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.