Eco-design in packaging is one of the major trends in the sector. Here is an example with Gucci, which presents its new packaging in a shade of green chosen by the artistic director Alessandro Michele.
"?La unique green colour of the paper at the beginning of the production process reduces the use of inks, and uncoated paper guarantees that it is entirely recyclable?" explains the brand. The handles of the bags, made of recycled polyester, have been knotted to eliminate the use of glue. The ribbons are made of organic cotton, the hangers are made of recycled polystyrene. The new packaging is part of Equilibrium, Gucci's CSR programme, which has had dedicated communication channels since this summer.
Elimination of single-use plastic by 2030
Gucci affirms its desire to integrate more sustainable methods and materials into its logistics. The luxury brand's objective is to eliminate the use of single-use plastics by 2030. To this end, the group has removed plastic from its product packaging for online and retail sales.
Gucci has also launched the "?Take Back?" program to reuse plastic protective boxes for its accessories and thus avoid the production of 220?000 new boxes equivalent to 26 tons of plastic in 2019.
These measures are also adapted to new generations of consumers who are more concerned about environmental challenges. According to a study by the European Carton and Paperboard Manufacturers Association, Pro Carton, nine out of ten consumers would like the government to pass legislation to require brands to specify how environmentally friendly the packaging of a product is.
