As demand grows for green products, people are paying closer attention to how brands describe their efforts. Take “recyclable,” for example. It sounds simple, suggesting materials can be reused. But recycling varies by area, and not everything labeled as recyclable is recyclable in reality.
So we ask, is “recyclable” the right term for your packaging?
This blog explains the details and helps brands talk honestly about their sustainability work.
In the context of packaging, “recyclable” means that the material can be collected, processed, and transformed into new products through established recycling processes. To be considered recyclable, packaging must be made from materials that recycling facilities can efficiently sort and process, such as certain plastics, metals, glass, and paper.
For packaging to be deemed recyclable, it must meet the following specific criteria:
Recycling facilities determine the authenticity of packaging by sorting, cleaning, and processing recyclable materials into raw materials for manufacturers. However, not all facilities have the same capabilities, leading to potential confusion and contamination in the recycling stream, as some facilities handle a wide range of materials.
Local recycling programs differ in what they can process. Just because packaging says it’s recyclable doesn’t mean it’s accepted everywhere. Brands need to know what local programs can handle and give clear recycling instructions. This makes sure “recyclable” is used right and helps recycling work better overall.
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Theoretical recyclability means a material can be recycled in perfect conditions, assuming all needed facilities and processes are available, and consumers sort and clean their recyclables well. Practical recyclability looks at real-world factors like local recycling systems, how clean the materials are, and what people actually do. Even if something can be recycled in theory, it might not happen because of these real-life challenges.
“Recycled packaging” refers to packaging materials that have already been used and then processed to be used again in new products or packaging. This emphasizes the reuse of materials to reduce waste.
“Recyclable packaging,” on the other hand, refers to packaging materials that can potentially be collected, sorted, processed, and reused or remanufactured into new products. It indicates that the packaging can enter a recycling system and be transformed into something new, assuming the appropriate facilities and processes are available.
To put it briefly:
Global recycling rates reveal a stark contrast between what can be recycled and what actually is recycled.
The Environmental Protection Agency (EPA) reports that in the United States, only about 32% of municipal solid waste was recycled in 2018. Of this, certain materials fare better than others: paper and cardboard have a recycling rate of about 68%, while plastics lag significantly, with only about 8.7% being recycled. These figures highlight the gap between potential and actual recycling outcomes.
Effective recycling faces several challenges:
Brands can effectively communicate their packaging’s recycling capabilities by addressing common issues and bridging this gap between theoretical and practical recycling practices.
Labeling packaging as recyclable is governed by rules to ensure claims are accurate and not misleading. These guidelines prevent greenwashing and maintain consumer trust.
Following these regulations helps brands label packaging correctly, preventing confusion and building trust with consumers.
Mislabeling packaging as recyclable when it does not meet the required criteria can lead to several significant consequences:
By adhering to these regulations and standards, brands can ensure that their packaging claims are accurate and trustworthy. Companies need to stay informed about the legal requirements and continuously monitor and verify their claims to avoid the risks associated with greenwashing.
Consumers today are more environmentally conscious and have high expectations for brands to adopt sustainable practices. They look for packaging labeled as “recyclable” with the belief that it will contribute to reducing waste and conserving resources. However, there is often a gap between consumer understanding and the realities of recycling. Many consumers assume that all items labeled as recyclable can be processed by their local recycling facilities, which isn’t always the case due to variations in recycling capabilities and the actual recyclability of certain materials.
Accurate labeling is key for building and maintaining brand trust. When brands provide clear, truthful information about their packaging’s recyclability, it fosters consumer confidence and loyalty. Transparent communication about which parts of the packaging can be recycled and how to do so correctly can enhance a brand’s reputation as environmentally responsible. For instance, brands that include detailed recycling instructions on their packaging help consumers make informed decisions, which strengthens the trust and loyalty they have towards the brand​.
Conversely, misleading claims can severely damage consumer trust. When consumers discover that a product they believed to be recyclable isn’t processed as such by their local facilities, it can lead to frustration and a sense of betrayal. This misalignment between expectation and reality can diminish brand credibility and loyalty​
Several high-profile cases illustrate the risks of misleading environmental claims:
Declaring a package “recyclable” when it doesn’t satisfy all reasonable requirements for recyclability is deceptive. In order to offer a more precise description, brands may want to explore substitute labels like:
Besides recyclability, brands can use other environmental claims to highlight the eco-friendly aspects of their packaging:
Providing clear and detailed recycling instructions on packaging is critical for helping consumers recycle correctly and efficiently. Instructions can include:
Packaging and marketing innovations are developing quickly as environmental sustainability becomes a global priority. Companies that keep up with these trends not only help the environment but also gain a competitive advantage by satisfying customers’ demands for ethical behavior. Here are some emerging trends and innovations to watch out for:
1. Biodegradable and Compostable Materials: Environmental pollution is a significant issue, with traditional plastic packaging contributing significantly. Biodegradable and compostable materials, such as bioplastics derived from renewable sources like corn starch or sugarcane, offer a promising alternative to reduce long-term waste and pollution.
2. Circular Economy Principles: The circular economy is about cutting waste and making products last longer by recycling, reusing, and regenerating them. Packaging plays a big role in this. Designs like using one type of material (mono-materials) and making things easy to take apart (disassembly) help products be recycled and reused more easily. Brands are starting to use these designs more to support the circular economy.
3. Advances in Recycling Technologies: New technologies are making recycling better. They can handle more kinds of materials and make the process more efficient. One innovation is chemical recycling, which breaks down plastics into basic parts to reuse. This helps recycle tough plastics and build a greener recycling system. Better sorting technology also helps separate materials more accurately, so recycled stuff is better for making new things.
4. Smart Packaging Solutions: Smart packaging uses technology to give real-time information on things like how fresh a product is, if it’s real, and how to use it. This helps shoppers and the environment by cutting food waste and using resources better. For instance, RFID tags can track products from start to finish, making it easier to manage stock and cut down on moving stuff around too much.
5. Transparency and Traceability: More and more, people want to know where products come from, how they’re made, and how they’re packaged. Brands using blockchain or digital tools can give clear information about their products’ environmental impact. This builds trust and lets shoppers choose based on what matters to them.
6. Design for Sustainability (DfS): Design for Sustainability (DfS) focuses on making products and packaging that are good for the environment and society throughout their life. This includes choosing materials wisely, using energy efficiently, making items easy to recycle, and planning for their end-of-life. Brands that use DfS not only reduce their environmental impact but also stand out by showing they care about sustainability, which can strengthen customer loyalty.
Knowing about recycling in depth and improving packaging is essential to reducing environmental impact. Brands that focus on these areas not only help the planet but also build a reputation as responsible companies. Check your packaging and marketing claims to make sure they are truthful and clear.
To improve, use lifecycle analysis tools like OpenLCA. Also, look for certifications such as Life Cycle Assessment (LCA) and Environmental Product Declarations (EPD). These tools help assess and enhance the environmental impact of products, guiding you towards more sustainable decisions.
CueForGood plays a role in sustainable marketing by promoting honest and clear communication about environmental efforts and supporting brands with B Corp. values.
Talk to us at letstalk@cueforgood.com. Let’s work together to create a more sustainable future through honest and responsible marketing practices.
Formerly an English trainer, a dearth of creativity led me into the world of digital marketing. I now channel my linguistic prowess as a Content Strategist at CueForGood.
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