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5 sustainable packaging developments to watch in 2021
1. A year for reckoning — and opportunity
In September, Waste Management published a report identifying gaps in the plastics recycling system, in response to shareholder pressure from As You Sow and Trillium Asset Management. The report provided a bit of a roadmap for 2021, according to Nina Goodrich, director of the Sustainable Packaging Coalition and executive director of GreenBlue. It was critical for helping stakeholders understand the system, the supply chain, and the role that emerging tech will play, and it "provided the environment for everyone to buckle down and say, ‘Uh-oh, how are we going to do this?’" she said. That is, how will stakeholders meet their recycling goals? Noting, for example, that the report revealed that only 30 percent of PET is collected, and most of that goes into fiber, Goodrich queried, "How does one create a system where there’s 100 percent recycled content and recyclability when you have more than one market demanding that material?" Clearly, stakeholders will have to get out of their silos and collaborate across sectors. Although it’s a challenging time, with companies’ 2025 sustainable packaging goals coming due and the recycling market in disarray, Szaky said he believes that 2021 will be an interesting year: "We’re going to see a lot of people leaning in on these topics in a way they haven’t before." For Loop, the reusable packaging platform that allows consumers to buy goods in durable packaging and return it to producers after use, that means opportunity. "It’s a pretty exciting time for us," Szaky told GreenBiz. "We’re booming."2. Reuse models will continue to grow
Loop is fast growing, raising $25 million last year. It’s moving into quick service restaurants including Burger King, McDonald’s and Tim Hortons in 2021. "The big theme for next year is retailers are starting to do in-store quite aggressively," said Szaky. Carrefour already has begun in France. Many of the other 15 retailers that Loop works with are starting store rollouts in six countries in 2021, according to Szaky. Loop isn’t the only reusable packaging platform seeing strong growth. Algramo expanded into New York City last summer. Plenty of new reuse pilots are springing up, such as Good Goods, a New York City startup that incentivizes customers to return their wine bottles to the point of sale, or the dozens of other projects summarized in the Ellen MacArthur Foundation report, "Reuse — Rethinking Packaging." In fact, experimentation is the name of the game with reuse models, according to Kate Daly, managing director at Closed Loop Partners. "We’re very much in an age of experimentation, and need to continually interrogate what are the unintended consequences when you switch from one system to another," said Daly. "We really want to make sure that sustainable choices like reusable packaging aren’t just limited for people who can pay extra for their goods." Also key is ensuring that reusables get the longest life and largest recapture rate, and that they’re recyclable and recoverable at the end of their life. To foster learning about what works and doesn’t work, Closed Loop Partners will release a report this month on its 2020 pilot initiative with Cup Club, a NextGen Cup Challenge awardee, and its experience marketing reusable cups across multiple cafes in the Bay Area.3. Compostable packaging finds a niche with food waste
Biopolymers and compostable materials are quickly becoming an alternative to disposable packaging, but there’s a confusing array of materials being developed. Some bio-based materials such as bio-PET are derived from biological materials, but are not biodegradable. Meanwhile, other bio-based materials such as PLA, (polylactic acid), a natural polymer made from corn starch or sugar cane, is biodegradable, although not in the way a consumer might assume it to be. To help brands and others understand the fast-evolving landscape of bio-based materials, Closed Loop Partner’s released "Navigating Plastic Alternatives in a Circular Economy." We’re very much in an age of experimentation, and need to continually interrogate what are the unintended consequences when you switch from one system to another. Among its conclusions, the report finds that compostable alternatives are not a silver-bullet solution, in part because there is not enough recovery infrastructure to recapture their full value efficiently. Plus, among the 185 commercial composting facilities that exist, many don’t accept compostable-certified packaging. "We have to rethink where composting is appropriate and where it isn’t. It is a really good solution where you have food waste," Goodrich said. Daly agrees: "What we wouldn’t want to see is any format that is being successfully recycled being converted to a compostable format when there isn’t the infrastructure possible. That would create a misalignment between the material and infrastructure that would exacerbate the challenges already in place today."4. Extended producer responsibility takes off
