Environmental awareness remains one of the main trends among consumers. According to the EY Future Consumer Index, as many as 73% – across national and generational borders – believe that companies are responsible for participating in the fight against climate change. Many expect that suppliers and manufacturers try to be part of the solution – not the problem – and preferably prove it before purchasing.
In the 21st century, businesses across the globe are expected to implement measures that reduce waste, enable recycling, and save resources. In fact, Kenya is leading the way in reducing single-use plastics and promoting a cleaner environment.
The big brands are catching on and are keen to please.
For instance, Procter & Gamble (P&G) has committed to reducing their use of virgin plastic by 50% by 2030. They plan to achieve this goal through various methods such as lightweighting, increasing the use of recycled content (PCR), converting to more concentrated product forms, and adopting alternative materials wherever possible. P&G are also committed to making all their packaging recyclable or reusable by 2030.
The Coca-Cola Company aims to make its global packaging 100% recyclable by 2025 and use at least 50% recycled material in their packaging by 2030.
Four Eco-Friendly and Sustainability Trends within Packaging and Labelling
In the past decade, macrotrends and microtrends have emerged from the “Climate Change” megatrend. Several exist within the packaging and labelling industry.
1. Monomaterials
Monomaterials are packaging and labels made of the same material for the purpose of easy sorting and recycling. If your packaging is of a different grade of plastic than your label, they might not be recyclable together – even though one of them can be recycled. Mixing different materials, such as plastic packaging with paper labels, can also hinder the recycling process.
Read more: A guide for choosing cost-efficient and sustainable label materials
2. Natural Textures
Many modern consumers appreciate the tactile texture that paper labels add, especially those who are interested in renewable energy. The natural feel creates a link to something organic and pure.
However, it’s important to ensure that the entire packaging is eco-friendly, even after use, as environmentally conscious consumers will not tolerate greenwashing. Paper labels can often make plastic packaging non-recyclable, but with the right kind of label, you can get the natural texture and feel without sacrificing recyclability.
3. A green story to tell
In many cases, knowing what a brand stands for can impact a consumer's choice more than just the price point. According to Forbes, A study based on 1,000 consumers in the US and UK shows that 88% want brands to help them be more environmentally friendly and make it easier to make ethical choices in their everyday lives. The brand's values should, of course, be communicated genuinely and clearly to customers.
For example, many African consumers actively search for sustainable, organic or locally and nationally produce brands. Knowing this, your label and your packaging should reflect your business values. In the food industry, this could entail telling a story about the local farmer, sourcing method, animal welfare, or areas of origin, to connect with your target audience and distinguish your brand.
Read more: The power of labelling: Bridging the gap between brand and consumer
4. Time to reduce, reuse and recycle!
Legislation and government incentives often drive changes in trends. In 2019, the Kenyan authorities contemplated implementing a number of tax incentives to encourage private sector businesses to replace plastic materials with alternatives in their manufacturing processes.
Subsequently, the Kenyan government invested in both policies and law enforcement to combat plastic pollution. One of the steps taken was a ban on plastic bottles, cups, and cutlery in Kenya's national parks, which snowballed into a nationwide ban on plastic bags.
The same year, The Kenya Association of Manufacturers (KAM) released a Plastic Action Plan, including a Proposed National Recycling Target of 30% by 2030.
Furthermore, The Kenya Extended Producer Responsibility Organization (KEPRO) was launched in 2021. It aimed to promote collaboration among manufacturers, seeking commitment by waste value chain players, and boost support for achievements driven by the circular economy. As an organization established by KAM, it brings together players in the value chain to help increase awareness and promote sustainable capacity building in Kenya's recycling and circular economy.
Read more: How to make your packaging more sustainable
As one of the directors for KAM, I find it crucial for us here at Skanem Africa to be at the forefront of managing future sustainability solutions. We engineer labels and know how materials from different components work and recycle when used together, and we can demonstrate your packaging and labelling sustainable potential.
We welcome you to seek our advice for any issues concerning sustainable and recyclable packaging and labels.
