Avery Dennison has responded to the label and packaging industry’s desire for greater environmental responsibility. The substrate and adhesive supplier has developed new portfolios, enhanced materials and established a list of future goals designed to make the company more sustainable–now and into the future.

Already a leader in sustainable solutions, Avery Dennison maintains multiple goals it would like to reach by 2025. The company intends to source 100% certified paper, of which 70% will be Forest Stewardship Council (FSC)–certified. The company also plans to invest in 70% of films and chemicals that minimize negative impacts on the environment.

In keeping with the motto, “Reuse, repurpose, recycle,” Avery Dennison hopes to be 95% landfill free, while eliminating 70% of matrix liner waste. This initiative begins with Avery Dennison but also includes other aspects of the supply chain.

“To be successful, we must partner with others in the industry like TLMI and APR,” explains Heather Valentino, North America sustainability manager at Avery Dennison. “We have similar goals, and it’s something that converters and end users are actively working on. In order for all of us to win, we have to make sure we’re participating and coordinating the various goals that we’re working toward.”

The company has eight sustainability goals, ranging from paper and film to transparency and waste. “We’ve put together a lot of cross-functional teams to attain our sustainability goals,” says Valentino. “We take a team approach to come up with ideas to really improve sustainability in our industry.”

Meanwhile, Avery Dennison is seeking to increase its transparency. The company will release a September report, which will provide an organizational update on sustainable measures. In order to accomplish these goals, Avery Dennison has placed a premium on its people, focusing on diverse individuals that are willing to engage in this area.

“Internally in our facilities, we have different types of projects where we can reduce our greenhouse gas emissions,” says Valentino. “We want to reduce by 3% every year, and we have a number of active projects we’re working on, and we also signed a PPA.”

From a product standpoint, Avery Dennison has launched the ClearIntent sustainability portfolio. This portfolio features hundreds of facestocks, adhesives and other solutions made with certified, renewable materials. The facestocks are comprised of bio-based PE films, made largely from sugarcane-based ethylene—a renewable resource, and self-adhesive products made with FSC-certified paper.

“In some cases, not all customers want to pay for sustainability,” says Valentino. “We hear that it’s important, but what we’re really challenged on is making sure it’s competitive in the marketplace.”

In order to remedy those concerns, Avery Dennison offers FSC-certified products at the same cost as non-FSC products. This cost-parity makes sustainable alternatives more attractive.

In order to improve the recyclability of PET containers, Avery Dennison has found success with its CleanFlake portfolio. This portfolio features a water-based, recyclable adhesive that cleanly separates during the PET plastic recycling process. CleanFlake is available in clear or white BOPP film facestocks and a 54# semi-gloss paper. By adhering to the bottle until the end of its lifecycle, the adhesive cleanly separates and results in pure PET flakes during the sink/float process.

“We really want to use more post-consumer recycled PET in our products,” explains Valentino. “One of the key challenges we’ve identified is really finding that secure source and being able to put that back into our material.”

Avery Dennison has also recently partnered with PepsiCo and Constantia Flexibles on a new product, LIFEWTR. The purified water, developed by PepsiCo, is pH balanced with electrolytes for taste. One of the features of this new product is its sustainable packaging. Since PepsiCo wanted a product that was recyclable, Constantia Flexibles recommended using Avery Dennison’s CleanFlake Adhesive technology and film material.

“Along with health, sustainability is a growing concern for consumers,” says Kathy Peterson, films product manager for Avery Dennison Label and Packaging Materials - North America. “CleanFlake is the perfect choice for a company like PepsiCo. The clear on clear film not only increases the visual appeal of the brand, but the adhesive also enables the entire container to be recycled after its use, which will further resonate with the LIFEWTR audience.”

“One of the things we’re finding is that a number of end users want sustainable solutions, so they want to have a product that enables recyclability,” adds Valentino. “End users have very lofty and sustainable goals like we do.”