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This signals a fundamental shift in regulation accelerating the adoption of circularity and impacting how recycling and waste is managed. At present, a large majority of packaging in Europe is at risk of failing to comply.

2030 will see the implementation of stringent environmentally focused targets, including a ban on single-use plastic for unprocessed fresh fruit and vegetables, and a requirement for take-away businesses to let customers bring their own containers at no extra cost. After this, requirements will continue to tighten with standards for recyclability and recycled content becoming stricter by 2040, when all non-recyclable or non-reusable packaging types will be banned. Brands will need to act fast to comply, but what should they prioritize?

Finding opportunity in the challenge

If businesses cannot comply with PPWR by 2040, they will either face losing a significant share of sales or a total ban in Europe. Organizations must identify where current packaging doesn’ t comply and work towards making them compliant with the regulations. This will mean changing packaging to meet the new requirements, ensuring they are designed for reusability, creating refill systems, and switching to recyclable materials and adopting wash-off labels, for example, to ensure high quality recyclables.

As well as presenting a challenge for businesses, PPWR is an opportunity to reimagine designs and existing approaches.

Companies can develop efficient ways of working, enabling brands to move into new markets, and contribute to progress on wider environmental goals. Those that act decisively can establish access to valuable feedstock and supply chains, build critical partnerships, and enhance their reputations as sustainability leaders.

Innovate sustainably to find new space

To gain a competitive advantage, businesses and research and development( R & D) professionals must build the right skills in their organization that consider the entire value chain, gather the data required to measure their progress, and invest in research to test designs, materials, and approaches. As organizations review and reshape their activities, they’ ll need to make sure supply, R & D, sustainability, and marketing teams are all involved.

Developing more sustainable ways of working can also be a chance to grow. For instance, bigger brands typically gain only ten percent of growth from customers who already buy in their category. To connect with new people, organizations must think radically about innovation to stretch their brand into new territory and reach new audiences.

Through this, circularity offers a compelling pathway to business growth. Almost three quarters( 73 percent) of people have tried or are open to trying brands

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