Sustainability has become a pressing matter in the present times, and companies are working hard towards finding unique solutions to achieve their sustainability goals. Packaging is one such area that allows organisations to explore eco-friendly solutions and meet the expectations of environment-conscious customers.

According to statistics, the demand for sustainable packaging is on the rise, with 73%1 of customers ready to pay extra for it. Global aluminium foil usage increased from 5.3 million tonnes in 2018 to around 6.3 million tonnes in 2023, and it is forecast to reach 7.2 million tonnes by 2028. This increasing demand is a clear indication of the urgency and importance of sustainable packaging in today’s market.

Why does aluminium have leverage as a sustainable packaging material?

Some of the best and most common examples of aluminium packaging are beverage cans, deodorant bottles, medicine and capsule packaging, tubes, and food cans, amongst others.

Aluminium packaging can be found in various industries, from food and beverage to beauty and pharmaceuticals. But why are so many industries adopting aluminium packaging? Here are five reasons why aluminium is the top choice for sustainable packaging:

• Aluminium is a lightweight metal, and aluminium packaging is lighter. This reduces transportation load and fuel usage and makes the supply chain more eco-friendly.
• Aluminium can be cast and moulded in different forms, therefore, brands have a scope to make innovative and appealing packaging which is also sustainable.
• Aluminium is 100 per cent recyclable. The U.S. EPA states that 54% of aluminium beverage cans are recycled. Additionally, some aluminium packaging, such as bottles and jars, can be reused after washing. Hence, customers prefer aluminium over other materials because it supports the reduce, reuse, and recycle ideology.
• Aluminium packaging prevents product contamination as it safeguards the content from heat, moisture and rust. Therefore, it increases the product’s shelf-life.
• Aluminium recycling does not downgrade its quality. However, plastics become unusable after recycling one to three times.

Therefore, brands and consumers are inclined towards sustainable aluminium packaging.

How can brands communicate the urgent need for sustainable aluminium packaging?

Consumer awareness is important for brands to reinvent their packaging because product packaging plays a vital role in consumer perception and incites purchases. While most consumers are becoming eco-conscious and moving towards sustainable packaging, there is a long way to go before a larger population readily adopts aluminium packaging.

Here are a few things big companies can do to benefit the sustainability cause and the aluminium industry.

• Emphasise aluminium’s 100 per cent recyclability and highlight how the metal retains its properties even after recycling.
• Talk about the energy efficiency of recycling aluminium and secondary aluminium production.
• Highlight the circular economy aspect of aluminium recycling. Explaining the reduce, reuse, and recycle model can motivate customers to switch to aluminium packaging.
• Stress about the benefits of aluminium packaging in terms of product safety.
• Focus on the ecological benefits of adopting sustainable aluminium packaging and the need to reduce single-use plastic usage.

A shift towards sustainable aluminium packaging: Better for the economy and environment:

Consumers have two aspects for choosing sustainable packaging. The first is an emotional part, where they deeply care about the planet and wish to do their bit for the environment. On the other hand, it is the rational component of choosing sustainable packaging. The emotional and rational elements are intertwined, and aluminium packaging serves both.

Aluminium can redefine the way industries are reimagining packaging and sustainability. Ditching single-use plastic and replacing it with aluminium is not the only goal. The objective is to raise the standards of food safety and other products. Through aluminium packaging, brands can differentiate themselves in the market and appeal to a new segment of customers who are conscious and care about their well-being as well as the planet’s.

Through collective effort from brands, consumers, environmental bodies and governments, the global aluminium industry can experience higher demands for sustainable packaging. It would also lead the industry actors to focus on better recyclability techniques and measures to meet the high demand. Consumers’ awareness will not only benefit the aluminium industry economically. It will also help reduce pressure on landfills and encourage people to adopt more environmentally friendly lifestyles.

¹https://worldmetrics.org/sustainable-packaging-industry-statistics/