Cutting Waste: The EU’s New Packaging Directive
In an effort to cut down on waste and promote sustainability, the European Union (EU) has adopted the Packaging and Packaging Waste Directive, which is set to go into effect within 18 months. This directive includes waste reduction targets and requires that all packaging in the European Union market be recyclable and contain recyclable labeling.
On its website, the European Commission states that this additional packaging rule is needed to help stem the tide of waste: “Although the implementation of these rules has been considered a success, the amount of packaging waste in the EU is still increasing, and too many of our finite resources are being wasted without being recirculated into the economy.”
This directive aligns with the EU’s broader sustainability goals. As Packaging Dive reports, it contains the ambitious goal to reduce packaging waste from a “2018 baseline by 5% by 2030, 10% by 2035 and 15% by 2040.” (read full summary of Packing and Packaging Waste Regulation)
Challenges for Manufacturers
This ruling will present numerous challengers for manufacturers. Chief among them is is navigating the complex legal requirements. A poll conducted by Packaging Europe found that 32% of respondents understood the packaging waste regulations either “a little” or “not at all.”
This knowledge gap underscores the need for clear guidance and resources to help manufacturers adapt. From redesigning packaging to ensure recyclability to integrating new labeling standards, companies will need to invest time and resources to achieve compliance.
Additionally, packaging has come to be seen as a “silent seller,” enhancing the product’s appeal and the unboxing experience for consumers. As the industry shifts toward minimal packaging, creative marketing efforts will be needed to help brands differentiate their products while adhering to sustainability requirements.
For more information about packaging solutions, check out SLAM (Scan | Label | Apply| Manifest). This MHI Industry groups aim to be the authoritative resource for transforming today’s end of line fulfillment operations to address tomorrow’s challenges. MHI member companies are invited to join SLAM or other MHI Industy Groups.
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Additional resource:
A recent article from our MHI Solutions magazine discusses how automated, right-sized packaging can be environmentally advantageous.