingproject.Thesemetricswillbeavailableforthepublicsoon.Wecandeduce,that

qualitativeguidelinesforsustainablepackagingexists,butconcretequantitativeguidingmeasures,and

metricsforoptimisedsustainablepackagingarerareandneeded.

Astheabovementionedissuesindicate,principles,guidelines,toolsandmetricsthatcontributetothe

developmentofsustainablepackagingexist,butasdifferentauthorsclaim,itisimportanttolookatpack-

agingwithaholisticview.Thetermholisticisoftenreferredtosystemthinkingaswellandrepresentedin

DanielPink’sbook,„AWholeNewMind“,wheretheauthorsuggeststhatdesignneedsabigpictureview

thatincludesdifferentperspectives.Pinkoutlinessixessentialsenses:

1.Design-Movingbeyondfunctiontoengagethesense.

2.Story-Narrativeaddedtoproductsandservices-notjustargument.Bestofthesixsenses.

3.Symphony-Addinginventionandbigpicturethinking(notjustdetailfocus).

4.Empathy-Goingbeyondlogicandengagingemotionandintuition.

5.Play-Bringinghumorandlight-heartednesstobusinessandproducts.

6.Meaning-thepurposeisthejourney,givemeaningtolifefrominsideyourself.

(cf.Pink,2009))

AccordingtoJedlicka,forpackagingthismeanstoadoptasystemview.

“Ratherthanseeingdesignproblemsassomethingtobedivideddownintothesmallestbits,the

systemsviewseesthemasopportunitiesforinterconnectingtheworld.”(cf.Jedlicka,2009)

OrasBoylstonstates,anessentialproblemtoovercomewhenconsideringthemovetowardsmoresus-

tainablepracticesinpackagedesignisthatofconnectivity.(cf.Bolyston,2009)Today’sbusinessesgrow

insizeandduetothis,thereisatendencytowardsspecializationandalsobusinessisolationsbetween

departmentsinorganizations.Unfortunatelythisoftenleadstoadisjointedwholethatlacksthenecessary

levelofconnectivitybetweenalloftheindividualparts.

“Whatresultsfromthisisolationisanuncoordinated–andoftendivisive–stumblingtowards

asuccessfulbusinesspractice,ratherthanamoreagileandholisticapproachwhereeachdepartments

movesforwardwithaclearunderstandingoftheotherdepartments’agendasandoperationalmethods.”

(cf.Bolyston,2009)

AccordingtoJedlickathesystemviewcanbeusedatmultipleperspectives.Forinstanceinpackage

design,thedesignprocess,orthestructureandtherelationsofacompany.Atadesignlevel,thesystems

viewfocusesonlinkages,boundary,andfunction.Asystemthatisstablehasforcestoincreaseandforces

todecrease.Theirbalancecreatesstability.Boundariesareexchangepointsthatconnecteachotherandto

theworld.Packaginghasphysical,informationalandvisualboundaries.Thefunctionsarethewaysthata

systemrespondstotheenvironment.Incontextofpackagingthefunctionsofpackagingtoprotect,inform

andsellcanbeassignedtocomponentsofthesystemaswell.(cf.Jedlicka,2009)

PAGE PAGE PAGE PAGE PAGE PAGE PAGE 21


Anexcellenttoolthathelpsdesignteamstogainaholisticviewintermsofdesignprojectsisprovidedby

A420,anexploratoryunitformedbyRupertBassettandLynneElvins.Astheyclaim,companiesthatwant

toproducesustainabledesignmustnavigateinasystematic,holisticway.“Theyneedtoidentifythecon-

texts,agendasandissuesinvolvedintheirdesignwork.”

(cf.A420,a420.com,2010)

Thetoolhelpstovisualizetheissuesinvolvedthatcontributetosustainability.Inthatsense,itprovidesa

holisticviewandabasisforasystematicdesignprocedure.Ithelpstodeterminethebalancebetweenthe

contextwheredesignoperates,theagendasinvolved(financial,social,environmentalandpersonal)and

thewiderrangeofrelevantissuesthatneedtobeconsideredwhenmovingtowardssustainabledesign

solutions.(Figure16)

ThebelowfigureshowsanextractofthetoolprovidedbyA420.

Tosumup,thisisapowerfultoolformultidisciplinarydesignteams.Itconnectsdifferentdisciplinesand

servesasatooltoengageexchangeduringworkshops.Itprovidesavisualizationofthecomplexityofsus-

tainablefactorsinvolvedandfacilitatestheunderstandingandcommunicationwithinstakeholders.

Figure 16 | Sustainability issue mapping by A420, May 2010 (www.a420.com)

involved issues(center = high priority)

22


3.3.3Materials

Becausesustainablepackagingalsodependsontherightmaterialdecisions,asmentionedbefore,this

sectionprovidesaninvestigationintotheamountsofpackagingandthekindofmaterialsthatendupin

waste.Furthermore,paperandplasticsiselaboratedinmoredepth.

TheMunicipalSolidWasteGenerationreport(2008)oftheUnitedStatesillustrates,that30%outof250

milliontonsofwastearecontainersandpackagingbeforerecycling.Figure17indicatestheamountsof

materialsinthatcategory.Paperandplasticsarethemajorcontributorstowastestreams.(Figure18)

PAPER

Figure 17 | Municipal Solid Waste Generation, Recycling, and Disposal in the United States:Facts and Figures for 2008

Total MSW Generation (by Category), 2008249.6 million tons (Before Recycling)

Total MSW Generation (by Material), 2008250 Million Tons (Before Recycling)

Figure 18 | Municipal Solid Waste Generation, Recycling, and Disposal in the United States:Facts and Figures for 2008


PAPER

AccordingtoJedlicka,theglobalpaperconsumptioniscurrentlyrunningatmorethan350milliontonsper

yearandfastapproachinganunsustainableonemilliontonsperday.It’snotsurprisingthattheindustry

accountsforover40percentoftheworld’sindustrialwoodharvest,threateningtheworld’slastendan-

geredforestandthehabitattheyprovideforendangeredspecies.Lastly,Jedlickapointsoutthatthepaper

industryisthefourthlargestgreenhousegascontributoramongmanufacturersandahugeconsumerof

energy.Furthermorethepaperproductionisassociatedwithtoxicbleachingprocedures(cf.Jedlicka,2009)

Neverthelesspaperhasalsobenefitsataglance.AsJedlickastates,theprimaryusesforpackagingare

extremelyversatile.Paperservesavastarrayoffunctionsfromfoodtoconsumergood,totransportpack-

agingforinstance.Paperisarenewableresource,itislightweight,durable,andreadilyrecycledinmost

markets.(cf.Jedlicka,2009)Furthermore,papercanbemadefromavarietyofpulpfibreplants.Alterna-

tivelytowood-basedpaper,thereisavarietyoftree-freepaperonthemarketthatismadeoutofhemp,

switchgrass,kenafstrawandothersources.

AsBoylstonargues,duetothehugeamountsofpaperthatisalreadyouttheredemandinghighlevelsof

post-consumerwaste(PWC),paperstockchoicesshouldbeofthehighestpriority.Papercanberecycled

uptoseventimes.(cf.Bolyston,2009)Accordingtostatisticsonrecyclebank.com,recyclingonetonof

papersaves:

•17trees

•7000gallonsofwater

•2barrelsofoil

•4100kilowattsofenergy

(statisticsfromRecycleBank,recyclebank.com,May2010)

Designersthatareinchargeofpackagingshouldsupportpaperthatismadefromrenewableresources.

TheForestStewardshipCouncil(FSC)providescertificationformaterialsderivedfromwood.FSCprinci-

plesaccountforthesustainabilityoftimergrowthandharvest,butfurthermoremonitorpeople’srightsand

workers’rights.(cf.Boylston,2009)

PLASTIC

Todaysgroceryshopsarefullofplasticpackaging.Plastichasrecentlyalsobeenahottopicinthenews

becauseofitsnegativeenvironmentalimpactsanditsadversehealtheffectstothehumanbody.Asstated

inthemovie“PlasticPlanet”thatwasshownincinemas,240milliontonsofplasticareproducedannually.

