'How may packaging of a product be made environmentally friendly?'
'How may packaging of a product be made environmentally friendly?'
By Robert Hudson
Introduction to Marketing Concepts
CB222
Commissioned by Linda Danielis
3th April 2003
In recent years the packaging industry has felt the impact of the green challenge. Product packaging has been subjected to fierce criticism from environmental and public interest groups on a global scale (Wasik 1996). Consumer product company's success can no longer be based on the economic and aesthetic aspects of packaging. Consumers are demanding packaging that is more environmentally friendly. Therefore companies are undertaking a more sustainable and holistic approach to the packaging process. Boardrooms are increasingly accepting industrial reform can be good for the environment and profits.
This essay attempts to answer the question 'How may packaging of a product be made more environmentally friendly?'. The essay attempts to provide information and data on a variety of methods available to organisations and marketers wishing to adopt a more sustainable approach.
Before the essay attempts to answer this question, 'packaging', 'product' and 'environmentally friendly' must all be defined. A short definition of packaging by Kotler et al (2001) is "the activities of designing and producing the container or wrapper for a product". However simple the definition intends to be, it fails to detail the technical role of the discipline or the safe delivery of the product. The product contained in the packaging is defined by Blois (2000) as "what the organisation offers to prospective customers for their acquisition, use, consumption, or adoption: the term includes physical goods, services and social behaviours or causes." The product described in Blois' definition involves both tangible and intangible goods. The 'product' detailed in this essay will be tangible product or physical good. Services can be interpreted however it is not possible to physically package sa product that is intangible. According to Calow (1999) the definition of environmentally friendly is "Shorthand for any action, industrial processes or product that has, or is intended to have reduced impact on the environment". Some marketing experts such as Stewart (1996) question whether organisations can truly produce 'environmentally friendly' packaging. Stewart feels organisations can only produce packaging that is 'less environmentally antagonistic' (Stewart 1996).
The term packaging covers the process of wrapping and protecting a product and the physical material used to package the item (Peattie 1992). The process of packaging begins as an art form in the design studio, it then takes on a more scientific and technological form before the goods are packed and shipped. The packaging used must ensure the product is still intact when the consumer comes to use it. Packaging must also play an important part in marketing the product (Briston and Neill 1972). This psychological part of the process can ensure the package is attractive and identifiable which will lead to the branding, differentiation, recognition and promotion of the product.
Peattie (1995) writes packaging can be segmented into four factors that unite to shape a comprehensive packaging process.
* 'Primary packaging' is formed to protect and preserve the product. The material of the packaging will come in direct contact of the product, such as a can holding lemonade.
* 'Secondary packaging' contains the wrapped, core product.
* 'Shipping packaging' is the material used to store and transport goods. This packaging is usually discarded before the product reaches the customer.
* The final element of packaging is 'Labelling', upon which product ...
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Peattie (1995) writes packaging can be segmented into four factors that unite to shape a comprehensive packaging process.
* 'Primary packaging' is formed to protect and preserve the product. The material of the packaging will come in direct contact of the product, such as a can holding lemonade.
* 'Secondary packaging' contains the wrapped, core product.
* 'Shipping packaging' is the material used to store and transport goods. This packaging is usually discarded before the product reaches the customer.
* The final element of packaging is 'Labelling', upon which product information is displayed.
Packaging is required for a variety of reasons. Some products may need to be contained, such as toxic chemicals or flammable gas. Vulnerable products may require packaging for protection from a variety of impacts, for example a CD is stored in a case to prevent scratching. Fresh products require packaging for preservation and hygiene reasons. Packaging can also be used to standardise and market the product.
Packaging can be formed from a variety of physical resources including glass, metal, plastic, paper, cardboard and wood. It is the amount of these materials required to create packaging, which can often lead to substantial quantities of waste that will antagonise environmental groups. Packaging has become such a focus of environmental concern as the materials used in the packaging process offer the organisation an opportunity to adopt a sustainable approach without changing the core product (Peattie 1995).
The packaging process leads to a number of other issues of concern for the both the organisation and environmental pressure groups (consumption of raw materials, poor recycling rates, misinterpretation of labelling, and litter). Consumers are now well informed about environmental issues, many consumers feel large amounts of packaging is superfluous and wasteful (Ottman 1994). According to Mintel (2003) 51% of consumers perceive food and drinks products to use excessive packaging. Consumers have also raised a number of issues including inefficient packaging, packaging costs, unpractical packaging and packaging which copies other brands (Peattie 1995).
According to Ecodesign 1995 'Life cycle thinking' is one of the fundamental principles of planning sustainable products. The total impact of a product and its packaging must be evaluated. Therefore designers must undertake a holistic approach studying the life cycle of packaging. This means designers must consider everything from raw material extraction before the packaging is formed to disposal after the product has been consumed.
