Exploring the impacts of PPWR – A brand-owner perspective from Henkel Consumer Brands
Known for their leadership in innovation and sustainability, Henkel AG & Co. KGaA is a German multinational brand-owner in industrial and consumer goods products, with a portfolio that includes laundry and home care products and hair care, as well as adhesives, sealants and functional coatings. According to Carsten Bertram, Head of Packaging Sustainability at Henkel Consumer Brands, the company has been preparing for the PPWR transformation for several years: “The PPWR levels the playing field and incentivizes the transition to a circular economy. Despite some policy details and many delegated acts still pending, all companies in the packaging value chain need to get involved now.” Packaging innovations enhance recycling
At its core, the PPWR outlines that all packaging must be designed for recycling by 2030. Here, labels play a crucial role, despite being a small component of the overall package. “The increased adoption of wash-off labels is vital for the industry in the next years,” Carsten states. “We have already started to include wash-off labels especially for PET packaging and labels which do not hinder the recycling of HDPE.”