Some 200 years ago, the French government offered a money prize to the
inventor who could create the best container for preserving food for
Napoleon’s army. The contest presented the tin
can, and arguably introduced the
concept of ‘packaging,’ to the world. From Napoleon’s tin cans to today’s milk
cartons and bubble wrap, packaging has evolved into a gigantic $900 billion
industry (McKinsey, 2019) that uses enormous amounts of resources — energy and
raw materials.
“Packaging is necessary. It is an important part of how we safely and
hygienically transport products around the globe. But we can — and must — do
more to reduce the impact that it has on the planet,” says Jose Gorbea,
global head of brands, agencies and sustainability innovation at HP Graphic
Arts.
According to a
report
by the Center of International Environment Law packaging accounts for 40
percent of the global demand for plastics — and that plastic ends up
everywhere.
Packaging waste is polluting coastlines, clogging waterways and, according to
the World Economic Forum, is costing the global economy a staggering
$120bn every
year.
Where there is waste, there is opportunity. New technology is revolutionizing
the packaging industry and allowing for major environmental savings.
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“The secret to cutting packaging waste is to only produce what you need, without
creating unnecessary excess,” Gorbea says.
Digital printing uses technology to transform the outdated and clunky process of
analogue printed packaging. By digitizing the print process, it removes
cumbersome stages, dramatically improving speed to market and removing the need
for minimum order quantities.
Gorbea refers to research by the International Data Corporation that shows
that digital printing can reduce supply chain waste by up to 26 percent and cut
the carbon footprint of printing by 65 to 80 percent.
There is an impressive list of benefits of digital printing. The process
requires less ink and paper than conventional offset printing, which uses plates
made from rubber or polyester; each change in copy or design requires a new
plate. Each time a new plate is mounted, the press needs to get realigned. In a
traditional printing job, at least 15 percent of paper is wasted during test
runs. Digital printing reduces that waste to 5 percent, and design changes have
very limited material impact.
Conventional printing uses oil-based inks, which requires chemical solvents to
clean the printing presses. Digital printing also uses less ink. Moreover, the
solid toner is water-based and soluble, and eliminates the need for cleaning
chemicals. The chemicals and inks in offset printing also release gases
(volatile organic compounds, or VOCs) that can damage human health.
Digital printing also improves the color quality of the print. Offset printing
uses combinations of four base colors (cyan, magenta, yellow and black, or CMYK)
to match any color in the spectrum. Digital printing uses five to seven
different toners and provides much better color coverage. HP’s digital Indigo
printers
can reach 97 percent of a Pantone — the industry standard for color
identification — color.
However, perhaps the biggest contribution of digital printing is that it fits
the ‘just in time’ concept that is driving today’s manufacturing and
distribution processes. Traditionally, packaging is produced in volume to
benefit from economies of scale. Boxes are stored in warehouses waiting for
products to be manufactured and shipped. Often, substantial parts of that
inventory are ultimately destroyed or recycled because products, regulation or
marketing campaigns change. Just imagine the impact of authorities requiring any
additional information on a food label.
Digital printing is fast and flexible. There is no need to pre-print excess
inventory. The per-item price may still be a bit higher compared to the cost of
high-volume offset printing, but that expense is amply compensated by the
reduction in the use of materials and energy. Studies show that companies in the
long run can reduce their packaging manufacturing costs up to 50 percent.
Gorbea observes that digital printing can also bring together marketing and
sustainability priorities within companies: “Brand marketers sometimes feel
disconnected from the sustainability dialogue. But packaging innovation is good
for planet, people and profit.”
Packaging no longer serves as just a container. It allows for content marketing,
storytelling. Chocolate manufacturer
Hershey started an interactive
#HerShe
campaign
to celebrate women and encourage an important gender conversation with changing,
digitally printed packaging. The campaign increased consumer engagement while
reducing the business’ impact on the environment.
In South Africa, liqueur manufacturer Amarula — known for the elephant
on its labels — used digital printing for a special campaign to raise awareness
about the dangers elephants face from ivory poachers. Consumers could design
individual labels to show their support.
Digital printing allows for personification. Coca-Cola is running a special
‘share a Coke with a friend’ campaign using the 150 most popular names in
different states in the US. The flexible process also makes it possible to
adjust packaging to seasons — the same candles, for example, can be packaged
differently for Valentine’s Day or Christmas.
At HP, the ultimate objective is to make packaging a completely personal
experience. Today, packages arrive at our doorsteps like Russian dolls — a box
in a box in a box. The shipping and product boxes could become one and contain a
message that is specific and relevant to the recipient. Imagine your new hiking
shoes arriving in one box that has a recommendation for popular hikes close to
where you live, including trail descriptions and maps.
Technology is rapidly transforming the packaging industry. “Packaging is where
brands and critical sustainability objectives can meet to drive real change and
impact,” Gorbea says.
The secret to cutting packaging waste is with a faster print run — you only
produce what you need. And digital print unlocks both efficiencies in cost and
time. It can vary by brand, but a typical example would see analogue printing
cycles of six to eight weeks reduced to one to two weeks, simply because you
don't need to calibrate or produce much of the physical materials (plates and
cylinders) used in the printing of packaging.
Take Hershey, for example, with #HerShe. The
confectionary giant used digital print to create a truly creative and engaging
marketing campaign to celebrate women — all while digitally printing its
packaging in a more sustainable way and reducing the business' impact on the
environment.
Brands' role in tackling the sustainability challenges we face is truly
all-encompassing. It involves every facet of a business. And packaging is where
many of these leaders can come together to drive real change and impact.
Brands have a powerful voice and field of influence; and by leading by example
on digital packaging innovation, they can not only reduce their impact on the
environment, but be heroes of change and inspire others to take positive action,
as well.
This interview first appeared in the Sustainable Brands ’21 San Diego program,
printed on stone paper by Kamp
Solutions. Get a free sample issue of Kamp Solutions magazine
here.
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Jurriaan Kamp is curator of the ‘solutions news’ platform, KAMP SOLUTIONS.
In 1995, he left a successful career as the chief economics editor at leading Dutch newspaper “NRC Handelsblad” to co-found the “solutions journalism” magazine, “Ode.” In 2004, he moved to California with his family to launch the international edition of the magazine — renamed “The Intelligent Optimist” — in 2012. In 2015, Kamp launched a daily online solutions news service, The Optimist Daily. He has since moved on to launch KAMP SOLUTIONS. (Read more ...)
Published Nov 12, 2021 10am EST / 7am PST / 3pm GMT / 4pm CET