b'TOTALLY GREEN CRAVINGS Plastics and excessive packaging arealuminum, and moving away from But what if consumers are seekingfrowned upon and many stores willfossil-based raw materials into 100% for experiences especially linked toban plastic not only in bags but alsobio-based products is already high climate friendliness? In the secondin food packaging. It is also graduallyon many of our customers agenda. scenario, A totally green experience,Monomaterials,becoming a norm to bring your ownIn this case, being green also means most consumers build their identityreplacingcontainers to the store as more andshifting focus from the end-product to on making climate-friendly choices,PE andmore packaging-free shops emerge. the resources used in production: raw and food consumption is an importantaluminum,material, energy, and water efficiency. part of it. Already today, according toand movingIn this future scenario, consumersOverall, transparency within the Harvard Business Review, half of theaway fromand retail are clearly defining both thepackaging value chain would also need growth in the consumer packagedfossil-basedtype and amount of materials used toto increase, as the food brands would goods is stemming from productsraw materialspackage food. Packaging also needs torequire hard facts to demonstrate the marketed as sustainable, and theirinto 100%be very easily and efficiently recyclable.small climate footprint of the type of speed of growth is over five times fasterIn many ways, this would continue thepackaging they use, too.than that of products not backed up bybio-basedstrong movement away from plastic sustainability claims. products isweve witnessed in the market duringHIGH FUNCTIONALITY AND LIGHTER WEIGHT already highrecent years and further increasePACKAGINGThe consumers want to able to sayon manythe push toward full recyclabilityIn the third scenario, Practicality that they are doing their part to fightfoodserviceand biodegradability of packagingon-the-go, convenience is the most climate change, so the food packagingboardmaterials, Matula comments. important feature of food packaging for needs to first and foremost conveymanufacturersthe consumers and everything elsethe feeling of climate friendliness.agenda. Monomaterials, replacing PE andincluding sustainabilityis secondary. WORLD PULP&PAPER 31'