Packaging with the end in mind Consumer Preferences, Societal Views and Regulatory Developments and Industry’s Response Hans van Bochove, Packaged. The 7 th Global Summit VP Public Affairs Europe - Coca-Cola June 25-26, 2018, Amsterdam Chairman, EUROPEN
EUROPEN MEMBERS PACKAGING DESIGNERS PACKAGING USERS / RAW MATERIAL MANUFACTURERS BRAND OWNERS SUPPLIERS NATIONAL PACKAGING ASSOCIATIONS
All packaging materials equally important
1916 2018 FUNCTIONALITY DISTINCTION ATTRACTIVENESS
& FUN CONNECTION
PACKAGING, THE FIRST THING CONSUMERS SEE
PACKAGING, THE LAST THING CONSUMERS SEE
Source: The Coca-Cola Company Consumer Research, 2016, 13k respondents across 6 Western European countries CONSUMERS CARE ABOUT RECYCLING
STAKEHOLDERS / MEDIA CARE ABOUT LITTER and RECYCLING
MEDIA CARE ABOUT LITTER and RECYCLING
POLICY MAKERS CARE ABOUT LITTER and RECYCLING
Waste Framework Directive Packaging & € Packaging Waste Extended Directive Producer Responsibility Higher Recycling Targets (Plastics) Environment Reuse legal base Internal Market legal base
Concretely: ● Phase out Single-Use Plastics (plastic bags bis) ● Boost use of recycled content o Pledging (September 30, 2018) o Assessment regulatory / economic incentives ● Legislative proposal on SUP (May 28, 2018) ● Eco-design redefining Essential Requirements from the PPWD (2018 onwards) ● Guidance on modulation of EPR fees (2019) ● Guidance on separate collection and sorting of plastic waste (2019) ● EU ‘Plastics Tax’ in EU MFF
Concretely: EU Directive on the reduction of the impact of certain Single-Use – Plastics on the ● Environment Significant reduction of certain products, with national (reuse) targets and economic instruments (Annex, part A) o (Fast) food containers, beverage cups SUP ● Ban of certain products (Annex, part B) o Cotton bud sticks, cutlery, plates, straws, stirrers and balloon sticks ● Extended Producer Responsibility for certain products – packaging, including clean-up costs for marine litter (Annex, part C) o (Fast) food containers, packers, wrappers o Beverage containers, cups and cup lids o Filter cigarettes o Wet wipes, sanitary towels, tampons o Balloons and plastic carrier bags ● Specific criteria for plastic beverage bottles o 90% collection by 2025 and tethered caps
W-EUROPE GLOBAL
C 2 ALMOST HALF OF OUR CARBON FOOTPRINT COMES FROM PACKAGING
RECYCLABILITY 100% by 2025 COLLECTION 100% by 2025 USE OF rPET 50% by 2025 INNOVATION a/o renewable material INSPIRE CONSUMERS leverage our brand power
INSPIRING CONSUMERS LEVERAGING BRAND POWER Coca-Cola Infomercial 'Love Story' Making of Coca-Cola 'Love Story' https://www.youtube.com/watch?v=e8tF9XevVlo https://www.youtube.com/watch?v=tT81G9px3w8
INSPIRING CONSUMERS LEVERAGING BRAND POWER
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