The global packaging giant became a member of the initiative, which promotes the attractiveness and sustainability of paper, at the start of this month.
It has joined at a time when packaging, in particular single-use plastics, has come under increasing consumer concern and media scrutiny, leading manufacturers to search for more sustainable alternatives.
“There is increasing pressure on companies to be more sustainable and this is having a transformative effect on the packaging industry,” said Smurfit Kappa vice-president of development Steven Stoffer.
“Paper-based packaging provides many benefits, from protecting the products and preventing waste to optimising logistics in the supply chain. Most importantly, it’s 100% recyclable and has the least impact on the environment.”
While a recent nationally representative survey of UK adults, conducted by Two Sides and international research agency Toluna, found paper and cardboard to be the most preferred packaging material for environmental-friendliness, recyclability and practicality, it also highlighted that consumers perceive paper and cardboard to cause forest loss and do not understand the industry’s high recycling rates.
Two Sides has a raft of resources to explain the sustainability and attractiveness of paper and cardboard packaging, including its website, newsletters, videos, infographics and the organisation’s new Facts booklet.
Two Sides managing director Jonathan Tame said: “Smurfit Kappa joining Two Sides is really important. With the focus on more sustainable packaging, clearly paper and cardboard has a very important role to play and it is therefore very important that we have a large packaging organisation like Smurfit Kappa who are really supporting the campaigns now and helping us promote the sustainablility of fibre-based packaging.
"I think the media focus on packaging has been important, it has raised consumers' awareness that organisations need to consider sustainability when they are launching products. The research we did showed that consumers do understand that paper and cardboard is a more sustainable option than particularly one-time plastics.”
Separately, bookings remain open for Two Sides’ Power of Print seminar, which will take place on Tuesday 6 November 2018, with around 200 delegates expected to debate issues and ideas and share knowledge.