This,forinstancehasmajorimpactsonsealife,aspointedoutinthereportofThomasHayden,“Trashing

theOceans”,in2002.Inthemovietheamountofplasticisestimatedaboutsixtimesmorethantheamount

ofnaturalplankton.Additionally,plasticstaysintheenvironmentforabout400to1000years.Moreoverfish

subsistsofplastics,thatkeepsintheirstomachuntiltheydie.Ultimatelythecyclecomesbacktohumans

andasscientistsclaim,plastictracesarefoundinourbloodaswell.Nobodycanreallytelltheafter-effects

ofallthis.(cf.PlasticPlanet,plastic-planet.de,May2010)

Accordingtothewebpagechemistrydaily.com,plasticisthegeneralcommontermforawiderangeofsyn-

theticorsemisyntheticorganicamorphoussolidmaterialsusedinthemanufactureofindustrialproducts.

Asdescribed,plasticsaretypicallypolymersofhighmolecularmass,andmaycontainothersubstancesto

improveperformanceand,orreducecosts.(cf.Chemistry-Plastic,chemistrydaily.com,May2010)

Total MSW Generation (by Material), 2008250 Million Tons (Before Recycling)

PAGE PAGE 24


AsdescribedintheColumbiaElectronicEncyclopediatherearetwotypesofplastics:thermoplasticsand

thermosettingpolymers.Thermoplasticswillsoftenandmeltifenoughheatisapplied(eg.polyethylene,

polystyrene,polyvinylchlorideandpolytetrafluoroethylene(PTFE)).Thermosetscanmeltandtakeshape

once.Aftertheyhavesolidified,theystaysolid.(cf.ColumbiaElectronicEncyclopedia,Infoplease.com,

May2010)

AccordingtoJedlicka,plastichasmanybenefitsanddrawbacks.Forinstance,itisverylightweight,dura-

blematerialthatprovidesmoistureandgasbarrierprosperities.(cf.Jedlicka,2009)AsdescribedonWiki-

pedia,plasticsrelativelylowcost,easeofmanufacture,versatility,andimperviousnesstowaterareused

inanenormousandexpandingrangeofproducts.(cf.Wikipedia.org,2010)Asalreadymentioned,thisisno

differenceintermsofpackagingtrends.Asadrawback,additivescanmakeplastictoxicandthematerials

flowisfordowncyclingratherthantruerecycling.(cf.Jedlicka,2009)Asstatedonthewebsiteamerican-

chemistry.com,theUScapacitytoprocessmaterialandthemarketdemandfortherecoveredplasticresin

continuetoexceedtheamountofpost-consumerbottlesthatarenowrecoveredfromthewastestream.As

statedout:

„Theshortfallinsupplyhasexistedforover10years.In2005,over1,050,000tonsofplasticbottleswerere-

cycled.Eachyeartheamountofplasticbottlesrecycledincreasesbymillionsofpoundswhiletherecycling

ratehasstabilizedaround25%.(cf.AmericanChemistry,americanchemistry.com,May2010)25%isnotalot

comparedtotheamountsthatarenewlyproduced.Nevertheless,plasticcanberecycledandaccordingto

recyclebank.com,onetonofrecycledplasticsaves:

•5,774Kwhofenergy

•685gallonsofoil

•30poundsofairpollutantsfrombeingreleased

(statisticsfromRecycleBank,recyclebank.com,May2010)

Alternatively,bioplasticshavebecomemorepopularinrecentyears.Thetermisanumbrellaforbiode-

gradableplasticsfromrenewablesourcessuchascorn,beetsorpotatoes.Bioplasticsisquicklybecoming

aviableandenvironmentallyfriendlyalternativetothepetroleum-basedplastics.Nevertheless,bioplastics

alsoneedthefacilitiesforcollectionandmustnotderivefromneededfoodsources.(cf.Boylston,2009)

Thevarietyofalternativematerialsthatcanbeusedforpackagingisgrowing.Onecaneasilygetover-

whelmedbytheamountofdataavailableaboutnewpackagingmaterialsandtechnologiesavailable.

Becausethissectioncannotcaptureallavailableinformationinthiscontext,itisrecommendedtopackag-

ingprofessionalstosubscribeforonlineinformationssystemssuchas:ecopackaging,packagedesignmag.

com,theSustainablePackagingCoalition,ormanyotherblogsandmagazines,thatprovidecontinuous

updatesintermsofmaterialsandregulations.

Toconcludethissection,oneaspectiscrucialandpointedoutbyJohnson:„sustainablepackagingisall

aboutsystemsthinking:“It’snotjustthepackagingbutalsoaboutthematerialssystemsthatrelateto

thepackage.”(cf.SustainablePackagingCoalition,2009)Thisindicatesthatthechoiceofmaterialplays

animportantroleinordertoenhancethesustainabilityofpackaging,butonlyifthematerialsupportsthe

systemthatrecoverstheusedmaterialattheendofuse.AsJedlickapointsoutifadesignerjustpicksa

randommaterialoutofhisorherlistof“magicgreenmaterials”anddoesn’tactuallyknowwhythemate-

rialisenvironmentalfriendly,orevenhowitisappliedcorrectly,thenthereplacedmaterialcancause

impactsfarworse.(cf.Jedlicka,2009)

25


3.3.4Barriers,Drivers

Atthisstage,sustainablepackaginghasbeenexploredandcoveredfromdifferentviewpoints.Theissues

describedcanbeseenasdriversorbarriersandthereforeitisworthwhiletopointoutwhatthemajor

barriersanddriversare.Thissectionprovidesanoverviewoftheessentialforcesthateithercontributeor

preventfrommovingtowardssustainablepackaging.

LIFESTYLES

AccordingtoajointsurveyinthePackagingDigestarticle,JohnKalkowski,theeditorialdirectorcomment-

edonthedifficultpositionpackagingfirmsfindthemselvesin:“Modernlifestyles,whichdemandlonger

productshelflifeandcreateintensecompetitionamongbrands,havebeenmajordriversforincreased

usageofpackaging,nowseenasaleadingcontributortowastestreams.”

(cf.Kalkowski,2010)

LACKOFKNOWLEDGE

In2002therespondentsinthesurveyoftheSustainablePackagingAlliance(SPA)pointoutthatthereislit-

tleagreementonthedefinitionofsustainablepackaging.Thesurveyfurthermoreindicates,thatthereisa

lackofknowledgeconsideringmanyissuessuchasthemeaningoflifecyclemanagement,ortheopportu-

nitiestomeasuresustainableindicators.(cf.SustainablePackagingAlliance,2002)

DECISIONMAKINGAUTHORITIES

AccordingtoJedlicka,anotherreasonsforfailureisthefact,thatdecisionsforpackagingarestilltoooften

drivenormadebypeoplewhodonothaveenoughexpertiseandknowledgeinfieldssuchasengineering,

design,buyermotivationandnottomentionsustainability.Theproblemhereisthatinmanycountries,they

arestillallowedtodoso,becausenolawforproducerresponsibilitiesactionsandcausesexistyet.The

onlycountriesthathaveintroducedlawsrecentlyare:theEU,Japan,Australia,andCanada.(cf.Jedlicka,

2009)

CONSUMEREDUCATION/INFORMATION

AccordingtoGreenPurchasingAustraliaREPORT2009,oneofthemainbarriersmentionedtogreenpur-

chasingistheconfusionorlackofinformationinordertomakethebestchoicebasedonenvironmental

considerations.

