Paperisation, the new mantra of premium brands
By Felicia Nwosu
The emergence of paperisation in recent times has shown that it is the new mantra of several global premium brands. With sustainability commitments by major brands gaining momentum as consumers’ passion-points, today’s millennials are rallying around eco-friendly products.
Packaging paperisation commonly known as the “circular economy” is geared towards curbing the triple planetary crisis that involves the climate, biodiversity, and pollution, as well as enhancing circularity as an efficient lever to help society reach net-zero.
Having become a global trend that is gaining momentum unabated, one interesting fact to paparisation is that there is no end to the triumph of paper. Across the board, the material’s good image of sustainability among consumers makes it the absolute favorite when it comes to substituting plastic.
Also, many brands have come to the realization that keeping the Sustainable Development Goals (SDGs) at the forefront of business branding and marketing conversations is also beneficial to the companies’ bottom line. Many experts in the marketing space have described it as a win-win solution for both the consumers and the companies who dissuade the use of non-recyclable waste generation as the economic benefit is far reaching for the company’s growth.
This has reaffirmed the urgent need for brands to embrace it to avoid obsolescence in the future when the sustainability packaging demands of consumers would have doubled in size.
Notably, some major brands that have become market leaders in their category are changing their practices to be more eco-friendly, and these include major companies such as Nestle, Chi Limited, Domino’s Nigeria, Mars, Mondelez, and others.
Since inception, legacy company, Nestlé’ has anchored its vision on sustainable goals which is why more than a quarter of a million Kitkat bars and Milo drinks are packaged as eco-friendly brands, as the company hopes to hit 50 kilometers of paper packaging.
Chi Ltd, on the other hand, also leverages aseptic paper packaging to promote sustainability. As a world-class company, it uses state of the art manufacturing facility and deploys the most advanced processing and packaging technology available anywhere in the world.
Walmart is just one example where paperization is not just talk, but their core mission. This massive retailer is committed to having 100% recyclable and reusable packaging.
Currently, concerned brands are now using sustainability features in both bottle and closure, made with 100% post-consumer recycled polyethylene terephthalate (rPET) to ensure that it is recyclable, as a signal to meet sustainability goals and continue to be in the forefront of sustainability leaders.
To achieve this, some countries have instituted laws to crack down on single-use plastics, and with consumers growing more eco-conscious, many of these brands will likely will be forced to embrace sustainable packaging or lose market share.
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