Our Vision for a More Sustainable and Competitive Europe by Connecting Physical and Digital

The dawn of a new legislative cycle in 2024-2029 will bring a new vision for the future. The 2024-2029 legislative cycle will come with a new priority: competitiveness. A winning EU Industrial Strategy will combine European Union (EU) competitiveness with circular business models.

Circularity for Europe’s competitiveness

Europe needs a circular economy that is made competitive by the expansion of circular business models and more sustainable consumer behaviors.

Enabling conditions

A harmonized waste infrastructure to better sort, recycle and reuse materials.
Circular business models that focus on reuse, repair and re-sell, as well as fully circular product-as-a-service models.
Reduced supply-chain waste through policy actions that ensure companies combat overproduction and manage their own inventory effectively.

How can we make it happen?

Implement ESPR requirements for at least 10 product groups by 2030

Implement PPWR without delays

Develop policy measures that incentivize circular transformation

Recognize recycling technologies as net zero technologies in existing financial support schemes

Provide guidance on available funding that will steer investments toward waste management and recycling infrastructure

Strengthen focus on supply chain waste reduction by setting waste prevention targets for priority product groups beyond textiles

Institutionalize industry involvement in legislative processes

Digital technologies must underpin the circular transition

Europe should harness the potential of digital technologies to accelerate the circular transition.

Enabling conditions

Consistent application of harmonized requirements for DPP and digital labels.
Promoting DPP as a one-stop shop for all consumer product information.
Building digital literacy, to ensure consumers understand and fully exploit new digital technologies.

How can we make it happen?

Prioritize the roll-out of the DPP for the first product groups by 2027

Position the DPP as a one-stop shop for product-related information requirements

Develop a harmonized DPP standard that applies to all digital labels mandated by EU legislation

Foster investment in digital skills

Integrate the DPP into the EU’s global trade agenda to incentivize its adoption by key trade partners

Avery Dennison has operations in 17 Member States that work to provide innovative and sustainable solutions to companies throughout the EU. We are an industry-leading provider of digital identification solutions. It is our conviction that connecting the physical and the digital worlds can drive progress towards more sustainable business models and make circularity prosper.

Material rolls on shelves in a warehouse.

Our Policy Priorities for the 2024-2029 Term

Contact Our Experts

Putting Europe’s economy on the right track: learn more about how we can get there

Enabling circularity

Europe is facing a challenge to decarbonise its economy by 2050. EU regulators have mandated that businesses must act more sustainably. Avery Dennison is well-positioned to help drive this circular revolution. Europe can make sustainable business practices the profitable choice by leveraging Avery Dennison resources and the company’s materials science and digital identification technologies.

Europe’s waste problem

The EU has mandated that certain products must carry a ‘digital product passport’, containing key information about carbon footprint and end-of-life management. Avery Dennison has digital identification technologies that connect physical goods to the digital world, allowing businesses to comply with EU legislation—and adopt circular practices.

Sustainable supply chains: addressing business concerns

Decarbonisation shouldn’t equate to deindustrialisation. By connecting the physical to the digital, Avery Dennison digital identification technologies can help ensure that compliance with sustainability rules lead to profitable performance.

Sustainability compliance as a growth opportunity

Avery Dennison is proactively developing technologies that will enable the EU’s Green Transition and turn compliance with sustainability legislation into a competitive advantage. Our digital solutions and products such as the DPP as a service (DPPaaS), provide brands with the tools required to gain full visibility over their supply chains.