Brands rethink sustainability communication as packaging rules tighten

As packaging regulations evolve worldwide, industry experts emphasize the need for brands to clearly communicate the environmental benefits of changes such as new materials and design innovations.

Packaging Insights speaks to Amcor, Innova Market Insights, Stora Enso, and Polymateria to examine how packaging sustainability initiatives can engage consumers and ensure regulatory compliance.

“Despite strong momentum around sustainable packaging, our data highlights several structural challenges. One of the biggest is that sustainability still places too much responsibility on consumers. It is still overwhelmingly framed through recyclability,” tells us Katie Ursinus, customer success analyst at Innova Market Insights.

Daniella Kohler, global key account manager at Stora Enso, argues that the packaging industry should rethink how it communicates sustainability, as consumers respond better when they feel empowered to make choices rather than being lectured on the topic.

“Brands that connect lighter, lower carbon packaging to benefits consumers already care about, such as convenience, quality, and values alignment, will see stronger engagement than those simply pushing environmental messaging. The goal is to offer sustainable choices that feel natural, not obligatory.”

Discussing consumer trust, Ursinus points to the 2025 Innova Lifestyle & Attitudes Survey, which finds that 38% of consumers globally say they do not trust F&B companies’ sustainability efforts, and 71% want businesses to be more transparent about their packaging materials use.

“In an environment of lost trust in the government and large companies, consumers are likely to say they don’t trust companies’ stated involvement in sustainable actions and expect transparency in packaging materials.”

“Companies that are transparent about their packaging and processes will have the upper hand as consumers spend more time deciding where to spend often-shrinking budgets. On-pack certifications and QR codes that direct consumers to additional resources can help brands stand out on-shelf.”

Regulations to drive progress

Celine Moreira, global partnership director at Polymateria, a provider of a biodegradable solution for conventional plastic packaging, says navigating the complex regulatory landscape will be increasingly challenging.

Meanwhile, Alejandra Beltran, global vice president of R&D at Amcor, highlights the EU’s Packaging and Packaging Waste Regulation as a major industry focus for 2026. 

“Ambitious targets for recycled content and recyclability will create significant challenges. Particularly for contact-sensitive applications outside PET. This will drive innovation in recycled polyolefins and alternative substrates.”

Globally, Innova data shows Western Europe accounted for 45% of F&B packaging tracked to have eco-friendly claims between 2021 and 2025. Ursinus says new opportunities emerged in the Middle East (+31%), Asia (+23%), and Africa (+17%).

Moreira points out: “Across China, India, Southeast Asia, the Middle East, and Africa, there has been an increase in single-use plastic bans, a stronger focus on recycling, the expansion of EPR schemes, and improvements in waste management practices.”

In North America, Amcor’s Beltran expects EPR regulations to shape strategies, pushing toward monomaterial designs and changes in decoration systems amid limited availability of high-quality recycled materials. 

“Brands will prioritize contingency planning, technology development, and regulatory alignment to navigate uncertainty and achieve sustainability goals.”

Moreira adds: “While regulation is critical for systemic change, it must remain open to innovation. Clearer frameworks and continued education across industries will be essential.”

“The key opportunity is to move sustainability from a compliance function to a strategic business driver. Companies that do this well are seeing stronger long-term value creation, greater resilience, and increased stakeholder trust.”

Smart design

Kohler at Stora Enso tells us that EPR reporting and eco-modulation can further drive package design decisions.

“Brands are seeking earlier collaboration with material suppliers to develop smarter, lighter packaging that optimizes both performance and regulatory compliance,” she adds. 

“Lightweighting and carbon footprint reduction remain priorities as brands intensify focus on Scope 3 emissions.” 

“Packaging weight directly impacts EPR fees, creating financial incentives aligned with environmental goals. And the benefits extend beyond Scope 3, lighter packages require less energy to transport at every stage, from distribution to retail to end-of-life processing, compounding the carbon savings throughout the product lifecycle.”

Kohler says that fiber-based materials like Stora Enso’s virgin boards deliver strong technical performance with lower carbon footprints. 

“Beyond materials alone, we drive sustainable impact through a holistic redesign process integrating material science and structural engineering to meet regulatory standards and consumer demand for planet-first packaging.”

Material performance

Sustainability in packaging presents opportunities and challenges centered on advancing circularity and reducing environmental impact, says Amcor’s Beltran.

“Key priorities include increasing post-consumer recycled (PCR) content while improving its quality for food-grade and performance applications, designing for recyclability by eliminating multi-material components and colorants, and reducing material use through lightweighting and reuse models.” 

Ursinus says: “Continued investment in alternative materials offers promise but requires overcoming performance and scalability hurdles. Progress in advanced recycling technologies and modernization of collection systems is critical to enable high-quality PCR from diverse feedstocks and lower costs.”

Innova notes fewer packaging launches had sustainability claims or material-led solutions that are not related to recyclability between 2021 and 2025, compared to previous years. The most popular among these were green dot certified (21%), responsible source (7%), made from recycled materials, compostable, or biodegradable.”

Ursinus points out that during the same period, 48% of global F&B packaging launches carried a sustainability claim.

Bio-based growth

Innova’s data shows global F&B packaging launches using eco-friendly materials grew at a +5% CAGR between 2021 and 2025. 

“Growth was driven in particular by bio-based and plant-based packaging, which is the fastest-growing eco-material segment at +9% CAGR during the same period,” adds Ursinus. 

Moreira adds: “Biodegradable technologies, when backed up by robust science and standards, are gaining attention as part of the transition away from single-use plastics. This comes from the increasing recognition that roughly a third of plastic packaging leaks into the environment each year and must be tackled.”

She says Polymateria’s technology has been developed through rigorous scientific research and has robust data sets to support it. 

“Our solution is compatible with existing recycling and manufacturing processes, which enables quick transitions and works with the circular economy. There is an urgency to move to more sustainable alternatives.”

She asserts that the packaging industry is now at a point where the era of pilots needs to come to an end. “We need technologies that can truly scale, integrate with circular systems, and deliver measurable outcomes.”

Meanwhile, Ursinus sees a growing industry focus on burden-shifting, where environmental benefits are delivered through material choice rather than consumer behavior. 

“Bio-based and fiber-based solutions offer impact even if packaging is not recycled or composted, making them especially attractive in markets with limited waste infrastructure.”