Sustainable Packaging: How do we Define and Measure It?
Kees Sonneveld1,4 , Karli James2,4 Leanne Fitzpatrick3,4 and Helen Lewis2,4
1
Packaging and Polymer Research Unit, School of Molecular Sciences, Victoria University,
P.O. Box 14428, Melbourne, Victoria 8001, Australia;
2
Centre for Design, RMIT University, Melbourne, Australia
3
Birubi Innovation Pty Ltd., Melbourne, Australia
4
Sustainable Packaging Alliance (SPA), Melbourne, Australia
ABSTRACT
Sustainability in the packaging domain is receiving increasing attention, however,
internationally there is no clear understanding about what constitutes ‘sustainable
packaging’.
This paper presents a draft definition of sustainable packaging. The definition aims to
reconcile the valuable roles played by packaging in social and economic systems,
while also acknowledging the need to meet ambitious environmental goals. It
introduces the goal (sustainable development) as well as key ideas such as the need to
consider the product/packaging system as a whole and to consider the entire product
life cycle. It considers the three elements of sustainability: the economic or
commercial functions that packaging fulfils, and its social and environmental
functions. It also differentiates between different levels of concern, i.e. from the
macro levels of society (prosperity and well-being), the intermediate levels of the
product/packaging system (efficiency and effectiveness including product waste
prevention) to the micro levels of packaging materials (closed cycles or zero waste)
and packaging components (safe or non-toxic).
In conjunction with the definition, the Sustainable Packaging Alliance in close
cooperation with Australian based (including global) companies, is developing a
Packaging Impact Quick Evaluation Tool (PIQET©). PIQET© will be a decision
support tool that provides packaging technologists and managers with hands-on input
for defining company packaging strategies, selecting materials for packaging re-
design or packaging innovation, and specifying packaging for procurement of
incoming goods. This presentation outlines the early developments of PIQET©.
Corresponding author:
Associate Professor Kees Sonneveld
Packaging and Polymer Research Unit
Victoria University
Email: [Link]@[Link]
Phone: +61 9919 8043
SPA paper [Link] 1 April 2005
22nd IAPRI Symposium 2005
INTRODUCTION
Packaging has long been targeted as a waste generating medium and is therefore a
focal point for community concern and government response. Government response
varies from strict regulations to voluntary agreements between stakeholders. Most of
these measures are developed around the traditional waste management hierarchy
(reduction, re-use, recycling, recovery). More recently the focus has begun to shift
towards more holistic principles and alignment with the ideals of sustainable
development with the inclusion of the entire product lifecycle in the evaluation and
improvement of products and packaging systems (Shinn 2004). Many have
questioned the appropriateness of regulatory frameworks that focus on recycling and
reduction of packaging material consumption per unit of product, resulting in the
emergence of policy tools such as the European Integrated Product Policy (IPP)
(Sturges 2003) and the EU Thematic Strategies on ‘Sustainable Use of Natural
Resources’ and ‘Prevention and Recycling of Waste’ (Day 2004).
At the same time, companies are starting to realise that long-term viability and ability
to meet shareholder, community and other stakeholder demands needs addressing of
sustainability issues (Sturges et al. 2003). Although for most companies this
imperative is yet to be owned, let alone implemented, a recent survey of 141 top
companies, all members of the World Business Council for Sustainable Development
(WBCSD), found they performed better in almost every market segment than
respective benchmark indices (Anon, 2005). On average the companies returned
13.5% in the year to 31 August 2004 compared with 9.2% for the markets generally.
Also their three and five year performances were significantly better than the markets,
suggesting that sustainability is helping companies to boost performance (Anon
2005).
Packaging has a key role to play in sustainable development. However, its high
visibility married with its importance as an essential facilitator for the distribution,
marketing and safe use of consumer and other products, creates significant challenges
for advancing sustainable development in packaging. Consumer behaviour and
spending trends, market segmentation and developments in distribution are examples
of drivers for new packaging formats and technologies, which are often contrary to
the principles of sustainable development (James et al. 2005).
In addition to such converse technologies, there are a number of other barriers to
sustainable packaging such as the complexity of product marketing systems,
maintaining commercial advantage, required capital investment associated with new
technologies, and inability to identify and adopt step change technologies that support
packaging sustainability (James et al. 2005). However, one of the most pressing and
overarching challenges in advancing sustainable development in the packaging
domain is the lack of a clear understanding of what constitutes sustainable packaging.
