4 priorities for sustainable packaging in 2025

Summer’s over, school’s back in session, conference season is in full swing, and many of us are tackling what’s left of big projects before the holidays come knocking. What’s on the to-do list for the sustainable packaging industry as we close out 2024 and plan our 2025 priorities? The path to advancing sustainable packaging hinges on these four to-dos: 

1. Figure out packaging sustainability goals beyond 2025

What needs to get done: As brands, consumer packaged goods (CPGs) and industry groups share less-than-stellar progress on their 2025 sustainability goals, many are wondering what’s next. Most have set or are setting new 2030 goals, like committing to reducing virgin plastic use, using more recycled materials, and improving packaging end-of-life outcomes. 

At the same time, companies are juggling trade-offs between these packaging goals and other sustainability targets, including reaching net zero. Gartner, Inc. has predicted that, by 2026, 20 percent of organizations will “turn their attention to reducing the carbon footprint of their packaging over eliminating plastics and facilitating recycling.” 

What success looks like: Short-term trade-offs are inevitable, but companies will need to balance both reduced carbon emissions and progress on packaging goals — which can reduce carbon emissions in and of itself. Packaging company Amcor has taken on this challenge, releasing a decarbonization roadmap to reach its 2033 Science Based Targets initiatives-validated (SBTi) emissions reduction targets.

2. Rebuild a store drop-off recycling directory

What needs to get done: Programs for recycling flexible film packaging materials — shopping bags, product bags or other films — have faced skepticism amid reports suggesting that these materials are sometimes trashed after being collected, or have been exported to countries with underestablished waste management programs. Despite this, bags and film do have viable end-markets in the U.S. (such as outdoor products like composite decks or railings), and closing their circularity loop is a priority for the packaging industry. 

The first step to turning this ship around? Educating consumers about where to take bags and other films for recycling. After the bagandfilmrecycling.org directory was taken offline at the end of 2023, a group of industry associations met to discuss next steps. The Flexible Film Recycling Alliance (FFRA) took on the task and has committed to getting a new, best-in-class plastic film recycling directory up and running by the end of 2024. 

What success looks like: The new directory will educate consumers, as well as provide independent third-party auditing of collection and end-markets. Brands should continue to provide accurate disposal instructions, educate consumers about store drop-off programs, and can get involved in the FFRA’s work. 

3. Demonstrate viable case studies of reuse as the default 

What needs to get done: After reusable packaging pilots reported lackluster participation from consumers, implementation of reusable packaging has stalled across product categories. 

A new approach is emerging, though: Reuse as the default. Instead of programs that require consumers to opt into reusable packaging, coalitions are exploring ways to make reuse the first choice for consumers. For example, since August reusable to-go cups have been the default in more than 30 restaurants in Petaluma, California, including at Starbucks, Peet’s Coffee, KFC, Dunkin’, and many more local stores and eateries. 

What success looks like: Though these new pilots are expected to outperform the more limited one-location pilots, it takes time for the reuse as default approach to work. Consumers need to get more familiar with reuse and have time to use — and bring back — cups or other reusable serviceware. Companies will need to be in it for the long haul.  

4. Prepare for new packaging policy

What needs to get done: The U.S. now has five states (home to nearly 17 percent of the country’s total population) with packaging Extended Producer Responsibility (EPR) laws. These laws require companies to cover costs associated with the collection, recycling or disposal of their packaging materials. Dozens of states have also introduced or passed other packaging laws — truth in labeling laws, recycled content mandates and more. 

Companies have their hands full making sense of what this means for their packaging design, and which materials will be considered “preferred” under these laws. Meanwhile, the Circular Action Alliance, the industry-led producer responsibility organization, is ramping up EPR implementation work in Colorado, Oregon and California after hiring its first CEO.

What success looks like: Understanding the design and marketing implications of these laws is now table stakes, and tools like the Sustainable Packaging Coalition’s guide to EPR proposals can help. Keeping up with the International Negotiating Committee’s Global Plastics Treaty process, as well as proposed changes to federal procurement of single-use plastics, should also be on companies’ agendas. 

The sustainable packaging industry’s path to progress is multifaceted and dynamic. But if we succeed in setting — and meeting — bold goals, improving recycling, advancing reuse, and navigating new packaging policy, we’ll be well on our way to a more circular packaging economy by 2030.