Every year, Plastic Free July puts the spotlight on one of the world’s biggest environmental challenges. Globally, more than 430 million tonnes of plastic are produced each year, with around two-thirds becoming waste after only a short period of use. Yet despite decades of recycling campaigns, less than 10% of plastic waste is recycled.

Plastic Free July started with one question: what if millions of people made one small change? 

Our Head of Sustainability, Andrew Young, has given his thoughts on the future of plastic use:

More of our clients are now asking questions about materials than ever before. Five years ago, sustainability conversations were often focused on carbon reporting, recycling rates or ESG strategies. Today, we’re increasingly being asked much more practical questions:

• “Can we remove PVC from this display?”
• “Do we really need this plastic component?”
• “Is there a fibre-based alternative?”
• “What happens to this material when the campaign finishes?”

The challenge is to design products and packaging that do not create unnecessary waste in the first place. In retail, packaging and point-of-sale, that is where we believe the biggest opportunity sits.

We recently worked with a retail client to review a large suite of in-store POS materials. The objective was not driven by a sustainability target or CSR commitment. They wanted to simplify materials, reduce waste and make disposal easier for stores. By reviewing specifications alongside material suppliers, we identified opportunities to replace several plastic-based components with fibre alternatives while maintaining the same visual impact and durability. Across thousands of units, relatively small specification changes can remove significant volumes of material from a supply chain. That is where the opportunity lies: improving products and processes that are used day after day across hundreds of locations.

Within our own operations, one simple switch to a reusable packing solution will reduce our plastic packaging use by more than 11 tonnes per year.

We’re seeing similar conversations across many sectors. Brands are looking at how displays can be reused rather than replaced. Packaging teams are questioning whether multiple materials are really needed and if reuse systems can be introduced. Procurement teams are looking beyond purchase price and considering end-of-life impacts.

Across APS, we’re experienced in helping clients make those decisions. We’ve achieved EcoVadis Gold status, placing us among the top-performing organisations assessed globally for sustainability performance. We also maintain FSC® and PEFC chain of custody certifications, helping clients source responsibly managed paper and card alternatives, and we’re continuing to invest in lower-impact materials, improved waste management and circular design principles.

Ten years ago, many fibre-based alternatives were more expensive, harder to manufacture and less able to match the visual quality of plastic-based products. Today, that is often no longer the case. Material innovation has accelerated rapidly, giving brands far more choice than ever before.

Read more about our sustainability commitment here

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.