Such a widely recognised and accepted understanding is crucial and prerequisite to
the long-term sustainability of packaging and associated business development.
SPA paper [Link] 2 April 2005
22nd IAPRI Symposium 2005
DEFINING SUSTAINABLE PACKAGING
The Sustainable Packaging Alliance (SPA, [Link]) was formed in
Melbourne (Australia) between Victoria University1, RMIT University2 and Birubi
Innovation Pty. Ltd. in 2002. If step changes and continuous improvement in
packaging sustainability issues were to become a reality, the founding SPA partners
recognised the need to develop an integrated, supply chain focused, multi-dimensional
approach to research, education and training (James et al. 2005). One of the first
initiatives of SPA was to establish a research project, led by Helen Lewis at RMIT
University, to create and promote a vision of sustainable packaging.
As a first step towards defining sustainable packaging, a stakeholder survey was
undertaken with the aim to explore the current connotation of sustainability for
companies in the packaging supply chain and some of its key external stakeholders.
The stakeholder survey results – which were presented at the IAPRI 2004 Conference
in Stockholm (Lewis and Sonneveld 2004) - highlighted that defining terms such as
‘sustainability’ in relation to ‘packaging’ is difficult to comprehend by most
stakeholders. Most respondents raised systemic issues such as meeting higher
environmental standards in conjunction with the need to meet the requirements of the
economic system for transport, distribution and protection of products throughout the
supply chain. The role of the consumer was also identified as a critical one. Packaging
sustainability will need to reconcile the often conflicting consumer expectations - with
regard to increasing needs for convenience, safety and shelf life as being provided by
packaging - with the higher aspirations that many of the same citizens have for a
greater environmental sustainability of packaging (Lewis and Sonneveld 2004). The
full survey results are available on SPA’s web site ([Link]).
SPA’s sustainable packaging definition
Utilising the results from the stakeholder survey the first draft definition of
sustainable packaging was composed. The definition takes into consideration the role
packaging plays in our social and economic systems and the need to strive to meet
environmental goals (Figure 1). It aims to differentiate between macro levels of
society associated to prosperity and well-being, the functional performance level
(efficiency and effectiveness) of the product/packaging system, the environmental
performance level of materials (impact and waste prevention) to the micro level of
human and eco toxicological soundness of the packaging components (James et al.
2005).
1
Packaging and Polymer Research Unit
2
Centre for Design
SPA paper [Link] 3 April 2005
22nd IAPRI Symposium 2005
Figure 1 The four levels and principles of SPA’s sustainable packaging definition
SOCIETY
Effective – adds economic and social
value
PACKAGING SYSTEM
Efficient – minimum use of materials and energy
PACKAGING MATERIAL
Cyclic – recyclable or
compostable
PACKAGING COMPONENT
Safe - non-toxic to humans and
ecosystems
Source: (James et al, 2005)
Table 1 summarizes this first, preliminary definition, and is being disseminated to
encourage further debate. The goal is sustainable development with consideration of
the role of the product/packaging systems and the entire life cycle. The economic,
social and environmental functions of packaging are considered in the context of
sustainability and are differentiated between different levels of concerns (James et al.
2005).
Table 1 SPA’s sustainable packaging definition
Packaging will support sustainable development if the following principles are
met
Principle Levels at
which the
principle is
applied
Effective It adds real value to society by effectively containing and Society
protecting products as they move through the supply
chain and by supporting informed and responsible
consumption.
Efficient Packaging systems are designed to use materials and Packaging
energy as efficiently as possible throughout the product system
life cycle. This should include material and energy
efficiency in interactions with associated support systems
such as storage, transport and handling.
Cyclic Packaging materials are cycled continuously through Packaging
natural or (industrial) technical systems, minimizing material
material degradation and/or the use of upgrading
additives.
Safe Packaging components do not pose any risks to human Packaging
health or ecosystems. When in doubt the precautionary component
principle applies.
Source: (James et al, 2005)
SPA paper [Link] 4 April 2005
22nd IAPRI Symposium 2005
The next stage of the project will be to undertake further consultation through a series
of focus groups with companies and consumers and the application of the definition to
examples to make the concepts tangible. In addition SPA welcomes any feedback and
discussions from international stakeholders, in particular research organisations and
industry focus groups with a specific interest in advancing packaging sustainability.
The aim will be to obtain global consensus among stakeholders and to translate the
definition into more specific targets, performance indicators, guidelines and tools.
However, while the definition of sustainable packaging will continue to be debated
companies are seeking immediate directions for the implementation of sustainable
development principles in product packaging development.
