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California-based Box — which says it’s on track to ship 1.3 million boxes by 2022 to about 100,000 by 2022 — said the new service “points directly to SB54,” Semelhac says. It invites brands to return the shipping box and inner packaging for recycling. “In time, this will not only be applied to e-comm brands such as the outer packaging of boxes, but also for any interior packaging materials, clothing bags, etc.
Business recycling is also more likely to avoid unintended consequences such as “manufacturers who obtain other raw materials – such as cutting trees – to meet the guidelines of the letter of the law”. “We need to accelerate the transition to a circular economy, not just ‘outsource’ things by making them more reusable or more compostable.”
He added that refilling and recycling systems can be profitable for businesses. “Brands are able to make the return process an additional post-purchase offline touch point that leads to sales, retention, loyalty, etc. — all those critical factors are direct-to-consumer branding.”
Construction speed
Products already focused on plastic reduction welcome the bill. Everlane says it has removed 90 percent of virgin single-use plastic from its supply chain, switching to recycled plastic poly bags and recycled fibers in its clothing, among other changes, and Katina Butis, director of brand sustainability, said they are. Working on the rest. “We hope that Senate Bill 54 will help us develop solutions for our final 10 percent goal of trims and elastane, spurring much-needed innovation in recycling,” she said. “Much of the remaining virgin plastic in these areas requires material innovations that are not currently available in scale.”
Some companies have found alternatives or ways to avoid products that generate some common waste. Hailey Bieber’s beauty brand Rode, which launched in June, will no longer offer samples until there is a better and “responsible” way to offer them, according to CMO Claudia Allwood.
Credo has moved away from single-use plastics by 2020, including sample packages as well as other sheet masks. “This material, which we only use for seconds, can last for hundreds of years,” Davis said. They now have a travel-size jar made of plastic-free materials that they invite customers to fill when they want to try a new product. But, Davis says, the quest for a sustainable way to sample products goes beyond materials.
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