Sustainable converting
Bridging the gap between industry and consumers
Alice Harlock, director of technical and member services at OPRL, explains why consumer engagement is still the key to success.
hey say that the only constant is change, but some periods see greater change than others. I think we can safely say that we are currently living through huge transformation, both professionally and in the wider world. Once we have worked through this phase, the packaging industry will boast a gentler impact on the environment, but we need to bring consumers with us on the journey. How successfully we manage this process will depend on communication, clarity and confi dence in the credibility of those giving instructions. As we conclude 2025, the entire value chain has undergone major shake-up. Under the UK’s Packaging Extended Producer Responsibility (pEPR), brands and suppliers have stepped up to provide a whole new set of data and begin the process of redesigning packaging with recycling in mind. Meanwhile, local authorities are preparing to introduce fresh recycling services and navigate a new system of funding.
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These are big changes that will bring big results. But, as we adjust, it is easy to forget that this also represents a huge adjustment for consumers. Members of the public are the end users of pEPR and, without informed consumer engagement, recyclable packaging will not fi nd its way into the right receptacles, pEPR costs will remain high, and we will all lose.
OPRL’s latest consumer research shows that most people don’t want to stop to think about where to dispose of their packaging – they’re looking for a strong visual cue on whether or not to recycle, and the fi rst place they turn is to the packaging itself.
Without labelling on a product, people sometimes place non-recyclables in the recycling bin. While the intention is good, non-recyclable items can contaminate the quality of recyclables and, in some cases, result in an entire consignment being rejected. The key to success is clear, trusted communication. OPRL has spent over 15 years monitoring consumer preferences and consulting industry bodies and material organisations to help us develop the most eff ective labelling system. Although mandatory recycling labels are planned for pEPR, we don’t yet have a date or guidance on the format required. Similarly, many are waiting for the EU to publish its proposal for waste sorting labelling under PPWR (Packaging and Packaging Waste Regulation). Plans are currently behind schedule, but the implementing act is still tabled for 2026, followed by a two-year transition period. Uncertainty around recycling is not always due to a lack of information. As an industry, we are racing to adapt to new systems, with a number of changes still to come. As well as updates to the materials classed as recyclable, the EU has legislated for a move towards reuse and refi ll, and Simpler Recycling will bring new demands for many people across England as their household recycling collections are aligned. In a fl uid situation, it will be crucial to combat confusion among householders. OPRL labels continue to provide valuable information for consumers. OPRL holds the exclusive licence for the
use of the Recycle Now swoosh on packaging – the trusted symbol recognised by millions of consumers across the UK. Next year, the fi rst pEPR fees based around eco- modulation are due, so it is more important than ever to concentrate on RAM assessments, ensure accurate reporting and look for ways to shift non- recyclable material into the recyclable category. For industry, the introduction of RAM assessments has been challenging – OPRL’s assessment tool has already been used to help brands with 4,734 recyclability assessments, and we also receive high levels of questions from members. The fi rst step for brands is to keep abreast of any scheduled changes. Last autumn, PackUK published a roadmap to highlight key dates. In addition to reporting deadlines and invoicing dates, it includes planned reviews to the status of some materials in the Recyclability Assessment Methodology (RAM), such as items removed from the previous version of RAM. This reassessment of materials such as PE liners to PET trays will bring greater clarity and help brands to inform consumers.
Change can be confusing, so it is crucial that householders are given clear information on what – and how – to recycle. OPRL bridges the gap between the consumer and industry. Our message for 2026 is a call to action – we need to maintain momentum and ensure that members of the public are given every opportunity to play their part.
26
Dec 2025/Jan 2026
www.convertermag.com
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