Paper Industrial Deal: the plan to strengthen the Italian paper supply chain

Global attention to environmental sustainability has led to a significant increase in demand for "green" products and services. In the packaging industry, this trend translates into growing attention toward recycled, biodegradable, and compostable materials, as well as production processes with a low environmental impact. However, this rising sensitivity has also opened the door to unfair commercial practices, such as greenwashing. Greenwashing: the new regulatory framework and implications for packaging companies. This insidious practice, which consists of presenting a corporate image that is greener than it actually is, harms consumers, honest companies, and the environment itself. To counter this phenomenon, the European Commission has proposed new rules aimed at ensuring transparency and reliability of environmental information on products. Read also: “Which packaging will be banned by 2030?” Greenwashing: a pitfall for consumers and companies Greenwashing, literally "window-dressing environmentalism," is a marketing strategy aimed at presenting a corporate image that is more sustainable than it actually is. In the packaging sector, this practice can manifest itself in several ways: Vague and unverifiable claims: terms like "eco-friendly," "green," "natural," or "sustainable" are often used without a clear definition or supporting evidence. Selective emphasis: the company focuses on a single "green" aspect of the product (for instance, using a small percentage of recycled material), while ignoring other negative environmental impacts. Misleading imagery: using colors, images, or symbols that evoke nature (such as green leaves or animals) can lead consumers to believe a product is eco-friendly, even if it is not. Greenwashing is not just an ethical issue, but it also carries serious practical consequences: Harm to consumers: consumers are deceived and led to make purchasing choices based on false or incomplete information. Harm to honest companies: companies that genuinely invest in sustainable practices are penalized by the unfair competition of those practicing greenwashing. Harm to the environment: greenwashing delays the transition toward a truly sustainable economy by diverting attention away from real environmental problems. The new European regulatory framework toward transparency The European Commission has recognized the severity of the greenwashing issue and proposed new rules to counter it. These regulations, presented on March 22, 2024, aim to provide consumers with clearer and more reliable information on product sustainability, while protecting companies that operate in a truly sustainable manner. The new proposals include: Stricter rules for "green claims": companies must provide solid scientific evidence to support any environmental claim, avoiding vague or exaggerated terms. They will also need to assess the product's entire life cycle, from production to disposal, to ensure claims are comprehensive and accurate. Mandatory independent verification: all environmental claims must be verified by accredited, independent third parties before being communicated to consumers. This will guarantee the reliability of information and reduce the risk of greenwashing. Regulation of environmental labels: the proliferation of different and often unclear environmental labels has created confusion among consumers. The new rules aim to limit this proliferation, allowing only new labeling schemes developed at the European level and based on strict, transparent criteria. Implications for packaging companies The new European regulations represent a significant challenge for packaging companies, but they also offer major opportunities: Challenges: Greater transparency and accountability: companies will have to be more transparent when communicating the environmental credentials of their products and take responsibility for ensuring the accuracy of the information provided. Investments in independent verification: companies will need to invest in independent verification processes to ensure compliance with the new rules. Risk of sanctions: companies that fail to comply with the new rules will face financial penalties and reputational damage. Opportunities: Competitive advantage: companies that invest in sustainable practices and transparently communicate their environmental credentials can differentiate themselves from the competition and win consumer trust. Increased sales: consumers are increasingly willing to pay a premium for sustainable products, and the new rules will facilitate their choices. Improved corporate image: a concrete commitment to sustainability can enhance the company's image and attract new customers and investors. How to choose sustainable packaging suppliers The growing focus on environmental sustainability is also influencing purchasing decisions for B2B companies. To ensure that the chosen packaging is truly sustainable and compliant with the new European regulations, it is important to consider the following aspects when selecting suppliers: Transparency and traceability: favor suppliers that offer clear, detailed information regarding the environmental impact of their products and processes across all stages of the life cycle. Request documentation certifying the origin of materials, production processes used, and disposal methods. Sustainable innovation: opt for suppliers that invest in research and development to create innovative, low-impact packaging solutions. Verify the use of recycled, biodegradable, or compostable materials, and the adoption of energy-efficient manufacturing processes. Transparent communication: be wary of vague or generic claims about sustainability. Favor suppliers that provide concrete, verifiable data backed by recognized environmental certifications. Expertise and advisory: choose suppliers that demonstrate solid expertise in sustainability and can offer personalized advice to identify the most suitable packaging solutions for the specific needs of the company. Independent verification: ensure that the suppliers' environmental claims have been verified by independent, accredited certification bodies. This will guarantee the reliability of the information and compliance with the new European regulations. By following these guidelines, B2B companies can choose packaging suppliers that not only deliver quality products but also contribute to a more sustainable future for both the environment and the business. Greenwashing is an obstacle to the transition toward a circular and sustainable economy. The new European rules represent a major step toward a more transparent and responsible market, where companies investing in sustainable practices are rewarded and consumers can make informed choices. Packaging companies that successfully embrace this challenge will have the opportunity to thrive in a fast-evolving market, while contributing to a more sustainable future for all. You might also be interested in: “Assocarta signs the “Antwerp Declaration for a European Industrial Deal””