Last month, the Flexible Packaging Association (FPA) and Product Stewardship Association (PSI) released a joint statement calling for extended producer responsibility at the end of life for flexible packaging and paper. The statement lays out eight policy elements that could go into legislation, including a mechanism for producer funding for collection, transportation and processing of packaging, among other critical funding needs for municipal recycling facilities. "With this agreement, FPA member companies and PSI member governments, companies, and organizations have started down a path together to provide desperately needed fiscal relief for municipalities while fixing and expanding our national reuse and recycling system," said Scott Cassel, PSI’s chief executive officer and founder, in a press release. Goodrich called it "groundbreaking." Remarkably, FPA wasn’t the only industry association to step up on extended producer responsibility. The Recycling Partnership released "Accelerating Recycling," a policy proposal outlining fees that brands and packaging producers would pay that would help fund residential recycling infrastructure and education. A proposed per-ton disposal fee could be required at landfills, incinerators and waste-to-energy plants, with the revenue going to local governments for recycling programs. The American Chemistry Council also came out with a position paper supporting packaging fees across multiple material types, in addition to disposal fees to equalize the costs of disposal versus recycling. "Two years ago, you couldn’t even mention this, and now you have a series of industry proposals being put on the table. That is incredibly significant," said Goodrich.5. Rising action to eliminate toxics from food packaging
Amazon was the latest among more than half a dozen major food retailers — from Whole Foods to Trader Joe’s to Ahold Delhaize — to announce a ban on certain toxic chemicals and plastics in food packaging materials. The new restrictions apply to Amazon Kitchen brand products sold through the tech giant’s various grocery services, but not to other private-label or Amazon brand-name food contact materials, such as single-use plates. Still, it’s a good start. And Amazon’s actions "send a strong signal to competing grocery store chains that they need to get their act together, and also tackle some of the same chemicals of concern that scientists are sounding the alarm on," Mike Schade, campaign director for Safer Chemicals, Healthy Families, Mind the Store, told GreenBiz. We really see a sense of urgency around these issues, as plastic production continues, as more and more materials are lost to landfill that we’re not able to recapture as a valuable resource. Schade has seen rising attention over the past few years on the part of both food retailers and fast casual restaurants, such as Sweet Green, towards not only banning specific chemicals, but also restricting classes of chemicals. Getting toxics out of packaging, in flexible films in particular, was also on the agenda at a 2020 RCD Packaging Innovation workshop that brought together 80 representatives from consumer brands, waste managers and the plastics industry over a nine-month period. Such attention on toxics is critical, as a comprehensive report on the health impacts of endocrine-disrupting chemicals found in packaging and other plastics materials underscored last month. Bisphenol A, phthalates, per- and polyfluoroalkyl substances (PFAS) and dioxins are among the chemicals that disturb the body’s hormone systems, and can cause cancer, diabetes and reproductive disorders, and harm children’s developing brains. Expect more food retailers and fast casual restaurants to ban or restrict endocrine-disrupting chemicals from their packaging. But, as Schade point out, those chemicals are just the "tip of the toxic iceberg." Much more work is needed to get to the larger universe of chemicals. More work is needed all around in 2021 to advance a circular economy. "We really see a sense of urgency around these issues, as plastic production continues, as more and more materials are lost to landfill that we’re not able to recapture as a valuable resource," said Daly. "And the approaches must be collaborative and systemic. None of us can do this alone."10 Brands That Embraced the Circular Economy in 2020
Nike rides the circular economy all the way to the Olympics
Nike launched a host of circular products this year, including a recycled-content version of the Converse Chuck Taylor All-Star and an "exploratory footwear collection" made from factory and post-consumer waste. But the line of competition apparel for the Tokyo Olympics (pictured above) was arguably crown jewel in the brand's 2020 foray into the circular economy. Although the Tokyo games were postponed due to the coronavirus pandemic, athletes representing the U.S., France and Brazil will compete in Nike uniforms made with 100 percent recycled polyester when teams take the field in 2021, proving that circularity doesn't mean sacrificing performance.Burger King tests reusable packaging
The fast-food chain made headlines in October with news it plans to test reusable packaging in partnership with TerraCycle’s Loop initiative. Beginning next year, Burger King will trial reusable containers for sandwiches and drinks at select restaurants in New York, Portland, and Tokyo. Customers who request reusable packaging will be charged a deposit, which is returned when cups and boxes are returned to in-restaurant collection points, where they're sanitized and put back into use. The trial is part of Burger King’s goal to source all packaging from renewable, recyclable, or certified sources by 2025 and follows rival chain McDonald’s move to test reusable cups in the United Kingdom.Loop expands across the continental U.S.