EVALUATING PACKAGING SUSTAINABILITY
In parallel to the drive towards sustainable packaging development and a widely
accepted definition for sustainable packaging, there is an immediate need for tangible
indicators to facilitate continuous improvement in packaging environmental
performance. Packaging supply chain stakeholders, and brand owners in particular,
demonstrate a fast increasing interest to be able to credibly evaluate the environmental
performance of product packaging systems (SPA 2005).
The development process of product packaging systems involves many professional
disciplines such as, for example, designers, engineers, technologists, marketers, and
environmental managers. It requires a multi-disciplinary, collaborative and holistic
approach, but there is an ad-hoc expectation for packaging technologists in industry to
provide comprehensive and credible information to others within and external to the
organization. This information ranges from packaging material characteristics, to
packaging functionality in distribution and use, to processability in manufacturing and
filling, and to environmental impact (SPA 2005). A significant degree of
understanding and skills is needed to appropriately collect and analyse such
information and to be able to present the findings to internal company decision
makers (SPA 2005). This is often even more emphasised by the need to meet targets
imposed through voluntary or regulatory measures such as, in Australia, the
anticipated strengthened National Packaging Covenant (NPC) framework featuring a
comprehensive series of performance indicators (SPA 2005a).
Hence, company packaging technologists would benefit from the availability of a
widely accepted tool that enables them to rapidly assess, generate and report credible
environmental information based on a multi-criteria evaluation (SPA 2005a). With
such a tool various packaging designs could be compared and it would provide the
ability to evaluate variations in packaging components and to develop company
standards (benchmarks). To be valuable in decision making, such a multi-criteria
evaluation will need interaction with company packaging strategic directions and
linking in with packaging functionality related to product performance, life cycle
impact data, material consumption, distribution and transport scenarios, production
capabilities and efficiencies, and post-use waste management options and scenarios
(SPA 2005).
SPA paper [Link] 5 April 2005
22nd IAPRI Symposium 2005
PIQET©
In recognition of the need for packaging technologists to have credible, business-
ready tools for multi criteria packaging environmental decision making, SPA is
undertaking research to develop a Packaging Impact Quick Evaluation Tool
(PIQET©). PIQET© ideally will enable packaging professionals to quickly provide
credible indications of (anticipated) environmental performance indicators to support
decision making towards defining and implementing their organisation’s and market
environment’s packaging performance and environmental requirements (see Figure
2). Example applications of the evaluation tool include materials selection, packaging
re-design or packaging innovation, and procurement specifications for inbound
packaged goods (SPA 2005).
Figure 2 PIQET© in concept
Defining
Defining
packaging
packaging
sustainability strategy
Packaging
Regulatory
functionality
environment
PIQET©
Environmental
checklist
Material
selection for
packaging
system LCA data
Inbound Outbound
System data
e.g., recycling
rates
Procurement tender specifications
Source: (SPA 2005)
PIQET© must consider all levels of packaging, the functional performance of the
system and social issues such as litter and consumer convenience. Through direct and
up to date data links with industry practices and performances, PIQET© will enable
identification of opportunities for environmental impact improvement and support
company commitments towards the NPC including generating reports that link in with
anticipated NPC performance indicators (SPA 2005a).
In the lead up to developing the project scope and definition, SPA has established a
food brand-owner advisory group to provide input. The need, scope and functionality
required of PIQET© has been developed through workshops of the advisory group and
a broader SPA Roundtable. The first generation of PIQET© will support product-
SPA paper [Link] 6 April 2005
22nd IAPRI Symposium 2005
packaging design and development decision making within the food packaging supply
chain specifically (SPA 2005). Some of the functionality requirements and challenges
for such a tool are outlined in Table 2.
Table 2 Examples of the functional requirements of PIQET©
Criterion Requirements
Quick turn around Input data readily available (indicators);
Default data for non-available specific data;
Easy to use Limit information input by operator;
Menu driven;
Quick scan vs detailed evaluation Ability to cut short input specific data;
Define minimum specific data required for tool to run
(remaining data input based on default settings);
Company specific defaults;
Environmental focus Link with company environmental management strategy
Link with Australian NPC KPI’s and targets and reporting
Environmental comparator Ability to compare on environmental details (e.g. material
consumption, recycling rate,)
Ability to link environmental variations to technical and
commercial variations (trade-offs);
Modelling features Waste management scenarios related to distribution context
(e.g. specific recycling systems in place in anticipated
distribution geography);
Distribution/transport scenarios;
Product packaging system scenarios;
Standard scenarios with option for modelling specific scenario;
Information access Links to common and regularly updated information sources
such as:
• NPC
• Material Selector
• Waste management practices
Source: (SPA 2005)
PIQET© will consider all levels of packaging and different product categories (see
Figure 3) and will allow for assessments of packaging systems for both inbound raw
materials and packaging for outbound products.
