Sustainability continues to factor as one of the label and package printing industry’s most prominent trends. Consumers are demanding products that enable circular packaging, made from materials that can be repurposed, recycled, or composted instead of sent to the landfill. From consumers and brands to converters and suppliers, the entire value chain is seeking innovative ways to tackle sustainability.

According to Avery Dennison, increasing the use of post-consumer waste (PCW) in recyclable materials is becoming increasingly important. The label industry is responding to this trend by innovating and enhancing the recyclability of labeled materials.

“Due to emerging regulations, companies are increasingly pressured by stakeholders, including consumers, to adopt sustainable practices,” remarks Mark Schwerdtfeger, director of sustainability, North America, Avery Dennison. “Stricter regulations are anticipated, particularly regarding waste management and recycling. This growing demand is being fueled by consumers who are increasingly conscious of their environmental impact.”

Avery Dennison has been instrumental in working with the APR (Association of Plastic Recyclers) and the entirety of the recycling value chain to ensure that its current products meet the highest levels of recycling criteria.

“We take a proactive approach to regulation and compliance, staying ahead of the constantly evolving global regulatory landscape,” says Schwerdtfeger. “By designing products that meet both current and trending regulations, we ensure compliance and drive innovation that sets new standards for the industry. Presently, action on legislation targeting circularity has been at the state level. At the federal level, the US Senate Committee on Environment and Public Works conducted the first national hearing on Extended Producer Responsibility in 2024, but it is expected that the states will continue to drive action in this space.”

To help increase recycling and circularity, several US states have variations of extended producer responsibility (EPR) policies designed by a producer responsibility organization (PRO). In June 2021, Maine became the first state to sign an EPR law for consumer packaging, and since then, Oregon, California, Colorado, and Minnesota have all passed EPR laws. Meanwhile, several other states are considering similar legislation. Labels inherently play a critical role in enabling circularity and complying with state goals.

To increase the quality of recycled resin and promote circularity, it is crucial to invest in recycling technology and process improvements. Implementing advanced techniques like whole bottle washes, wet granulation, and friction washing – as widely adopted in Europe – can significantly enhance the recycling process.

“In September 2020, California became the first state to require recycled content use in plastic beverage containers, aiming to reach a 15% requirement by 2022 and a 50% requirement by 2030, and Washington, New Jersey, and Maine have since also passed similar requirements,” adds Schwerdtfeger.

“Legislation and CPG sustainability goals should lead to an increase in collection and recycling and a more efficient process into PCR resin,” he continues. “We would also expect this to drive the circular economy. As supply starts to catch up to demand, we would expect to see more PCR and bio-based sources in packaging.”

Using RFID to promote sustainability

With more brands adopting RFID and smart labeling technologies, sustainability can be targeted from another angle. RFID technology can improve sustainability by controlling food waste, inventory, and overproduction waste. The ability to track and trace products throughout the supply chain can prove advantageous when curbing waste.

“RFID technology acts as a powerful enabler for sustainability by promoting efficiency, reducing waste, and facilitating a more circular economy,” states Schwerdtfeger. “As technology continues to advance and become more widely adopted, its potential for driving sustainability across various industries is significant.”

New products

Avery Dennison has developed hundreds of eco-friendly products, which are designed to help reduce waste, enable recycling, and advance sustainability. The company’s Eco Portfolio has expanded to include low-carbon, thinner paper solutions like the Semi-Gloss Eco option, which reduces carbon emissions by 20% with a lightweight 48# facestock and .92 Mil PET liner. Over the past year, Avery Dennison has introduced seven new facestocks to its Wine and Spirits portfolio with 30-100% PCW content, as well.

“We’ve expanded our HDPE rigid recycling portfolio by incorporating a range of hot-melt adhesives, and achieved an industry milestone by introducing the first-ever variable information, direct thermal film labels featuring AD Cleanflake adhesive technology for PET recycling,” notes Schwerdtfeger. “These advancements underscore our dedication to innovation and environmental responsibility in the packaging industry.”

Services and support have been key initiatives, too. “We are committed to providing our customers with comprehensive product safety information and valuable insights into environmental impact,” says Schwerdtfeger. “By partnering with Avery Dennison, converters gain access to a growing portfolio of sustainable products and services, including release liner recycling solutions and carbon footprint analysis. We’ve also streamlined our support systems, making it easier than ever to tap into our extensive resources and expertise on compliance and sustainability. Avery Dennison’s dedicated sustainability team is here to support converters, offering guidance, education, and answers to help them embark on their sustainability journey with confidence.” To support recycling in the US, Avery Dennison has also expanded its AD Circular program, leveraging its Napa and Quakertown locations as dedicated collection sites for gathering paper and PET release liners, ensuring they are efficiently transported to recycling facilities