Reuse or recycling?

For a better future of packaging, we talk a lot about reusability, renewable materials, recycling and biodegradability. It's all about material and its reuse. But what if we could extend the life of packaging? It would require less material, less energy, reduce the impact on our environment and have less of a negative impact on our climate.

A bold thesis that can be substantiated by various examples, says Uwe Melichar, Managing Partner of MELICHAR Bros. and Vice-President of the European Brand & Packaging Design Association (epda). And he says: "We need to rethink packaging as such.