Working towards a more environmentally friendly future

During Plastic Free July, Winfried Muehling, marketing and communications director at Pro Carton, takes time to reflect and consider packaging alternatives.

As we enter Plastic Free July, a worldwide campaign calling for a world free of plastic waste, both brands and consumers must consider what they need to do to work towards a more environmentally friendly future. More than 400 million tonnes of plastic are produced every year, half of which is designed to be used only once. Recycling follows collection and a separate collection for plastic packaging is as crucial as a separate collection for fibre based packaging.

We are already seeing consumers take encouraging steps. The 2024 Pro Carton Consumer Packaging Perceptions Survey found that, on average, over 62% of Europeans report that living sustainably has become more important to them and their families in the past two years. This trend is particularly strong in France (63%), with the UK and Germany following closely at 56% and 55% respectively. These findings highlight consumers’ growing awareness and actions toward a more environmentally friendly figure – a positive development for the packaging industry. 

European consumers aren’t just talking about solutions – they are seeing them through. The survey also found that 46% of consumers are actively buying fewer products wrapped in plastic packaging materials. The results reveal a promising trend for the packaging industry and the world, a commitment to a greener future.

Consumers have spoken, and now brands must take note. Establishing a thriving circular packaging ecosystem requires collaboration between all stakeholders. By partnering with consumers, brand owners and the packaging industry can accelerate the adoption of sustainable practices and create a future that aligns with their values and needs. Informed decision making is crucial for businesses to navigate the growing environmental scrutiny they face.