54
B. de Koeijer et al.
Uusitalo 2008; Magnier et al. 2016; Magnier and Schoormans 2015). Packaging
communication, understandability, and reliability regarding environmental issues
are important, even when gaps between the perceived packaging sustainability by
consumers contrasts the ‘measurable’ packaging sustainability score (Steenis et al.
2017). Also with regard to the recycling process, packaging design plays an important
role, it can be regarded as a tool to promote recycling among individuals who do not
necessarily intend to engage in this behaviour (Verschoor et al. 2018). Additionally, it
is important that consumers are informed how several parts of the packaging should be
separated and discarded (Borgman et al. 2018). During the decision-making process
which determines the product-packaging design, it is therefore of great importance
to take environmentally-focused packaging features and the subsequent consumer
behaviour into account.
Besides the consumer behaviour aspect, governmental regulations define a significant influencer of product-packaging sustainability. In addition to policies which
target packaging waste, such as EU directives 94/62/EC (European Parliament
and Council 1994) and 2015/720 (European Parliament and Council 2015), recent
endeavours identify plastics as a key priority in the EU’s circular economy action
plan (European Commission 2018). It proposes the reduction of the impact of plastics in the environment (mainly targeting marine litter) (European Commission 2018)
and in The Netherlands a ban on giveaway plastic bags (Dijksma et al. 2015). Even
though these efforts are not by definition erroneous, they do address current issues
in a merely eco-efficient manner, of which the appropriateness is up for debate.
Next to those policies, in the Ellen MacArthur Foundation’s publication ‘The New
Plastics Economy’ (Ellen MacArthur Foundation 2016), the entire value chain of
plastic packaging—in which design plays a vital role—is described as an essential
element, with a direct and significant impact on the economics of collection, sorting
and recycling. The choice of packaging materials, colours, formats and other design
factors determines whether a package can generate positive after-use revenues if it
is recycled, or if it will end up in low-grade disposal and lead to additional costs.
4.2.4 Point of Departure: Conclusion
The preceding sections explore the realm of product-packaging sustainability, which
lead to a number of points that are relevant for a structured inclusion of front-end
sustainability considerations, contrasting the current eco-efficient late-stage integration of sustainability- and circularity-related considerations. Design and redesign
are important instruments to improve product-packaging sustainability. Even though
potential design changes which are targeted at four problematic segments in plastic
packaging are presented (e.g. in ‘The New Plastics Economy’), there is no further
indication explaining the consequences for the design process and how design teams
should apply this knowledge. For multidisciplinary product-packaging development
stakeholders, the decision-making processes revolve around a multitude of issues,
both within and beyond the described societal boundaries. Finding a balance between
B. de Koeijer et al.
Uusitalo 2008; Magnier et al. 2016; Magnier and Schoormans 2015). Packaging
communication, understandability, and reliability regarding environmental issues
are important, even when gaps between the perceived packaging sustainability by
consumers contrasts the ‘measurable’ packaging sustainability score (Steenis et al.
2017). Also with regard to the recycling process, packaging design plays an important
role, it can be regarded as a tool to promote recycling among individuals who do not
necessarily intend to engage in this behaviour (Verschoor et al. 2018). Additionally, it
is important that consumers are informed how several parts of the packaging should be
separated and discarded (Borgman et al. 2018). During the decision-making process
which determines the product-packaging design, it is therefore of great importance
to take environmentally-focused packaging features and the subsequent consumer
behaviour into account.
Besides the consumer behaviour aspect, governmental regulations define a significant influencer of product-packaging sustainability. In addition to policies which
target packaging waste, such as EU directives 94/62/EC (European Parliament
and Council 1994) and 2015/720 (European Parliament and Council 2015), recent
endeavours identify plastics as a key priority in the EU’s circular economy action
plan (European Commission 2018). It proposes the reduction of the impact of plastics in the environment (mainly targeting marine litter) (European Commission 2018)
and in The Netherlands a ban on giveaway plastic bags (Dijksma et al. 2015). Even
though these efforts are not by definition erroneous, they do address current issues
in a merely eco-efficient manner, of which the appropriateness is up for debate.
Next to those policies, in the Ellen MacArthur Foundation’s publication ‘The New
Plastics Economy’ (Ellen MacArthur Foundation 2016), the entire value chain of
plastic packaging—in which design plays a vital role—is described as an essential
element, with a direct and significant impact on the economics of collection, sorting
and recycling. The choice of packaging materials, colours, formats and other design
factors determines whether a package can generate positive after-use revenues if it
is recycled, or if it will end up in low-grade disposal and lead to additional costs.
4.2.4 Point of Departure: Conclusion
The preceding sections explore the realm of product-packaging sustainability, which
lead to a number of points that are relevant for a structured inclusion of front-end
sustainability considerations, contrasting the current eco-efficient late-stage integration of sustainability- and circularity-related considerations. Design and redesign
are important instruments to improve product-packaging sustainability. Even though
potential design changes which are targeted at four problematic segments in plastic
packaging are presented (e.g. in ‘The New Plastics Economy’), there is no further
indication explaining the consequences for the design process and how design teams
should apply this knowledge. For multidisciplinary product-packaging development
stakeholders, the decision-making processes revolve around a multitude of issues,
both within and beyond the described societal boundaries. Finding a balance between