This is an excerpt adapted from Practical Sustainability
(Houndstooth Press, 2022).
When taking a new product out of plastic packaging, do you ever wonder how much
consideration went into all that plastic you’re about to toss? Could it have
been designed in a more sustainable way?
Unnecessary packaging is a contentious issue for companies trying to become more
sustainable. The good news is that more and more organizations are becoming more
thoughtful with design, packaging and reusability of their products.
Digital product life cycle management is an integral part of our sustainable
future, and design decisions lock in a large percentage of product cost early in
the life cycle. Less obvious — yet just as important — is the packaging that
surrounds, protects, and brands the product inside.
One crucial component of sustainable design involves digital
twins
— or digital models of assets, systems or processes. The digital twin uses
analytics to deliver specific sustainability outcomes using environmental and
operational data, which enables the digital twin model to continually adapt to
changes in the environment or operations and deliver optimal results.
How can ideas such as digital twins, packaging visualization, and consumer
packaging buyback help reduce waste and enhance sustainable practices?
Digital twins
Practical Sustainability
is a physical and digital journey; and at the core is the digital twin — which
collects wide-ranging data from smart spaces, manufacturing, maintenance and
operating environments. It then uses this data to create a unique model of each
asset, system or process; focusing on a critical behavior such as life,
efficiency or flexibility.
Put more simply, digital twins allow us to observe, model and interact with our
system or systems in an intelligent space or supply chain network in a
meaningful and practical manner. We can use this data to create product designs
that meet sustainability requirements from the get-go.
Growth of the digital twin is inevitable, since the data we can now harvest will
continue to increase dramatically; and the digital twin uses data to create
incremental sources of value. We will become 100 percent dependent on systems
that can visualize historical, real-time and future simulations — so, digital
twins are an important tool when exploring new ways to make product packaging
more sustainable.
3D product and packaging visualization
One way to be more thoughtful about packaging is through a process called 3D
product and packaging visualization, which reduces the carbon footprint by
eliminating physical models — instead using digital twins for rich modeling and
simulation. Cloud-based visualization platforms enable 3D assets to flow from
product asset to virtual store or even fixture-setting.
With 3D technologies, e-commerce platforms showcase the product in multiple
sellable forms in a complete virtual experience on web, augmented reality
and virtual reality at scale. Use cases range from internal design
activities to customers selling in a highly immersive experience that is low
carbon and low waste.
Digital twins makes possible 3D product and packaging visualization and review,
visual merchandising, and an immersive digital showroom. They are an effective
alternative to traditional packaging and merchandising development, since they
do not create physical packaging during conceptual design and marketing, and no
physical store is required to showcase the product to consumers. They can also
be integrated into circular supply chain workflows — creating a sustainable
alternative across design, sourcing, creation, merchandising and sell stages.
These tools make a real difference. A leading consumer goods company that
deployed an XR visualization platform (developed by Infosys) reduced time to
market by 30 percent, reduced 80 percent costs in logistics and transportation,
and decreased physical sample setup by 60 percent. Other manufacturers have used
this and similar platforms to improve safety management, guide workers through
complex assembly instructions, and superimpose maintenance manuals over
automobiles for repair.
But what about when the product has been purchased and opened? Can anything be
done with the packaging then?
Consumer packaging buyback is a win-win
According to the
EPA,
containers and packaging used to wrap or protect consumer goods generated 82
million tons of waste in 2018. These containers and packaging shipped, stored
and protected products; yet they provide little direct value to consumers.
Physical packaging should be designed for
circularity,
not for landfills — or, even worse, our
oceans.
Consumer packaging
buyback
is an emerging example of a responsible design concept that requires leaders to
develop reverse logistics programs and integrate them with their sales network
to improve packaging
reuse
or
recycling.
They then create a secondary value stream for the network — such as carbon
credits
linked to container return. Beyond sustainability, the consumer packaging
buyback model improves connection with consumers who increasingly value brands
that provide this convenient service.
Create programs where the distributor of goods can accept returns and issue
reward credits to customers who participate in the program. Reward the sales
network with additional earnings for handling the reverse logistics. Expand the
program for customers by accepting returns of reusable or recyclable packaging
of competitor products. Benefits include:
-
Reduces waste
-
Reduces packaging footprint
-
Builds sustainability of brand
-
Generates consumer loyalty
-
Creates additional revenue streams for sales network
-
Earns carbon credits from returned packaging
Embracing digital tools to achieve sustainable design
The future of sustainable packaging and design lies in our ability to do most of
the important work in a digital space, creating no physical byproducts and
ensuring that all sustainability parameters are met. The only way forward for
all of us is to embrace sustainable design wherever possible, reducing
environmental harm and embracing more efficient means of production.
For more advice, read the rest of Practical Sustainability.
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Corey Glickman is VP of Infosys' Sustainability & Design business, delivering smart space initiatives for clients globally; and co-author of the book, Practical Sustainability (Houndstooth Press, 2022). Corey is a member of both the World Economic Forum Pioneer Cities group and the MIT Technology Review Board, and is a faculty expert at Singularity University. The American Institute of Graphic Arts named Corey one of the 100 most influential designers of the decade.
Jeff Kavanaugh is VP and head of the Infosys Knowledge Institute, the research and thought leadership arm of Infosys; and co-author of the book, Practical Sustainability (Houndstooth Press, 2022). Jeff is an adjunct professor at the Jindal School of Management at the University of Texas at Dallas, and also author of The Live Enterprise and Consulting Essentials. Jeff has been published in Harvard Business Review and other leading business publications.
Published Apr 8, 2022 8am EDT / 5am PDT / 1pm BST / 2pm CEST