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In a recent episode of Vietnam Innovators, Peter Haugaard, Managing Director for Southeast Asia and the Middle East, and Maria, Chief Sustainability Officer, shared Ecolean’s journey in pioneering sustainable packaging solutions.
Founded in Sweden in the mid-1990s, Ecolean has a legacy rooted in sustainability, even before it became a global concern. The company specializes in lightweight packaging for liquid foods, aiming to reduce food waste and minimize environmental impact. With its innovative approach, Ecolean has emerged as a credible voice in the industry, offering insights on how packaging can align with sustainability goals.
Sustainable Packaging and the Role of Young Consumers
Ecolean’s commitment to sustainability is embedded in its DNA, starting with the packaging design itself. The company aims to address major global issues like food waste and resource depletion by developing lighter, more efficient packaging. This aligns with growing consumer awareness, particularly among younger generations who are increasingly vocal about environmental concerns.
Maria noted the enthusiasm of young people for sustainable choices, saying, “They know a lot about sustainability and want to make the right decisions.” This demographic shift in consumer behavior underscores the importance of environmentally conscious packaging. According to a 2023 Deloitte report, 55% of Gen Z consumers actively consider sustainability when making purchases, illustrating the growing demand for greener products.
How Packaging Can Become More Sustainable
Sustainable packaging is designed to minimize its environmental footprint while still fulfilling functional and aesthetic requirements.
Lightweight Design: Packaging weight directly impacts the energy required for transportation. A lighter package means fewer emissions during shipping. For instance, Ecolean’s packaging is 50% lighter than traditional alternatives, reducing the carbon footprint associated with logistics.
Recyclable Materials: Using monomaterials—single-material compositions—makes it easier to recycle packaging. Ecolean has committed to ensuring its packaging meets EU standards for monomaterial recyclability by 2027.
Energy Efficiency in Production: Energy-efficient manufacturing processes help lower the overall environmental impact. An example is Ecolean’s plant in Lahore, Pakistan, which has incorporated solar panels to reduce reliance on non-renewable energy sources.
Waste Reduction: Sustainable packaging designs aim to reduce food waste by maximizing usability. Ecolean’s innovative tear-off caps and flexible pouches ensure that even viscous products like yogurt or cream can be completely extracted, leaving little to no waste.
Multi-functionality: Packaging that can serve multiple purposes, such as being microwave-safe, encourages reusability and reduces the need for additional materials. Ecolean’s aluminum-free design allows consumers to heat products like coffee or tea directly in the package.
Enhanced Consumer Engagement: Aesthetics and functionality also play a role in encouraging consumers to choose sustainable options. Ecolean’s customizable designs allow brands to stand out on retail shelves while maintaining eco-friendliness.
Vietnam: A Promising Market with Unique Challenges
Vietnam represents a key focus for Ecolean’s growth strategy in Southeast Asia. Haugaard highlighted the country’s young population and increasing awareness of sustainability as key factors driving this decision. With millions of Ecolean packages already distributed annually, Vietnam offers significant potential for expanding sustainable practices in the packaging industry.
However, the journey is not without obstacles. Haugaard acknowledged that Vietnam still lacks sufficient infrastructure for post-consumption waste collection and recycling. “We still don’t have a proper post-consumption collection system,” he said, emphasizing the need for collaboration among governments, businesses, and communities. Plastic waste remains a pressing issue, and while consumer awareness is growing, implementing systemic solutions requires coordinated efforts.
Despite these challenges, the opportunity for sustainable packaging in Vietnam is vast. The country’s fast-growing economy and increasing integration into global supply chains mean that local businesses must adapt to international sustainability standards, such as the EU’s Circular Economy Action Plan and Corporate Sustainability Reporting Directive (CSRD).