Bruce Funnell: Independent Consultant, formerly Head of Packaging and Global Confectionery at Nestlé

Key Takeaways from the Group

Bruce stated that he found different perspectives during the programme as incredibly valuable. “It allowed me to form a more holistic view of the problems we face. Many of us are grappling with similar issues, but the structured collaboration helped pull the problem apart and examine it from multiple viewpoints.”

Similarly to other group members, Bruce found the creation of “pessimist” and “optimistic” future scenarios particularly useful, as it helps to think about overcoming challenges differently. This approach helped him to look at alternative outcomes and explore possible future scenarios. He credits this approach with enabling better decision-making and greater creativity in tackling persistent packaging challenges.

Learning Through Foresight and New Tools

One of the key methods Bruce engaged with during the programme was the Futures & Foresight approach. The process introduced him to tools such as horizon scanning and the scenario quadrant to try to predict future trends so that he, as a leader, can prepare an adequate plan or mitigation.

Combining different viewpoints, not just from his own lens but from across the group, enabled Bruce to hear different opinions and work within the diverse team to try to solve shared problems that go beyond the individual companies, into the larger industrial goal of preservation of natural resources and climate change mitigation. This ability to see the bigger picture and creating actions across organisations, for Bruce, was the most impactful takeaway from the programme.

Challenges and Real-World Applications

Reflecting on his time at Nestlé, Bruce described the logistical challenges in moving towards more sustainable packaging. One of the biggest obstacles that many companies face is the limitations of the existing machinery that they already use.

“In confectionery, flexible plastic packaging, like flow wraps and pouches, was by far the biggest cost,” he explained. "Many of the machines that the companies use are designed to use plastic and using other materials would often require changing the machines. This poses significant costs and potential risks to companies, especially as flexible plastics have for years been optimised for consumer use and material efficiency. On the other hand, a challenge with plastics is directly linked to consumer behaviour and relies on them correctly disposing of packaging at the end of life and ending up in the correct waste stream." Bruce admits there is still a lot to be developed in the area of effective waste management in the context of plastics.

Despite these challenges, Bruce has led successful initiatives, such as transitioning Smarties packaging from plastic to paper. He was also proud that packaging messaging made it onto the front of the Smarties pack, as companies often avoid making green marketing statements on the pack.

Looking Ahead

Bruce continues to use his expertise to help other companies through consulting, drawing on the insights gained from the Collaborative Group. The experience greatly benefited his thinking around solving problems within the industry, where he learnt that looking at strategies from a wider perspective can help to further develop ideas and help tackle or postulate for systemic changes. He said that: “The programme gave me a new perspective, not just for me personally, but for helping other organisations, it helps them build concrete action plans to make real progress.”

As the challenges of packaging sustainability grow ever more complex, Bruce’s experience demonstrates that even seasoned professionals can benefit from fresh perspectives and structured collaboration.