Reusable packaging platform Loop launched in 2019, and its model of delivering mainstream products in reusable packaging has grown in popularity since then. Even as people grew wary of reusable items due to the coronavirus pandemic, Loop saw its sales surge in 2020 — and in September, its service rolled out to all 48 contiguous U.S. states. "Consumers are understandably anxious in this new world, but they still want to make purposeful purchases," Heather Crawford, Loop’s global VP of marketing and e-commerce, told TriplePundit in May. "If you can meet shoppers where they are — which is, right now, at home and online — and also establish trust in the safety and hygiene of the reuse system, even in a difficult situation, what we're seeing is that consumers still really embrace it." Used Ikea furniture is refurbished before returning to the sale floor. (Image credit: Ikea)Ikea rolls out buyback program for used furniture
Ikea kicked off a large-scale furniture buyback program on Black Friday last month. Twenty-seven countries, including Germany, Australia, Canada and Japan, will be part of the project Ikea is calling “Buy Back.” The United States will not initially participate, though U.S. stores may join in the future, a spokeswoman said. Where available, customers can receive up to 50 percent of an item’s original price in the form of a store voucher. Items not resold will be recycled or donated to local community projects, according to the company.Adidas unveils fully recyclable sneaker
This fall, Adidas rolled out a fully recyclable version of its Ultraboost running shoe, made from a single material without glue. The shoes were raffled off to interested consumers in October, but Adidas plans to launch a successor in a larger volume in the spring of next year. Last year the footwear giant also sold 15 million pairs of sneakers made with plastic collected from beaches and coastlines in partnership with Parley for the Oceans, with plans to up that figure to 17 million in 2021.Puma uses plastic collected by self-employed garbage pickers
Puma's spring collection was developed in partnership with the First Mile Coalition, a network of self-employed refuse collectors in Taiwan, Honduras and Haiti, who remove plastic waste from ecosystems and sell it to make a living. Following in the footsteps of other major brands like Timberland and HP, Puma's foray into so-called "social plastic" helps the company utilize more sustainable materials while creating income opportunities for people in regions with no formal waste collection. “We hope that whoever buys this collection feels good about this purchase, not just in terms of choosing something that uses sustainable material, but knowing that those entrepreneurs in the first mile are being connected to this product, because it’s their material going into it,” Kelsey Halling, head of partnerships for First Mile, said of the collection in a statement.Patagonia doubles down on reuse and repair
Patagonia is a longstanding proponent of repair, reuse and conscious consumption. The cult favorite brand started selling gently used outdoor gear and clothing for men, women and children in its online Worn Wear shop back in 2017, and last year it launched the ReCrafted collection made from goods deemed too damaged to be sold in the secondhand store. Patagonia expanded its foray into the circular economy this year by creating repair guides in partnership with iFixit to help customers repair their worn-in gear themselves. And just before Black Friday, the brand added an option to buy used through Worn Wear next to every new product listed online, making it the first company to give customers an easy way to purchase a used alternative when shopping for new products.H&M tests creative materials, including ... food waste?
H&M aims to source exclusively sustainable materials by 2030 and become "climate positive" by 2040 — and the fast-fashion giant's fall/winter 2020 collection may bring it one step closer. Featuring curious biodegradable materials, including fiber derived from wood pulp and food waste, the line doesn't skimp on circularity or style. “For A/W20, we really wanted to be trailblazers – pushing the limits of creativity and sustainable fashion – by focusing on waste,” H&M creative advisor Ann-Sofie Johansson, said in a statement. “Working with this kind of transformation and being able to speak to our customers through beauty, we hope that waste can be part of the future of sustainable fashion.”HP rolls out "the world’s most sustainable PC portfolio"
Over the past year, TriplePundit has tracked HP’s use of plastic recovered from ecosystems and waterways before it can reach the ocean. From its June 2019 release of the world's first computer monitor made with ocean-bound plastics to the first PC built with these materials announced three months later, the tech giant has steadily increased its use of recovered plastics while raising awareness of ocean health. In May of this year, the company unveiled what it billed as "the world’s most sustainable PC portfolio," including a new Chromebook made with ocean-bound plastics. An HP representative called the line a "culmination" of the company's work in sustainable product design, but it's just the beginning: HP has pledged to include ocean-bound plastics in all new desktop and laptop computers launched in its Elite and Pro lines.The North Face creates in-house residency for circular design
Outdoor gear label The North Face was early to the circular economy party, having launched its re-commerce platform in 2018. The North Face Renewed collection includes refurbished clothing that is available for sale at steep discounts compared to buying new. The California-based brand claims to have already diverted more than 200,000 pounds of used clothing from landfills — and this year it expanded the Renewed program to include an in-house design residency. Rotating groups of The North Face designers will attend bi-annual sessions at the company’s Renewal Workshop in Cascade Locks, Oregon, to learn more about the principles of circularity. They’ll also create custom, one-of-a-kind pieces from garments that were previously thought to be irreparable, which will be available for online auction. The first round went on sale in February.Loop’s Sustainable Packaging Concept Now Spans the United States
Now that the Loop program is national in the United States, how many locations are cleaning the empty, returned packages?
