Hey guys!
Writing from the winter-wonderland that is Chicago!
Today we are going to pick up on the theme introduced via approach to Plastics Technology feature as The sustainable thermoformer re: the tension of business vs. sustainability.
Coincidently, when the Editor of Plastics Technology emailed requesting an interview for Dordan’s feature on packaging and sustainability, my friend at Packaging Digest requested an interview of similar investigation! Check out the Q&A below!
Packaging Digest: When a client hears “sustainable packaging” what do you think is the picture they have in their brain? How has that perception changed in recent years?
ME: Wouldn't I like to know! Consider this: in a recent FTC consumer perception study it was found that the majority of consumers surveyed believed that “sustainability” meant “long lasting and durable.” If our customers’ customers don't understand the value proposition of sustainable products and packaging, it is difficult to expect those making the professional purchasing decisions to treat it as priority. That being said, I do believe that the packaging industry and its supply chain partners—through retailer initiatives, NGO involvement and industry proactivity—have done a superb job educating themselves on sustainability and developing sustainable packaging solutions; therefore, while it may be some time until the end markets catch up, I am optimistic about the potential of “sustainable packaging” as real innovation as opposed to endearing talking point.
I realize now that I haven’t really addressed your question. Let me expand: I don’t really know what a client has pictured in his/her brain when hearing “sustainable packaging;” most of my discussions with clients/prospects about sustainability attempt to determine their environmental priorities: Is it to achieve a better Walmart Packaging Score? A more impressive LCA? A renewable packaging feedstock? A recyclable package? I don’t believe that “sustainable packaging” as perception represents any concrete and quantifiable reality without qualification of a sustainability goal. Therefore, Dordan often works with clients to determine their sustainability goal(s) and then present a road map for achieving said goals via innovative thermoformed packaging solutions.
Packaging Digest: What questions need to be asked at the outset when designing a package where sustainability is on the table? How are those questions DIFFERENT from designing a package where sustainability isn’t a stated concern?
ME: As alluded to above, the questions that need to be asked when “sustainability” is indicated as priority during the packaging developmental process revolve around the end goal of the customer; if there is no goal, I always suggest performing some type of LCA-based comparative packaging assessment to establish a baseline off which progress can be gauged.
Click the button below for our "How to Assess Sustainable Packaging" Report, which details the various LCA tools available for assessing "green packaging."
After all, you can’t manage what you can’t measure. Moreover, performing a streamlined LCA allows you to understand the environmental performance of your packaging concepts, isolate potential hot spots, and seek design solutions prior to making any substantial investment. Once an objective materializes the questions that need to be asked become apparent.
That being said, this process is best for those clients for whom sustainability is priority, not just concern. For those interested in making improvements to the sustainability of their existing packaging and not necessarily seeking a complete package redesign, Dordan offers a 4-Step Design for Sustainability Process. This is a template for achieving sustainability improvements through: (1) material reduction (reduce material gauge), (2) smaller product-to-package ratio (right-sizing), (3) material substitution (virgin vs. recycled, bio-based vs. fossil fuel-based), and (4) third-party data verifying sustainability improvements. To your question re: are the questions asked when sustainability is a concern DIFFERENT from those asked when sustainability is not a concern, consider the title of our white paper advertising this Design for Sustainability Process: “New 4-Step Process from Dordan Reduces Carbon Footprint and Cost of Thermoformed Packaging;” through these steps, and the optimization of Dordan’s internal processes, often times clients achieve cost savings AND packaging sustainability improvements simultaneously. Have I completely confused you? Basically I started answering your question explaining that the questions that need to be asked for those concerned with sustainability vs. those not concerned are vastly different; however, then I began recognizing how a lot of the packages Dordan designs already are optimized for sustainability insofar as material usage, product-package ratio, etc. is concerned because that is smart and Dordan designs smart packaging. I guess a good indicator of the types of questions that need to be asked would be how much is sustainability a concern? If huge, an LCA is ideal, where hot spots are isolated and solutions developed; if moderate, simple design considerations, like those presented in our 4-Step Process, can have big ramifications on the price and “green credentials” of a package.
Packaging Digest: What materials does Dordan offer that are geared toward increasing a package’s sustainability quotient?
ME: Bio Resin Show N Tell (visit Dordan's sustainability research to download).
Packaging Digest: How do you balance between sustainability and factors like cost, structural integrity, consumer appeal, etc?
ME: The balance between sustainability and factors like cost, performance, etc. is a delicate dance of wants vs. needs. Often times, customers want a sustainable option, but they need an affordable, high-performing package. While sometimes both the wants and needs can be satiated via a thermoformed packaging solution, other times the needs trump the wants. And, though there are a lot of interesting “green” materials available (Bio Resin Show N Tell), often the price point far exceeds traditional resins and/or the performance doesn’t compare.
Packaging Digest: Can you give me an example of a recent project in which sustainability was weighed in the design, discussions involved, decisions weighed/made and end result?
ME: Here is a great case study, which shows how economic and environmental savings can be incurred simultaneously via innovative thermoformed packaging solutions:
Sean Slavin, a Dordan Account Executive, approached one of the country’s largest refurbishers of print cartridges, where he quickly learned of the company’s interest in sustainable packaging. The company was currently using polyurethane spray-foam end caps for protecting the refurbished cartridges during shipment but was interested in more sustainable alternatives; this is because foamed end caps have no end of life management option, as the air-filled composition renders the transportation of this packaging type for recovery economically unviable. In addition, these foam end caps required additional machinery, personnel, and warehouse space, three scenarios that Slavin knew he could trump via a thermoformed solution.
Once the requirements of the packaging were articulated, Slavin began considering the bill of materials Dordan has expertise thermoforming. HDPE, a material known for its shock absorption properties, was the first material considered. Prior to pitching the alternative material to the prospect, however, Dordan researched the environmental profile of HDPE, presenting said research in a document titled, “Environmental Tech Brief: HDPE.” From the energy required to produce the material to the end of life scenarios available, HDPE was environmentally superior to foamed polyurethane.
Dordan consequently designed a HDPE thermoformed “box,” which folds up around the product for protection. By replacing the foamed end caps with a thermoformed component, the machinery, personnel, and warehouse space previously required were eliminated, allowing for a total procurement savings. Therefore, while the HDPE part price was not cheaper than the foamed end cap alternative, the savings incurred from reducing the personnel, inventory management, machinery maintenance, etc. associated with the spray foam end caps far exceeded the modest increase in part price. By taking a holist, supply-chain approach to sustainable packaging, this company was able to develop a more sustainable package and save money.
Packaging Digest: Thanks for your responses.
ME: Thank YOU!