by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
FLEXO Magazine : Sustainable Winter 2011
Sustainability is steadily gaining in importance for con- sumers. They want ethically and ecologically impec- cable products, packaged in a resource-conserving manner that nevertheless ensures their perfect condition when purchased. This is a major challenge to packaging producers, as the industry wants to save on materials without compromising the stability of the packaging in any way. The Anglo-Dutch consumer goods group Unilever, owner of international brands, such as Domestos household cleaner and Dove soap, is pursuing an ambitious strategy. It plans to double its worldwide sales from the current Euro 40 billion ($52.1 billion) by 2020, and simultaneously to halve its carbon dioxide emissions by improving efficiency in packaging and production. Moreover, Unilever is assuming greater social responsibility. By 2020, for instance, it aims to have integrated half a million small farmers and traders in developing countries into its supply chain. “ We intend to be a sustainable company in every sense of the word,” says Unilever CEO Paul Polman. Unilever’s primary motivation is not the conservation of nature, however, but economic success. For many consum- ers, sustainability has become an important purchasing criterion. Buyers who formerly seldom inquired about origin, type of production and packaging, now put a high priority on ecologically and morally clean goods. U.S. market analyst Pike Research estimates that global sales with sustainable packaging will almost double from 2009 to 2014, from $88 bil- lion-$170 billion. “ T he environmental awareness of consumers has significantly increased as a consequence of the climate debate,” explains Pike Research President Clint Wheelock. LifestyLes are Becoming greener In addition to climate protection, social aspects play an increasingly important role. Modern consumers want to lead a more healthy life, and therefore value natural food products that are absolutely safely packaged and have a pure taste. For this client group, it is a matter of growing importance that product manufacturers demonstrate social engagement and offer “fair trade” goods. “ We are seeing a trend toward ethical consumerism,” declares analyst Jens Lönneker of the Cologne market research company Rheingold. He has observed that fair trade is firmly established among LOHAS (consumers who aspire to a Lifestyle of Health and Sustain- ability). Now it is spreading to the “+18 year olds,” who prefer fair trade beer or lemonade in chic bottles over conventional soft drinks or lager. For the industry, the sustainability trend is both a curse and a blessing. On the one hand it requires developing new products and campaigns, incurring high costs. On the other hand, the increasing demand for sustainable products prom- ises economic growth. This is why the financially strongest europe’s sustainable Packaging Perspective Eco-friendly and Unbreakable Ecology is a sure winner: Bioplastic packages often consist of renewable raw materials—they therefore fit in with the sustainability strategies of many companies. Photo courtesy Messe Düsseldorf. www.flexography.org wintEr 2011 Sustainable FLEXO 5 Sustainable_Winter11_v1.indd 5 2/22/11 9:59 AM