The EU Green Deal has become a very topical topic and deservedly so. According to the survey, up to 94 % consumers believe that it is the responsibility of brands to produce products that do not endanger our planet. Therefore, it was assumed that ecological initiatives would be incorporated into the legislation. The Green Deal, approved by the European Union in 2020, aims to transform Europe into the first "climate neutral" continent by 2050. It contains a wide range of strategies, among which is the ambition to reduce greenhouse gas emissions by 55 % by 2030 and by 90 % until 2040.
The agreement focuses on five main pillars that together drive the Green Agenda: climate action, the circular economy, protecting biodiversity, fighting pollution and sustainable food systems and rural areas. These pillars represent key aspects that contribute to creating a sustainable and green future for the EU.
In this blog, we will focus on the second pillar, the circular economy. We will deal with topics such as waste, recycling, sustainable production and efficient use of resources.
Regulation of packaging and packaging waste as part of the Green Deal
The Packaging and Packaging Waste Regulation (PPWR) falls under the circular economy pillar. It aims to promote sustainability through the use of renewable resources for as long as possible, reuse, repair and recycling, and the minimization of waste that interferes with the environment.
The regulations under the PPWR cover the entire life cycle of packaging and aim to reduce packaging waste and limit certain types. For example, from January 1, 2030, the use of specific types of single-use plastic packaging will be prohibited. PPWR is significant because Europeans currently produce almost 190 kg of packaging waste per year. PPWR aims to minimize waste and promote sustainability in line with the Green Deal.
The EU Green Deal and the packaging revolution
With packaging waste increasing by 20 % (European Commission) over the last decade, it is clear that the EU Green Deal is focusing on packaging and the need for greener papers and processes.
Under the EU's Green Deal, all packaging will have to be climate neutral, meaning that carbon emissions during the packaging process must be offset by removing the same amount. This will lead to a net zero carbon footprint.
The agreement emphasizes the importance of reusing and recycling packaging and requires that it become biodegradable after reaching its natural limit, thereby minimizing its impact on the environment.
The EU plans also include extended producer responsibility (EPR), which obliges companies to consider the entire life cycle of their packaging. These responsibilities apply not only to the production of packaging, but also to the recycling and disposal of packaging waste.
According to the legislation, packaging waste should be pollution-free, and the export of packaging waste outside the EU is prohibited. Companies must adopt ecological packaging solutions that do not endanger the planet.
Consequences of non-compliance with regulations on recyclable packaging
Businesses can face serious consequences if they do not comply with the regulations set out in the EU Green Deal. Packaging that does not meet the requirements may be withdrawn from the market, which will also affect the products they contain. Repairs are costly and complex, and can damage brand reputation and erode consumer confidence.
Brands that use non-compliant packaging may be banned from selling their products on the EU market. Due to packaging restrictions, manufacturers could find themselves in a situation where their access to the market is restricted, which may lead to reduced revenues and less market share.
Consumer expectations have shifted towards sustainability, and businesses that don't consider protecting the planet can face negative publicity. Failure to comply with packaging regulations can lead to a loss of competitive advantage, as environmentally conscious consumers choose companies that comply with legislative requirements and are responsible.
Biodegradable packaging as the new norm
There are a number of ways businesses can prepare for the changes that will fundamentally affect packaging. Where possible, integrate recycled packaging materials with virgin ones to reduce the demand for new raw materials. In the case of using original materials, it is important that they are sustainable.
Replace any packaging that does not meet EU Green Deal standards with solutions with optimised, sustainable and suitable materials. Give preference to packaging with a smaller carbon footprint, such as paper and cardboard packaging.
Use biodegradable materials that dissolve without negative impact on the environment. Give preference to recyclable packaging that consumers can easily recycle, and consider using single-material packaging.
Ecological packaging is beneficial for the planet and customers
The EU Green Deal was adopted to protect the environment. By reducing waste from the packaging industry and supporting the use of ecological substances, we contribute to saving natural resources. The expected reduction in greenhouse gas emissions associated with the production and disposal of packaging will help minimize the risks associated with climate change.
The shift to eco-friendly packaging also encourages innovation. Brands that focus on green packaging solutions can gain a competitive advantage and attract environmentally conscious consumers. According to the data, up to 75% of % consumers prefer brands with green products, while 49% of % are willing to pay more for sustainable packaging and delivery. Thus, it turns out that ecological solutions have become a necessity for consumers. Companies that adapt eco-friendly packaging can improve their image, build trust and meet market expectations. (Co2AI)