- Although voluntary, the use of the How2Recycle® label has been adopted by global brands such as Unilever, P&G, Nestlé, and Henkel
- Using concise graphics and instructions, the How2Recycle® label breaks down package components to let consumers know exactly what is recyclable, and how to do it
- How2Recycle® achieves “hyper-local-actionability” by allowing consumers to go online and find the exact package materials that are recyclable in their community
Package Focus: Consumer package recycling
Brand and Product Name: GreenBlue, How2Recycle® label
Package Innovative Factors: How2Recycle® creates easy, step-by-step instructions to make package recycling hyper-local and actionable for consumers.
While there are a myriad of components that go into making a great package, in some cases, an element that goes “on” a package can be a true difference-maker during a consumer’s purchase decision process.
The How2Recycle® label is one an example of an “on-pack” difference maker.
According to respondents in the qualitative research conducted for Mintel’s Food Packaging Trends 2016 report, consumers either put the blame for the lack of recycling on their municipalities or on their own laziness. Currently, just 16% of US food shoppers say they actively look for this information about recycling on food product labels. Unfortunately, according to PlanetAid, the US and Australia rank 39th and 30th respectively when it comes to overall package recycling rates. Currently, the world leader is Austria.
A February 2017 report by the Australian Packaging Covenant shows an improved plastics packaging recycling rate of 31.1%, up from the 29.3% in the previous year. Glass packaging in Australia has seen a significant decrease in recycling to 41%, despite an increase in consumption of 6.7% year over year. Aluminum cans recovery and recycling decreased 1.6% in 2015 after seeing improvements in 2013 and 2014.
.
So what’s behind these lagging recycling statistics?
Most often, consumers tend to defer an opportunity to recycle if the action becomes confusing or involves secondary steps that are hard to follow, or even inconvenient. And that’s exactly where an initiative like that of the How2Recycle® logo – under US-based NGO, Green Blue – is turning confusion and apathy into clarity and action.
The How2Recycle® logo is a standardised labelling system that clearly communicates recycling instructions to the public. It involves a coalition of forward thinking brands who want their packaging to be recycled and are empowering consumers to do just that through smart packaging labels.
.
The concept behind How2Recycle® label is simple; the scheme presents clear instructions on whether the package is meant for home recycling or a store take-back programme. It spells out what the recyclable material is; which components (caps, labels, etc…) are recyclable; whether a label or cap must first be removed; whether the bottle or jar must be rinsed prior; and displays instructions indicating if consumers must check local regulations regarding recycling. In the event of the latter, the How2Recycle® URL directs consumers to a website where they can check by area code, if the package or components are recyclable in their community.
This visual, step-by-step instruction takes the guesswork out of the recycling of glass, metal, aluminium, paper/board, or rigid and flexible plastics. It also builds equity for brands by demonstrating to consumers that they are serious about protecting and preserving the environment. Finally, it creates a greater sense of eco-social consciousness among consumers as they can take a direct, and more importantly, educated and proactive action toward recycling.
Mintel Packaging Analyst’s Points of View
- According to a poll by GreenBlue, the US-based NGO behind the Sustainable Packaging Coalition and the How2Recycle® initiative, 76% of consumer respondents have a more positive impression of a company that uses the How2Recycle® label
- The How2Recycle® label could be the single-most important tool developed to facilitate correct and proactive package recycling in the past 20 years
- While still a US-centric initiative, How2Recycle® could be adopted to fit almost any geographic region’s existing package materials recycling infrastructures
To view a video of the How2Recycle® label’s Silver Award in the 2017 DuPont Awards for Packaging Innovation, click here.
.
Mintel is the leading global consumer market intelligence agency. David Luttenberger is a Global Packaging Director at Mintel, with over 25 years of diverse global packaging experience.