Rediscovering Paper: How Industry is Responding to Sustainability Efforts

Consumer CompactConsumer Goods and RetailJuly 02, 2024

Paper packaging may seem nostalgic, but it is not. Many industries are returning to paper in the wake of regulatory and market pressures to be more sustainable. In this article, we look at the drivers for change and the solutions available to companies keen to rediscover the benefits of paper.

In the last edition of Consumer Compact, we looked at plastic pollution and saw how it is now one of the world’s greatest environmental challenges. The Organization for Economic Co-operation and Development (OECD) predicts the environment will be polluted with 44 million tonnes (Mt) of plastic every year by 2060 without a radical rethink.¹

Industry drivers

In April 2024, the United Nations (UN) held its fourth Intergovernmental Negotiating Committee session (INC-4) to develop an international legally binding instrument on plastic pollution. A process that started in March 2020, when UN member states endorsed a resolution to end plastic pollution by comprehensively addressing the entire life cycle of plastic, will hopefully have a final text ready by November 2024, when INC-5 will be held.²

Individual jurisdictions are also starting to address the problem by introducing measures to reduce the use of plastic. For example, the European Union (EU) has announced a so-called ‘plastic tax’ as part of its Green Deal. This is not actually a tax, but a contribution made by member states based on how much non-recycled plastic packaging waste they produce annually. In the US, the Environmental Protection Agency (EPA) is currently drafting a National Strategy on Plastic Pollution with the aim of reducing and recovering plastic materials to improve economic, social and environmental impacts.

Some governments are also implementing extended producer responsibility (EPR) schemes. These expand the responsibility for pollution to all operators in the supply chain, and not just the end polluter. This should incentivize all economic operators to focus on the sustainability of their products and packaging.

Consumers are also adding pressure. They no longer believe the idea that plastic packaging is cost-free, because they understand its negative impact on the environment. Many are actively seeking products with sustainable alternatives, a trend that is being driven generationally. A 2021 study found that 61% of core millennials (27-32) wanted to buy from environmentally conscious companies and 60% wanted less packaging or more environmentally preferable packaging. When this is compared to baby boomers (59-77), the difference is clear – 47% and 51% respectively.

Studies have also shown consumers are also willing to spend more to be sustainable. A 2023 report found 80% of consumers would pay a higher price for products manufactured with a lower carbon footprint, with 40% saying they would pay 10% more and 20% saying they would pay 30% more.³

Industry responds

A landscape, therefore, exists where businesses are being incentivized to switch to more sustainable packaging strategies. These might include sharing best practice on disposal and recycling with customers, removing unnecessary packaging components to reduce waste, avoiding overpackaging and actively looking for sustainable alternatives to plastic.

One sector in particular that is being heavily targeted is food service. This is because much of its packaging is single-use and, while a wide range of materials are used, there has been a traditional reliance on plastic. Well-known players in the food service industry are leading the way, acknowledging the importance of being more environmentally friendly while also taking advantage of the shift in consumer demands. Solutions include transferring to the use of 100% recycled materials and replacing plastic with paper wherever possible.⁴

Being more sustainable when packaging

The first thing to look at is design. There are many ways to package a product, and it may well be that with expert support, the manufacturer or brand can significantly reduce the quantity of materials needed to effectively package a product through clever design. At this stage, they might also be able to incorporate more recycled content and ensure that all packaging materials can be recycled after use.

Of course, it is not as simple as just replacing plastic with paper or linerboard made from recycled materials. Plastic has many properties that are not automatically replicated in paper, such as barrier protection, strength and durability and shelf-life extension. Ensuring paper-based packaging alternatives will do a similar job to plastic materials requires testing to recognized standards for factors including tensile strength, water vapor transmission and grease resistance.

Paper is only truly recyclable if it can be processed into new paper or paperboard. Products must be assessed for repulpability to ensure a significant yield of useable materials will follow the recycling processes of re-wetting and repulping. Collecting, de-inking and cleaning paper materials degrades and weakens the fibers and so at some point they are no longer usable without the introduction of virgin fibers to restore integrity.

SGS solution

We offer comprehensive testing and certification solutions to help industries shift to more sustainable packaging materials. Services include analysis of recycled content, available for both fiber and plastic-based materials, and state-of-the-art performance testing against a range of internationally recognized standards:

Tensile properties – TAPPI T 494, ASTM D828-16, ISO 1924-2-2008, ISO 1924-3:2005, AS NZS 1301.448S:2007, GB/T 12914-2018
Grease/oil resistance – TAPPI T559, ISO 16532-1, GB/T 22805.1
Water absorption – TAPPI T441, ISO 287, GB/T 1540
Edge crush ECT – TAPPI T839
Transit tests – ISTA procedures, ASTM D4169, NMFC Item 181
Quantitative measurement – ISO 536:2021, GB/T 451.2-2002
Corrugated board edge compression test – GB/T 6546/2021
Moisture control – GB/T 462-2008
pH test – GB/T 1545-2008 Method A/B
Hygiene tests – EN 1104, GB 4806.8, GB/T 5009.78
Corrugated fiberboard glue bonding area water resistance test – FEFCO Testing Method No. 9

We also support businesses with a range of sustainability testing services, covering all aspects of the packaging life cycle:

Recyclability – INGEDE 11 & 12 Grant No:4CE555P3
Repulpability – Fiber Box Association Voluntary Standard Part 1
Ecotoxicity & biodegradability (for paper products containing plastics) – ASTM D5338-15(2021), ISO 14855-1:2012, GB/T 19277.1-2011
Industrial compostability – ASTM D6400, EN 13432, GB/T 28206
Recycled content – paper (secondary fiber analysis), plastics
Over-packaging evaluation – GB 23350

Finally, we offer scientific assessment of environmental attribute claims such as biobased content, recycled content, industrial compostable and biodegradability. Products demonstrating compliance can display the SGS Green Mark, which contains details of the assessment criteria, attribute claim and a QR code that takes the reader to a database that verifies the authenticity of the claim. This brings third-party credibility to claims, enables differentiation in competitive markets and enhances consumer confidence and brand image.

With industries increasingly turning to paper – our solutions help businesses reduce costs while improving sustainability and avoiding the risk of greenwashing.