5 predictions as US packaging EPR progresses

The U.S. packaging industry is transitioning from voluntary sustainability goals to a mandatory operational phase as Extended Producer Responsibility (EPR) laws take effect across multiple states. Experts at the SPC Impact conference indicated that this shift will require companies to focus on real-world recyclability outcomes and significant infrastructure investments rather than just technical design attributes. This evolution marks a critical turning point where compliance and data transparency will determine a brand's long-term viability in the marketplace.

According to the Sustainable Packaging Coalition’s 2026 trends report, the industry has entered a new phase defined by packaging performance in collection, sortation, and reprocessing. Producers are advised to expect stricter regulations and significantly higher fees, particularly for materials that are difficult to recycle. Amanda Humes, director of packaging stewardship at Conagra Brands, noted that EPR is changing the definition of sustainability from individual design attributes to how a package performs after it leaves a brand’s control, requiring a greater focus on real-world outcomes and the consequences of material swaps.

Data management is becoming a primary challenge for large-scale producers as they attempt to comply with new reporting mandates. Brie Seferian, senior manager for EPR at Mondelēz International, explained that many companies are currently hunting through old spreadsheets and PDFs across various acquired business units to consolidate necessary information. The industry must move toward integrated systems that record data consistently over time to avoid operational 'panic attacks' and ensure transparency between packaging engineers, suppliers, and procurement teams.

To manage these transitions, the Circular Action Alliance (CAA) has grown to a staff of 160 to help implement EPR laws across the U.S. CEO Jeff Fielkow emphasized that success involves more than just shifting funds from producers to reimbursements; it requires building a better system that gains consumer trust through visible improvements like the new municipal drop-off centers in Oregon. Simultaneously, legislative efforts like the Tennessee Waste to Jobs Act are being framed as economic solutions to landfill capacity issues, signaling that even in politically conservative regions, the push for improved recycling infrastructure is gaining momentum.