We’ve all been there. We click the “buy” button or grab the item off the shelf. Maybe we even pay a premium for the more sustainable brand. But too often, when that item arrives at home, we open it up to find it wrapped in layers of plastic. That’s typically when I feel a familiar twinge of consumerism guilt, knowing I’m contributing yet more trash to our global waste crisis.
I know I’m not alone. According to new data from EcoFocus Research Worldwide and thinkPARALLAX, Gen Z and Millennials report changing their buying habits due to packaging concerns, highlighting the significance of those materials in purchase decisions. Here’s what we found:
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Asked about the most important environmental practices a company must follow for Gen Z to consider it an environmentally responsible organization, recyclable packaging, reducing waste, and reducing pollution were the top three results.
But it isn’t just consumer pressure that companies face. In the U.S., eight states have enacted Extended Producer Responsibility (EPR) packaging laws that shift the financial burden of packaging materials from taxpayers to the companies that produce them. Meanwhile, Europe and Canada continue to lead with their more mature EPR frameworks, particularly through the European Green Deal and Circular Economy Action Plan. The EU Packaging and Packaging Waste Regulation aims to minimize the quantities of packaging and waste generated while lowering the use of primary raw materials and fostering the transition to a circular, sustainable, and competitive economy.
Western regions are also addressing plastic pollution specifically, with the U.S. introducing the Break Free From Plastic Pollution Act and Europe banning certain single-use plastic items entirely. For businesses, these converging regulations signal a fundamental shift in how packaging will be designed, produced, and managed in the coming years.
With consumer sentiment and regulations growing alongside the islands of waste and the volume of microplastics in our bodies, the case is pretty clear: packaging really matters. So why hasn’t anything changed all that much? Any sustainability professional who has spent time at a consumer-packaged-goods company will tell you: We just don’t have great, scalable alternatives. One issue with packaging is that it has a primarily utilitarian function — to protect the product — but it’s also the first thing a customer sees. Companies are faced with the challenge of making a positive impression while also finding a material as cost-effective and reliable as plastic.
| State | Law Name | Date Passed | Key Requirements & Description |
|---|---|---|---|
| Maine | An Act to Support and Improve Municipal Recycling Programs and Save Taxpayer Money (LD 1541) | July 2021 | Shifts responsibility and cost of managing packaging waste from municipalities to producers. Covers all packaging materials (plastic containers, cardboard boxes, non-recyclable materials). Aims to reduce volume/toxicity of packaging waste and incentivize sustainable packaging. |
| Oregon | Plastic Pollution and Recycling Modernization Act (SB 582) | August 2021 | Overhauls Oregon's recycling system covering packaging, printing/writing paper, and food service ware. Goals: increase recycling access statewide, prevent plastic pollution, and charge higher fees for non-recyclable products to incentivize innovation. |
| New Jersey | Recycled Content Law (P.L. 2021, c. 391) | January 2022 | Establishes post-consumer recycled content requirements for glass/rigid plastic containers, plastic/paper bags, beverage containers, and trash bags. Prohibits polystyrene loose-fill packaging. Aims to stabilize recycling markets and protect municipal programs. |
| Colorado | Producer Responsibility Program for Statewide Recycling Act (HB 22-1355) | June 2, 2022 | Creates statewide recycling system funded by packaging and printed paper producers. Covers capital, operating, education, and promotion costs. Aims to reduce plastic waste, improve recycling rates, and reduce landfill waste. |
| California | Plastic Pollution Prevention and Packaging Producer Responsibility Act (SB 54) | June 2022 | Most comprehensive law requiring by 2032: 100% recyclable/compostable packaging, 65% recycling rate for single-use plastics, 25% plastic packaging reduction. Requires Producer Responsibility Organization (PRO) to design, fund, and run statewide collection/recycling program. |
| Minnesota | The Packaging Waste and Cost Reduction Act (HF3911) | May 22, 2024 | Covers all packaging types (paper, plastic, metal, glass) except medical/hazardous materials. Requires producer registration with PRO, handles waste management costs including recycling and education. PRO reporting deadline: April 1, 2029. Fines: $25,000-$100,000 for violations. |
| Washington | Recycling Reform Act (SB 5284) | April 2025 | Requires producers to fund recycling programs through a Producer Responsibility Organization, with phased implementation starting in 2026 and full operation by 2030, covering at least 90% of recycling costs by 2032. |
| Maryland | Environment - Packaging and Paper Products - Producer Responsibility Plans (SB 901) | May 2025 | Requires producers to reimburse local governments for recycling costs through Producer Responsibility Organizations. The law features ecomodulation fees to incentivize sustainable packaging, allows multiple PROs, and phases in reimbursement from 50% (2028) to 90% (2030), with penalties up to $20,000. |
Source: SourceIntelligence.com
When I was directing communications and sustainability for an organic mattress retailer, we wrestled with this challenge constantly. We worked hard to make the product inside the box a more sustainable choice than our competitors’ mattresses, but we still had to get the product safely to our customers. To do that, we wrapped the mattresses in thick layers of plastic — enough plastic wrap to fill an entire garbage can. We wanted to do better — we often heard from upset customers about our packaging — and we explored recycled paper alternatives, but the solution often didn’t hold up.
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For businesses, this represents a huge opportunity to rethink their packaging strategies and develop packaging materials that align with their customers’ values while complying with current or impending regulations. So, what’s the solution? It starts with companies being willing to innovate and invest in finding sustainable alternatives to traditional packaging materials. This should start with rethinking the entire product design to minimize packaging needs in the first place. For packaging that is required, manufacturers should consider adopting reusable packaging or consider readily recyclable or compostable materials. Many of the EPR laws include shipping packaging, so reusable shipping crates and pallets are an easy win.
Businesses should also consider using their influence to advocate for regulations that make sense and that the infrastructure and incentives (or taxes) are in place to ensure EPR programs are successful in mitigating pollution and growing recycling solutions. The U.S. does not have good recycling infrastructure — studies consistently show that only a small percentage of plastic waste is actually recycled in this country. A recent report estimated that only 5-6% of the 40 million tons of plastic waste generated annually was recycled.
But there’s another crucial piece of this puzzle: consumer expectations need to evolve alongside packaging solutions. We’ve become accustomed to glossy, pristine packaging that looks and feels a certain way. Sustainable alternatives often have a different aesthetic — perhaps less shiny, more textured, or with natural variations in color. A slightly rougher paper sleeve or a container that doesn’t gleam under store lights might actually represent significant progress in sustainability. Of course, more sustainable materials can also be more elegant or beautiful in a different way. Swapping out polystyrene for molded recycled forms can offer enhanced protection for fragile products — and not leave those micro-toxic bits for your pets to inhale. As consumers, we may need to recalibrate our expectations. Companies can help drive this shift through education and transparency about the environmental benefits of these new materials.
At the mattress retailer, we experienced some trial and error. We knew that, as a company committed to sustainability, every decision — including how we packaged and shipped our products — needed to reflect our values. That meant continuing to test and refine our approach to sustainable packaging until we found solutions that met both our customers’ expectations and our environmental goals.
For companies grappling with packaging dilemmas, the key is to stay focused on the bigger picture. The transition to more sustainable packaging may not happen overnight. But if brands can find a way to merge functionality with sustainability, while bringing customers along on the journey, they’ll not only reduce their environmental impact — they’ll also earn the trust and loyalty of consumers who are understandably demanding these changes.
Need help exploring packaging solutions or strategies to reduce waste? We are here to help. Reach out to book a meeting with one of our sustainability experts anytime.