Packaging experts poll suggests new regulations biggest obstacle to sustainability
The survey of 90 industry professionals back material innovation, artificial intelligence, and recycling technology as the most promising opportunities.
A survey of packaging professionals has identified regulatory confusion and a lack of data as the two most significant challenges facing sustainability goals in the sector, with 65 per cent of respondents citing both issues as critical concerns.
The research, conducted by packaging sustainability consultancy, Aura, at the Sustainable Packaging Coalition (SPC) Impact 2025 conference in Boston, surveyed 90 industry professionals from global brands about future packaging sustainability challengings.
The findings suggest that two-thirds of professionals anticipate growing divergence between national and regional regulations as a key obstacle, such as how the implementation of the EU’s Packaging and Packaging Waste Regulation (PPWR) will differ across member states. The same percentage highlighted the need for better data to monitor packaging’s environmental impact and emissions levels.
“We’re already seeing a profusion of regulations and legislative changes that affect sustainable packaging, from Extended Producer Responsibility (EPR) to PPWR in the European Union. Some affect multiple countries while others are only for a particular state or county. It’s only going to become more complex as time goes on,” commented Gillian Garside-Wight, Consulting Director at Aura.
“It also comes as no surprise that data was the other key challenge highlighted by packaging professionals. Compliance with these new rules means businesses need accurate, transparent, real-time data on every ink, label, material and substrate they use. Incomplete or inaccurate data is going to lead to higher fees and charges.”
The research also found that 52 per cent of industry professionals currently lack a clear vision for what packaging will look like in the future.
Despite identified issues, the survey demonstrated strong optimism about technological advances. Nearly 90 per cent of respondents viewed innovation in materials as the greatest opportunity for sustainable packaging, followed by advances in artificial intelligence (AI) and digital technologies, and dynamic recycling infrastructures.
Garside-Wright added: “Even with the opportunities created by exciting new materials and innovative packaging solutions in the coming years, brands and retailers will still need high-quality data.”
