Ahead of this year's Sustainability in Packaging Asia 2025, we spoke with Kejin Zhang, AMEA Sustainability Manager at Avery Dennison to get a sneak peek of what we can expect from her presentation on 'Closing the loop for packaging sustainability' Here's what she had to say…




Q1. Your upcoming presentation at Sustainability in Packaging Asia will explore Circularity in Label Design: Closing the Loop for Packaging Sustainability. Why is this message particularly critical for industry professionals to hear right now?

Our recent research with Bain & Company revealed that while nearly all CPG brands aim for 100% recyclable, reusable, or compostable packaging by 2030, they face significant hurdles. Furthermore, when evaluating a product’s sustainability, consumers view packaging as one of the most controllable and visible sustainable elements.
Pressure-sensitive labels (PSLs) have evolved from simple price tag stickers to become the decoration of choice, offering superior looks and high operating efficiency while enabling recyclability. With an increasing emphasis on packaging legislation, PSLs can be the solution for brands to meet evolving needs.
In my presentation, we will delve into our work contributing to the Design for Recycling (DfR) guidelines and how brand owners can utilize DfR to complete their sustainability story. I will also share our advancements in wash-off label solutions and showcase our latest findings in partnership with the National Test Centre Circular Plastics (NTCP), proving that standard filmic PSLs are able to separate from the HDPE flakes in the standard recycling process, producing high-purity rHDPE. This presents a viable solution for FMCG brands to meet DfR guidelines for HDPE.


Q2. What do you see as the most significant hurdles companies encounter when shifting to sustainable packaging, and how can they overcome them?

The most significant hurdles companies face when shifting to sustainable packaging often boil down to cost while still needing to meet the basic functionality requirements. 

At Avery Dennison, we directly address the cost hurdle through continuous innovation. CleanFlakeTM technology, initially a premium wash off solution for PET recycling, is a prime example. By focusing on innovation and regional adaptation, we've driven its cost down to enable us to offer it at parity with standard labels. This removes a major barrier, making sustainable choices economically viable for brands.

Regarding functionality, we recognize that sustainable labels must still perform their core purpose, that is to adhere well to the main packaging. Therefore, instead of developing a completely new label solution for HDPE packaging, we invested in studying what happens to standard labels, already used by most FMCG brands, during recycling. Last year, we engaged NTCP and conducted a study using 50,000 HDPE bottles labeled with various combinations of filmic face materials and standard emulsion adhesives to understand their release at each recycling stage. This study provided factual evidence that standard filmic PSLs can indeed release during the standard recycling process, with friction being a critical enabler. This demonstrates that brands don't need to compromise on performance to achieve recyclability, as the standard labels used by most FMCG brands today already meet the requirements for HDPE recycling, eliminating the need for separate, potentially more expensive labeling solutions.

Ultimately, overcoming these hurdles requires a collaborative approach. At Avery Dennison, our focus is on developing cost-effective, high-performing sustainable solutions. Simultaneously, brands need to be open to exploring these innovations and understanding the long-term benefits to meet evolving regulations and consumer demands.



Q3. Are there any breakthrough technologies or innovations on the horizon that could transform sustainable packaging as we know it?

Apart from wash-off labels for plastics recycling as mentioned above, we see that refill and reuse packaging is gaining traction, especially as regulations like the Packaging and Packaging Waste Regulation (PPWR) in Europe are calling for a change by mandating the use of 10% reusable beverage packaging by 2030. Similarly, in ASEAN, we are seeing opportunities with beer brand owners wanting to premiumize their packaging through the use of PSL and the need for cost-effective paper wash-off labels on glass. This is something that we are developing and will be showcasing for the first time at our exhibition booth at the upcoming seminar.