“Thecomplextrade-offofenvironmentalcomponentssuchasgreenhousegasemissions,waste,

wateruse,toxicity,impactonbiodiversityisdaunting.Whenconsideredoverthefulllifecycleofaprod-

uctorserviceandweighedupagainstnumerousotherpurchasingcriteriaandalternativeoptions,most

purchasersfindthedecisionnear-impossible.Theroleofeducation,guidanceandrecognisedcertifications

cannotbeunderestimatedinovercomingthisbarrier.“(cf.GreenPurchasingAustraliaReport,2009)

LACKOFSUPPORT/LIMITEDRESOURCES

AdditionallytheSustainabilitySurveyReportofPricewaterhouseCooperspointsoutthatthereisoftena

lackofsupportfromseniorexecutivesorlimitedresourcestodedicatetosustainability.Furthermorealack

ofurgencyresultingfromlittleornointerestfromkeystakeholdergroups,includingcustomers,suppliers

andtheinvestmentcommunityisindicated.(cf.PricewaterhouseCoopersSustainabilityReport,2002)


LOHAS

Asstatedonthewebpagelohas.com,thetermstandsfor“LifestylesofHealthandSustainability”,amarket

segmentfocusedonhealthandfitness,theenvironment,personaldevelopment,sustainableliving,andsocial

justice.(cf.lohas.com,May2010)CulturalCreativeisanothertermcoinedbyPaulH.RayandSherryRuth

AndersonintheirbookTheCulturalCreatives:“How50MillionPeopleareChangingtheWorld.”Theauthors

pointoutthatLOHAconsumertakeaholisticworldview,believethatglobaleconomies,cultures,environ-

ments,andpoliticalsystemsareinterconnectedandiffailurehappensinonearea,thishasaneffectonthe

wholesociety.(cf.Ray,Ruth,Anderson,2001)AccordingtoJedlickathismarketsegmenthasagreatpotential

todrivechangebymovingtowardsmoresustainableconsumptionanditsalsobecominganinterestingtar-

getmarkettogainprofits.(cf.Jedlicka,2009)AspointedoutintheWorldwatchInstitute,theLOHASmarket

segmentintheyear2006wasestimatedat$300billion,approximately30%oftheU.S.consumermarket.(cf.

Rosen,2005)

REPUTATION

AccordingtothePricewaterhouseCoopers2002SustainabilitySurveyReport,ingeneral,thelargerthecom-

pany,themorelikelyitistobedevelopingsustainabilityprogrammes.:

“(...)largecompaniesappeartobeinfluencedbynon-financialfactors–especiallyreputation.“

Forinstance,theworld‘slargestonlineretailerAmazonexpectstoseesignificantbenefits,includingin-

creasedcustomersatisfactionandamoresustainablecorporateprofileresultingfromsustainablepackag-

ing.(cf.informationweek.com,May2010)

LAWS&REGULATIONS

AccordingtoMichaelHardt,governmentsadoptcontradictorylaws.Forinstance,theEuropeansCommis-

sion’spackagingguidelinesforcescompaniestoreducepackagingandimproveonrecyclingopportunities,

butatthesametime,otherregulationsdemandadditionalpackaginginordertosatisfyhygienecriteria.

(cf.Hardt2008,inSherin,2009)OrasWilliamMcDonoughoncesaid:“Regulationisasignalofdesignfailure”.

(cf.McDonough,Braungart,2010)

DEMANDOFPACKAGINGANDUNDERLYINGINTERESTGROUPS

Aspackagingdesignissynonymoustoaverycomplexsystemofplayersinvolved,everybodywantsto

achievetheirprimarygoalsandthereforeinfluencetheoutcomeorendproduct.

AsHardtdescribes,packagingdeliversthevaluewantedandrequestedbyclients.

“Ifaclientwantsacheapsolutionforpackaging,hegetsacheapsolution.Ifpackagingissupposed

todrivemarketingclaims,packagingisdesignedtoactasanadvertisingmedia”(cf.Hardt2008,inSherin,

2009)Wecandeducethattheforceseitherpositivelyinfluencethesustainabilityofpackagingornot.

FEAR

AccordingtoJedlicka,fearisoneofthekeyfactors,whychangeisslowtoarrivetowardssustainablepack-

aging:“Fearfeltbytheconsumerthattheunfamiliarproductisn’tasgood(...)coupledwithfearofwasting

theirever-stretcheddollar,fearfeltbythemanufacturerthattheconsumerwon’tacceptthenewproduct,and

fearbythemanufacturer’screativesofbeingfiredforsteppingtoofaroutofthenorm.”Otherwise,fearcan

alsobeapowerfuldriverfortheindustry.Thesmartcompaniesrecognizethegrowingpressurewithinpublic

toadoptsustainablepractices.Thereforethefarsightedcompaniesstayaheadofthistendencyinordertobe

bestpositionedwhenlegislationforcesthemtodoso.(cf.Jedlicka,2009)

PAGE PAGE 27


COSTS

AccordingtoPeterson,somealternativematerialsthatarerecycled/recyclableand/orlessdamag-

ingtotheenvironmentcanleadtocompaniesincurringincreasedcosts.Thoughthisiscommonwhen

anyproductbeginstocarrythetruecostofitsproduction(producerpays,producerresponsibilitylaws,

take-backlaws).Theremaybeanexpensiveandlengthyprocessbeforethenewformsofpackagingare

deemedsafetothepublic,andapprovalmaytakeuptotwoyears.(cf.AnnPeterson,2008)

Neverthelesstherearecounterargumentsthatraisetoquestiontheabovestatement.Forinstance,Wal-

martcouldsavemoneywhileimprovingpackagingsustainability.AsKistler,VicePresidentofWal-Mart

StoresInc.pointsout,theconcernsovercosthave,itseems,beenreplacedbythesensethatthereare

tangiblebenefitstobederivedfromfocusingmoreintentlyonpackagingsustainability,evenimprovedprof-

itability.Thepackagingscorecard,forinstance,helpssuppliersseefirst-handhowsustainablebusiness

practicescanboosttheirprofitsaswell.(cf.PackagingGateways,packaging-gateway.com,May2010)

SCEPTICISM&CONFIDENCEINSUSTAINABILITY

InthePricewaterhouseCoopers2002SustainabilitySurveyReport,respondentsindicated

thatforsomecompanies,sustainabilityasaconceptisviewedwithconsiderablescepticism,orseen

asatemporaryphenomenonthatadditionallyaddscostwithoutdemonstrablebenefits.(cf.Pricewater-

houseCoopers,2002)Butthereisalsoacounterforceofcompaniesthattrulybelieveinthelong-term

advantageofsustainability,alsoasacompetitiveedgetocompetition.

28


3.4Practiseexamples

Thefollowingcompanieswhichserveaspracticeexamplesareselectedbecausetheydemonstratehow

differentmeasuresofcompaniescaneithercontributeorcounteracttowardssustainablepackagingalong

differentstagesthatpackaginginvolves.Thegoalofthecomparisonisnottodemonstrate100%sustainable

solutionsforpackaging.Rather,itistoexaminewhatdifferentpackaginginitiativesofcompaniescausefor

theirbusinessesintermsofdeliveringprofitablevalue,environmentalimprovementandcustomersatis-

faction.

3.4.1Companyoverview

Firstly,Wal-MartStores,Inc.isanAmericanpubliccorporationthatrunsachainoflarge,discountdepart-

mentstores.ThecompanywasfoundedbySamWaltenin1962.Wal-Martisthelargestgroceryretailerin

theUSA.Withinmorethan8’400retailunitsunder53differentbannersin15countries,Wal-Martemploys

morethan2.1millionassociatesworldwide.Thecompanywantstobeseenasaleaderinsustainability,

corporatephilanthropyandemploymentopportunities.Wal-Mart’spurposehasalwaysbeentosavepeople

moneyandtohelpthemlivebetter.IntermsofpackagingWal-Marthassetitsgoaltoreducepackagingin

itssupplychainbyfivepercentby2013.(cf.Walmartstores.com,May2010)

Secondly,InnocentisaUKbasedbeveragecompanythatwasfoundedin1999.Thecompaniesprimary

businessisproducingsmoothies,flavouredspringwaterandvegpotsthataresoldinsupermarketsand

coffeeshopsnationally.TheyarealsocontinuouslyexpandingwithinEuropeancountries.Thecompany

strivestoactethicallyineveryareaofbusinesssincetheirfoundation.Innocenthasbeendeterminedto

foldsustainabilityintotheirpackagingpracticesfromthebeginning.(cf.innocentdrinks.co.uk,May2010)

