Reinventing Recycling: The Role of Digital Watermarks in Sustainable Plastics

A Q&A between the CEOS of Wihuri Packaging and Digimarc 

Now is the time to solve the plastic pollution crisis. While governments around the world have set goals to ensure plastic packaging is reusable, recyclable, or compostable, the future of the planet depends on more than demanding regulations. Sustainable packaging will also play an important role in affecting change.

Wihuri Packaging, a global company known for its sustainable, flexible packaging, has been a Digimarc partner for the past decade, bringing innovative packaging solutions to the industry. Wihuri Packaging CEO Karri Koskela spoke to Digimarc CEO Riley McCormack about closed-loop recycling as well as the important role sustainable packaging will play in these critical efforts.

“I’ve worked in the packaging industry for the past 30 years in multiple regions around the globe, I think it's an interesting time to talk about sustainability and how we're able to accompany it with the digitalization wave,” said Koskela. “I would really like to see sustainability and recyclability take genuine action and a step forward in the world of plastics.”

Riley McCormack: What is the current state of the sustainable packaging industry and the status of the adoption of solutions like digital watermarks in the advanced sortation of plastics?

Karri Koskela: As an industry, we've been slow. European Union (EU) packaging regulations have stalled discussions on digitization, despite solutions like digital watermarks being ready. The adoption of digital watermarks could double or triple recyclability rates overnight by effectively linking data to recycling processes.

Riley McCormack: Digital watermarking transforms the recycling process by generating data about a product’s supply chain journey, including end-of-life, typically a data ‘desert’ for producers and retailers. Giving producers and retailers access to this data unlocks opportunities to enhance recycling, grow sales, and reduce costs. What do you hear from your customers, Karri?

Karri Koskela: Exactly. Digital watermarks make products fully recyclable, but without proper data systems, we lose visibility once the products leave stores. Infrastructure to manage this data largely exists—retail, recyclers, and mobile networks can be integrated to close the loop.

Riley McCormack: Does the industry grasp the potential of digital watermarks in capturing recycling data?

Karri Koskela: Not fully. Companies must prove not just that their products are recyclable but that they have been recycled. Demonstrating genuine recyclability will drive leadership in sustainability efforts.

Led by the EU, governments around the world have set impressive goals to ensure plastic packaging is reusable, recyclable, or compostable. But solving the plastic pollution crisis is more than just a matter of complying with the impending sunrise of ever more demanding regulations. It is something we must come together to solve to ensure the future of our planet.

Are you ready to collaborate in the fight to end plastics pollution? To listen to the full conversation on how to achieve global circularity goals and the regulations charting a path for closed-loop recycling, we invite you to listen to the Art of the Possible. You’ll find the Art of the Possible podcast on Spotify, iTunes, or your preferred podcast platform.