Making recycling simple for the consumer is critical to getting our green message across

Which it is, of course. While this campaign is great, I’m pretty sure you would find very few people who would question the recyclability of glass.

But, in theory, almost all other packaging materials are recyclable too. Metals? Check, and with good recycling rates. Cartonboard and corrugated? Check, and again rates are high.

But with plastics it’s a different story. Even though most plastics can be recycled, as AWS Ecoplastics, Closed Loop and others are working so hard to develop, there is more to do for the materials’ public image.

The sector is, therefore, right in its plans to launch a campaign, Plastics 2020, to improve plastic’s profile. To succeed, the campaign must overcome the problem that plastics are harder to understand than other materials, not least because there are so many different types.

No-one is to blame for this. But if plastic packaging is to be seen as environmentally friendly, any recycling model cannot rely on the public being expected to work out the difference between PET, HDPE, PP, PVC and the rest. Recycling plastics is currently extremely confusing; this has to change.

Local authorities must take this on board and collection systems must be standardised, including provision for all plastics to be collected. Infrastructure must then be developed further so that plastics are properly sorted and recycled. Wrap is working on mixed plastics recycling, to its credit – but it must have the support of local government as well as the industry.

The Hank campaign shows a simple message is a good one. For plastics, the message must be that bottles, trays, pouches and bags can and will be recycled. Widespread and easy recycling will help build faith in packaging across the board.

Josh Brooks is editor of Packaging News

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