An Opella Initiative currently being tested in Mexico is on its way to becoming a global initiative. In a context where consumers’ environmental awareness increasingly influences purchasing decisions, companies face the challenge of designing responsible and sustainable strategies. According to Nielsen, 66% of consumers are willing to pay more for products and brands committed to environmental preservation, underscoring the urgency of adopting sustainable practices across all business areas.
At Expografica in Mexico City, several leaders who are redefining how brands approach the design of point-of-purchase (POP) materials with a responsible and circular vision participated in the session “Sustainability and Responsible Design of POP Material: Opportunities and Challenges.” Among the speakers, Georgina Dominguez, Sr. Marketing Excellence & Shopper Head at Opella, Sanofi’s consumer division, and Marcos Burgos, Senior Sustainability Manager LATAM at HH Global, shared how their strategies are creating positive impacts on both the planet and society. From circular economy principles to pioneering initiatives that turn waste into resources, the conference explored innovative approaches shaping the present and future of marketing. Opella, which recently spun off Sanofi, is the third-largest global player in the over-the-counter and vitamins, minerals & supplements market.
An Opella Initiative: A Mexican Project on the Path to Globalization
During the conference, Dominguez revealed that Opella’s initiatives are being considered for global implementation. “What began as a local project in Mexico is now on its way to becoming a global initiative. This demonstrates that sustainable solutions are possible and scalable, with the potential for worldwide impact.”
This achievement highlights the importance of sustainable strategies and their capacity to drive significant change across the industry. But what specific actions has Opella undertaken to support the environment?
Circular Economy: Redefining the Lifecycle of POP Materials
A key topic discussed was the adoption of circular economy principles in designing POP materials. Marcos Burgos emphasized the need to think beyond recycling: “For years, we’ve been told that recycling solves climate change, but only 10% of plastic is truly recycled. The key is designing materials with their entire lifecycle in mind, ensuring they remain useful even after fulfilling their initial purpose.”
Georgina Dominguez complemented this perspective, explaining Opella’s approach: “At Opella, we follow the principle that reducing is better than reusing, reusing is better than recycling, and recycling is always better than discarding. This has led us to transform how we create POP materials, focusing on their immediate impact and how they can be repurposed.”
Thanks to this strategy, Opella reduced seven tons of materials in the year’s first quarter. Dominguez highlighted: “That’s over 7,000 kilograms of material. This reduction decreases our carbon footprint and allows us to reinvest in transformative projects that generate positive social impact.”
“What began as a local project in Mexico is now on its way to becoming a global initiative.”
Prioritization and Optimization: Reducing to Create Impact
Optimizing POP materials is another key strategy Opella has implemented. Georgina described how prioritization helps reduce waste without compromising sales impact: “Instead of creating materials for all products, we focus on those that truly influence consumer purchasing decisions. This helps us reduce tons of material and optimize resources.”
Marcos added that this approach benefits both the environment and operational efficiency: “Prioritization reduces not only materials but also production and logistics costs, creating a more sustainable and profitable model.”
Opella Initiative: Transforming Waste into Resources
A key part of the initiative that Opella is implementing is collecting and transforming POP materials into useful resources for vulnerable communities. Georgina explained this innovative project: “We collect used materials from points of sale and turn them into items like benches, planters, or school furniture. We partner with Save the Children to ensure these resources reach schools in economically disadvantaged communities.”
This approach not only supports environmental care but also creates tangible social benefits. According to Dominguez, such projects are part of a comprehensive vision connecting sustainability, business, and social responsibility: “By transforming waste into useful resources, we fulfill our environmental purpose while contributing to community well-being and strengthening our B Corp certification, validating our commitment to positive impact.”
“By transforming waste into useful resources, we fulfill our environmental purpose while contributing to community well-being and strengthening our B Corp certification, validating our commitment to positive impact.”
Challenges and Solutions in Plastic Use
Although plastic is often criticized, Georgina and Marcos stressed that it should not be demonized. Burgos explained how responsible use can be part of the solution: “Plastic, when used responsibly, can extend its lifecycle and reduce the need to produce new materials. For instance, a well-designed display can last up to seven years, avoiding recurrent purchases and reducing CO2 emissions.”
Dominguez added that Opella is collaborating with suppliers to develop recycled and recyclable plastics, aiming to maximize their positive impact: “The challenge lies in finding ways to repurpose plastic for meaningful projects. While this is difficult, it is also where we find the greatest opportunities for innovation.”
“The challenge lies in finding ways to repurpose plastic for meaningful projects. While this is difficult, it is also where we find the greatest opportunities for innovation.”
