1 Sustainable Packaging Design GuideWorkshop Sustainable Packaging Design Guide November 6th, 2012
2 Sustainable Packaging Design GuideAGENDA PROJECT GOAL GUIDANCE THAT ADDRESSES… 4 OBJECTIVES WHAT IS SUSTAINABLE PACKAGING? OPTIMIZING: ADDRESSING TRADE-OFFS DESIGN STRATEGIES: KEY CONCEPTS AND CRITERIA 14 THE SPC’S DEFINITION: SUSTAINABLE PACKAGING… 15 SO HOW DO WE GET THERE? THE DESIGN PROCESS WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? HOW WILL EACH OF THESE DESIGN STRATEGIES BE PRESENTED? 29 FOOD FOR THOUGHT : BRAINSTORM
3 Sustainable Packaging Design GuidePROJECT GOAL Deliver guidance that packaging decision-makers in Canada and the U.S. will use to inform design decisions that result in more sustainable packaging.
4 Sustainable Packaging Design GuideGUIDANCE THAT ADDRESSES… The relationship between sustainability and packaging Social, environmental, and economic attributes… The tradeoffs between unwanted impacts and needed benefits Identifying, understanding, optimizing… Design strategies for creating packaging with reduced unwanted impacts Transport efficiency, material usage, energy reduction… The GPPS metrics that are useful to track improvements in package design Measure, track progress, communicate… Tools that are helpful to estimate life cycle impacts Hot spots, design comparisons, benchmarking… Relevant regulations, case studies, examples, and linkages to other initiatives. Best practices, related work, further information…
5 Sustainable Packaging Design GuideOBJECTIVES One stop shop About packaging, design philosophies, initiatives and resources To evaluate your system and identify opportunities and challenges Adopt design strategies and implement improvements Common framework Addressing the design process of packaged goods and the value chain Converging the voice and role of all industry stakeholders Create value Interactive design guide and assessment resource Learn about measurement, communication, and examples of case studies Foster innovation and continuous improvement in industry practices AKG: not sure how I feel about “trends worldwide“ – I think it may be beyond our US/Canada scope if we try to analyze what changes are being made in packaging across the globe. Also, not sure how much we want to focus on trends in general – I think our goal should be to tell companies what they should do in their package design process. We should be the trend setters! I think we should have companies learn from other companies only in the context of the examples we give to illustrate our design strategies (much like what EEQ did with the code). AKG: will we need to outline the design process? My understanding was that the users of this guide will already be familiar with the traditional design process, and our goal is explain to them how to incorporate design strategies that improve packaging sustainability.
6 Creating systems that do good and can be indefinitely sustained.Sustainable Packaging Design Guide WHAT IS SUSTAINABLE PACKAGING? ECONOMIC SOCIAL ENVIRONMENTAL Maximizing social and economic wellbeing with a limited amount of environmental impacts. Creating systems that do good and can be indefinitely sustained.
7 In what ways can packaging “do good”?Sustainable Packaging Design Guide WHAT IS SUSTAINABLE PACKAGING? In what ways can packaging “do good”? ECONOMIC SOCIAL ENVIRONMENTAL Contains, protects, preserves Gives instructions, warnings Markets to consumers Prevents theft Measures, portions, dispenses Provides jobs Secures medicine, surgical equipment LOTS MORE… Reducing impacts of products
8 What unwanted impacts accompany packaging?Sustainable Packaging Design Guide WHAT IS SUSTAINABLE PACKAGING? What unwanted impacts accompany packaging? ECONOMIC SOCIAL ENVIRONMENTAL Costs Fair labor Toxicity concerns Resource depletion Pollution Waste generation ECONOMIC SOCIAL
9 Sustainable Packaging Design GuideWHAT IS SUSTAINABLE PACKAGING? Sustainable packaging is packaging that is optimized for social, environmental, and economic considerations Benefits Unwanted impacts
10 Sustainable Packaging Design GuideOPTIMIZING: ADDRESSING TRADE-OFFS Burden shifting: lowering one unwanted impact but increasing another unwanted impact. e.g. a new package design has an improved carbon footprint but results in more NOx and SOx emissions. Is this a net improvement? There’s no universal rule that tells us which impacts are more important than others, and there’s no universal metric for an overall environmental footprint. How should companies address burden shifting when evaluating design options with varying impact profiles? By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
11 Sustainable Packaging Design GuideOPTIMIZING: ADDRESSING TRADE-OFFS Reducing the functional unit: lowering one or more unwanted impacts but decreasing the benefits of the package e.g. the square milk jug: more resource efficient, transport efficient, etc., but consumers had a terrible time trying to pour milk out of it. Is this a net improvement? We have tools for measuring unwanted impacts, but no similar way of measuring benefits like ease of dispensing. When is it a net sustainability improvement when reducing unwanted impacts also reduces the benefits of the package? By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
12 Sustainable Packaging Design GuideOPTIMIZING: ADDRESSING TRADE-OFFS Improving the functional unit: raising one or more unwanted impacts but improving the benefits of the package e.g. adding or enlarging a plastic window on a fiber box: added benefits of showing the product to consumers, but possibly impairing the recyclability of the package. Is this a net improvement? When is it a net sustainability improvement when increasing unwanted impacts also increases the benefits of the package? By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
