The Case for Standardized Packaging: Revolutionizing Plastic Recycling and Reuse

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“To improve both plastics recycling and reuse, make brands use similar packaging for products in the same category”
— Elaine Knox

From the moment the National Biscuit Company debuted the first branded consumer package in 1899 by wrapping its Uneeda soda crackers in wax paper inside a cardboard box, brands have identified packaging as a crucial marketing tool. As the transition to plastic began in the 1950s, competition among brands intensified, and packaging evolved into a means of establishing distinct identities—think of Tide’s vibrant orange detergent jug or Heinz’s iconic squeezy ketchup bottle.

However, the introduction of diverse pigments, materials, and complexities in packaging has critically undermined the already fragile economics of plastics recycling. Today, only about 10% of plastic packaging is successfully recycled globally, while reusable packaging remains a niche solution.

The Solution: Standardized Packaging

A straightforward yet impactful approach to enhance both recycling and reuse of plastic is to establish standardized packaging across brands within the same category.

Recycling Challenges

Despite decades of consumer education and investment in recycling infrastructure, the sorting of plastic materials poses significant challenges. The sheer variety of plastics results in escalating sorting costs, leading to many colored plastics being downcycled into less valuable products like grey pipes or building materials. With supply being fragmented and inconsistent, and with virgin plastic typically costing less, finding reliable buyers for recycled plastics proves daunting.

Standardization in packaging materials—such as uniform guidelines for plastic types, colors, labels, and adhesives—could dramatically improve recycling outcomes. This alignment would permit recyclers to efficiently recover substantially more material, making recycling economically viable and bringing us closer to the aspiration of circularity, where new products are created from old packaging.

The Case for Reuse Systems

The argument for standardized systems for reusable packaging is just as compelling. Many brands venturing into the reuse economy tend to package their products in distinct containers, necessitating individual return points, specific washing equipment, and quality checks. This results in increased costs, complexities, and diminished convenience for consumers. In contrast, a system that utilizes standardized packaging along with shared infrastructures has the potential to capture 40% of the market, compared to a meager 2% under a fragmented system, as reported by the Ellen MacArthur Foundation.

While standardized packaging may raise eyebrows among those who equate it with a challenge to capitalism, it is important to note that similar packaging practices already exist within industries—such as milk jugs in the UK and toothpaste tubes in various countries. Moreover, it is worth emphasizing that standardization does not equate to homogenization. Brands would still retain the ability to differentiate themselves through elements like labels, washable inks, and distinct shapes as long as sorting remains feasible.

Regulatory Push and Market Realities

Admittedly, envisioning fierce competitors like Procter & Gamble and Unilever agreeing to use the same-colored shampoo bottles may seem far-fetched. Yet, as evidence mounts regarding the billions lost annually due to single-use plastics that either end up incinerated or in landfills, coupled with emerging evidence about the health risks posed by poorly studied chemicals in plastics, these companies may find their business models increasingly untenable.

Legally, one could argue that the environmental and health repercussions of bespoke packaging may outweigh any perceived harm to brand identity stemming from standardized containers. Moreover, regulatory initiatives in Europe and other regions are already mandating reuse targets and the incorporation of recycled materials. This shift presents brands with a chance to meet compliance demands without incurring a surge in complexity and costs.

Conclusion: A Step Towards Circular Solutions

While standardizing shampoo bottles and other packaging types may not resolve every issue tied to plastic waste, it increasingly appears to be a logical business strategy. Absent such transformative changes, the dream of achieving genuinely circular packaging is likely to remain just that—a dream. The time has come for the industry to reconsider its approach to packaging, for the sake of both profitability and the planet.

Saabira Chaudhuri is the author of Consumed: How Big Brands Got Us Hooked on Plastic.