By Vanessa Doll
The timeline for “transitioning” to sustainable packaging is no longer optional for many brands. Beyond consumer demand, Extended Producer Responsibility (EPR) laws in California, Oregon, and Colorado have moved from registration into active compliance and reporting obligations in 2026, attaching real fees and deadlines to packaging decisions that used to be discretionary. Brands that treat sustainable packaging as a system, spanning material choice, labeling, and end-of-life disposal, rather than a single material swap, are better positioned for both the compliance requirement and the consumer trust it builds. This is a somewhat complex issue, so let’s break this down into a little Q&A…
Why is sustainable packaging urgent now instead of a someday project?
Because “someday” has a deadline attached to it. California’s SB 54, along with earlier Extended Producer Responsibility laws in Oregon and Colorado, are moving through active compliance phases in 2026, which means brands selling into those states are now subject to reporting requirements and fees tied to the recyclability and material makeup of their packaging. Waiting no longer avoids the cost; it just means making the decision later, under more pressure, with less lead time to test alternatives.
Why do consumers say they want sustainable packaging but resist paying more for it?
Because sustainability and price sensitivity are both real, simultaneous consumer priorities, not a contradiction to resolve but a tension to design around. Grocery margins are thin, and shoppers are budget-conscious, but they also increasingly expect brands to reduce packaging waste and will factor that expectation into loyalty and purchase decisions. The brands that navigate this well don’t ask shoppers to absorb the full cost of the change; they treat sustainable packaging as an investment in retention and shelf differentiation, not a line-item passed straight to the consumer.
What makes sustainable packaging materials confusing for consumers?
The category includes genuinely different technologies that look similar on shelf but behave differently after disposal. Bioplastics typically break down into smaller plastic fragments rather than disappearing, while plant-based materials can fully decompose under the right conditions. Most shoppers can’t tell the difference by looking at a package, which means a brand’s sustainability claim is only as trustworthy as the education and labeling behind it.
Does proper labeling actually change consumer behavior?
It measurably helps. Adopting the How2Recycle® label gives consumers clear, consistent disposal instructions instead of leaving them to guess, and shoppers who understand what to do with a package are more likely to follow through and credit the brand for the effort. Since municipal recycling programs vary widely by location, this kind of standardized labeling matters more than most brands assume.
Is sustainable packaging just about the box, pouch, or tub itself?
No. The strongest sustainable packaging strategies treat the package as one part of a full-lifecycle system, from material sourcing through manufacturing, transport, and end-of-life disposal or reuse. Brands that only address the visible package while ignoring secondary packaging, transportation efficiency, or vendor and co-packer practices are solving a smaller problem than the one consumers and regulators are actually asking about.
How should a CPG brand start building a more sustainable packaging system?
Start with the full supply chain, not just the design brief. Bring printers, vendors, and co-packers into the conversation early, since many of the more significant sustainability gains come from manufacturing and transport efficiencies rather than material swaps alone. From there, align material choices with recognized standards like those from the Sustainable Packaging Coalition (SPC), adopt clear consumer-facing labeling, and evaluate the investment against both brand trust and the compliance costs the brand may otherwise carry under active EPR frameworks.
FAQ
What is the difference between biodegradable and plant-based packaging? Biodegradable or bioplastic packaging generally breaks down into smaller plastic fragments rather than fully disappearing, while genuinely plant-based materials can fully decompose. The distinction matters because consumers often assume both behave the same way, which can undermine trust if a brand’s sustainability claim doesn’t hold up after disposal.
What is the How2Recycle label, and why does it matter? How2Recycle is a standardized labeling system that tells consumers exactly how to dispose of a package correctly. It matters because recycling infrastructure varies by municipality, and clear labeling removes the guesswork that otherwise leads to well-intentioned packaging ending up in a landfill anyway.
Do CPG brands have to comply with new packaging sustainability laws in 2026? Brands selling into states with active Extended Producer Responsibility laws, including California, Oregon, and Colorado, are subject to reporting requirements and fees tied to packaging material and recyclability as of 2026. Requirements vary by state, so brands should confirm their specific obligations rather than assume a single national standard applies.
Vanessa Doll is EVP at Freshmade, a brand strategy and design studio specializing in food and CPG. She has spent 19 years helping CPG brands modernize and optimize their positioning to drive growth. Freshmade has designed packaging for brands including Bolthouse Fresh, Evolution Fresh, Hartz, Publix, Mastronardi (Sunset), Instinct, and Factor.
