We are witnessing a ground swell of change and commitment from business and government bodies to a truly circular economy. In fact, it feels like a tidal wave of sustainable initiatives. It’s encouraging and exciting to witness.


The recently released European Commission Circular Economy Action Plan takes direct aim at all single-use packaging and the linear system. Taxes, incentives and other tactics will be employed to substantially reduce the production of throwaway one-time packaging. It’s not about “better” packaging, “greener” substrates, lower carbon formats – it’s about rewriting all the rules and moving to a supply chain that is either packaging free, returnable/re-usable or reduces waste in a significant way.

Photo by Nareeta Martin on Unsplash Please note we do not claim to own the above image.

At Brandhub, we applaud this. Eliminating waste is the first and foremost step when exploring packaging options. Only use what you must, use mono substrates, and if you can, design a system that encourages or enables consumers to re-use or return the packaging. This is the gold standard. Applause again for our Volcanic Creamery & Free Curls Clients doing just that.

Stylised Photography by Brandhub NZ Ltd. 

Stylised photography by Brandhub NZ Ltd. 


Recycling is the modern-day back stop.

Recycling is carbon intensive, but if eliminating the waste stream is our goal, then recycling has an important role to play in a circular economy. It allows us to benefit from the unique qualities of card & plastics, without creating waste that will cause harm to wildlife.

As a manufacturer, your responsibility doesn’t stop there though. If your packaging must enter the recycling stream, it’s your responsibility to ensure it has value. The aim is to keep it pure, ensure there is after market demand for the substrate, and avoid any unrecyclable components that can only go directly to waste.

We appreciate that it’s a mind field to navigate, but that’s why we are here to help guide you through. Staying abreast of industry news and keeping our clients informed of the latest innovations is our passion and the reason we get up in the morning. Well, that and coffee.

Photo by Jack Church on Unsplash. Please note we do not claim to own the above image.


Consumers want it. Particularly young consumers. According to a recent Forbes article, Gen Z and Millennials are willing to spend 10% more on products and services that they believe have a positive environmental impact.

Coca-Cola Europacific have recently expanded their returnable glass bottle system for hotels, restaurants and cafes in France.

“Fuze Tea, Tropico, Sprite, Fanta, and Minute Maid brands will be available in universal 250ml bottles that can be returned, cleaned, and refilled for reuse in hotels, restaurants, and cafes. These brands will join Coca-Cola Original, Coca-Cola Zero, and Coca-Cola Cherry, which are already offered in 350ml returnable glass bottles”

The glass bottles can be refilled up to 25 times.

They will stop the equivalent of more than 15 million single-use glass bottles from being produced in 2022.

The new refillable bottle has three times lower greenhouse gas (GHG) emissions.

Read the full article here.

Photo by Johan Godinez on Unsplash. Please note we do not claim to own the above image.

And the new Nike Space hippies, sneakers are made from trash/discarded packaging. Imagine a future where landfills can be a source of value that we can mine.


Image from Nike ( Please note we do not claim to own the above image.

We could go on for hours…

If your packaging uses multiple substrates (mix of film, card, plastic, mixed layers of plastic to protect it), or currently has no place to go other than the bin, call us. We can help you get back to the future.