26 DEC 2022/JAN 2023 Eaton thinks deeply before answering the question What does sustainability mean to you, “Sustainability is a broad yet nuanced topic, whilst recently it has re-focussed on the “greener pastures” that are about finding sustainable materials to manufacture with and producing sustainable products; historically, it’s been about creating and maintaining a sustainable business. A business that has longevity provides stable employment and benefits to its community.” Eaton says no one has all the answers around sustainability; however, he is optimistic, in his own words describing the current zeitgeist as “everyone pointing in the same direction for the first time”. Eaton notes that PacPrint in Melbourne was almost entirely a show about greener, more sustainable, eco-friendly materials, business practices, machines, programs, and even entire company culture overhauls. It’s a movement driven by the next generation, who are more informed, and focused on interconnectedness, from what they learn in schools to what they observe in the world around them; all amplified by the lens of social media and a connection to the world via online communities. Consumer pressures drive the question “what materials are being used” and “where can we do better” – Eaton notes, but this often creates more questions. And thinking holistically about sustainability means considering, for example, not only wrapping a vehicle in PVC-free film but also whether that vehicle is less polluting and looking over the carbon footprint of its manufacture and delivery. Given the market pressures to be “greener”, the question of whom Starleaton works with arises and how those relationships are nurtured, sought out and developed. It’s all about trust, says the CEO; Starleaton evaluates their potential supplier or partner’s internal values and external value proposition; Eaton says it’s easy to list specifications or quote numbers for a carbon footprint. Starleaton wants to know that they are working with a company that is transparent about its footprint and its sustainability journey. As the adage goes, trust is hard to earn, easy to lose and Eaton notes, sometimes impossible to recover once lost. Eaton supports the concept that the whole industry is subject to the same compliance standards and certifications across whole- lifecycle metrics and product sources, referencing anti-slavery certifications in textile productions and the push for certified compostable window films and laminates in one breath. Starleaton’s journey towards improved sustainability is typical of many in the industry; over the last fifteen years, they have worked through many periods of increased consumer demand for less harmful products. Pricing is a significant factor, though, and although Eaton raises this point, he is quick to contextualise that the market urge to be seen doing the right thing is constrained in real terms by budget. Everyone works for the best ROI, and it is only with recent advancements in material sciences and technology that the “greener option” has become more affordable in real dollar terms and on par with the best-performing products on the market. Eaton is pragmatic in his approach to plastic, noting that the world is not going to rid itself of plastic anytime soon; however, he is clear that what must be created by industry, the market and consumers working in tandem is a world where recycling and repurposing are nowhere near as costly. Collaboration is where Eaton sees the best results coming, noting that there is a strong imperative to move more nimbly towards the elusive circular economy where repurposing is not only possible but also the primary and obvious option for everything we consume. Looking towards the future, Eaton says that whilst he does see more automation; he thinks this will create opportunities for people to become cross and multi-skilled and perhaps even take new roles that don’t exist today. He is bullish about the onshoring of manufacturing in the wake of the covid-pandemic. “There is a palpable and overwhelming sense of confidence in the market; I’m seeing heavy investments in larger machines, such as those for textile manufacturing. I don’t think this will leave us [Australia] quickly. This sense that we can and must drive onshore investment and growth,” he concludes. Eaton’s perspective on the industry is informed by his front-row seat in the local industry and his research into the latest innovations worldwide; he’s got the inside edge on the nuance of sustainability, which is here to stay. Ben Eaton: Ben Eaton: Finding the nuance and Finding the nuance and stability in Sustainability stability in Sustainability After a busy year, travelling to Europe, visiting suppliers, attending the UK POPAI conference on sustainability, and attending FESPA and PacPrint, Ben Eaton, Chief Executive Officer Starleaton, sits down with Digital Image Magazine to share his insights about sustainability.