Thirdly,CaillertheSwisschocolateproducerwasfoundedin1819byFrançois-LouisCailler.Cailleristhe

oldestchocolateriewithinSwitzerlandandwasthefirstproducerofchocolatebars.In2006thecompany

proudlyintroducedtheirrelaunchofthebrandCailler.Thegoalofthisrebrandingcampaignwastoposition

Caillerasapremiumproduct.ThereforeevenstararchitectJeanNouvelwascommissionedtodesignthe

newpackaging.UnfortunatelytherebrandingturnedouttobeabigfailureforCailler.Thepackagingwas

perceivedasenvironmentallyunfriendlybycustomers,furthermorecustomersaswellasretailersdidnot

accepttopayapremiumpriceforthenewproducts.(cf.Lustenberger,2006)

Image 6 / Wal-Mart

Image 7 / Innocent smoothies

Image 8 / Cailler product line


Theabovefigureillustratesallstagesthatpackaginginvolves.Itcombinesthepackagingdesign

processwiththepackaginglifecycle,frommanufacturingtoend-of-life.Eachcolourreferstoa

practiceexampleandillustratesthesourceofimpact.Thebelowtablesummarizesthecompany’s

initiatives,measuresandtheeffectscausedforbusinesses,theenvironmentandcustomers.

3.4.2Comparison

Figure 19 | Visualization of the packaging design process / packaging life cycle by author

Criteria Company/Assessment

Initiative:

Measures:

WAL-MART

• Sustainabilityasacoreelementoftheirbusinessphilosophy

• Packaging-neutralby2025(packagingrecovered/recycledwillbeequal

totheamountofpackagingused)

• Milestonefor2013(5%reductionofoverallpackaginginitssupplychain)

• Exploringinnovativeandenvironmentally-friendlypackaging

thatisgoodfortheenvironment,butforbusinessaswell(profitable)

• R&D/Creationofasustainablepackagingvaluenetwork

(groupofbuyers,suppliers,governmentbodies,NGOsandacademics)

• Packagingscorecard(yardstickforsupplierstoassesstheirperformance

inregardpackagingsustainabilityandcosts)

• Usingmaterialsofthehighestrecycledcontent(eg.postconsumerrecycled)

• Introducingofefficientdieselenginesforvehicles(distribution)

Table 2 | Summary of measures taken by best practice examples (Wal-Mart)

PAGE PAGE 30



Effects:

•Business

•Environment

•Customers

•Positivereactionsfromsuppliers

• Competitiveadvantagethroughsustainability(eg.corporateimage)

• Improvedsustainabilityknow-how/decision-making

• Improvedprofitabilityonalong-term

• Encouragementofsuppliercollaboration

• Reductionofenvironmentalimpactsthroughstepbysteppackaging

reduction,supplychainimprovements,recyclingandR&Dprogrammes

• Reductionof100,000metrictonnesofCO2emissions(distribution)

• Increasedreputationinpublic(eg.consumers,NGOetc.)

• Businesstransparency

(eg.sustainableeffortsarecommunicatedtowardscustomers)


Initiative:

Measures:

Effects:

•Business

•Environment

•Customers

INNOCENT

• Sustainabilityasacoreelementoftheirbusinessphilosophy

• Takeresponsibilityfortheimpactbusinessonsocietyandtheenvironment,

andmovetheseimpactsfromnegativetoneutral

• Introducing100%post-consumerrecycledplasticsforbottles

• Communicationstrategythatinformscustomersabout

thesustainableprogressofbusinessinitiativesandinvolvesthemtobe

partofthatprogress(onlinefeedbackplatform)

• R&Dwithasustainablenetworkofexpertise

(continuousimprovementofsupplychain,lifecycleassessment,

evaluationofalternativematerialssuchasbioplastics)

• Competitiveadvantagethroughsustainability(eg.corporateimage)

• Improvedsustainabilityknow-how(leadposition)

• Costsavingsthrougha20%reductionofplasticsforbottles

• Reductionofpetroleumneedduetorecycledplastics

(comparedtovirginplastics)

• Plasticrecyclingreducestheamountofenergyusedupto8times

• 50%carbonreduction

• Educationaboutsustainablebusinesspractices,consumption

• Customerengagementthroughanopendialog

(establishingasenseofasustainablecommunity)

• Customersfeelgoodabouttheirconsciousconsumption(connectiontolifestyle)

Table 3 | Summary of measures taken by best practice examples (Innocent)

PAGE PAGE PAGE 31



Initiative:

Measures:

Effects:

•Business

•Environment

•Customers

CAILLER

• Re-branding/Re-launchofproductassortment.

• Premiumproductpositioning,Caillershouldbeperceivedasapremium

productthatdifferentiatesfromotherchocolateproducers.

• CollaborationwithJeanNouvel,afamousfrencharchitect,

whowasinchargeofdesigningthenewpackaging.

• Priceincreaseforproducts

• Establishingofnewcorporateimage(includingcorporatebehaviour,

corporatedesignandcorporatecommunication)

• Advertisingefforts(posters,webpage,tvspotsetc.)

• SomeretailerssuchasDennerdidnotacceptapriceincreaseasa

reasonableargumentforCailler‘sre-brandingefforts.

Dennerrefusedtopaythisdifference.

• Marketshareloss

• Profitloss

• Increasedamountofpackaging.Multilayeredproducts,includingplastics,

aluminiumandpaper.Thisresultsinhigherpollutionimpactstothe

environment.

• Concernsabouttheenvironmentaleffects

• Notreadytopaymore

• Overwhelmedbythenewimage.

• Irritationofbrandperceptionduetoaradicalshiftfromtraditionalism

towardsmodernity.

Table 4 | Summary of measures taken by best practice examples (Cailler)

32


4.ANALYSIS/SYNTHESIS

4.1Insights

Thebelowfigureillustratesthefurtherprocedureoftheanalysis/synthesispart.Thecolorationindicates,

thatthegatheredresearchdataservesasabasisforinsights,thatleadtosustainablepackagingcriteria,

whichareusedtoestablishrecommendationsforcompaniesthatenableandfacilitatesustainablepack-

agingdevelopment.Moreover,proposalsforfurtherresearcharedescribedandareviewofthethesisand

itsobjectivesisprovidedinaconclusionstatement.

Figure 20 | Visualization of the analysis process by author

RESEARCHACTIVITIES/DATA

INSIGHTS SUSTAINABLEPACKAGINGCRITERIA

RECOMMENDATIONS CONCLUSION

Figure21onpage33illustratesthevaluenetworkincontextofpackagingandsustainability.This

methodallowstovisualizetheinteractionsaswellasithelpstoidentifytheintangibleassetsof

relationshipsorinteractionsthatcreatevalueforcompanies.Accordingtoopenvaluenetworks.com,

valuenetworksaresetsofroles,interactions,andrelationshipsthatgenerateeconomicorsocial

value.Anyorganizationoractivitycanbeunderstoodasavaluenetworkthatfurthermoreexhibits

interdependenceandaccountfortheoverallworthofproductsandservices.Companieshaveboth

internalandexternalvaluenetworks.(cf.ValueNetworkBasics,openvaluenetworks.com,May2010)

Thevaluenetworkvisualizationservedasatoolthathelpedtoidentifytheintangiblevalueofsus-

tainablepackagingforcompaniesanditsenvironment.Theresultsareconsideredwithinthefollow-

inginsights.Firstly,generalinsightsaredescribed,secondlythebenefitsofsustainablepackaging

aresummarizedandthirdly,theimplicationsofsustainablepackagingareconsidered.

INSIGHT1|THECURRENTSTATEOFPACKAGINGISUNSUSTAINABLE

Althoughthereisatendencythatmorecompaniesmovetowardssustainablepackaging,theresearch

dataindicatesthatthemajorityofpackagingisnotsustainableyet.Thedescribedevidencescovera

rangeofissuesthatareassociatedwithinthepackagingindustry.Whetherthisisaboutnaturalresource

depletionandscarcityofrawmaterials,energyconsumptionforproductionanddistribution,climate

changethroughresultingemissions,wastecreationanddecreasingcapacityfordisposal,trashthat

contaminatestheenvironmentortoxicityconcernsofpackagingmaterialsthatendangerhumanhealth

andresultinecologicalcontaminationanddamage.Allissuesindicatethatplentyofreasonsforchange

aregiven.

