Big Impact, Little Footprint: Packaging Industry Sustainability Careers

Big Impact, Little Footprint: Packaging Industry Sustainability Careers

Larine Urbina – Communications Director, U.S. and Canada & VP Communications, Carton Council

Sustainable packaging is complex and must consider many things. Product protection and safety, damage prevention, food waste, accessibility and recovery are just some of the ways the packaging industry has to balance packaging design with larger environmental and social issues. In this new monthly series, AMERIPEN explores how sustainability is being adopted and integrated across the packaging industry.

Can you describe your role and how you feel it links to issues around sustainable packaging?
In my role at Tetra Pak, I oversee internal communication, public relations, marketing communication and events in the U.S. and Canada. My team supports all parts of the business, which includes our well-known carton packaging business, but also our food processing solutions and services businesses. Working for a company as committed to sustainability as Tetra Pak, sustainability isn’t just on the agenda, it is the agenda. Not a day goes by that my team isn’t touching sustainability in some way. That could mean helping brands develop on-pack sustainability messaging, educating employees on our sustainability initiatives, educating the industry on carton recycling, or countless other activities. I also serve as VP of communications for Carton Council of North America (CCNA), an industry group committed to driving sustainable carton recycling. Of course, all of my work with CCNA is in direct support of packaging sustainability issues as we work to educate consumers and industry on carton recycling.

What does a typical day look like for you?One nice thing about my role is that there’s something different every day! I’m fortunate that I get the opportunity to work on many different types of projects with various parts of our organization. Much of my and my team’s work centers on taking complex topics like packaging sustainability and breaking it down in a way that can be easily understood by our customers, employees and consumers.

Can you share with a little about your career trajectory and what led you towards this role and an interest in sustainability?I’ve always had a love for nature and spent my childhood outside playing with the critters and building forts. My favorite elementary teacher once called me a “future engineer,” which really stuck and led me to the University of Central Florida as a computer engineering major. I quickly realized that engineering wasn’t for me and ended up taking some time off school.During that time, I started working for GameStop, and some “time off” led to an extended break wherein I eventually took on a role in communications. I settled into that field quickly and found that I loved what I was doing, so I ultimately went back and got my bachelor’s in communication. It was around that time that I felt a drive to do something meaningful and where my work could make a real difference.When I got the call from Tetra Pak, I knew I had found it. Not only did the company have a mission I could get behind, they were also committed to protecting food, people and the planet. I was delighted and humbled that I would be helping tell that story. And yes – I do wish I would have held on to those GME stock options!

What skills do you think are most important for a role in sustainable packaging issues?
Packaging sustainability is a complex field that’s subject to a wide range of opinions from consumers, policymakers, NGOS, brands and others. There are also countless different ways to look at environmental impact. With so many technical nuances, it can be overwhelming. For example, in many cases, making one small change to address a specific issue can have ripple effects that create even bigger issues somewhere else in the value chain. I find those who excel in this field to be curious, pragmatic and able to separate fact from opinion. A sense of collaboration is also incredibly important to tackling packaging sustainability issues. Many of us are facing similar challenges, whether it’s increasing efficiency in the recycling stream, addressing new legislative threats, and so on, which is why the work of groups like AMERIPEN is so important.

What skills do you think are most important for a role in sustainable packaging issues?
I’m happy to see the industry being more proactive in acknowledging our challenges and shortcomings. It’s impossible to make a real impact without first being open about what’s not working. There’s also more collaboration across the value chain to solve common issues, the result of which can be seen in material innovations like bioplastics and in advances in sortation like AI. On the other hand, I would love to see the industry put more focus on sourcing and overall environmental impact. We tend to target our efforts to end-of-life, which makes sense as that’s where we see the most pressure from consumers and, in turn, legislation. But if we want to reduce climate impact, there are many other factors to consider beyond recycling alone.

What do you think is the biggest challenge facing packaging sustainability right now?
I see our biggest challenge as speed. Some things, like legislation, are moving incredibly fast while other things, like R&D, can’t keep up. I’m also concerned that valuable resources are being diverted from game-changing projects to meet legislative demands.

What is one common perception around packaging that you believe challenges the notion that packaging can be a tool for sustainability?
Consumers often equate sustainability to recycling alone, but there’s so much more to sustainability than end-of-life. Don’t get me wrong – recycling is critical and we need to work together as an industry to address those challenges, but we sometimes lose sight of the benefits packaging can bring. Food packaging is a great example. Globally, food waste accounts for about 8% of total greenhouse gas emissions and a third of food produced globally never gets consumed. Reducing food waste and feeding a growing population factor heavily into the UN SDGs. Food packaging, especially long shelf-life packaging, is a powerful tool in addressing these challenges, yet that benefit is often overlooked.

If you had one piece of advice for young professionals interested in sustainability, why should they consider the packaging industry? Your specific role?
With the rise of ESG, it’s no longer just those with “sustainability” in their job title who are building our sustainable future. If you are interested in sustainability and want a career where your contributions are driving positive change, think beyond traditional sustainability roles and consider what industries are driving this movement. If you want to be an engineer, you can create the next generation of materials that reduce climate impact. If your passion is with marketing or communications, seek out companies where you have the privilege or promoting a product or brand that you believe in.