Rosen: In the United States, the cleaning facility is in Pennsylvania. We will be adding facilities as we scale.What, if anything, has changed in the logistics of the Loop program (outgoing and incoming packages)? What, if anything, has changed with the lifecycle analysis of the packages sold in the Loop program because of the additional distances?
Rosen: Nothing has changed in the logistics. Based on Loop’s third-party lifecycle analysis, creating a durable (or “reusable”) container uses more energy and resources than creating a disposable (or “single-use”) container. However, over time, the reusable container has a lower environmental and economic cost, as it does not need to be remanufactured on every use. Instead, it is transported and cleaned, which is a much lower environmental cost. According to Loop, the efficiency of a reusable package in Loop is even more evident as consumers participate repeatedly. After two to three uses of the packaging, the environmental impact is breakeven. By 10 uses, there is a more than 35% reduction in environmental impacts.Are all products still being shipped to consumers from Loop’s New Jersey warehouse? Is that still the plan moving forward, to have just one warehouse?
Rosen: Loop’s New Jersey warehouse ships all products in the United States. As we scale, we intend to have additional warehousing in other parts of the country. The Loop warehouse in France is in Lille, and the one in the United Kingdom is in Crick.How well are the durable packages holding up to use, cleaning, and reuse? Are the brands getting the number of uses they hoped they would?
Rosen: The durable packaging is holding up well as it goes through Loop cycles. I can’t comment on the brands, and what their expectations were/are.Is UPS still Loop’s only partner for deliveries/pickups? Are there any plans for additional delivery services to be involved, especially as volumes and delivery areas are growing?
Rosen: Yes, Loop’s US logistics partner is UPS. In France, it’s Colisweb, and in the UK, it’s DPD. There are no plans for additional delivery services to be involved.The allergen warning on the Loop website states: “Please note that the Loop Tote is packed in a facility that may have handled wheat, milk, eggs, tree nuts, peanuts, and soy, and may contain traces of the same. If you or someone in your family has a serious food allergy, Loop may not be for you.” Are there any plans to address this, so people can safely order Loop products without worry from allergens?
Rosen: There are no current plans to address this.Who designs the Loop packages?
Rosen: Each brand partner is responsible for the design of its packaging. All packaging must be approved by Loop.What is the size range of Loop packages?
Rosen: The smallest container is 20 ml (less than an ounce) for Tea Tree Oil from The Body Shop. The biggest package is an 8-lb container for kitty litter from Purina.How have consumers reacted to Loop since its launch last year?
Rosen: We have had an overwhelmingly positive response to Loop since its launch. In fact, meeting consumer demand is what led to the rapid expansion — from 10 states to every ZIP code in the contiguous 48 states. We have more than 100,000 sign-ups, and that continues to grow.Burger King Dips Its Toe Into the Circular Economy
In-House Delivery Needs to Disrupt Delivery
Burger King to Trial Reusable Packaging
I'm not sure if customers will go for this. The idea is that you order a meal and specify you want the reusable packaging, which you're then charged a deposit for. When you return it, the deposit is refunded. The packaging is then washed, though it's not clear where or how; the press release just states that this part of the process is handled by partner TerraCycle's "circular packaging service, Loop."
I admire the effort--but I'm not sure they've thought the UX through. For example, let's say I order BK takeout and ask for the reusable packaging. Later that week I return to BK with the packaging, and I order a new meal through the drive-thru window, and ask for the reusable packaging again. Do I say "but don't charge me for it, because I'm bringing back reusable packaging from last time" and they take my word for it while I'm still at the intercom?