INSIGHT2|RETHINKINGTHESTATEOFPACKAGINGISNECESSARY

Thepackagingindustryneedstorealizethatona“long-term”view,changeisnecessaryinorderto

ensureitsownsurvival.Ifnothinghappens,thecurrentdevelopmentwillleadandendupatanimpasse,

becausenaturalresourcesarelimitedandthecurrentexploitationofresourcesexcelstheearthcapac-

ityaswellasitsabilityforrecreation.Althoughthechallengeisbig,itmustnotbeseenasanobstacle.

Ratheritneedstobeseenasanopportunityforchange.arethinkingprocessthatcallsforaction.


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Figures 21 | Value Network by author

PAGE PAGE 34


BENEFITS

INSIGHT3|SUSTAINABLEPACKAGINGCREATESSOCIAL,ECONOMICANDENVIRONMENTALVALUE

Theresearchactivitiesprovedthefactthatsustainablepackagingcanprovidebeneficialvalueforcompa-

niesaswellasfortheenvironmentandthesociety.Thisaddedvaluemightresultinformof:

Economicbenefits/incentives

• Costreductions

Wal-martisoneexampleofacasestudywhichillustrates,thatsustainablepackagingstrategiescan

evenreducecostsforcompanies.Whetherthesecostreductionsresultfromshorterdistributiondis-

tances,alternativematerialchoices,animprovedsupplychainnetwork,orpackaginglifecycleassess-

ment,therearemanytoolsandareasforimprovement.Asalreadymentionedthetruecostsofpackag-

ingcanonlybedeterminedifthewholepackaginglifecycleisconsidered.(cf.Jedlicka,2009)Minor

changesmightcausecostreductionswhenconsideringthewholelifecycleofpackaging.Certainly,this

involvesadditionalwork,butitisbeneficialona“long-term”view.

AsacounterpointitistomentionthatthecasestudyofCaillerisagoodexampleforincreasedcosts.

Thecaseillustrates,thatthepublicisawareofoverpackaging,andnotreadytopayevenmoreforsuch

aproductre-launch.Furthermorethecampaigndidsendthewrongmessagetotheconsumer,thatis

equaltoanadditionalfailureofpackagedesign.Asaresult,Caillerlostmarketshareandhadaddition-

alcoststoreworkitsproductlineagain.DespiteofthistheimageofCaillerwasnotperceivedpositively

anymorewithinthepublic.

• Improvedpublicimage/reputation

Today’scitizenshaveaccesstoinformationthroughmediaortheinternet.Thereforethepublicinfluence

isalsogrowing.Aspointedoutinthestateoftheart,thereisagrowingtargetgroupwithinthepublic

thatstrivesforasustainablelifestyle.Again,Caillerisexemplaryforthegrowingawarenessandpower

ofpublicpressureamongcompanies.Themediaplaysacentralroleaswell.Theresultingdamage

foracompanyisnoteasytomeasureinnumbers,butitdefinitelyhasaninfluenceofhowabrandis

perceived.Emotionsdoplayaroleandaffectourattitudetowardsproductsandservicesofproviders.

• Growingtargetmarket

Asresearchdataindicates,thereisagrowingacceptancewithinthepublicandawarenessaboutthe

sustainableeffortsofcompanies.TheLOHAsegmentisagrowingtargetmarketandcanbeseenasa

potentialmarketfornewrevenuestreams.Peoplehavebecomemorehealthconsciousandwellbeing

hasbecomealifestyleattitude.Acompanyneedstohavethesepeopleinmind.Asresearchindicates,it

seemstobeatrendwithagrowingmembershipfigurethatwillendurewithinthecomingyears.Thisis

alsoinfluencedbythegrowingmediapresencewithreportsabouttheeffectscausedbyunsustainable

actionsofcompanies.

• Increasedprofitability

Theabovementionedissuesresultinaddedvalueforbusinessesandcontributetoincreasetheirprofit-

abilityonalong-term.Additionally,theaccenturereportstatesthat64percentofconsumersareprepared

topayapremiumforproductsandservicesthathelpreducecarbonemissionsforinstance.(cf.Accenture

Survey,2007)Whatisalsoimportantistosustaintheresourcesacompanydependson.Forinstance,the

environmentbuildsthestockofallacompany’sactions.Ifapapermanufacturerhasnomoretreesto

extracttherawmaterialforproduction,thenthesystemcollapses.Eitherthemanufacturerneedstoquit

operating,switchtoalternativerawmaterialsorbetter,preventfromarrivingatthisstage.Companies

needtogivebacktheresourcesthattheytookoutofthestock.

PAGE PAGE PAGE 35


• Increasedcustomerloyalty

Ifthecompany’ssustainableeffortsarecommunicatedtowardscustomersthroughproductsand

packaging,orifcustomersareinvolvedwithinthedevelopmentprocessofsustainablepackaging,then

therightmessageswillbeperceivedbycustomerswhopayattentiontotheirdecisionmaking.Further-

more,thismightresultinincreasedcustomerloyalty,becausetheproduct,andthepackagingmessage

distinguishesitselvesfromothers.Itidentifieswiththespecificvaluesapersonhaswhichaffecthisor

herdecisionmakingprocessatthepointofsale.Peoplethatstriveforasustainablelifestylewillfeel

addressed,whichisacompetitiveadvantage.

EnvironmentalBenefits

Theconservationofnaturalresourcesisnecessaryinordertoprovideafutureforbusinesses,peopleand

nature.Criticsmightclaimthatalleffortsdoneinthedevelopmentofsustainablepackagingdoesnotsolve

thebiggerproblemsofconsumptionandpopulationgrowth,however,thecurrentstateofpackaginghas

notarrivedatasustainablestage,itshouldalwaysbetheobjectivetothinkaboutbettersolutions.Asthe

researchproved,thereisno“onesolution”forsustainablepackaging:Itisratherabystepimprovement

process.Itisproventhatifnothinghappens,therewillcomeapointwhennoresourceswillbeleft.The

aimofsustainablepackagingistominimizethedamagingeffectfortheenvironmentandgivebackapart

ofbusinessprofitinordertosustaintheresourcesfortomorrow.

SocialBenefits

Sustainablepackaginginitiativesstrivetoreducetheimpactsoncommunity/societyasmuchaspossi-

ble.Packagingshouldneverbeharmfultotheenvironmentaswellasforpeople.Avoidingtoxicmateri-

alsthatmightcauseillnessesisofhighestpriority.Pollutingtheenvironmentdirectlyaffectspeopleas

well.Asresearchillustrates,thecontaminationofsealifehasdirecteffectsonpeopleandoverfishingfor

instancecausesunemploymentofpeopleonalongterm,despiteofthefactthatthebusinessdiminishes

itsresourcestoexist.Fairworkingconditionsmustbeprovidedaswellassocialrightsmustberespected

withinthewholesupplychain.Moreoverpeoplehaveaninterestandarighttoknowunderwhatcircum-

stancesproductsareproduced.Acompany’sethicalvaluesneedtobemanifestedinthecompany’sac-

tions.Acompanythatprovidestransparencyintermsofsustainableefforts,createsanopendialoguewith

itscustomerswhichcreatescredibilityandmutualtrust.

