Confusing product labeling scuppers plastic’s circularity ambitions, UN global study reveals
22 May 2020 --- A United Nations (UN) global study into recycling and environmental sustainability labeling on plastic packaging has revealed that only 17 percent of the 30 worldwide labels assessed provide quality information that enables consumers to make informed recycling or purchasing decisions. The UN Environment Programme, One Planet network and Consumers International research attributed a negative rating to 20 percent of the assessed labels, while the remaining 37 percent generated neutral or mixed appraisals. In light of the discouraging results, the study authors have made five recommendations to businesses and policymakers to improve consumer recycling.
An international, cross-sector consultation revealed five key insights and recommendations for clearer and more effective consumer communication on plastic packaging. Firstly, that businesses should follow the Guidelines for Providing Product Sustainability Information (UN Environment and ITC 2017) in their plastic packaging communications.
“There is considerable room for improvement across the current landscape. The mapping and assessment highlight that there are wide variations in the reliability, relevance, clarity, transparency and accessibility of labels and claims on plastic packaging,” the study authors affirm.
Only 17 percent of the 30 worldwide labels assessed provide quality information, the UN study found.
The second recommendation is for definitions of the content and reusability of plastic packaging to be harmonized on a global level. One of the clearest messages from the consultation is that the current landscape of labels and claims is very confusing for consumers and that there needs to be global consistency when it comes to definitions relating to the content and reusability of packaging and disposable items.
As a third recommendation, the research stresses that standards, labels and claims need to better reflect “actual conditions.” The definitions and technical requirements used in standards related to recyclability, compostability, and biodegradability should better reflect real-world conditions and be more attentive to accessibility and consumer understanding, the authors stress. “At present, there is a disconnect between these claims and what is likely to happen in reality,” they reiterate.
Fourthly, “the use of the ‘chasing arrows’ symbol should be restricted to indicating recyclability.” The consultation highlighted that using these arrows for labels and claims other than recyclability leads to consumer confusion, risking contamination and reduced consumer confidence. Businesses using this design for claims other than recyclability should redesign their logos without the arrows, the authors suggest, while the design of labels and logos should seek to “minimize the potential for misinterpretation.”
The final recommendation is that informative and verified recycling labels should be adopted and their “proper use enforced.” Well-designed recycling labels can be effective in increasing responsible consumer behavior in plastic waste disposal, the authors highlight. “Businesses should adopt recyclable plastic packaging and commit to using clear and well-designed recyclability labels,” they recommend.
Definitions of the content and reusability of plastic packaging must be harmonized globally, the authors say.
More than a consumer communication problem
The UN assessment concludes with a reminder that consumer communications alone cannot solve the global plastic pollution crisis. “They are just one of a variety of tools, the rest of which lie outside the scope of this report,” the authors say.
The authors also urge businesses to reduce their use of plastic packaging, starting with the elimination of unnecessary or problematic plastic packaging. Furthermore, they encourage more emphasis on improving the design of plastic packaging that is aligned with the objectives of a circular economy. This can be achieved by implementing reuse models where possible, strengthening the recyclability of plastic packaging and increasing the percentage of recycled content in the production of new plastic packaging.
“Nonetheless, on-package labels and claims, and the standards that guide them, are a critical element of consumer communications, especially for reducing leakage and contamination. As a higher goal, on-package communications should aim to improve consumer literacy on the circular economy and guide consumers towards more sustainable and responsible consumption choices,” the authors conclude.
Consumer product labeling is only part of the issue, with the reduction of problematic plastic also a key consideration.
Environmental storytelling
In collaboration with PackagingInsights, Innova Market Insights unveiled its Top Packaging Trends 2020 in March, with “The Language of Environmental Sustainability” identified as the leading trend. FMCG brands are increasingly finding a competitive advantage in more prominent on-pack communication of their packaging’s environmental sustainability credentials with packaging – and its impact on the planet – now regarded as key purchasing considerations for many global consumers.
A 2019 Innova consumer survey found that 38 percent of Indian, German and UK consumers want to know what impact the food and beverage products they buy have on the planet. The majority of these respondents indicated that this information makes them feel more connected to the brand.
Environmental welfare trust marks have also gained traction, with some notable additions such as the Plastic Free Trust Mark appearing more widely on packaging. This trust mark and others, including the Metal Recycles Forever and FSC-certified logos, are freely available to brands meeting the necessary criteria and provide clear communication of environmental stewardship. For example, there has been a 25 percent average annual growth in food and beverage launches with an FSC-certified logo, according to a 2019 Innova Consumer Survey (Global, CAGR 2015-2019).
By Joshua Poole
