Most packaging on shelf these days was designed with the primary purpose to engage with the consumer, protect the contents within and tell a strong brand story. What recyclable features it may include are not always by design and they certainly are not thought through.
Despite most brand owner’s sustainability claims, the uncomfortable truth is that very little, if any, thought goes into the actual design for optimum recycling. It is time to acknowledge that the current recycling levels of most packs and bottles is woefully insufficient. If we continue buying into the fallacy that we are all doing our best and that is enough we are fooling ourselves.