Our country is a reference at a European level for the attention shown towards the sustainability of production activities, waste recycling and the circular economy. Some key indicators for understanding the sustainability of a national economy are: the waste recycling rate, the use of secondary materials in the economy, productivity and per capita consumption of resources. The waste recycling rate in Italy is 79%, against a European average of 38% and 43% in Germany. The productivity of the use of resources is 3.64%, against 2.2% in the EU and 2.54% in Germany; the circularity rate of the material is 19.3% against 11.9 and 12.2% respectively. In particular, excellent results were achieved in the paper and cardboard supply chain, with a recovery of more than 5 million tons, which reaches 80% in the case of packaging. Each percentage point of growth in paper recycling is equivalent to a reduction of 84,000 tons of waste to be disposed of. In 2018, the industrial recycling of paper in Italy made it possible to avoid energy consumption of 1.5 million TOE and climate-altering emissions of 4.4 million tons of CO2 equivalent. Thanks to this policy, Italy saves 23 million tons of oil equivalent every year and the emission of 63 million tons of CO2. Maximum commitment to maintaining "absolute leadership" in the circular economy was ensured by the Minister of Ecological Transition, Roberto Cingolani. For the vice president of Confindustria with responsibility for the environment and sustainability, Maria Cristina Piovesana, it is essential to invest in the circular economy and ecological transition by seizing all the opportunities offered by the National Recovery and Resilience Plan.

Desire increases anticipation, and when paired with enthusiasm, it is with this very spirit that the industry trade fairs resume in the month of May 2022.  Two in-person events for companies in the packaging and corrugated cardboard supply chain: Milan May 3rd-6th IPACK-IMA and from May 18th-20th the FEFCO Summit in Amsterdam.  These events represent an interesting meeting opportunity for key players in the eco-technological packaging innovation market, because it is the exchange of ideas that fuels ingenuity.  The Ipack-Ima Event  IPACK-IMA, the trade fair organized by Ipack Ima Srl—a joint venture between UCIMA (Italian Packaging Machinery Manufacturers Association) and Fiera Milano—will showcase innovative solutions for the entire consumer goods and durable goods industry, covering all processing stages of the production chain. From processing, packaging, end-of-line, labeling, packaging materials and design, through to automation and digitalization.  An excellent opportunity for market professionals on an international scale and a privileged meeting place for food and non-food industry buyers, it stands as a significant event and a symbol of restart for all involved sectors. The FEFCO Summit  FEFCO – the European Federation of Corrugated Board Manufacturers – is organizing “Fit for the Future”, the Summit that will take place in Amsterdam at the NH Collection Barbizon Palace.  During the sessions, urgent issues that the sector must promptly address will be tackled, particularly the European Green Deal—a strategic plan involving the adoption of a wide array of initiatives such as laws, decrees, and investments, aimed at countering global warming and ongoing climate change.  For this reason, the Summit has placed the themes of sustainability and climate neutrality at the very top of its agenda: a crucial moment to understand how the European corporate system can transition toward a climate-neutral society to build a better future. The objective is to show how the continuous efforts within the corrugated cardboard industry offer significant and concrete solutions in this regard.