Sustainability is one of the prominent trends in the label and package printing industry. The focus on compliance and regulation will only grow as more companies throughout the supply chain emphasize the environmental friendliness of their products.

To learn more about sustainability in the label industry and how new measures will impact that journey, L&NW sat down with Mark Schwerdtfeger, director, Sustainability, Avery Dennison.

L&NW: What role does sustainability play in the label industry?

MS: Sustainability is a major driver of innovation in the label industry. From using post-consumer waste in facestocks and liners to developing solutions that enable recycling, the industry is aligning with environmental goals while maintaining high performance. Regulations and market demand are increasingly driving the need for more sustainable solutions.

L&NW: What are some notable label material innovations improving sustainability?

MS: The Avery Dennison Sustainable Advantage portfolio offers a range of materials designed to enable recycling, incorporate recycled content, reduce material usage, and ensure responsible sourcing. Among its innovative solutions is AD CleanFlake Technology, which enables rigid plastic recycling by cleanly detaching from PET during the recycling process or remaining with HDPE containers, boosting the quality and efficiency of recycled plastics.

The portfolio emphasizes sustainability through the inclusion of post-consumer waste content, like our expanded portfolio of recycled content film liners. For companies focused on reducing their carbon footprint, the portfolio includes solutions like Direct Thermal linerless solutions and the ECO Portfolio, which features lighter facestocks and liners, helping to lower carbon emissions while maintaining performance and quality.

L&NW: What are the primary compliance regulations influencing sustainability in the US?

MS: Presently, action on legislation targeting circularity has been at the state level. At the federal level, the US Senate Committee on Environment and Public Works conducted the first national hearing on Extended Producer Responsibility in 2024, but it is expected that the states will continue to drive action in this space.

Extended Producer Responsibility (EPR) Laws: To help increase recycling and circularity, several US states have variations of EPR and producer responsibility organization (PRO) schemes, minimum recycled content requirements, and various other bans and mandates. In June 2021, Maine became the first state to sign an EPR law for consumer packaging. Since then, Oregon, California, Colorado, and Minnesota have all passed EPR laws, with several other states considering similar legislation. Labels play a pivotal role in achieving these goals, particularly with materials that enhance recycling processes.

Post-Consumer Recycled (PCR) Content Mandates: In September 2020, California became the first state to require recycled content use in plastic beverage containers, aiming to reach a 15% requirement by 2022 and a 50% requirement by 2030, and Washington, New Jersey, and Maine have since also passed similar requirements.

L&NW: How are state compliance regulations impacting label materials?

MS: California’s Proposition 65, one of the most comprehensive state regulations, was expanded at the end of 2023 to include Bisphenol on its list of regulated chemicals. This change reflects growing awareness of the health and environmental risks associated with Bisphenol S (BPS) and other phenols. In response, multiple states are introducing legislation to restrict or ban these chemicals, particularly in thermal paper. Thermal paper, widely used for direct thermal (DT) labels across industries such as retail, logistics, food, and healthcare, has undergone change over the last year to develop new no-phenol-added papers to meet these evolving state requirements.

L&NW: How does Avery Dennison work with outside bodies like APR to help drive sustainability?

MS: Avery Dennison has partnered with industry leaders and the Association of Plastics Recyclers (APR) to improve plastic recycling in North America. Recognized as an APR Demand Champion, Avery Dennison is committed to increasing market demand for recycled resins and enhancing post-consumer plastics recycling. Avery Dennison participates in APR technical committees to develop recycling guidelines for PET and Olefin materials, contributing expertise and gaining insights into recycling systems to drive innovation. Additionally, Avery Dennison is a member of the US Plastics Pact.

L&NW: How does Avery Dennison support converters with sustainability and compliance?

MS: We are committed to providing our customers with comprehensive product safety information and valuable insights into environmental impact. By partnering with Avery Dennison, converters gain access to a growing portfolio of sustainable products and services, including release liner recycling solutions and carbon footprint analysis. We’ve also streamlined our support systems, making it easier than ever to tap into our extensive resources on compliance and sustainability.

Our product stewardship and compliance team equips converters with the tools, training, and guidance needed to navigate complex regulatory landscapes. Through our user-friendly Compliance Portal, users can access detailed product data, real-time compliance certificates, and up-to-date information on global regulations, ensuring products meet both application requirements and industry standards.