More brands are heeding the call to lower their carbon footprint and align with the principles of a circular economy. They’re not only ensuring their packaging is more recyclable, but they’re designing their packaging to incorporate more recycled material.

This trend is taking shape just as consumers’ buying behaviors seem increasingly motivated by sustainability. A recent study by Bain & Company showed that 64% of people are highly concerned about sustainability — a majority that transcends generations. Consumers are also concerned with how products are used, how they may be reused and how they can minimize waste. And while consumers still think sustainable products cost too much, they would nevertheless be willing to spend a little more to get them.

The consumer sentiment underscores new regulations that could have a long-lasting effect on brands. As of early 2024, several U.S. states now have laws on the books requiring plastic packaging contain post-consumer recycled content. More states are considering similar laws, while both the EU and Canada are considering their own recycled content regulations.  

The bottom line? The time is right to prioritize packaging design that incorporates recycled material. It’s an essential step to remain relevant with consumers and compliant with the developing regulatory environment.

More recycled content options are available to brands

Here’s the good news for your business, and for your product packaging.

More and more recycled content options are available. These include the facestock (papers and films), overlaminate and liner materials used to produce product labels. And many of these materials are not simply more sustainable; they're flat-out compelling. They appeal to consumers' concerns about sustainability and can help companies even add value to their brand.

Wine and Spirits is a great example of an industry that has gone all-in on labels with recycled content. Visit a beverage store or peruse the wine aisle in your supermarket, and you may see labels made with hemp fiber, cotton, or organic material such as barley. In addition, many classic paper materials are coming out with recycled content versions such as Estate 8 and semi-gloss papers. All are available as recycled material. And all may deliver the levels of performance and shelf appeal — the look and feel that these brands need to stand out in crowded stores.

By opting for labels with recycled content — and ensuring that their packaging, as a whole, is recyclable — these brands are lessening their impact on the ecosystem, enhancing their brand storytelling and giving consumers a reason to feel even better about opening up a bottle of their favorite vintage.

Brands are also able to choose recycled content options for materials with more discreet roles in their packaging. Recycled PET plastic (rPET), for example, is fast becoming a valuable and sustainable material for use with overlaminates and label liners. Because rPET can be recycled multiple times, the material provides sustainability benefits repeatedly. Plus, brands can choose options from 30% rpet all the way to 100% recycled content.

The era of circular packaging materials is quickly arriving

There may have been a time when brands could pay lip service to sustainability. But those days are ending. Today’s business environment demands that brands do their part to contribute to a circular economy — one where materials are recycled and reused again and again. And such sustainable materials are readily available. 

Where to start? Meet with your design team and packaging/label converter to explore recycled content and other sustainable packaging options. Then, consider checking with companies who offer materials that either use less raw material, are responsibly sourced, enable recycling/reuse/composting, or contain recycled content.