Welcome to the Glass Age

132 packaging and see it as the first choice for a sustainable everyday packaging material. Our campaigns have featured everything from talking dolphins, to hidden celebrities, from singing influencers to anthropomorphized glass bottles! We’re also set to launch a new packaging symbol —known as the Glass Hallmark [5]— to better engage in sustainability conversations with consumers. Throughout history, hallmarks have been used on valuable metals to visually identify high quality products, and we see no reason why glass should be the exception. Our new hallmark incorporates all the unique features of glass that make it a high- quality, sustainable packaging material. Designed to be printed on labels or directly onto the glass itself, the hallmark highlights environmental and health benefits of glass products at a glance. Our message to the world is simple: glass is caring. Choosing glass protects the health of the environment and more importantly, ourselves. A natural circular material that works for all people, where planet and health credentials intersect When we talk of responsible production and consumption, it’s impossible to mention the recycling credentials of glass Figure 8.3. Friends of Glass brings together consumers around Europe, united by a shared love of glass packaging for its environmental, health and design credentials. To date, Friends of Glass campaigns have reached millions of consumers since launch: in 2020 alone, our content gained over 13 million views on social media. Source: FEVE. Figure 8.4. The new Glass Hallmark stands as a symbol of what glass brings to people, planet and society. Each element symbolizes the commitment we make when choosing glass: a commitment to use resources wisely, to recycle, to protect and to work towards a more sustainable future. Source: FEVE.