A recent report from Aquapak highlights a concerning trend in the sustainability efforts of the fashion and beauty industries. Despite growing awareness about the environmental impacts of packaging, clothing, fashion accessories, and cosmetics are among the worst performers in terms of consumer perception regarding packaging reduction and recyclability in the UK. The fashion and beauty sectors are under increasing scrutiny, and as consumer expectations shift, companies in these industries must adjust or risk being left behind.
Packaging Sustainability: An Industry Under Pressure
Among the product categories analyzed, food is recognized as the leader in sustainable packaging practices, with household products coming in second. Clothing ranks third, but only +13%* of respondents believe the fashion industry is actively working to reduce its packaging impact. Cosmetics and fashion accessories score even lower in terms of eco-friendly packaging initiatives, signaling a significant gap that needs to be addressed.
Consumers are sending a clear message: sustainability matters. The study reveals that 56% of respondents are more likely to purchase from brands that use 100% recyclable packaging. Moreover, 21% of consumers said they are highly likely to choose an item in fully recyclable packaging, and +35%+ stated they are quite likely to do so. These statistics highlight the growing demand for brands to embrace sustainable packaging practices, not only to improve their public image but also to meet evolving consumer expectations.
Responsibility and Legislation: Who Should Take Action?
The study also sheds light on consumer opinions regarding who should bear the responsibility for improving packaging recycling rates. 56% of consumers believe that product manufacturers and producers should take the lead in this area. Local authorities and retailers are seen as secondary players, with 53% and 49% of respondents respectively indicating their role in improving sustainability. The introduction of Extended Producer Responsibility (EPR) legislation adds pressure on businesses, particularly in the UK, as it may lead to higher packaging costs. Choosing the right packaging material now can help brands reduce long-term costs and mitigate environmental risks.
Innovating with Hydropol: A Solution for Sustainable Fashion
Aquapak’s Hydropol, a dissolvable polymer, offers a promising solution to the fashion and retail sectors struggling with plastic packaging waste. Hydropol garment bags are fully transparent, lightweight, and tear-resistant, allowing for repeated reuse by retailers. Not only can these bags be dissolved in hot water at home without generating harmful microplastics, but they also degrade harmlessly in land or the ocean, making them an ideal alternative to conventional plastic packaging.
Sustainable fashion brands like Finisterre were among the first to adopt Hydropol garment bags, showcasing the viability of the material in addressing sustainability concerns. N. Brown Group, one of the UK’s largest online fashion retailers, is also transitioning to Hydropol this year, with the potential to reduce their plastic usage by approximately 44% once the technology is implemented across their product range.
The Future of Sustainable Packaging
The research from Aquapak emphasizes the urgent need for action across various industries, particularly the fashion and beauty sectors. As the market increasingly prioritizes sustainability, brands that fail to adapt to consumer expectations risk falling behind. Hydropol presents an effective solution for packaging waste, aligning with evolving regulations and helping brands meet both environmental and consumer demands.
The adoption of sustainable packaging practices, like switching to Hydropol, can lead to significant reductions in packaging waste. According to industry estimates, if all brands were to transition their garment bags to Hydropol, around 25 million tonnes of conventional, non-recyclable packaging could be prevented from entering the environment each year. With sustainability regulations such as the EU Corporate Sustainability Reporting Directive (CSRD) coming into effect soon, it is more important than ever for companies to embrace sustainable practices that reduce environmental impact and prepare for upcoming compliance requirements.
Conclusion
As sustainability becomes a priority for both consumers and regulators, brands in the fashion and beauty sectors must take immediate action to reduce their environmental footprint. With the rising demand for eco-friendly packaging, companies have an opportunity to differentiate themselves by adopting solutions like Hydropol. The time to innovate and align with sustainable packaging standards is now — the future of packaging is not just recyclable, but also dissolvable and environmentally responsible.