As sustainability climbs higher on corporate and regulatory agendas, packaging has become a key area of focus for change. Businesses operating across global markets are increasingly expected to meet evolving environmental standards—but these standards are not always aligned.
In particular, the UK/EU and the United States are taking distinct approaches to sustainable packaging, raising an important question: are their sustainability goals truly the same?
A Shared Goal, Different Paths
Sustainability is now a global priority, but when it comes to packaging, the UK/EU and the United States are not taking identical approaches.
Both regions aim to reduce environmental impact, yet their strategies differ in focus—creating important implications for businesses operating across both markets.
UK & EU: Designing for Recyclability
In the UK and EU, regulations are heavily focused on recyclability and circularity. Policies such as the EU’s Packaging and Packaging Waste Directive and the UK’s Extended Producer Responsibility (EPR) scheme encourage packaging that can be easily recycled, reused, or composted.
The emphasis is on design—simplifying materials, eliminating hard-to-recycle elements, and ensuring packaging fits seamlessly into existing recycling systems. In essence, the priority is what packaging becomes after use.
US: Prioritising Recycled Content
In contrast, the U.S. approach often centres on recycled content—specifically increasing the use of post-consumer recycled (PCR) materials. State-level legislation, particularly in places like California, is driving requirements for minimum recycled content in packaging, especially plastics.
While recyclability remains important, the focus is more on what packaging is made from, helping to create demand for recycled materials and strengthen recycling markets.
Why the Difference Matters
These approaches reflect different regulatory philosophies. The UK/EU prioritises circular system design, while the U.S. leans toward market-driven solutions.
For businesses, this creates a challenge: packaging that meets EU recyclability standards may fall short in the U.S. if it lacks recycled content—and the reverse can also be true.
Striking the Right Balance
The most effective strategy is to align with both approaches—developing packaging that is fully recyclable while also incorporating meaningful levels of recycled material.
While the UK/EU and U.S. share the same sustainability destination, their routes differ. Understanding these nuances is essential for building packaging solutions that are both compliant and genuinely sustainable on a global scale.
Let’s take your packaging on a sustainable journey—together. Get in touch with our team of experts today!
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