Print is the new packaging

Paper based packaging is more popular than ever before, but what does that mean for print on paper?

Way before the wonderful Sir David Attenborough brought the attention of the general public to the problem of plastics in the oceans, and way before it was national news and the general media jumped on-board the bandwagon of sustainable packaging, Print Solutions, and its sister magazine Green Solutions, was talking about this problem. We saw that plastics – and specifically plastic packaging made from non sustainable materials – were damaging our planet.

Now, many are holding seminars, conferences and writing about the subject, and we are very pleased that this issue is being given so much coverage. This is a great time to be involved with the production and use of paper based and more sustainable packaging options. All of a sudden, it is ‘the’ thing that is being demanded by consumers, by brands, by retailers and by the media. But, there are many more real environmental problems that are still under the radar, and it will take another Blue Planet moment for some of those to be given the ‘green’ light by consumers and the general public.

So, as we were five years ahead of even the mighty Sir David when it came to non sustainable packaging, I am going to raise another thought that will also be a huge opportunity for our industry – this time in commercial print (and I wouldn’t mind betting that somewhere along the line, in the not too distant future, you will hear more about this following a ‘documentary’ or news report on the BBC that outlines the problem to the general public. You heard it here first!).

Plastic is the new plague

So, what am I talking about? Well, the outcry following Blue Planet was driven by many of the sickening images and horror statistics that were released following the programmes.

Online search behavioural specialist Hitwise recorded a huge surge of interest in plastic recycling following the programme’s finale, with online searches for the term increasing by 55%. The company also saw the doubling of people searching for ‘plastic pollution’ and ‘plastic packaging’.

The word chosen for Oxford Children’s Dictionaries word of the year (2018) was ‘plastic’, because it was being used so much!

Then all the big brands starting to outline their commitments to the plastics problem – setting aims and targets to drastically reduce the amount of unsustainable plastic used.

The European Commission unveiled plans aimed at reducing marine pollution from plastics, banning certain single use plastics, reducing the use of plastic food containers and drinks cups and introducing requirements for producers to help cover the costs of waste management and clean up.

The UK government too unveiled its 25 Year Environment Plan and its drive for less plastic packaging, where avoidable plastic waste will be eliminated by the end of 2042.

Theresa May stated at the time, ‘This plastic is ingested by dozens of species of marine mammals and over 100 species of sea birds, causing immense suffering to individual creatures and degrading vital habitats. One million birds, and over 100,000 other sea mammals and turtles die every year from eating and getting tangled in plastic waste. One in three fish caught in the English Channel contains pieces of plastic.

‘This truly is one of the great environmental scourges of our time. We must reduce the demand for plastic, reduce the number of plastics in circulation and improve our recycling rates.’ And, what plastic packaging does not go into the sea, ends up in landfill and never biodegrades.

Great that all these people, institutions, companies and governments are making commitments to this problem, but did you know that plastics do not make up the biggest waste stream globally. It is a much more sinister problem!

Land is the new sea

It is ‘sinister’ for whilst we can swap plastic packaging for paperboard in many cases, the worst offender when it comes to landfill is e-waste – and we have come to rely on electronic devices so much in our work and day to day lives, that there seems little possibility of ever taking it away. So, we will continue to generate this form of waste – the biggest, fastest growing waste stream globally – and it is something that there is really no alternative for. And, it is not just mobile devices, tablets, computers, and laptops that are the problem, but all electronic waste – so kitchen appliances, TVs, toys, gaming devices and more. 

Statistics show that today, some 70% of the toxic waste in US landfills alone is e-waste. These do not breakdown easily, and they come with an unhealthy mix of plastics, chemicals, metals, and more, which gradually start to leach into the soil, and can get into water sources. Of course, much of this e-waste can be recycled, treated and reused – and is worth money – this is not happening, and it sits in landfill. Estimates say that only between 15 and 20% of all electronic waste is recycled.

According to the ‘Global E-waste Monitor’ compiled by the United Nations University (UNU), International Telecommunication Union (ITU) and International Solid Waste Association (ISWA). (Baldé, CP, Forti V, Gray, V, Kuehr, R, Stegmann,P) ‘by 2016, the world generated 44.7 million metric tonnes (of e-waste and only 20% was recycled through appropriate channels’, but it also states that there is a ‘lack of reliable e-waste data. Often, merely anecdotal evidence is available on the production, management, and recycling of e-waste’. With 2017 figures estimating more than 46 million tonnes of e-waste, the report states, ‘the amount of e-waste is expected to increase to 52.2 million metric tonnes, or 6.8 kg per inhabitant by 2021’.

In Europe, the total e-waste generation in 2016 was 12.3 metric tonnes, corresponding to 16.6 kg on average per inhabitant. The UK generated 1.6 metric tonnes alone (24.9 kg per inhabitant). The report also frighteningly points out that the generation of e-waste annually is equivalent to almost 4500 Eifel Towers. That is the equivalent of 6.1 kilogram per inhabitant annually. Yet some 80% of e-waste is not even documented, and it is likely dumped or recycled under inferior conditions! The report says, ‘E-waste, when treated inadequately, poses serious health issues since it contains hazardous components, including contaminating air, water, and soil, and putting people’s health at risk’, Okay, so a rat with a computer circuit stuck between its ears may not be as endearing or appealing to conservationists and the general public as a seahorse with a cotton bud stuck in its tail or a turtle stuck in a plastic bag, but it is a horrible problem that is growing out of all control.

Solution is the answer to the new problem

If recycled properly, e-waste could actually be a rich source of materials. The report states, ‘A large variety of valuable materials and plastics are contained in electric and electronic appliances. Up to 60 elements from the periodic table can be found in complex electronics, and many of them are technically recoverable, though there are economic limits set by the market. E-waste contains precious metals including gold, silver, copper, platinum, and palladium, but it also contains valuable bulky materials such as iron and aluminium, along with plastics that can be recycled. Overall, UNU estimates that the resource perspective for secondary raw materials of e-waste is worth 55 billion Euros of raw materials’.

Common hazardous materials found in e-waste include heavy metals (such as mercury, lead, and cadmium) and chemicals (such as CFCs/ chlorofluoro-carbon or various flame retardants). And, whilst this is a problem that cannot be simply solved by stopping the use of electronic media – that is just not possible in today’s world – it is the opportunity for our industry to once again sing the sustainability praises of paper based communications, paper based reading and real, tactile books, paper based catalogues, paper based direct mail, paper based advertising, paper based greetings cards. These all comes in a sustainable, recyclable, reusable, biodegradable form and are far superior to the leaching, plastic e-waste that sits in landfill.

This is a massive opportunity for print on paper across many markets. The chance to say no to an electronic communication and yes to a beautiful, high quality piece of print that shows the recipient that they are cared about and cherished by the sender. When it comes to getting the environmental message across maybe we should make paper the new packaging!

So, bravo and we applaud the Blue Planet for all that it has done, but please Sir David, if you are reading this, perhaps we need a deeper look at our green and brown planet too.