13 Sustainable Packaging Design GuideOPTIMIZING: ADDRESSING TRADE-OFFS Win-win packaging improvements do exist! e.g. Unilever’s new design for Rexona packaging Increased benefits: dispenses the product more easily and more completely. Reduced impacts: less material, production time, energy and water usage, cost… How can we facilitate more of these holistic design improvements? By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future. old new
14 Sustainable Packaging Design GuideDESIGN STRATEGIES: KEY CONCEPTS AND CRITERIA Packaging + product combination Primary, secondary and tertiary Packaging = System Identical use value = Functional Unit Life Cycle Thinking: Does a holistic view of the impacts and benefits of the new design result in an improvement? Technical performance: Does the package protect the product? Cost: Is the design cost-effective? Regulatory Compliance: Does the design meet or exceed regulations? Material health: Do you understand safety and toxicity concerns? By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
15 Sustainable Packaging Design GuideTHE SPC’S DEFINITION: SUSTAINABLE PACKAGING… Is beneficial, safe & healthy for individuals and communities throughout its life cycle; Meets market criteria for performance and cost; Is sourced, manufactured, transported, and recycled using renewable energy when feasible; Optimizes the use of renewable or recycled source materials; Is manufactured using clean production technologies and best practices; Is made from materials healthy throughout the life cycle; Is physically designed to optimize materials and energy; Is effectively recovered and utilized in biological and/or industrial closed loop cycles. By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
16 Sustainable Packaging Design GuideSO HOW DO WE GET THERE? Let’s look at: The design process and design strategies that will move us closer to sustainable packaging and The information we think will be useful to you: GPPS metrics, case studies, relevant regulations, simplified LCA tools, links to related initiatives and resources… By providing a common framework, the packaging industry can evaluate current efforts, identify opportunities and begin to pursue strategies to develop sustainable packaging materials and systems. As it stands now, the definition is intended as a “target vision. The definition criteria outline a framework for specific actions and will evolve over time with new materials and technologies. The SPC recognizes that the timelines will vary across criteria and packaging materials. However, together, these criteria characterize our vision for sustainable packaging. Making this vision a reality begins with small steps. An entire system change can only happen when a wide network of people can begin to ask questions and make informed decisions. In that spirit, the rest of this document offers a combination of questions, tools, and resources for designers interested in moving toward a fully sustainable future.
17 Environmental footprint/Sustainable Packaging Design Guide Product profile Design criteria Technical Qualitative Quantitative Aesthetic Ergonomic Security Semiotic Regulatory Communication Performance Functions Need Idea Project Functional Unit Basic Packaging idea User Retail Consumer User Transport + logistic Procurement Manufacturing Environmental footprint/ performance Legal requirements Cost Communication Marketing Functions Performance criteria Inform Promote Contain Improve logistic Protect Preserve Facilitate handling Packaging Design Process
18 Sustainable Packaging Design GuidePrimary Secondary… Functions Product profile Strength, durability, production, assembly, transportation… User experience, appreciation, enjoyment, instinctive… Functional Unit Technical Need Idea Project Regulatory Communication Qualitative User “Quantification of the functional system or service offered on which are based comparison scenarios.” Age, gender, measurement, profession, lifestyle… Quantitative Design criteria Performance Quantity, number of components, lifespan, number of uses… Aesthetic Ergonomic Semiotic Security
19 Sustainable Packaging Design GuideContamination, risk of spill, tamper, risk of injury, seal… R&D, supply, transport, EPR, waste, energy Message (clarity, honesty, transparency, completeness) Niche market, Differentiation Initial Packaging idea Contain Communication Marketing Protect Cost Health + safety Preserve Legal requirements Regional, national, international Standards + norms Shelf ready packaging (size, format…) Attractiveness, promotion Improve logistic Retail Functions Performance criteria Carbon footprint, water footprint, LCA + Metrics, Checklist Packaging Design Process Facilitate handling Environmental footprint/ performance Consumer User Experience “Openability” “Resealability” Handling Consumption Information Technology, innovation, equipment, conditioning, trends Inform Promote Procurement Transport + logistic Manufacturing Efficiency, weight, volume, handling, “stackability” Supply Location Policies + SME
20 Sustainable Packaging Design GuideManufacturer Conditioner Distributor What is the role of each stakeholder involved in adopting a sustainable design process? How can we improve communications between them? Research group Government Retailer Supplier “There is a need to develop an interactive design guide for multidisciplinary creation teams in the switch from a “linear system thinking” to a “life cycle thinking” based on relevant and accurate design strategies.” IFO NGO Association Consumer Producer Municipality Academia Consultant Recycler Sorting center
