From a technology perspective, “a particular trend that has great value is the ability to use QR codes and other technology to drive safety and security in specific areas,” notes Peter Anderson, chief supply chain officer for WestRock, a packaging solutions company based in Atlanta. He also points to smart packaging’s value in providing increasingly sophisticated measurements of the conditions that products are stored in while being transported. “Where smart packaging is concerned, an exciting capability that contributes to the integrity of the supply chain is the ability to track temperature variance in temperature-controlled environments—particularly valuable in the food and beverage space, as well as in pharmaceutical health care packaging— namely clinical trials,” Anderson says. OPTIMIZING PACKAGING TO LIMIT WASTE Standard go-to options in packaging are being replaced with highly optimized variants. Optimized packaging aims to have the ideal size, material, components, and design for individual products, which limits waste and maximizes protection. For example, the in-house design team at Macfarlane’s Innovation Labs has engineered an ecommerce package that is 14% stronger than a standard European Federation of Corrugated Board Manufacturers style carton while using 13% less material and being 35% less wasteful and removing the need for gluing. “The goal of the variants is to deliver a better brand experience, reduce the amount of void fill required, and provide increased strength and performance,” Fellows says. “These needs must be balanced by requirements for ecommerce packaging to be curbside recyclable and to offer some kind of secondary use, with a view to reducing overall CO 2 emissions. “Space and energy-efficiency will continue to be given more consideration,” she adds. “Total cost
Supply Chain Conditions Present Packaging Challenges
87% 72%
Of respondents stated disruptions to the global supply chain caused their organization to change how they source packaging and/or labels.
Of respondents felt the pressure to make changes to packaging selections over the past year. This included altering designs for efficiency and transportation cost reductions.
Source: (UN)Packaging Reality Report 2023, RRD
ECommerce Growth Fuels Demand for Packaging and Labels
The number of respondents seeing increased ecommerce orders was up slightly from the 2022 report. The majority of packaging and labels decision makers had to adapt their selections to meet these needs.
74% 37% 39%
Of respondents developed ecommerce-specific package design/structure.
Of respondents boosted support from external vendors.
Of respondents changed materials based on availability for packaging.
Source: (Un)Packaging Reality Report 2023, RRD .
analyzing how the right packaging can bolster their overall supply chain. “You can make packaging do as much or as little as you need depending on what your goal is,” Johnson says. “Often it’s just figuring out what you are trying to accomplish and identifying your pain points. “Then you just need to invest to help you overcome those challenges.” n
reduction will be a big priority, and optimized packaging can play an important role in managing costs and tackling challenges such as storage and labor costs.” The array of packaging options and challenges can prove confusing. For shippers and other supply chain parties, the key often is homing in on their specific needs and demands and
42 Inbound Logistics • August 2023
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