Another exciting innovation that we see could potentially be for the future is the adoption of linerless labels. The liner typically makes up 30% of the total material usage in making a label, and therefore, a linerless solution is truly a step change in reducing environmental impact by simply doing away with it. In the space of variable information printing, we are seeing more traction in this area, where global restaurant brand owners are adopting linerless direct thermal labels to streamline their restaurant operations, ensuring fewer errors and higher operational efficiency. On top of direct thermal linerless, we are also investing in decorative linerless solutions coupled with solutions for the labeling machines, which will offer brand owners a step change in their environmental reduction targets.

With digital transformation a key focus for many companies, the future will see every physical item requiring a digital identity. Technologies like RFID will become increasingly vital for brands to address complex industry challenges—from waste reduction and supply chain efficiency to enhanced circularity, transparency, and stronger consumer connections. As these digital tools are integrated with expanding recycling capabilities and greater value chain collaboration, they will unlock significant advancements in packaging circularity, offering substantial benefits for forward-thinking brands.



Q4. Some argue that sustainable packaging comes at a higher cost than conventional alternatives. How would you respond to this concern, especially from a business viability perspective?

While sustainable packaging can sometimes seem more expensive upfront, a long-term view is crucial for business success.

The current cost of unsustainable packaging doesn't account for the hidden costs of pollution and waste. Regulators are increasingly making these costs visible through Extended Producer Responsibility (EPR), suggesting unsustainable options will likely become more expensive.

Currently, many companies focus on using recycled content in their bottles, which is positive, but often overlook the recyclability of the entire package, including labels. Permanent adhesive labels on PET containers can reduce recycling yields due to adhesive residue, making it harder and costlier to obtain high-quality recycled materials.

Embracing design for recycling and switching to wash-off labels resolves this issue, leading to a better supply of recycled materials and potential long-term cost savings. Furthermore, with EPR policies being implemented in this region, design for recycling will become increasingly important as brands can be incentivized with lower EPR fees for compliance. It's important for brands to explore such solutions to proactively address regulatory pressures. While adopting sustainable solutions may initially seem pricier, their benefits can prove more cost-effective in the long run.



Q5. How can packaging be intentionally designed from the outset to align with circular economy principles?

To align packaging with circular economy principles, it must be intentionally designed for recyclability and resource efficiency. While many brand owners already focus on reducing packaging and incorporating recycled content, the principle of Design for Recycling (DfR) is often overlooked, particularly in this region where national recycling design guidelines may not yet exist. Nonetheless, we can refer to well-established frameworks from the EU, such as RecyClass, and from the US, such as the APR guidelines, to guide our efforts.

In the case of pressure-sensitive labels, the highest quality of recycled plastic can be achieved by using labels specifically designed to wash off during the recycling process. For PET bottles, this involves using labels that detach from PET flakes in a hot caustic solution. By taking advantage of the density difference between PET and the label material, the labels can be effectively removed through the sink/float process. For HDPE containers, since both the labels and HDPE float, once the labels are washed off from the HDPE flakes, they can be separated using air elutriation, a process that relies on airflow to remove lighter fractions such as labels from the heavier HDPE flakes. Designing labels to support this separation significantly improves the purity and value of the recycled material.

Ultimately, circular packaging design requires a holistic approach. By proactively integrating these DfR principles brands can create packaging that is functional and truly circular.

Q6. Looking ahead, what key trends or advancements do you anticipate shaping the future of sustainable packaging in the next 5-10 years?

The future of sustainable packaging will be strongly influenced by increasingly stringent and harmonized regulatory frameworks. These policies will drive the widespread adoption of sustainable practices by promoting global alignment on packaging waste reduction, recyclability targets, and the implementation of EPR schemes.

At the same time, we can expect significant advancements in waste management and recycling infrastructure. Innovations such as automated or AI sorting, advanced recycling technologies, and more efficient label removal processes will enhance the quality of recycled plastics, making them suitable for a wider range of applications, including contact-sensitive packaging.

Additionally, the integration of digital technologies, such as track-and-trace systems, could play a crucial role. These tools will provide end-to-end visibility of packaging materials throughout the value chain, ensuring traceability in waste tracking and supporting greater accountability and transparency.