Package Design - March 2013 - 11

SUSTAINABILY SPEAKING

By Lisa Baer

Clear Passage
Label standard aims to make recycling easier for consumers.

W

hen creating sustainable retail packaging,
messages regarding the recyclability of the
package for the consumer are varied, unclear or misunderstood, and there is a new push to resolve that.
GreenBlue’s Sustainable Packaging Coalition
(SPC) has put forth a solution they hope that CPG
companies will put into practice. The new How2Recycle label is modeled after a similar system in
the United Kingdom, and the SPC hopes that this
will become an industry standard.
The SPC is a packaging industry-working group
that believes the label could improve the sustainability of existing packaging by giving consumers a
simple way to determine how and which products
can be recycled.
Example for Frozen Food Package

The Recyclability Icon
Indicates the
recyclability of the
packaging component

Packaging Material
Identifies the material
type of the packaging
component

Packaging Component
The specific part of the
package referenced by
the label

Special Instructions
Specific directions for
the consumer to ensure
successful recycling

Program Website
Provides resources and
information on the label,
such as local recyclability
and proper recycling

According to Anne Befarf, senior manager of
the SPC, the group is now working with brand and
sustainability managers to explain the implementation of the How2Recycle label. You might know,
work with or work for some of the brands collaborating on the project, such as Ampac, Best Buy,
Clorox, Costco, Estée Lauder, General Mills,
Minute Maid, Microsoft, REI, Sealed Air and Seventh Generation.
Their goal is to create consistent and transparent, on-package graphics to direct U.S. consumers
on how to recycle all packaging material types for
each packaging component. The How2Recycle
graphic system was created with an area designated
for each packaging component that describes how
to recycle or suggests where to dispose of properly.
In the example of the frozen food package, three
components are clearly identified and direct the
consumer on how to recycle or in the case of the
cover, dispose of properly.
One important and often overlooked aspect in
recycling efforts is the option to bring the item
back to the retailer. The SPC created a special version of the label for plastic bags and films that are
accepted primarily at retail stores. With a friendly
tone, there is also a Check Locally message to
encourage consumers to reach out to local municipalities to learn more, the How2Recycle website
provides information on finding local government
or recycling providers.
During the program’s soft launch, companies
such as General Mills, Microsoft and Minute Maid
used the info-graphic on their packaging. Consumers then were asked about their impressions of the
How2Recyle label. An overwhelming majority (79%)
reported that they had a more positive impression of
the company because of this new label. This is significant because it means that as package designers,
we can apply this to influence purchasing decisions
or increase brand perception, and consumers get a
valuable tool that can help the environment. PD

Lisa Baer is the president of Baer Design Group
(www.baerdesign.com), a brand and packaging design
firm that specializes in retail, grocery and consumer
packaged goods.

PACKAGEDESIGNMAG.COM

11
Package Design - March 2013

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