E-commerce is a growing phenomenon, therefore, it should be monitored with the aim to better manage the impact that it has on the environment. In 2023, in Italy, online purchases recorded a +13% compared to 2022, while at a global level the increase stood at just under 9% (Osservatori.net digital innovation). These numbers compel the major giants of online commerce to pay greater attention to the issue of sustainability, in addition to their intention to intercept the segment of more aware and sensitive consumers, especially those belonging to the so-called Generation Z, who tend to incorporate values such as respect for the environment in their consumption choices.
As recently reported by an online article (Amazon replaces bubble wraps with paper) Amazon has been moving toward this direction for several years. Indeed, it is promoting both the reduction of useless packages and substituting the well-known plastic wrapping with new variants made from recycled paper. The trend of replacing plastic with different materials and, especially with paper, enlights the need of an accurate analysis of products' lifecycles and especially of its final phases. It is hereby impossible to establish one material is absolutely better than the other, and we must expand the possible impacts that their production and disposal can generate at an environmental level.
Comieco's latest report shows a very positive trend regarding the percentage of paper and cardboard packaging sent for recycling, equal to 92.3% of the total. It should be noted, however, that these figures also consider dynamics related to inventories that have led to the use in 2023 of packaging produced in 2022, potentially altering the results. Consequently, it seems difficult to indicate an alternative that is more sustainable than others in an absolute manner. For example, the production through recycling of corrugated box, often used for shipping, requires a more expensive process in terms of both cost and resources, such as water and energy, as well as a significant amount of CO2 emissions, six times higher than those generated for the production of plastic wrappers (PAC Worldwide). On the other hand, it must be considered that not all plastic packaging turns out to be suitable for recycling. In fact, there are many that consist of poly-coupled materials (indicated on the packaging with the number 7, recycling codes), which are impossible to sort and therefore will not be eligible to be mechanically recycled. Therefore, in order to achieve certain sustainability goals and for the development of a more environmentally friendly production and trade system, it is necessary to give due importance to the analysis of the general context in which a certain production or recycling process takes place.
However, the best way to mitigate harmful effects on the environment would be to opt for a reduction in materials that are often nonfunctional for product containment and protection. In this orbit is the new European PPWR packaging regulation, approved on April 24, 2024 by the European Parliament, which sets as a target by 2040 a 15% reduction in single-use and unnecessary packaging (Read also: New Packaging Regulation: moving towards approval- www.beataladifferenziata.it). At the same time, the use of packaging designed to be reused several times before being recycled or disposed of should be considered, with the consumer being incentivised through deposit systems for their return.
In conclusion, large market players should proactively address the challenges of the present and the future in the area of research and technological innovation, crucial spheres for implementing change, in order to offer consumers more sustainable alternatives.
Angela Pia Zizzamia
Beatrice Fontana