4 Embedding a Sustainability Focus in Packaging …
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4.2 Point of Departure
4.2.1 Product-Packaging Sustainability
Within this research vision, we consider packaging as (a set of) physical artefacts
that temporarily or unremittingly assumes the functions of preserving, protecting,
enabling use and handling, and conveying formal and informal information about
the related product (de Lange et al. 2013). Packaging acts as an object which is
subservient to its contents, undertaking functionalities of the standalone product, in
order to provide the ability to bridge time and distance from manufacturer/producer
to consumer (ten Klooster 2002). Following, packaging cannot be regarded as an
isolated entity, but acts as a beneficial add-on to the product, which fulfils functions during different steps of a supply chain (Motte et al. 2007; de Koeijer et al.
2017b). A product-packaging combination shapes a symbiotic, interrelated entity in
a complex and multidisciplinary network of stakeholders (de Lange et al. 2013; Oude
Luttikhuis et al. 2014; Molina-Besch et al. 2014). Consequently, the interlinked life
cycles of both the packaging and the product must be considered during the development process (de Lange et al. 2013; ten Klooster 2002; Oude Luttikhuis et al. 2014;
Bramklev 2009). It is therefore incorrect to consider the environmental impact of
packaging separately from the environmental impact of the product contained within
the packaging (de Koeijer et al. 2017a). The isolated consideration of packaging as a
separate entity leads to suboptimal solutions—therefore, the integrated development
of product and packaging is important to develop optimal product-packaging combinations (ten Klooster 2002; Bramklev 2009; Olander-Roese and Nilsson 2009). Even
though the environmental aspect of a package as an isolated entity is important, the
scope of sustainable development should be broader than merely optimizing certain
existing aspects of the packaging design. Within any supply chain—especially when a
sustainability focus plays a role—this integrated perspective is essential. Sustainable
considerations should cover the impacts of the entire product-packaging combination
and should be targeted at all levels of detail—from added value and functionality to
product definitions and materials, and end-of-life considerations.
4.2.2 Product-Packaging Development Processes
We regard the development process of product-packaging combinations as a subsection of ‘traditional’ product development. Both are characterized by iterative
processes of analysis, synthesis, simulation, and evaluation steps (Buijs 2003; Eekels
and Roozenburg 1991; Swann 2002; Cross 2000).
The development of a product-packaging combination is the shared responsibility
of different stakeholders with various backgrounds and interests. Consequently, the
entire development and design process of a product-packaging combination is a
concatenation of decisions made by multidisciplinary teams in various organizations
51
4.2 Point of Departure
4.2.1 Product-Packaging Sustainability
Within this research vision, we consider packaging as (a set of) physical artefacts
that temporarily or unremittingly assumes the functions of preserving, protecting,
enabling use and handling, and conveying formal and informal information about
the related product (de Lange et al. 2013). Packaging acts as an object which is
subservient to its contents, undertaking functionalities of the standalone product, in
order to provide the ability to bridge time and distance from manufacturer/producer
to consumer (ten Klooster 2002). Following, packaging cannot be regarded as an
isolated entity, but acts as a beneficial add-on to the product, which fulfils functions during different steps of a supply chain (Motte et al. 2007; de Koeijer et al.
2017b). A product-packaging combination shapes a symbiotic, interrelated entity in
a complex and multidisciplinary network of stakeholders (de Lange et al. 2013; Oude
Luttikhuis et al. 2014; Molina-Besch et al. 2014). Consequently, the interlinked life
cycles of both the packaging and the product must be considered during the development process (de Lange et al. 2013; ten Klooster 2002; Oude Luttikhuis et al. 2014;
Bramklev 2009). It is therefore incorrect to consider the environmental impact of
packaging separately from the environmental impact of the product contained within
the packaging (de Koeijer et al. 2017a). The isolated consideration of packaging as a
separate entity leads to suboptimal solutions—therefore, the integrated development
of product and packaging is important to develop optimal product-packaging combinations (ten Klooster 2002; Bramklev 2009; Olander-Roese and Nilsson 2009). Even
though the environmental aspect of a package as an isolated entity is important, the
scope of sustainable development should be broader than merely optimizing certain
existing aspects of the packaging design. Within any supply chain—especially when a
sustainability focus plays a role—this integrated perspective is essential. Sustainable
considerations should cover the impacts of the entire product-packaging combination
and should be targeted at all levels of detail—from added value and functionality to
product definitions and materials, and end-of-life considerations.
4.2.2 Product-Packaging Development Processes
We regard the development process of product-packaging combinations as a subsection of ‘traditional’ product development. Both are characterized by iterative
processes of analysis, synthesis, simulation, and evaluation steps (Buijs 2003; Eekels
and Roozenburg 1991; Swann 2002; Cross 2000).
The development of a product-packaging combination is the shared responsibility
of different stakeholders with various backgrounds and interests. Consequently, the
entire development and design process of a product-packaging combination is a
concatenation of decisions made by multidisciplinary teams in various organizations