Environmental expert Mark Shayler, who has designed everything from roads and neighbourhoods to appliances, electronics, and packaging, shares his insights. With his motto “there are no bad materials, only bad systems,” he delves into the reasons behind the current climate crisis. But above all – how we can overcome it.

Mark Shayler runs the innovation and environmental consulting firm APE, which focuses on developing products and services aimed at reducing carbon dioxide emissions and costs. He is a lecturer and founding partner of DO Lectures and DO Workshops and has partnered with giants like Coca-Cola, Nike and Samsung Electronics Europe. He is also a visiting researcher in sustainable design at Loughborough University.

For 35 years, Mark Shayler has been dedicated to transforming our understanding of sustainability and the circular economy. His work is anchored in one core belief: The faults are not in the materials – they are merely parts of the system and should be viewed as a whole. Therefore, according to him, we need to stop fixating on individual materials.

“As consumers, we tend to demonise specific materials instead of seeing how the entire system is flawed. Take plastic, for instance. We often say it is terrible, sometimes even catastrophic. While I do not think we should use more plastic, it is a simple material that is neither bad nor good on its own. The problem lies in how we use it and the systems we have in place,” explains Mark Shayler.

 
“Pepsi is not the one tossing plastic bottles into the ocean”

According to Shayler’s thesis, it is our waste systems that fail to capture what we use. This, of course, varies from country to country: some countries are much better than others, but the fundamental problem is neither the waste system nor the material – it is us.

“Pepsi is not the one tossing plastic bottles into the ocean. It is us! Even if we, as consumers, want to do the right thing or at least give the impression of doing so,” he explains.

He adds that we can easily get lost among all the product symbols.

“People buy a certain pair of shoes from a certain brand or with a certain symbol and think they are ecologically conscious. Yet, the carbon footprint of those shoes is about seven times higher than the less trendy but more eco-friendly choice, where the manufacturer’s focus is genuinely on sustainability.

Mark Shayler states that we often try to prove we are good people by the brands we choose. However, instead of truly understanding what is best for the environment, we often opt for one or two simple symbols. This is a mistake, he argues, because if we consider the packaging perspective, we are quick to choose recyclable packaging that is, in fact, not recyclable.

“Glass is one example. People love glass because it is refillable, and PET bottles because they are recyclable. However, glass is very heavy, resulting in a significant environmental impact from transporting glass bottles. A single glass bottle can weigh up to 500 grams, and while many appreciate wine in a glass bottle, it is not environmentally friendly – the bottle is just heavy. So, once again, we focus on the symbol rather than considering the entire system,” he says.

Design has the power to change everything

To change the system, it is crucial to adopt new ways of thinking. As winemaker Swords in Australia has done, explains Mark Shayler. Swords offers a 3-dollar refund for every bottle returned by customers.

Shayler believes that design is one of the most powerful environmental tools capable of changing everything. Integrating sustainability from the design phase, rather than later during the marketing phase, can make a huge difference. The right design, or rather smart design, can reduce a product’s environmental impact by up to 80 percent. Each euro invested in design creation can potentially save a thousand euros in future adjustments.

“An interesting example from my work with a hand soap manufacturer comes to mind. Their 1-litre packages, which account for 80 percent of sales, had the pump positioned at the bottom to reduce the size of the soap pump. I realised there was no need for that. By moving the pump and making the packaging easier to refill, the company managed to save over one million euros. This example demonstrates how design can have a major impact without the customer having to change their behaviour,” he explains and introduces another example:

“If we apply this approach to the packaging industry, we quickly see how small changes can lead to substantial environmental benefits with minimal effort from the individual. As I mentioned earlier, design is the most powerful tool for achieving environmental impact. By integrating sustainability into the design process, rather than solely focusing on technical CAD solutions, we can truly unlock the full potential of design. In doing so, we can solve many of the problems we encounter on regular basis.

A Promising Future for the Packaging Industry

Despite the packaging industry’s current challenges, Mark Shayler remains optimistic about the future.

“There are many reasons to be happy and hopeful and I see a significant shift in the packaging industry. All companies, even those not previously known for sustainability, are taking responsibility and improving their packaging. They are eliminating unnecessary plastic and opting for materials that fit better into the system. While we continue to create elegant and beautiful designs, we have moved away from outdated norms. Even the largest companies are adapting,” he says.

Mark Shayler will be speaking on design in the packaging industry during Scanpack, taking place at the Swedish Exhibition & Congress Centre later this autumn. He is set to give two inspiring lectures: one on packaging design and another on how the industry can transition from being part of the problem to becoming part of the solution.

“I will take you on a journey through fear, hope and calm, spiced up with rhythms from the golden age of pop music: from the 1950s until today. I will explore current sustainability and packaging trends, using pop music as a backdrop to explain how we got into this situation and how we can get out of it,” he concludes.

You can find out more about the programme here.