'Ethical consumerism' further emphasizes desire for sustainable packaging that reduces materials without compromising package stability. Sustainability is steadily gaining in importance for consumers seeking ethically and ecologi- cally impeccable products, packaged in a resource-conserving manner that ensures their perfect condition when purchased. This is a major challenge to packagers, as the industry wants to save on materials without compromising the stability of the packaging in any way. Unilever, for example, plans to double its worldwide sales from the current €40 billion by 2020, and simultaneously halve its carbon dioxide emissions by improving packaging and production efficiency. By 2020, Unilever aims to integrate half a million small farmers and traders in developing countries into its supply chain. "We intend to be a sustainable company in every sense of the word," says Unilever CEO Paul Polman.
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