IMPLICATIONS

INSIGHT4|SUSTAINABLEPACKAGINGNEEDSAVISION

ThecasestudiesfromWal-Martand“innocent”indicate,thatanestablishedvisionforsustainablepackag-

ingisnecessaryinordertoachievethedefinedlong-termobjectivesofacompany.AccordingtoWikipedia,

avisiondefinesthedesiredorintendedfuturestateofacompanyintermsofitsfundamentalobjectives

and/orstrategicdirection.Avisionisalongtermview,sometimesitdescribeshowthecompanywouldlike

theworldinwhichitoperatestobe.(cf.Wikipedia,2010)Forexample,thevisionofinnocent’spackaging

objectivesisdefinedas“Wewantourpackagingtohavethelowestpossibleimpactontheworldaround

us.”(cf.innocentdrinks.co.uk,May2010)Thevisionofacompanyneedstobecomethecorporatephiloso-

phy,bymeansitneedstobecommunicatedandunderstoodbythecompany’sinternalaswellasexternal

stakeholders.Itisnecessarytobuildacommonunderstandingoftheobjectivesthatacompanywantsto

achieveintermsofsustainablepackaging.



INSIGHT5|CORPORATECULTURENEEDSTOADAPT

Asustainablevisionneedstoberootedatthecompaniescorevalues.Employeesonalllevelsofanorgani-

zationneedtounderstandandidentifywiththesecorevalues.Theeducationofemployeesisanon-going

processbutisessentialinordertocreateaculturethatfosterssustainablevaluesandthinking.

INSIGHT6|STAKEHOLDERBUY-INDRIVESPROGRESS

“Stakeholdersreferstoeveryonewhohasaninterestinaprocessoroutcomeofanorganization.”(cf.Wiki-

pedia,2010)Internalstakeholders,suchastheemployees,themanagementortheownersofacompany

aswellasexternalstakeholderslikecustomers,suppliers,creditors,stateorthepublichaveaninterestin

participatingintheprogressofcompany.Sustainablepackagedesignismorelikelytobesuccessful,ifkey

stakeholdersareinvolvedatanearlystageofthedevelopmentprocess.Theaimisthatkeystakeholders

withintheorganizationandfurther,externalspecialistsorconsultantsplayanactiveroleindefiningthe

designstrategyanditsobjectives.Moreoverthecommitmentofstakeholdersbuildsacommongroundof

understandingandisamotivatingfactorthatdrivesresearch.

INSIGHT7|SUSTAINABLEPACKAGINGDEMANDSMULTIDISCIPLINARITY

Astheresearchdataindicates,packagedesignandmanufacturinginvolvesthecollaborationofdiffer-

entdisciplinessuchasmarketingfinanceordesignforinstance.AccordingtoGayraud,multidisciplinary

researchcanbeconsideredasasubsetofresearchcollaboration.AsGayraudstates,multidisciplinary

researchprojectsrequireextraeffortsandmotivationforacquiringknowledgeofareasoutsideofthepar-

ticipantsownexpertise.Furthermore,Gayraudpointsout,thatthestrengthsofmultidisciplinaryresearch

istoprovidedifferentapproachestoproblems.Multidisciplinarityallowsresearcherstolearnthebasicsof

otherdisciplines,ithelpstobroadentheireducation,increasetheirnetworkandcreateknowledgethatis

valuableforsolvingdefinedproblems.(cf.Gayraud,2005)Consideringsustainablepackagingdevelopment,

arealneedforexpandedcollaborationwithotherdisciplinesisgiven.Togiveanexamplehere,itisnotthe

jobofmarketingforinstancetodoaproperlifecycleanalysisofaspecificpackaging.Inordertoachieve

thebestpossiblesolutionforsustainablepackaging,it’sadvisabletoestablishateamthatisabletoad-

dressthecriteriaforsustainablepackaginginordertofindthebestfittedsolution.

Anotherrelevantpointistheinterpretationofdata.AsSimonstates,aspiredknowledgethatisgained

throughmultidisciplinarityishighlydependentonthechosendisciplinesandtheinterpretationofdata.

(AlainFindelietal.,2008)

INSIGHT8|MAJORMISTAKESHAPPENATADESIGNSTAGE

AstheCaillerstudyillustrates,themajorfailureofapackagedesignhappensatadesignstage.Ifconsum-

ersneedsarenotunderstoodorinterpretedcorrectly,ifthepackagedesigndoesnotconveytheconsum-

ersexpectationsoremotionsthenitwon’tsell.Thecaseindicatesthatconsumersandmediaaresensitive

aboutacompany’sactions.Packagingreflectstheseactionsthroughitsdesign.Customerresearchhas

thereforefailedtounderstandwhatcustomersexpectfromtheproductandthepackagedesign.

INSIGHT9|QUALITY&CUSTOMERSATISFACTION

Acompanyisbasicallyinterestedinprovidingproductsorservicesofgoodqualityforcustomers.Apack-

aging’sprimaryfunctionistoprotectitscontent.Sustainablepackagingisthereforeworthnothing,ifthe

qualityofthecontentsuchasmilkforinstancecannotbeguaranteed.Inthiscasetheproductwouldnot

sellandthisisnotanobjectiveofthecompanies.



Moreover,sustainablepackagingmustbeusablebyallpeople.Asindicatedwithinthestateoftheart,

universaldesignprinciplesneedtobeconsideredwithinsustainablepackagedesign.Apackagingdoesnot

fulfilitsobjectivesifitisnotfunctionalforpeople.Forinstance,ifapackagingcan’tbeopenedbypeople

duetohapticreasonsthenitfailstoincludeacertaintargetgroupforrevenuestreams.

INSIGHT10|INFRASTRUCTURE&CONSUMEREDUCATION

Asresearchillustrates,packagingneedstobeseenasasystem.Evenifnewpackagingsystemsmight

contributetoimprovesustainability,theneededinfrastructureforcollectionneedstobeestablished.De-

spiteoftheproandconsofPETandglass,bothmaterialsneedasystemforcollecting.Bottlesareagood

example.Customersneedtobeeducatedabouttheirroletobringbackthesebottlesafterconsumption.If

not,thesystemalsofails.Thisisnotdifferentwithnewmaterials.Biodegradablematerialsalsodependon

thewayaconsumerdisposesthepackagingforinstance.Thereforesustainablepackagingneedstoinform

customersaboutthedisposalorserviceinvolved.

INSIGHT11|SUSTAINABLEPACKAGINGDEMANDSCONTINUOUSRESEARCHANDDEVELOPMENT

Researchindicatesthattherequirementsandopportunitiesforpackagingareincontinuouschange.Itis

adynamicbusiness.Forinstance,theregulatoryenvironmentofpackagingwithinthenextyearsmight

notbethesameasitistoday.Furthermore,technologicalimprovementsformanufacturingormaterial

opportunitiesarelikelytochangetheopportunitiesthatcontributetowardsmoresustainablepackaging

solutions.Thereforeitisessentialtokeepuptodatewiththecontinuousdevelopment.Advantageously,

thismightresultinimprovedsustainablepackagingsolutionsandaddedvalueforcompaniesaswell.

INSIGHT12|SUSTAINABLEPACKAGINGINVOLVESMANAGINGCOMPLEXITYANDCONFLICTS

Researchindicatesthatsustainablepackagingdemandsaholisticapproach.Sustainabilityaswellas

packaging,arebothcomplexsubjectsandneedtobehandledatthesametime.Furthermorecompanies

willencounterconflictsinthedevelopmentofsustainablepackaging,whetherthisisaboutpeoplethat

havedifferentopinionsorregulationsthataffecttheoutcomeofpackaging.Companiesarechallengedto

balanceconflictsandtohandlecomplexity.

INSIGHT13|QUALITATIVEINFORMATIONBUTALACKOFGUIDANCE

Qualitativesustainablepackagingguidelines,principlesandmetricsforcompaniesdoexist.Governmental

aswellasnon-governmentalinstitutionsprovidehelpfultoolsforcompaniesandthereisalotofinforma-

tionaboutsustainablepackagingprovidedontheinternetaswell.Unfortunately,thereisnotmuchguid-

anceavailable,abouthowcompaniescanapproachsustainablepackagedesignwithinastepbystepproc-

ess.Thepackagingcriteriaonthenextpagearebasedonthedescribedinsights.Thecriteriaareallocated

totheeconomic,environmentalandsocialpillarsandserveascriticalfactorsthatneedtobeconsidered

withinsustainablepackagedesign.