21 Understand the functional unit Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Understand the functional unit Understand the benefits of packaging in the context of sustainability Assess the social, economic, and environmental value of the functions that the package performs. Everything matters; we can’t take consumer acceptability for granted. The best designs do not sacrifice the functional unit for the sake of reducing unwanted impacts. But there are cases where packaging functions can be forgone in the interests of reducing unwanted impacts. Optimize, optimize, optimize…
22 Adopt responsible procurement criteria Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Adopt responsible procurement criteria Understand the considerations of using renewable materials and non-renewable materials. Use renewable materials that are responsibly managed, e.g. fiber from certified sources. Use recycled content when possible for non-renewable materials. Understand the trade-offs; Which is better, certified fiber or recycled fiber? Optimize, optimize, optimize…
23 Optimize the amount of material Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Optimize the amount of material Right-sizing, not light weighting. Optimizing. Understand the implications for the benefits of the package. For instance, does it still protect the product and reduce the waste that occurs when the product is damaged? If switching to a different primary material in the interests of reducing material usage, what are the trade-offs? Is there burden-shifting? Is the product/package ratio an appropriate indicator? Optimize, optimize, optimize…
24 Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Design for recovery Understand the recycling system. How is the package going to behave during collection, sorting, and reprocessing? What is the estimated probability that it will actually get recycled? Understand the purpose of the waste hierarchy. There are trade-offs associated with maximizing recyclability, and an optimized package design may not be recyclable. If an optimized package design is not likely to be recycled, then how does it fit with the next tier of the waste hierarchy? Is it likely to be composted or recovered for energy? How does design affect that likelihood? Optimize, optimize, optimize…
25 Understand toxicity and safety concerns Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Understand toxicity and safety concerns There is rarely consensus about safety and toxicity concerns. Like everything else, judgement calls are needed. Ask suppliers to identify the chemicals used in the packaging. Foster transparency. Compare the constituents of your materials against internal or other substances-of-concern lists Optimize, optimize, optimize…
26 Design for transport efficiency Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Design for transport efficiency Life cycle thinking How does the package design influence the unwanted impacts that occur during transportation? Optimize aspects like cube efficiency, tertiary packaging, package weight, volume… The product must also be considered. Are you shipping unnecessary amounts of air, water, or anything that does not provide benefits to people? Optimize, optimize, optimize…
27 Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Improve energy usage What is the cumulative energy demand over the package’s life cycle? Can it be reduced? What are the sources of the energy that is needed? What are the impacts of different sources of energy? Are there opportunities to increase the amount of renewable energy used? Are all kinds of renewable energy considered equal? The context must be address. Optimize, optimize, optimize…
28 Communicate with supply chain partners Optimize, optimize, optimize…Sustainable Packaging Design Guide WHAT WILL THE GUIDE’S CONTENTS LOOK LIKE? Communicate with supply chain partners Measure. Benchmark. Improve. Communicate. Sustainable packaging can only come from a sustainable supply chain. What are best practices in measuring and reporting? How can we foster transparency while protecting proprietary information? Optimize, optimize, optimize…
29 Sustainable Packaging Design GuideHOW WILL EACH OF THESE DESIGN STRATEGIES BE PRESENTED? With real examples and case studies. With opportunities for you to show what you are doing to improve package designs. With accompanying GPPS metrics that you can use to measure and evaluate progress. With information about regulations, standards, and certifications that relate to your design decisions. With links to related initiatives and resources for further information. With recommendations and linkages to tools that help you implement, measure, and assess progress with design strategies.
30 Sustainable Packaging Design GuideFOOD FOR THOUGHT : BRAINSTORM Does our approach to sustainable design make sense? What is the most confusing or challenging aspect of sustainable design? Does our organization of thoughts and proposed layout of the website seem intuitive? In which part of the design process would this guidance be useful? What are the challenges and the opportunities related to improving packaged products in your sector of activity? Are there any big important ideas that seem left out of our approach? Would you use this website? How would you use this website? Will you be willing to share your case studies and successes from your company? Will you be willing to share your challenges and lessons learned from your company? How do you define your role as a stakeholder and/or shareholder in the packaged goods design process to foster continuous improvement?