July marked Plastic Free Month – a timely reminder to rethink our historic and often unimaginative reliance on plastic products. At APS, we’re continuing to work closely with clients to help them make smarter material choices, particularly when it comes to Point-of-Sale (POS) and packaging.

In recent years, fibre-based alternatives have gained significant traction. Once considered niche, as often more difficult to work with, less durable, or less premium in appearance (and usually more expensive), these materials have now become the go-to choice for a growing number of brands. And it’s not just for environmental reasons: they’re becoming more accessible, more attractive, and, crucially, more affordable.

Fibre Finds Its Fashionable Side

One of the most exciting developments has been the evolution of fibre-based materials. We’re no longer talking about basic kraft board. While the exposed core of popular materials like Swedboard may still be kraft, the range of options is now extensive and innovative.

Today’s fibre-based alternatives are sleek, print beautifully, and offer a premium feel. From high-end finishes for in-store displays to beautifully engineered packaging, fibre can deliver on sustainability, cost-effectiveness, and design appeal. As a result, more teams are open to rethinking long-standing material choices, especially when they realise they don’t need to compromise on brand impact.

More Choice, Less Cost

The growing availability and demand for sustainable materials has naturally helped bring costs down. What once felt like a ‘nice to have’ is now a commercially viable alternative to traditional plastics and PVC.

In many cases, fibre-based substrates now compete directly on price, especially when you factor in potential savings from reduced weight, ease of recycling, and simplified end-of-life processes.

From a reputational perspective, and with internal stakeholder pressure growing, many of our clients see alignment with sustainability goals, whether their own, their customers’ or their investors’, as a fundamental part of doing business. Choosing fibre-based POS or packaging is a clear and visible way to support those goals.

Real Wins with Small Changes

We’ve helped a wide range of clients achieve big impact through relatively small material changes. One of our major successes has been supporting the shift away from PVC and mixed-material signage or displays. In some cases, this has been as simple as removing a plastic component or switching to a board with a recyclable barrier coating instead of lamination.

Whether it’s a minor spec change to a large requirement or a bigger update to just a few products, the result is often a significant reduction in waste, improved recyclability, and alignment with net zero ambitions. In fact, several clients are now proudly promoting entire packaging or POS ranges as PVC-free, plastic-free, or 100% recyclable – real, measurable impact to celebrate.

Why This Matters

There’s good reason why fibre-based plastic alternatives are leading the way in sustainable design. Not only are they easier to recycle, particularly in retail settings, but they also tend to have a lower overall carbon footprint.

Plastic materials, especially complex or multilayer types, are rarely recycled in real-world environments. More often than not, they end up in landfill or are incinerated, both of which carry heavy environmental costs. Fibre-based materials, by contrast, are accepted into existing recycling waste streams and enjoy high recycling rates.

Ready-Made Swaps

To make things easier for our clients, we’ve developed a practical range of alternative materials that map directly to commonly used plastic-based options. This includes substrates for hanging boards, FSDUs, and signage.

Some examples include:

• Instead of foam PVC, consider fluted fibre board or recyclable display board.
• Instead of laminated signage, opt for water-based coated boards that offer durability without compromising recyclability.
• Instead of polyprop-based dump bins, try structurally engineered fibreboard.

To support sustainable innovation, we provide clients with samples and print trials, an essential step in enabling change and removing barriers to implementation.

Permanent Thinking for a Circular Future

We’re also seeing increased adoption of permanent and semi-permanent displays, especially in retail and branded environments. This approach, a key part of our Retail & Brand Experience service, allows for longer-life display structures made from durable materials like timber or metal, paired with fibre-based graphics that can be easily updated over time.

This shift brings two major benefits: it reduces waste by avoiding full display replacements with every campaign change, and it supports more efficient logistics, thanks to lightweight, easy-to-ship graphics. Combined with smart design, this modular approach is helping drive both environmental and operational gains.

Looking Ahead

Plastics will continue to play a key role in creating impactful retail environments and POS but there is better choice and better reason to look elsewhere than ever before. Alternative materials can be more creative, more cost-effective, and more compelling material choices in their own right.

The key now is for brands to give themselves the time and space to explore alternatives. Reviewing material specifications, planning ahead for changes that allow specification changes to be integrated with the least impact i.e. at the end of the life of existing, and inviting suppliers, substrate manufactures and the value chain to collaborate to understand what brands and retailers want and what’s possible, to bring forward ideas are all simple steps that can lead to big wins.

