Sustainability has been trending in importance over the years, and it is now arguably the biggest topic in label and package printing. All levels of the supply chain are prioritizing sustainability, and consumers are increasingly demanding this from brands, as well.

Recycling, of course, is a key tenet of sustainability, as even the most environmentally friendly product can lose its effectiveness if it winds up in the landfill. Avery Dennison, a substrate and adhesive specialist based in Mentor, OH, USA, has undertaken numerous initiatives to drive recycling. In addition to a new program, the company is touting multiple products that foster recyclability.

From a program standpoint, Avery Dennison has launched AD Circular, which connects converters and brands with vetted recycling providers throughout the US that can offer opportunities for landfill diversion, recycling and circularity. Plus, Avery Dennison has partnered for an exclusive agreement with Mitsubishi Chemical’s Polyester Film division in North America. Through the agreement, Mitsubishi will offer a closed-loop process for PET liner recycling, helping to increase the recycled content in PET liners supplied to Avery Dennison and the industry. 

“We continue to work with the entirety of the recycling value chain to make sure that our current products and new innovations meet the highest levels of recycling criteria,” states Matt Wilkinson, senior manager, Sustainability, Avery Dennison.

As far as new products go, Avery Dennison is the first to offer AD CleanFlake technology on all film labels, enabling and advancing rigid plastic recycling. Regardless of application, AD CleanFlake Technology offers excellent performance on all types of packaging — making sustainability an easy choice. Over the past year, the company has also introduced seven new facestocks to its Wine and Spirits portfolio with 30-100% PCW content. These initiatives have gained notoriety from leading organizations, too.

“Avery Dennison’s commitment to sustainable packaging solutions has been recognized by the Association of Plastic Recyclers (APR) multiple times this year,” explains Wilkinson. “Notably, 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. These advancements underscore our dedication to innovation and environmental responsibility in the packaging industry.”

Recognitions from trade organizations, such as the APR, are crucial because they ensure that packaging and products meet specific recyclability standards. They provide guidelines and testing protocols that help manufacturers design with recycling in mind, facilitating the recycling process and improving the quality of recycled materials.

While sustainability seems like the easy choice, there are a number of challenges that need to be overcome – namely packaging design and increasing regulations and legislation. Ultimately, educating and incentivizing the consumer is an important step in raising the efficiencies and recycling rates in North America and around the world.

“One of the biggest challenges that face both brands and recyclers is designing packaging for recycling,” explains Wilkinson. “It is imperative that brand and packaging engineers leverage solutions that enable the recycling of packaging. This means using recognized solutions and doing the due diligence to verify the package as a whole versus a sum of its parts when it comes to recycling. On packaging, labeling for consumers is also another challenge that needs to be addressed. Packages that are designed for recyclability should be clearly labeled so that consumers can quickly and easily know how to recycle that package. Plus, plastic (EPR/PCR) regulation, while not a challenge in and of itself, has been passed in multiple states.” 

Legislation could spur more companies – and, ultimately, consumers – to be more proactive in their sustainability journeys. This will require investment in the short term, but there is a positive end goal in mind with new regulations.

“Legislation and CPG sustainability goals should lead to an increase in collection and recycling and a more efficient process into PCR resin,” says Wilkinson. “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.

“To increase the quality of recycled resin and promote circularity, it is crucial to invest in recycling technology and process improvements,” he adds. “Implementing advanced techniques like whole bottle washes, wet granulation, and friction washing, as widely adopted in Europe, can significantly enhance the recycling process. These improvements not only simplify the design for recycling but also elevate the quality of the recycled resin output, contributing to a more sustainable and efficient circular economy.”

For converters looking to implement recycling in their sustainability journey, there are a number of steps to get started. Avery Dennison’s expert sustainability team is prepared to assist converters by providing education and answering questions to help start their recycling journey. Education will be critical in the future.

“In an effort to meet upcoming EPR and PCR legislation, there has been a strong push by the decoration industry to include bio-based and PCR content in their raw materials while ensuring their packages are designed for recycling,” states Wilkinson. “Reduction of a company’s carbon footprint is becoming more prevalent with, in some cases, brand owners requiring their suppliers to have publicly stated goals via SBTi (Science Based Target Institution). As regulations and consumer pressure increase, companies that proactively manage their emissions will have a competitive advantage. Reducing carbon footprint can also lead to cost savings through energy efficiency and resource optimization.”