Avery Dennison: Industry's Recycling Challenges & Solutions

According to the Ellen MacArthur Foundation, only 14% of plastic packaging is collected for recycling worldwide.

This contributes to millions of tonnes of plastic waste each year, which exhausts valuable resources and harms the environment.

Pascale Wautelet, serving as Vice President of Global R&D and Sustainability at Avery Dennison, is leading efforts to tackle these issues.

She is responsible for steering numerous R&D centres and teams across the globe, guiding over 400 scientists. Here, shares her expertise on packaging.

What are the biggest challenges in recycling?

The first thing I learned when I began to look at this space is that “recyclability” means proper collection, sorting, processing and application. 

The primary challenges in recyclability stem from inefficiencies and complexities at each stage of the recycling process:

Collection challenges: A significant portion of plastic waste is lost during the consumer collection phase, primarily due to non-existent or inadequate collection infrastructures and inconsistent consumer behaviour. This is sometimes due to a lack of information and communication about how and where to recycle the packaging at the end of life, which results in low system trust and participation rates. We estimate 40% — 90% of produced volume lost at this stage.

Sorting efficiency: Inaccurate sorting occurs through manual or automated sorting when packaging is not appropriately designed. This is where decoration technologies like shrink sleeves, full coverage of the container or direct print inks can hinder sorting technology, such as near-infrared (NIR), from correctly identifying materials, leading to misclassification and contamination of recycling streams. 

Processing issues: Contaminants from caps, decoration facestocks, adhesives and inks can compromise the purity of recycled materials if not properly eliminated through standard recycling process. Adhering to design-for-recycling guidelines and proper label decoration is crucial to minimise contamination and maintain the quality of recyclates.

Application constraints: Recycled materials must meet stringent quality standards to be upcycled in high-grade applications, such as bottle-to-bottle (beverage) or food packaging. Plastics like rigid PET and HDPE containers are highly recyclable and it is critically important that a brand’s choice of rigid plastic decoration aligns with DfR guidelines to maximise full packaging circularity.

How can labels help to tackle recycling challenges?

A new generation of “clean release” pressure-sensitive labels offer brands a way to enable the recycling of PET and HDPE packaging.

The label is designed to remove cleanly during the standard recycling process to improve the quality of recycled rigid plastics, as recognised by Association of Plastic Recyclers (APR) and RecyClass.

The label can also be made durable and multi-washing to enable bottle reuse models while it cleanly detaches at the end of life of the bottle.

The labelling technology is branded by Avery Dennison as CleanFlake. 

Clean release labelling solutions are lightweight and enable recycling and reuse across a variety of substrates, which supports brands’ total packaging emissions and waste initiatives.

Digitally enabled labels also play a large role in recycling.

The adoption of smart technology, such as RFID or QR codes that track the use and lifespan of single use and reusable packaging, drive improvements in efficiency and waste reduction, enable consumer engagement and will allow broader-scale adoption of reuse models. 

Why is supply chain transparency important?

Supply chain transparency is crucial for several reasons, starting with end-to-end product tracking and visibility.

Imagine if your packaging enables you to trace the product from the raw materials through to the end of life of the product.

You can guarantee the transparent chain of custody through the entire life cycle, ensure product safety and regulatory compliance, simplify product recall, mitigate unethical practices risk, assure product authentication and prevent product counterfeit.

Access to transparent supply chain data also allows companies to optimise operational efficiencies, reduce costs and enhance delivery times by identifying inefficiencies and bottlenecks.

A digitally enabled pressure-sensitive label using RFID and QR codes allows users to get real time data insights to optimise inventory accuracy, better match supply-to-demand, minimise expiry date waste (“Best-before” or “Use-by”) and ultimately reduce labour inefficiencies.

Supply chain visibility is also crucial for sustainability and can open endless innovation opportunities.

It unlocks automated Digital Product Passports (DPPs) and Extended Producer Responsibility (EPR), tracking and measuring carbon emissions, providing end-of-life recycling instructions and ultimately enabling cost-effective circular models and waste reduction.

A key example is its role in bottle reuse models. Since bottles can undergo 20-30 reuse cycles, brands need to manage bottle traceability and inventory and track usage for refilling and recycling and volume forecasting accuracy.

Ultimately, adopting supply chain transparency practices allows brands to enhance their reputation, foster consumer trust and loyalty, support sustainability, create efficiency and reduce cost. This creates value across the value chain and differentiates them in the market.

How can packaging help to increase supply chain transparency?

When we talk about packaging and supply chain transparency, we are talking about smart labelling solutions for packaging.

As our white paper reports, ultimately, every physical item will need a digital identity and life for brands to address complex industry challenges.

Several megatrends have emerged over the last few years that offer opportunities for creating value throughout the supply chain.

Digital triggers like QR codes and item-level RFID technology can help brands optimise supply chain and labour efficiency, provide inventory transparency, streamline logistics, reduce waste and enable a sustainable reuse and refill system.

Digital technologies also provide consumers with access to additional information about the product, like its origin, ingredients and sustainability credentials.

In an increasingly connected world, digital technology is a dynamic new dimension in pressure-sensitive label functionality.  

What impacts can labelling have on consumer engagement?

Pressure-sensitive labels are an essential component in consumer engagement.

The labels can convey the brand's identity, message and product information through visually appealing design, colours and typography. A label’s high-quality print and finishing options enhance a product’s overall appearance and shelf appeal, and improve customers’ shopping experience.

Digitally enabled labels using RFID inlays, QR codes or NFC technology give brands the ability to better connect brands with consumers.

Digital label solutions offer visibility into a product’s origin, composition and authenticity.

They drive personalised consumer engagement and experiences by allowing consumers to interact with the product, including the use of AI. Brands can communicate promotions, share brand stories and better understand direct-to consumer trends to expand brand loyalty. Pressure-sensitive labels are also a highly sustainable decoration solution.