PAGE PAGE PAGE PAGE PAGE PAGE 38


Qualityofproduct(productprotection)

Regulatorycompliance

Image/Reputation

Profitability

Feasibilityofdistribution/logistics

Customersatisfaction,serviceimplications

Marketingobjectives(product,price,place,

promotion)

Distribution/Logistics

Impactreductionthrough:

• Reducedrawmaterialconsumption

• Reducedgreenhouseemissions

(eg.carbonemissions)

• Reducedwastecreation

• Reducedenergyconsumption

(eg.Fuel>renewableEnergy

• Reducedpollution(air,water)

• Materialviability

(recyclable,reusable,degradable)

•Packagingattribute(volume,weights)

•Supplychainmanagement

•R&D(multidisciplinarity)

MaterialToxicity

Impactoncommunity/people

Education(eg.labelling)

Socialrights

Fairworkingconditions/equality

Universaldesign

(designwithallpeopleinmind)

Rawmaterialresources/

consumption

4.2Sustainablepackaging

CRITERIA

Theabovefigureillustratesthemajorcriteriaforsustainablepackagedesign.Thecriteriaservecompanies

asabasistoplanactions.Thelistisareferencepointforcompaniesandmightbeextendedoradapted

withineachproject.Asanextstep,theinsightsaswellasthecriteriaareusedtoestablishrecommenda-

tionsforcompaniesthathelpandfacilitatethedevelopmentofsustainablepackaging.

Figures 22 | Visualization of sustainability by author (adapted from Wikipedia, May 2010)

39


VISION(DEFINE LONG-TERMOBJECT IVES , EDUCATE STAKEHOLDERS )

SUSTAINABLEPACKAGINGCRITERIA

TASKFORCE(ESTABLISH A MULT ID ISC IPL INARY TEAMBASEDONSUSTAINABLEPACKAGING CRITERIA )

R&D(CUSTOMERRESEARCH, REGULATIONS, COMPETIT IVE ANALYSIS , APPLY ING DESIGN METHODS )

CONCEPTGENERATION(CONCEPT DEVELOPMENT& ASSESSMENTONSUSTAINABLECRITERIA )

IMPLEMENTATION,EVALUATION&MEASURES

(BASEDONCRITERIA & OBJECT IVES)

1.

2.

3.

4.

5.

6.





4.3RecommendationsThefigurebelowillustratesthelistofrecommendationsforcompaniesinchronologicalorder.Therecom-

mendationsfollowastepbystepprocesswhichdoesnotmeanthatitneedstobeseenaspurelylinear,but

ratherasaniterativeprocess.Thenextpagesdescribeallstepsinvolvedinmoredepth.


02.

01.ESTABLISHAVISION/MISSION

Ifacompanyhasmadethedecisiontoinvestigateintosustainablepackagingstrategies,itisrecommend-

abletodefinethecompany’svisionaboutthesustainabilitylong-termgoalsandobjectivesincontextof

packaging.Howshouldthecompany’ssustainablefutureforpackaginglooklike?Howcanthebusiness

achieveitsvision?Avisionstatementisusedbycompaniesinordertocommunicatelong-termachieve-

mentsorcompanyvaluestowardsinternalandexternalstakeholders:fromthemanagement,toinvestors,

uptosuppliers,employeesorthepublic.Additionally,thecompany’smissionstatementdefinesthepur-

poseofacompany’sactionsanditprovidesinformationabouthowthecompanywantstoachieveitsvision.

Thevisionispartofasustainablepackagedesignstrategyinacompany.Thestrategydefinesthedirec-

tionofthebusinessanddescribesthemarketscopeofcompetitionandactions.Competitivestrategies

ortacticsaredescribedinordertooutperformthecompetition.Furthermore,thestrategydefineswhat

resourcesareneededtoenablestrategies,orhowthesecanbeachieved.Whetherthisisaboutfinancial

requirements,neededinfrastructureoradditionalknow-how,acompanyneedstohavetheresourcesto

enablestrategy.

Anotheraspectisacompany’senvironment.Acompanyneedstoconsidertheexternalfactorsthataffect

itsactions.ASWOTanalysis(strengths&weaknesses,opportunities&threads)orthePorter’sfiveforces

modelarepossibletoolstoidentifythefactorsinvolved.

Theimplementationofstrategicobjectivesintoacompanyisanon-goingprocess.Asmentioned,thevision

servesasaguidelinebutitalsorequiressomeonewhotakestheleadership.Permanentresearch,plan-

ning,education,coordination,trainingofemployeesandcommunicationwithinternalaswellasexternal

stakeholdersisinevitabletoenablestrategyandtheappropriatebusinessculture.

Theidentifiedcriteriaforsustainablepackagedesignserveasabasistoplantheinvolvedis-

sues.It ’srecommendabletoestablishpoliciesandidentifythecriticalareasinordertoapply

theappropriateactionsthataddressenvironmental,economicandsocialneeds.Furthermore,

thecriteriaserveasguidingprincipletoestablishtherequiredtaskforceneededasanext

step.

SUSTAINABLEPACKAGINGCRITERIA

VISION

PAGE PAGE 41


04.

Thetaskforcereferstoamultidisciplinaryteamthatisestablishedduetothecriteriaof

sustainablepackaging.Thisteamvariesbecauseoftheproductattributes.Therequirements

ofamilkpackagingdifferentiatefromtherequirementsofbreadpackagingforinstance.The

appropriateteamneedstobeidentifiedinordertoachievetheresearchobjectives.

Furthermore,stakeholderbuy-inneedstobeachievedbycompanies.Ataskforcehelpsto

approachtheresearchobjectivesbutfurtherstakeholderssuchassalespartners,investors,

end-users,orpublicauthoritiesneedtobeconsideredaswell. Involvementofstakeholdersat

anearlystageofthedesignprocess,helpstogettheirsupportandmoreoverit influencesthe

outcomeofpackagedesignpositively.

Assoonasthetaskforceisestablishedtheresearchobjectivesneedtobedefined.Further-

morethecommunicationbetweentheparticipantsneedstobeguaranteed.Eachmemberof

thetaskforceisspecializedinaspecificf ieldofknowledge.Thewholelifecycleofpackaging

needstobeconsideredwithinresearch.Researchisthenconductedindifferentareaswith

differentaims.Forinstance,marketingresearchorqualitativeethnographicresearchabout

customerbehaviourishelpfultounderstandthecustomer’sunderlyingneeds.Researchtasks

probablyalsoincludematerialchoices,theregulatoryenvironment,supplychainmanagement

orl ifecycleassessment.

Fromadesignperspective,therearedifferentmethodsavailablethathelptounderstandthe

customer.Forpackagedesign,methodologiessuchasobservationalinterviewsofend-users

canbeusedinordertoanalysehowaproductanditspackagingisactuallyusedbydifferent

targetgroups.Theinsightsareusefulforpackagingimprovementsorevenindicatenewop-

portunitiestoimproveapackaging’sfunctionalityorhandlingforinstance.Theimagesonthe

nextpageillustrateanextractofpossibleresearchdatainformofimagesthatdocumentfood

storage.Conversationalinterviewsaredocumentedaswellandtheresultingdataisevaluated

withtheaimtoimprovethecurrentproductorserviceforcustomers.

R&D

03. TASKFORCE

PAGE PAGE PAGE 42


05. CONCEPTGENERATION

Image 13 Sketching for a prototype / Bolyston 2009

Image 9 to 12 | Storage documentation, images by author

Figure 23 | Visualization of concept

assessment by author

Anotherpowerfultooltoidentifynewopportunitiesforsustainablepackagedesignisscenario

planning.Insteadofonlylookingatthecurrentstateofpackaging,it ishelpfultoimagine

whatthefuturewill belikeor,howthepasthasbeen.Switchingtheperspectivemighthelp

companiestoidentifyalternativepackagingstrategiesthatservecustomer’sneedswhilesi-

multaneouslyimprovingthesustainabilityofpackaging.

Theconductedresearchdataisnowanalyzedwithinthetaskforceinordertogeneratecon-

ceptsforpackagingsolutions.Thiscanbeachievedthroughworkshopsthatenhanceidea

creation.If needed,furtherpeoplecanjointheteamtobringintheirexpertise.

