Rethinking the wrap: industry insights on sustainable packaging

At the recent sustainable packaging innovation forum in Philadelphia, leaders from across the packaging industry convened to tackle the complex challenges of creating sustainable, efficient and innovative solutions. Through two series of roundtable discussions, participants shared insights on engaging internal teams, navigating regulatory landscapes and advancing consumer education. Below is a summary of the discussions, divided between the two sessions.

The discussion focused on how businesses can rally internal teams around sustainable packaging goals by emphasising functional design, cost savings and efficiency gains. Participants highlighted the importance of adopting a comprehensive approach that considers the full lifecycle of packaging. As always, collaboration was identified as a crucial driver — both within companies and across the supply chain — to create innovative solutions and achieve buy-in at every level.

As extended producer responsibility (EPR) laws gain traction in the US, participants discussed the challenges of navigating an uneven regulatory landscape. With five states having passed EPR legislation, companies face uncertainties in implementation and compliance. The need for standardised data collection was a central theme, with participants advocating for pre-competitive collaboration to address design, infrastructure, and organisational hurdles.

Data-driven tools including life cycle assessments (LCAs) are useful for evaluating packaging options, but they come with challenges. Discussions revealed a need for investments in infrastructure to make LCAs more accessible and scalable. While LCAs provide insights into carbon footprints and waste impacts, participants agreed that broader metrics are needed to evaluate pollution and waste comprehensively.

Carbon reduction emerged as a focal point in discussions on aligning packaging decisions with climate action. The group explored the importance of scaling LCAs and improving carbon measurement tools. Innovations such as bio-based materials, including seaweed, sparked excitement for their dual role in reducing emissions and engaging consumers. However, participants stressed the need for alignment between internal education, consumer outreach, and regulatory frameworks.

Discussions on recycling policy emphasised the need for comprehensive legislation to drive recovery rates and improve infrastructure. Standardisation — across labelling, materials and reuse systems — was seen as essential for overcoming fragmented state policies. Industry and environmental coalitions were highlighted as a way to push for federal action, avoiding the inefficiencies of state-by-state regulations.

Technology holds immense promise for creating transparent and efficient recycling markets. From blockchain for traceability to AI-powered sorting systems, participants discussed how innovation can improve material recovery. Chemical recycling, positioned as a complement to mechanical methods, is an evolving technology with potential to enhance circularity in hard-to-recycle materials.

Compostable packaging was a contentious topic during discussions on food and snacking. Participants noted the lack of organics collection infrastructure and the broader challenges of ensuring compostable materials are recovered appropriately. Transparency and traceability were emphasised as vital tools for fostering consumer trust and encouraging behaviour change. Consumer education, participants agreed, must go hand in hand with infrastructural improvements.

In the alcoholic beverage industry, lightweighting and material innovation were key themes. Participants highlighted the tension between preserving product quality and reducing environmental impacts. Practical frameworks for decision-making were identified as a way to help brands align their packaging choices with sustainability goals without compromising the consumer experience.

Consumer expectations for premium experiences pose challenges for sustainable packaging in the toiletries and cosmetics sectors. Discussions focused on the need for two-way communication between brands and consumers to ensure packaging solutions resonate. Participants stressed the importance of tailoring strategies to specific markets, using digital and on-pack touchpoints to educate and inspire consumer behaviour change.

Fast food and coffee retailers face unique challenges in advancing packaging sustainability. Participants highlighted the need for adaptable solutions that fit diverse operational contexts, whether through infrastructure improvements or material innovations. Storytelling emerged as a critical tool for engaging consumers and aligning industry narratives with sustainability goals.

The roundtable discussions at the sustainable packaging innovation forum underscored the multifaceted nature of the challenges facing the industry. From regulatory uncertainty to consumer engagement, businesses must navigate a complex landscape to drive meaningful change. Fostering collaboration, investing in innovation, and advocating for education is how the packaging industry can make progress towards a more sustainable future.