Vicki Couchman
RDM Krysztof Krajewski © Vicki Couchman Photographer 07957226911 vickicouchman.com
By Krzystof Krajewski, Chief Sustainability & Innovation Officer at RDM Group
The 2026 Global Recycling Day theme – Don't Think Waste, Think Opportunity – is a fitting representation of RDM Group's day-to-day operations in the recycled cartonboard sector.
For a long time, the industry was focused on proving the business and material case for recycled fibres, but that work is now largely complete. Sustained innovation across the sector has expanded what recycled materials can do – from food grade board that meets the most stringent safety requirements, to high-performance boards capable of handling a wide range of applications and environments.
The conversation has moved from justifying the use of the material towards the more rewarding task of making the most of it in real-world applications. The focus now is on how to move faster, how to scale up production, and how to better utilise the unique properties that recycled materials offer. It is a reliable measure of progress that reflects a broader, more serious commercial commitment to sustainability across the entire packaging sector.
Consumer attitudes have shifted in a similar direction. People are paying much closer attention to packaging than they were even three or four years ago – looking specifically at what it is made from and whether the recycling process is straightforward and familiar. Recycled cartonboard holds up well to that scrutiny because its value is grounded in performance and trust.
Clear and honest labelling has proven to be an influential part of this change, acting as a visible marker of progress for the consumer. When packaging communicates its recycled content simply and provides direct guidance on what to do with it at end of life, consumers engage with that information. It moves a purchasing decision from instinct to something intentional – and gives brands a credible, visible way to demonstrate the material choices they are making, ensuring the sustainability story is told right at the point of use.
Global Recycling Day marks a moment to reflect on how far the conversation has come, and to recognise that the opportunity the industry once talked about is now well within reach.