There are a variety of methods available to marketers and organisations attempting to adopt an environmentally friendly approach to packaging. According to Bob Testin, a professor emeritus of packaging science at South Carolina's Clemson University "the first principle of environmentally friendly packaging is to use less materials. The ideal packaging weighs nothing and takes up zero volume." (The Philadelphia Inquirer 23 Jan 2003)
The reduction of materials used in the packaging process is known as "lightweighting, downsizing, or rightsizing" (Fuller 1999). According to Peattie (1992) downsizing can be attained through retailing products in larger unit sizes, retailing refills, remove superfluous packaging, adopt efficient design policies, decrease the thickness of packaging, use less dense packaging materials and increase the energy efficiency in the packing procedures. Lightweighting can also offer organisations reduced costs and increased shelf space that can enhance retailer relationships (Coddington1993).
Some organisations have introduced re-usable packaging strategies. The process involves the continuing use of packaging. A product is manufactured, packaged, distributed, retailed and used before the packaging is recaptured. An example of this process is the glass bottle, which is traditionally used by the milk- man. Re-usable packaging avoids waste, however the effiency of recapture networks and attaining consumer compliance are two of the problems confronted when adopting the process (Fuller 1999).
According to the Waste Not, Want Not Report compiled by the Government driven Strategy Unit the UK produces 28 million tonnes of municipal waste annually. The amount of waste is growing at a rate of 3 % annually. The majority of this waste (80 %) will end up in a landfill site. According to the report the UK recycles 12 % of its household waste, this is a meagre figure when compared with Germany, who recycle 52 % and Netherlands 47 %. In September 2002 the Members of the European Parliament (MEPs) voted in favour of increasing recycling rates under the EU Packaging Waste Directive. Member countries, including the UK will have until 30 June 2006 to meet an overall recycling target of 60 %.
The recycling of packaging reduces the amount of waste going to the landfill site and cuts the consumption of raw materials and energy. Organisations could choose to make packaging 'recyclable', where discarded materials can be used to produce new packaging or products. Polyethylene terephthalate (PETE) is a plastic resin that can be used in the manufacture of packaging such as beverage bottles and then recycled into other products after consumption. Heinz are using PETE plastic packaging for its ketchup products (Wasik 1996). Alternatively packaging could be manufactured from recycled materials. However, before packaging can be transformed from recyclable to recycled efficient recycling collection systems must be implemented. According to Lewis (1996) not all recycling systems are environmentally friendly. Energy consumption and transport emissions created when recapturing materials may make some recycling systems inefficient, especially where insubstantial packaging is transported over long journeys.
Plastic is often perceived to be the most unsustainable form of packaging. The traditional method for forming plastic requires petroleum based substances that are produced from fossil fuels. Discarded plastic containers take decades to break down in landfill sites. A number of degradable plastics (polymers) derived from fossil fuels such as ecolyte and bioplastic have been developed which decompose under suitable conditions. Where biodegradable materials are derived from fossil fuels the true environmental friendliness of the packaging is questionable. The packaging may decompose easily, however increased fossil fuel consumption is not viewed as a sustainable practice. Companies such as Earthshell have gone one step further by developing biodegradable material formed from vegetable extracts. Earthshell's polymer is made primarily of raw materials derived from limestone and potato starch. These organic materials breakdown in weeks, whereas fossil fuel based containers such as ecolyte can take months or years to decompose. Earthshell have recently signed a contract with Dupont to manufacture biodegradable film and MacDonald's to manufacture packaging for the fast food giant (Chemical Engineering News). Tesco and Sainsbury's have also started using biodegradable material for their organic fruit trays (The Grocer 06 October 2001). The benefits of the new packaging are obvious, however the current cost, quality and performance of the material are all concerns. However these issues should ease in time. A further criticism of the new materials is the ability of the packaging to breakdown in landfill sites. Landfill sites are designed to be water and air resistant, therefore the product would not breakdown efficiently as it requires composting (Lewis 1996). Currently this large composting infrastructure does not exist in the UK.
There are many ways in which an organisation can make packaging more environmentally friendly. Packaging designers should attempt to disregard all superfluous packaging, use a minimal amount of materials, use biodegradable or recycled resources, avoid toxic materials and make packaging recyclable or reusable. However these aims are not always compatible, therefore the organisation must assess their environmental priorities and objectives (cost, product, shelf life, hygiene etc.) at the design stage adopting a 'life cycle approach'. This assessment requires the evaluation of legislative requirements, the packaging's environmental impact and consumer beliefs.
Terms of Reference
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