An interesting question in Brand Republic, that leads to a Marketing article that doesn't seem to work (for me at least. Curse these Mac/Safari browsers): Can the industry manage more than a long-term pledge to cut packaging?
All I ask is that such cuts are done in the name of genuine enviROI (actual benefit to the planet's future, which may or may not mean any fiscal returns) and not just for cosmetic or PR purposes.
I was at Total Packaging at the NEC not long ago, and one telling (if as yet unconfirmed) stat was that of such 'waste', 95% came from food and 5% from the packaging.
Now I know they will not compromise... much... on what helps shift from the shelves, but what I don't want to find is that the reduction goes in areas where the consumer gets stuff home and for whatever reasons do not consume fully - hidden bruising, shorter lifespan, etc.
For sure more effort needs to go into what enters the waste stream from the moment of manufacture, but we need a much more coherent approach, and cooperation between all necessary parties (govt, local, govt, etc) on joined up thinking towards effective recycling (and NOT another 'Recycle - it good for our tonnage-based bonuses' campaign) and, my personal favourite, re:use.
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