This article is part of our series on waste intelligence.
In the effort to optimise production, brands make a significant investment in tracking manufacturing processes, supply chains and consumption trends — otherwise known as business intelligence.
That data-driven approach isn’t mirrored in the post-consumption life of their packaging: once consumers discard their products, brands face a "dark abyss". A historical lack of brand-specific waste data has meant that even the most sustainable producers struggle to measure the true recyclability of their products.
Many don’t know whether their packaging gets recovered or landfilled until it’s too late. Waste data reveals how – and why – their packaging got there.
Why more sustainable packaging depends on waste data
AI waste analytics is illuminating this post-consumption void. Materials recovery facilities (MRFs) can now collect data on the brand and stock-keeping unit (SKU) of items they process, tracking the fate of each product.
As the final decision point for discarded materials, MRFs determine whether items are recycled or sent to landfills and incinerators. This makes them a vital hub for analysing post-consumption packaging on an industrial scale.
Insights derived from this data — termed waste intelligence — are already being used to design more recyclable products by some of the world’s largest consumer packaged goods producers.
How brands and regulators are using waste intelligence
AI waste analytics systems are helping MRFs maximise sorting efficiency while generating datasets that brands, packaging producers, and regulators can use to act on waste insights:
- Brands navigating regulations like extended producer responsibility (EPR), the EU’s Packaging and Packaging Waste Regulation (PPWR), and plastics taxes can use post-consumption insights to improve product sustainability and minimise compliance fees.
- Product designers addressing materials and designs that are technically recyclable but often landfilled can pinpoint under-recovered products. With detailed feedback loops, they can refine packaging designs to measurably enhance recyclability.
- Regulators can assess compliance, identify problematic materials, and evaluate the impact of policies to develop more effective regulations.
Why waste intelligence plays a crucial role in value chain collaboration
Producers, recovery facilities and regulators can now use objective waste data at scale to take meaningful action on waste. The waste sector is central to a data-driven value chain that seeks to optimise resource use and reduce environmental impact.
Innovative recovery facilities are already using waste intelligence to enhance operations with measurable results. At the same time, they’re gathering insights on post-consumption materials that are set to transform the entire value chain over time.
Learn how waste intelligence is helping brands and packaging producers achieve their sustainability goals here.
