Page 25 - Packaging News Mar-Apr 2020
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   March-April 2020 | www.packagingnews.com.au
| DESIGN 25
  our oceans. Having been selected as part of a 300-strong team, my first-hand experience sailing from Fiji to Vanuatu will support solutions-based science and help shift per- ceptions in our industry to educate and inform how we design, and close the loop on waste. Our mission is to:
• define upstream solutions,
• shift perceptions by using our platform
to educate and inform, and
• build a community of change makers.
#2 DEFINE: Bring meaning to brand purpose: If we’re to help brands have a positive impact, sustainability needs to play
a role in a brand’s DNA. This means it is imperative that sustainability is integrated at a strategic level. Branded packaging will therefore have clear commitments to abide by in line with sus- tainably considered values.
For example, Toast Ale is brewed from surplus bread to reduce the effects of food waste on climate change. ‘Here’s to Change’ builds on the brand owner’s values to use climate-focused pack- aging communication to
convey its drive to create a decarbonised world with less waste.
#3 MITIGATE WASTE: Waste is a consequence of design. Through the combination of long- term strategy and collaborative design thinking, we can innovate circular packag- ing solutions and help shift the focus throughout the supply chain. Reusable and returnable packaging service RePack has its ‘Upgrade Your Unpacking’ initiative, which is a great example of how a brand has rede-
signed e-commerce packaging to prevent single use material waste and reduce CO2 emis-
sions by 80 per cent.
#4 RETHINK: Our current economic systems are fail- ing us. Circular business models offer an abun- dance of growth opportu- nities while reducing a business’s environmental and social impact. We’re seeing big FMCG players like Unilever “innovating for a re-use, refill revolu- tion,” which will funda- mentally shift the role and design approach for pack- aging of the future.
It’s a big challenge, but it won’t go away, so let’s do what our industry does best: find solutions where others see problems. Let’s collaborate, rethink, redesign, and lead change. We have an opportunity to revolu- tionise the way we use resources and create a new norm through radical design.
Pippa Corry is a sustainable brand and packaging consultant with more than nine years’ expe- rience in the design sector, inno- vating how purpose-driven
brands can shape consumer purchasing and reduce environmental impacts across FMCG. She is committed to advancing responsible production, and consumption through the use of circular economy principles. philo & co helps creative agencies and consumer brands transition to a circular economy and integrate sustainability into the heart of business and packaging solutions.
CLOCKWISE FROM FAR LEFT:
Plastic waste finding its way into the ocean is a major environmental issue around the world.
eXXpedition map – eXXpedition Round the World is an all-female, two-year voyage.
The voyage explores for plastics and toxins in the ocean environment.
Toast Ale is brewed from surplus bread.
    CREDIT: ELEANORHOWARTH.COM











































































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