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Home News CupCycling, Helping to Create Meaningful Brand Connections

77% of brands could disappear and consumers wouldn’t notice, according to research carried out by Vivendi Brand Marketing and the Havas Group. This, they say, is down to the lack of meaningful brand connections between them and their consumers. Luxury brands such as Burberry are including CupCycling™ as part of their sustainability plans to help create those connections with consumers.

The research claims brands can make meaningful connections through communicating the functional, personal and collective benefits of a brand and its products to their consumers. Collective benefits include being transparent about ethical practices. Consumers, now more than ever, are interested in how a brand operates and the practical steps they are taking to help solve the world’s social and environmental problems.

One way James Cropper is helping to create meaningful brand connections is through the development of sustainable, plastic free, packaging. Through the work we are doing with our CupCycling™ facility we are creating beautiful, speciality papers to be used in a variety of ways including packaging. In the latest New Plastics Economy Global Commitment report, released by the Ellen MacArthur Foundation, over 350 consumer goods companies and retailers have pledged to increase recycled content in their packaging to an average of 25% by 2025, compared with the current global average of just 2%. James Cropper have pledged to support the Global Commitment by;

  1. Supporting customers to eliminate problematic or unnecessary plastic packaging through the supply of COLOURFORMTM plastic free packaging and other paper alternatives.
  2. Increasing our capacity for CupCyclingTM (upcycling of paper cups) by working together with retailers, waste management companies, and other stakeholders to increase the collection and supply of used cups to our facility. We will also continue to work with our customer base to generate demand for the resulting recycled fibres.
  3. Sending all plastic recovered during the CupCyclingTM process for recycling or re-use by 2025.

The CupCycling™ process is unique to James Cropper, our mill is the only papermaking mill in the UK to be using the fibres from recycled paper cups to produce custom, luxury papers. The papers have been used to create everything from notebook covers, luxury packaging materials as well as moulded fibre packaging, COLOURFORM™.

Many luxury brands including Burberry, who have also signed up to the Global Commitment, are already benefiting from what CupCycling™ can offer. Burberry have estimated they have already upcycled 11million paper cups for the production of their fibre based packaging. As part of their commitment to the New Plastics Economy Global Commitment they are looking to eliminate all unnecessary plastic packaging by 2025.

“We’re going to be doing that by driving demand for sustainable new materials, looking at things like well-being, the environment and sustainability in the manufacturing industry in our supply chain,”
- said Pam Batty, vice president of corporate responsibility at Burberry.

Estee Lauder Companies also recently announce that they are planning to increase the amount of post-consumer recycled material in their product packaging by up to 50%. By 2025, 75-100% of their packaging will be recyclable, refillable, reusable, recycled or recoverable.

The Vivendi/Havas research states that consumers are expecting brands to take action and make a stance on causes, those that fail to do so will be forgotten. Those brands that are quick to engage with causes such as the New Plastics Economy and early adopters of processes such as CupCycling™, and that are transparent about the actions they are taking will thrive when it comes to establishing those meaningful connections with their consumers.

If you’re interested in learning more about the process, the work we are doing or how you can get involved with CupCycling™ get in touch with us directly.