This could be, finally, a genuine way of cutting through a lot of the, er, rubbish that is talked about packaging and sustainability, though it still runs the risk of starting from a point of ‘packaging bad’ (Martin)

The world’s most powerful brands and packaging manufacturers are to pilot a new common language of definitions to measure the sustainability of packaging.

Global brand owners and retailers including Coca-Cola, Unilever, Procter & Gamble, Wal-Mart and Kraft met in Toronto last week to approve the definitions, which could be a first step in putting an end to long-running arguments on packaging's environmental, social and economic impact.

via World’s biggest brands unite on pack sustainability language | packagingnews.co.uk.