Differentconceptapproachesserveasastarting

pointforevaluation.Thecompany’sobjectives

andthedefinedcriteriaforsustainable

packagingserveasmetricstoevaluateeach

concept.

Thelifecycleofpackagingisassessedbyspe-

cialists.Marketingstrategiesaredevelopedand

packagingprototypesaregenerated.Further-

more,theconceptsandprototypesaretested

byend-users.Focusgroupsareusedtotestthe

outcomeofpackagedesign.Feedbackdatais

gathered.Theconceptsarethenagainadapted

accordingtoreactionsandgainedinsights.

Thefinalizedconceptmustconformthesustain-

ablepackagingcriteriaandcreateeconomic,

socialandenvironmentalvalue.Diagramssuch

asspiderwebsserveasatooltovisualizethe

strengthsandweaknessesofeachconcept.

FINALCONCEPT



Image 13 Sketching for a prototype / Bolyston 2009

Implementationneedstobeplannedinadvanceinordertoguaranteethequalityofanew

packagedesignthroughouttheproductionchains.Forinstance,newtechnologymightdemand

additionalknow-howoreducationofemployees.Resources,processes,structuresandactivi-

tiesneedtobemanagedandcoordinatedinordertoachieveasmoothproductionflow.

Thefinalproductanditspackagedesignisevaluatedintermsofsustainabilityandcustomer

satisfaction.Whetherthedefinedobjectiveshavebeenachievedornotisevaluated.Further-

more,thefeedbackofearlyproductadoptersisusedtomeasureif thepackaginghasmetthe

customersexpectationsandneeds.

Thegainedinsightsareusedfortherefinementofthepackagedesignif necessary.Inthis

case,additionalresearchmightbeconsideredaswell. Thelong-termsuccessofsustainable

packagingcanbemeasuredwithfacts,suchasreportsonprofitabilityforinstance.Moreover

thecompany’ssustainableeffortsarecommunicatedtowardsitsstakeholders,whichmightbe

noticedpositively.Continuousresearchandevaluationofsustainablepackagedesignper-

formanceisrequiredwithinadefinedtimeframe.Thisisrelevant,becausetheconditionsfor

packagedesignmightchangeorbecauseotheropportunitieshavethepotentialtoreplacethe

existingdesign.

06. IMPLEMENTATION,EVALUATION&MEASURES

Additionally, it isrecommendablethatcompaniesinvestigatefurtherresearchwithinthe

aforementionedissuesinordertogaindeeperinsights:

• Regulatoryenvironment.Becauseinternationalregulationsdiversifyfromcaseto

case,it isadvisablethatcompaniesareawareofthedifferentrestrictionsand

influentialfactorsthataffectpackaging.

•Compareandcontrastexistingmetricsorguidelinesforsustainablepackaging.

Theamountofexistingguidelinesandmetricsprovidedbydifferentgovernmental

andnon-governmentalinstitutionsisvast.Acomparisonofthedifferentapproaches

isrecommendableinordertoidentifythemostrelevantinformation.

• Investigatecustomer&trendresearch.User-centeredinsightswhichareconducted

throughethnographicresearchorinterviewsarekeyinordertounderstandthe

customer’sunderlyingneeds.Trendresearchwill furthermoreopenuptheframework

ofthinkingandcontributetodevelopalternativeideastowardssustainablepackaging.

PROPOSALSFORFURTHERRESEARCH

Table 5 | Proposals for further research by author







4.4Conclusion

Theresearchresultsindicate,thatenoughreasonsforsustainablepackagingaregivenin

ordertoguaranteethelong-termsurvivalofthepackagingindustry.Furthermoreit hasbeen

proven,thatcompaniescanbenefitfromsustainablepackaging,whichfurthermoreresultsin

addedvaluefortheenvironmentandsociety.

Nevertheless,companieswhichwanttoinvestigatesustainablepackagingsolutionsfacea

numberofbarrieresandcriticalfactorswhichhavebeenpointedoutwithinthethesis.The

researchquestiondealedwithhowdesignmanagementcanhelpcompaniestodevelopnew

businessdimensionthatdriveacomprehensiveapproachtowardssustainablepackaging.For

thisreason,recommendationshavebeendevelopedinordertoprovideastepbystepap-

proach,whichfacilitatestheprocedure,companieshavetogothrough.Sustainablepackaging

criteriaserveasastartingpointtodefinetheobjectivesofacompany’ssustainablepackag-

ingstrategy.Leadership,collaboration,communicationandcoordinationarethemajortasks

whichcompaniesneedstomanageinordertoenablesustainablepackagingdevelopment.

Acompanyneedstohavesomeonewhoisinchargeoftheseactivit ies.Designmanagement

bringsalongtheneededskillsandtheknow-howacompanyisrequiredtohave.

Asdescribedwithinthethesis,designmanagenementisaninterdisciplinaryactivity.Bridg-

ingdifferentdisciplineswithintheresearchphaseofsustainablepackagingiscrucial inorder

toachievetheresearchobjectives.Designmanagementcanactasamediatorbetweenthe

differentdisciplines,whichhelpstofacilitatecommunicationandtheinformationexchange.A

designmanagerneedstohaveinterpersonalandcommunicationsskills,whichisnecessaryto

establishefficientteamwork.Themanagementoftheinvolvedactivit iesisanotherstrengthof

designmangement.Designmanagementinvolvesplanning,coordinatingandthecontrollingof

differentorganizationaltasks,proceduresandactivit iesonall levelsofanorganization.

Furthermoreadesignmanagercanbeseenasadesignchampionforsustainablepackagede-

sign.Designmanagementenablescompaniestoestablishasensefordesignthinkingwithin

thecompany.Differentdesignmethodsandtoolswhichcanbeusedthroughoutthedesign

process,enablecompaniestothinkoutsideofthebox.Asaresult, user-centredinsightsas

wellasnewdesignopportunitiesforsustainablepackagingstrategiescanbeidentified.

Therefore,designmanagementcontributesandenablescompaniestodevelopnewbusiness

dimensionsthatdriveacomprehensiveapproachtowardssustainablepackaging.I amposi-

tive,thatthispapercanmakeacontributiontomotivatecompaniestotakeleadershipin

sustainablepackaging.

45


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49


ACKNOWLEDGEMENTS

Iwouldliketotakeparticularnoteofthefollowingpeople,whosupportedmeduringthedevelop-

mentofthisbachelorthesisandthuscontributedandfacilitateditscompletion:

IespeciallythankDanielAeschbacher,whowasmytutorandcoachthroughouttheproject.Iwas

gladtogetconstructivecriticism,supportandadvicefromhim.MoreoverIwouldliketothank

myexperts,FredyDinkelandOscarSteffen,forsharingtheirknowledgewithme.

Ialsothankmyclassmates,whohavecontributedtomydevelopmentduringthelastthreeyears,

itwasapleasuretospendandshareagreattimewithyou:)


DECLARATIONOFAUTHORSHIP

I,ClaudioBecker,doherebycertifythattheattachedwork,“SustainablePackaging,

acomprehensiveapproachtowardssustainablepackaging”isentirelymyownandthatI

haveindicatedallsources(printed,electronic,personal,etc.)thathavebeenconsulted.

Anysectionsquotedfromthesesourcesareclearlydeclaredandindicatedandthesource

areexplicitlygiven.IfurtherdeclarethatIhaveincludedacknowledgmentofthe

name(s)ofanyperson(s)consultedinpreparingthisFinalBAThesis.Unlessotherwise

stated,nopartsofthisworkhavebeenpublishedbeforesubmission.

Signed:

Lucerne,28thofMay,2010

51


APPENDICES

Environmental Laws & Regulations Focused on Packaging, by Hwang. 2007 (Unpacking the Packaging Problem: An International Solution for the Environmental Impacts of Packaging Waste)

Bachelor Sustainable Packaging Claudio Becker

Documents

Transcript of Bachelor Sustainable Packaging Claudio Becker