EU must embrace high-performance reuse systems to lead on sustainable packaging, claims coalition

12 Oct 2023 --- A pan-European coalition of over 100 municipalities, organizations and businesses is calling for substantial revisions to the EU’s Packaging and Packaging Waste Regulation (PPWR). The changes aim to prioritize reuse systems and introduce clearer definitions for reusable packaging. The coalition emphasizes that these modifications are pivotal in addressing the sustainability challenges currently plaguing the EU’s packaging sector.

In the joint position paper, undersigned by Reloop, Minderoo Foundation, the Ellen MacArthur Foundation, Zero Waste Europe, Jokey, Avery Dennison, Aimplas and Tomra, the coalition underscores the “invaluable functions” that packaging plays in contrast to the currently “unsustainable” approach within the EU. 

“The urgency of the environmental challenges confronting us has reached an unprecedented level, shining a glaring spotlight on the unsustainable nature of our current packaging practices. The status quo is no longer sufficient; a radical shift is imperative — a shift that requires us to embrace and nurture new ways of doing things,” the position paper reads.

“We find ourselves at the precipice of a profound transformation in global materials consumption and management. Europe’s pivotal role in this transformation is undeniable, as it holds the potential to lead the global transition to a true circular economy. In this context, reuse has the potential to be a cutting edge of these wider changes, and the PPWR stands as a catalyst, poised to propel the EU toward a future centered on reuse.”

The coalition prescribes clear requirements for reusable packaging designs, including defining a minimum number of reuse cycles.However, some leading packaging suppliers remain unconvinced by the increased focus on reusables, pointing to studies suggesting that they are less net eco-friendly than single-use solutions in many applications.

Imperative for reuse
The coalition argues that relying solely on recycling will not suffice in reducing Europe’s material and carbon footprints. Instead, the signatories advocate for developing high-performance reuse systems, which would allow packaging to retain its value for extended periods. 

According to the group, this approach also severs the link between consumption and material extraction and carbon emissions, contributing to long-term sustainability. The coalition commends the PPWR for introducing reuse targets but suggests room for improvement. 

“Reuse before recycling stands as a cornerstone to ensure the sustainability of the EU’s packaging sector in the future,” the position paper states. 

“But in a region challenged by finite natural resources, the impetus for reuse in Europe is more than an environmental endeavor; it also embodies a crucial component of an ambitious, globally differentiated and diversified green industrial strategy in Europe, where we lead the way in building the industries of the future.”

Principles for maximizing reuse
The coalition enlists some critical principles for maximizing the opportunity to benefit from reuse in the PPWR. 

Clear requirements for reusable packaging designs should be established, including defining a minimum number of reuse cycles to classify packaging as reusable. Manufacturers and final distributors should share the responsibility for the success of reuse systems, with obligations to offer and take back reusable packaging established across the entire value chain.

Targets should be set for both groups, expecting manufacturers to meet targets in every member state where they operate. Consumer participation is deemed crucial by the coalition in this endeavor.The transition to reuse is not merely an environmental necessity but also a powerful economic opportunity, the coalition emphasizes.

“The EU has the potential to lead the world in developing the materials, systems, processes and digital tools needed to deliver our reuse vision,” they write. “Setting clear and ambitious targets for 2030 and 2040 is key to providing Europe’s innovators, entrepreneurs, and investors the confidence needed to innovate and invest in the next generation of packaging solutions.”

Reuse transition
The coalition details that packaging is responsible for “an astounding” 40% of plastic and 50% of paper consumption. Moreover, it accounts for over a third of municipal waste, with a substantial portion stemming from single-use packaging designs.

While there has been a reduction in packaging waste sent to landfills compared to two decades ago, it is still estimated to have reached 20% in 2020. Similarly, around 16% of packaging waste was incinerated that year. Furthermore, approximately 17% of all packaging is intentionally designed to be non-recyclable and recycling rates have remained stagnant since 2010.

The transition to reuse is not merely an environmental necessity but also a powerful economic opportunity, the coalition emphasizes. The European Commission estimates that this shift could generate 600,000 jobs in the EU economy by 2030 and reduce the cost of consumer goods. Additionally, it refocuses economic growth away from the consumption of imported natural resources, instead promoting the expansion of green jobs and services within the EU.

According to a new report from Rabobank, the PPWR revision is set to trigger “significant changes” in the packaging industry and require producers to revise their product portfolios and sourcing processes to comply.

By Radhika Sikaria