After a four-year break, the packaging trade fair Empack made its comeback at Kistamässan in Stockholm. Two action-packed days featured many first-class events. One of these was a seminar session that both touched and stirred emotions among packaging enthusiasts.
“Packaging is not waste”
A statement that contradicts society’s general perception of packaging — a perception that stakeholders in the packaging industry must work to change in order to guide society onto the right path.
Per-Stefan Gersbro from Paccedo led the debate, and with the help of several experts, a well-attended and engaging discussion took place.
Participants in the discussion included:
Lisa Wahlström – Coca-Cola Europacific Partners
Johanna Augustin – Pond Design
Karin Jawerth – ICA Gruppen
Rickard Jansson – Svensk Plaståtervinning
The discussion focused on the fact that packaging is more than just waste. The panel agreed that the product inside the packaging is crucial, and when the product matters, so does the packaging. A good package should not increase environmental impact and should protect resources and product quality. Despite these benefits, packaging is often seen as waste because it frequently ends up as such.
To change the negative perception of packaging, it was suggested that packaging should be imbued with emotional and functional values while minimizing its environmental impact at disposal. This helps consumers feel smart and responsible when making sustainable purchases.
Conclusions from the panel debate included that sustainability aspects must be considered early in the development process, and design for recycling is essential. Collaboration is required between packaging manufacturers, brand owners, recycling companies, design agencies, and waste management firms to create products that are easier to recycle. A simple starting point can be to make it easier for consumers to recycle existing materials through clear design and symbols.
As a concrete example, ICA’s new ground beef packaging was mentioned, which replaced plastic trays with a bag, reducing plastic use and creating a sense of doing the right thing without the need for education or statistics. This showed that when something feels right, it is more convincing than theoretical arguments.
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