The Brand Owner Response

“I think the current tough economic situation affecting the global consumer is largely due to lack of confidence about the future of our global society. Both companies and consumers are uncertain of the future, resulting in cautious investment and spending. I think corporate or society sustainability strategies must go beyond a conservation and preservation mindset and drive towards a more comprehensive approach that lifts global society. As Albert Einstein said, the mindset that got us to where we are will not be the mindset that will get us to where we want to go.”

Ann Lee-Jeffs, Johnson & Johnson

“The economic reality puts a greater premium on innovation to deliver affordable packaging that meets performance demands. To be truly sustainable, innovations must achieve technical and economic performance levels that meet consumer expectations. As a company that is expanding across many markets worldwide, we are committed to minimizing the impact our business has on the environment by investing in packaging materials that are both technologically and economically sound.”

Rocco Papalia, Senior Vice President, PepsiCo Advanced Research

The Converters’ Responses

“Obviously, economic uncertainty in the world today is forcing companies to modify thinking and planning processes; however, while we address the short term, all of us, together, must continue to drive for the best – which means not losing sight of long-term growth strategies and important issues such as sustainability and the environment. In fact, “green” innovation and emerging sustainability jobs both in the service and manufacturing sectors may be the fuel for economic recovery.”

Ron Cotterman, Sealed Air

“For me, the current situation is a clear indicator that all stakeholders need to further develop and reinforce sustainable and collaborative business strategies to be more resilient in the future. And I am convinced that this will also be awarded by the consumers, who are also increasingly looking for tangible value.”

Gerald Rebitzer, Amcor

“Sustainability, in the broadest sense, is reinforcing its role as a major driving factor of the political, social, and consumer agenda globally. Despite the immediate priority to solve the economic crisis, impacts of climate change, water scarcity, and shortage of natural resources remain among key priorities for governments and businesses. Sectors that are capable of offering sustainable products will meet government objectives, make consumers feel good when purchasing them, and will emerge from today’s economy in a strengthened competitive position.”

Elisabeth Comere, Tetra Pak

“Our company views sustainability not just as synonymous with environmental performance but as a balance of social, environmental, and economic factors. Consumers make purchase decisions every day, weighing the relative costs and benefits across all those dimensions. Manufacturers should consider how their products and services make people’s lives better versus other alternatives available to them and should use resources efficiently while doing so. This is true regardless of economic conditions.”

John Mulcahy, Georgia-Pacific

The Recyclers Response

“What we can’t lose sight of is that corporate profits were still quite strong this last quarter in particular and that many of the world’s top companies hold large cash reserves. Although the outlook is a bit murky for what lies ahead, traditionally corporations have responded to economic uncertainty by refocusing on their core offerings I do not see the drive toward sustainability and corporate environmental responsibility to be out of step with those core offerings.”

Martin Knight, Sims Recycling Solutions

The Suppliers’ Responses

“A good sustainability initiative should yield real, measurable benefits to the entire value chain regardless of economic conditions. Companies may need to become more creative with implementation plans if faced with reductions of staffing or capital budgets, but the fundamentals of sustainability don’t change. Companies should continue to drive sustainability strategies that deliver measurable and lasting economic, environmental, and social benefits.”

Jeff Wooster, Dow Chemical Co.

“It’s a not just a question of readjustment. It’s a commitment to take action in a direction that’s different from the usual corporate and political path.  If as sustainable industry leaders we continue to develop sustainable products, business practices and build business together, it may cost more than what we’re used to. But with innovation, we can create opportunities for businesses, communities, and individuals to improve quality of life.”

Debra Darby, Mirel Bioplastics (Metabolix Inc.)

“For smart companies, sustainability strategies will be even more important during the economic downturn. All waste has a monetary cost that eventually shows up on the corporate balance sheet, thus companies will continue to look for ways to reduce waste. The math is easy, less materials definitely equals less cost, and this direct impact to the bottom line is hard to ignore when you are in a weak economy.”

Laure Larkin, Synthes USA

“True sustainability can no longer be thought of as a goal or a moral ideal, but instead a requirement to maintain a planet that can support human life. The natural world knows how to operate sustainably; we need to learn from these systems that are already in place, and live within their means, rather than trying to bend the laws of nature to the whims of an economic fantasy.”

Sam Harrington, Ecovative Design

The Association/Academia/Consultant Responses

“In today's economy mainstream consumers simply will not pay more for green products. And they won't sacrifice performance. So at the strategic level companies need to craft corporate social responsibility (CSR) programs and green features in a way that doesn't "punish" the consumer with a higher price tag.”

Suzanne Shelton, Shelton Group

“Corporate sustainability goals should be readjusted, not only in light of current economic realities but also in light of what is reasonable to achieve. We have not reached the goals set in the past, so where is the confidence we will meet future sustainability goals? What is needed are strong public policy initiatives and incentives to drive sustainability and enhance positions on energy independence, improve the carbon footprint of products, and create jobs, especially green jobs.”

Dennis Sabourin, National Association for PET Container Resources (NAPCOR)

“The current economic realities we face today are really resource realities. We can no longer depend on cheap energy and cheap food because of growing population and declining resource availability (particularly for petroleum It is imperative that we examine every aspect of the overall system to maximize efficiency and extract as much value as possible from renewable and non-renewable resources. This type of lifecycle assessment leads us down the road toward sustainability, but, unfortunately, the engine for the economy is still powered primarily by non-renewable fossil fuels.”