Figure 3 Proposed structural components for consideration in PIQET©
M ACR O ENVIRONM ENT
M arketing, Distribution, Design, Econom ics, Environm ent, Price level, Com m unication, Convenience, Legislation
AM BIENT ENVIRONM ENT
M oisture, Tem perature, M echanical Im pacts, Oxygen
PACKAGING
Prim ary, secondary, tertiary
PRODUCT
Nutritional value,
Physical/chem ical/m icrobiological stability
Source: In (James et al, 2005) and adapted from (Kooijman, 1996).
The tool will be developed on the basis of critical environmental impact
characteristics (taking system boundary conditions into account) of packaging
systems. These will be identified, and adapted for selected application areas (e.g.
SPA paper [Link] 7 April 2005
22nd IAPRI Symposium 2005
beverages, dairy products, preserved foods), through an analysis of recent Australian
and overseas packaging and packaging related Life Cycle Assessment (LCA) studies
in relation to the Australian context (SPA 2005).
The PIQET© Challenge and Development Approach
The overall challenge to create PIQET© lies in the ability to develop and validate
robust, efficient algorithms that link environmental characteristics of packaging
materials and systems with the functional and commercial context of their application.
The result is envisaged to be a quick yet accurate and appropriate evaluation of
environmental impact. However, the potential variables and diversity of packaging
systems and the physical and commercial environments in which they need to perform
makes this a complex task (SPA 2005).
As a first step in taking up this challenge, SPA is focussing on the methodology
development and proof of concept for applications within the food packaging
environment. This is being undertaken in close collaboration with Australian based,
including global, food companies.
This first prototype will have an environmental focus and will be limited to a selection
of typical food and beverage packaging systems. Furthermore the variations in
materials and packaging system characteristics will be limited. Selected packaging
case scenarios will be used to develop and evaluate the robustness of the prototype in
handling varying packaging system scenario contexts (SPA 2005).
Once the first prototype has been successfully demonstrated, PIQET© will be further
developed by up-scaling to include the widest possible variety of materials, packaging
system characteristics, and distribution and waste management scenarios. In the
longer term SPA aims to expand PIQET© to integrate commercial and social
indicators related to packaging. In parallel the tool will be further detailed to include
applicability to other product areas (non-foods) and variations in geographical context
(SPA 2005). With inclusion of the latter, the tool will become applicable for
packaging that is used to distribute products to export markets.
SUMMARY AND CONCLUSIONS
Sustainability associated to product packaging systems is an abstract and complex
concept, and one that is very much open to interpretation. To be able to advance
sustainable development in packaging, stakeholders need specific guidance as to how
they can implement it into their daily business practice. The traditional narrow
focused paradigm of waste reduction and recycling is loosing its validity within the
context of packaging sustainability and a more holistic approach is essential to meet
future community and industry challenges.
The Sustainable Packaging Alliance has taken the initiative to establish a draft,
definition of sustainable packaging and is seeking international debate and comments
with the aim to advancing the definition towards a globally accepted guidance
framework.
SPA paper [Link] 8 April 2005
22nd IAPRI Symposium 2005
In conjunction with defining sustainability, SPA has recognised the need to translate
the complexity of sustainable development, environmental regulations and complex
environmental assessment protocols, such as LCA, into practical tools for the
diversity of skills and functions involved in packaging sustainability decision making.
In response SPA is undertaking research to establish a credible robust methodology to
develop a Packaging Impact Quick Evaluation Tool (PIQET©) for use by packaging
professionals in industry. This multi-criteria packaging evaluation and assessment
tool aims to link environmental impact with functional and commercial performance,
with a first step focussing on developing the methodology and proof of concept.
Ultimately PIQET© will enable users to quickly and accurately evaluate
environmental performance in conjunction with the technical, commercial, social and
regulatory context of the packaging system to support packaging strategic decision
making underpinning sustainable development.
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Kooijman, J. M (1996), Packaging of Foodstuffs – A Chain Approach, Kluwer
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SPA paper [Link] 9 April 2005
22nd IAPRI Symposium 2005
