As the health of the planet becomes an increasingly urgent consideration, several associated topics are becoming more mainstream – both in households and in boardrooms across the world as everyday consumers and company leadership tackle some big questions. Sustainability, waste management, environmental impact, reducing the number of unnecessary single-use plastics, recyclability and suitability of materials are fast-becoming some of today's most significant problems to solve. 
 
Across the world, there's unprecedented support for change. For most multinational companies, governments, start-ups, small, medium and large businesses, sustainability is firmly on the radar, as is supporting a 'circular economy.'
 
At its most basic, the aim of a circular economy is one that heavily promotes the 'reuse, reusing and recycling' and essentially moves away from a linear model, which is to say 'make, use and then discard.' 

 
Companies in nearly every industry are analysing how they can move towards more circular practices, although packaging is increasingly at the forefront of the conversation. Why? In simple terms, because it's a great place to start, but for other reasons, too. For one, the sheer volume of packaging created by many of today's brands means it's one of the ways that they stand to make a significant, positive environmental impact if they can change their practices to be more sustainable. Reducing single-use plastics in packaging, ensuring that packaging is fully recyclable, or working with monomaterials so that PET films don't 'contaminate' cardboard, are all ways companies are looking to make a change.
 
Brands, both led by their own principles as well in conjunction with consumer rhetoric and desire for more eco-friendly practices, are thinking about what happens to their packaging when consumers have finished with it. In many countries, infrastructure now supports easy recycling, and consumers are better educated about how (and why) it's important.