At APS, we’re proud to be supporting this change. Whether it’s helping clients explore alternatives, trial new materials, or rethink display strategies, our goal is always the same, make better possible.

We are thrilled to have supported Creative Resource’s Two+Two event in Manchester for several years now. The event is a fantastic opportunity for upcoming creative and marketing talents to come together and showcase their skills. Over 150 students participate in the event, working on a live brief while being mentored by industry professionals. The ideas are then judged by a panel of experts, and this year’s winning team is invited to Headline Sponsor, Coinbase’s London offices for a full-day immersive workshop with the firm’s UK marketing team, international brand team and international design leads. As part of this experience, they design a marketing campaign that will be displayed throughout Coinbase’s London offices.

We were a creative partner for this year’s event, providing complimentary design work and printing. We also sent mentors for the day, including Senior Copywriter Nick Watmough and Account Director Louisa Thomas. Our Creative Director, Paul Dunleavy, was also one of the judges.

This year, the students were challenged to demonstrate the potential of blockchain technology and crypto assets. They formed teams of 30 students across 5 groups and were asked to think about how they can capture the public’s imagination on the potential of blockchain technology and crypto assets to update the system to drive societal change, and ultimately demystify the industry.

The Red Snakes team emerged as the winners, with their simple demonstration of how blockchain technology can provide reassurance and transparency in the food supply chain to consumers and retailers. The other finalists will also receive mentorships and internships from a host of agencies, including ourselves, and we are excited to work with them soon.

Congratulations to all involved and thank you to Creative Resource for once again putting on such an inspiring event!

Each year Prolific North, a leading media and creative publication, and their research partner Mustard, independently compile a list of the Top 50 Integrated Agencies in the North of England and we’re thrilled to have been listed 3rd this year! APS Group are the largest independent agency listed, and moved up two places from last year.

The rankings are compiled using a selection of criteria, including headcount, turnover and pre-tax-profits as well as other publicly available information.

APS Marketing and Agency Director, James Lawton-Hill adds, “It’s great to have placed 3^rd this year, and the moving up of two places certainly reflects all the hard work and dedication the team has delivered over the last year. We’d like to extend our thanks to our wonderful team and clients for making this possible.”

You can view the full rankings here.

This week, we cemented our commitment to combat climate change in collaboration with the Woodland Trust by helping to plant 3,500 native saplings on the picturesque former Frodsham Golf Course in Cheshire. We joined 20 other businesses and around 100 of their enthusiastic employees and customers for a day of planting saplings which will one day grow into a thriving native forest.

Native trees such as Maple, Oak and Silver Birch, hold the key to addressing the immediate challenges of climate change and biodiversity loss. Being a part of Premier’s tree planting initiative, Carbon Capture®, demonstrates a joint dedication to providing sustainable solutions for excess CO₂ emissions within our industry.

The Frodsham site is set to be transformed into native broadleaf woodland, contributing to the growth of The Mersey Forest and the larger Northern Forest, which spans from Liverpool to the Yorkshire coast. With tree cover in Merseyside and Cheshire at 6 to 7%, some way below the national average of 13%, this initiative serves as a beacon for environmental conservation and mitigating climate change.

The objectives for the Frodsham site are to support nature recovery, climate change mitigation, and increase community involvement. The new woodland will also provide habitats for wildlife, offer public recreation spaces, and contribute to long-term carbon storage.

“APS Group have engaged with the Woodland Trust for many Years and actively takes part in the Tree Planting days organised through one of our key Suppliers ‘Premier Paper Group.’ The Carbon Capture programme focuses on the UK, protecting ancient, veteran and valuable woods, plus creating new quality woodland and growing UK native trees to benefit nature, the climate and future generations. It is a perfect initiative which we at APS are glad to support and gives companies and their clients the opportunity to mitigate carbon and demonstrate their sustainable development goals.”

Brian Henners, Global In-Direct Supply Chain Director at APS Group

We’re proud to contribute to the UK’s ‘net zero by 2050’ target by being a part of Premier’s Carbon Capture® programme. This initiative has created over 3 million square meters of new native woodland in the UK, which equates to 107,571 tonnes of CO₂e to be mitigated. We can’t wait to join the initiative again next year!

Read more out about our sustainability commitments here.