As a materials engineer with a long career in packaging, how have you seen the industry’s approach to circular economy evolve over the years?
When I started in the industry, we talked about ‘value engineering’ where we were actively thinking about reducing the amount of material that was used and the cost of supply and logistics – which was all fundamentally about the businesses bottom line. Over time, that has changed. Businesses now understand that there is a more fundamental bottom line to focus on, and sustainability is now an essential consideration for all brands and businesses.
What role does OPRL play in helping brands transition towards more circular packaging solutions, and what are the biggest challenges in this process?
OPRL has been encouraging brands to think about circularity for over 15 years now. We were launched by brands and retailers to help consumers make the right choices and we have remained committed to engaging consumers and setting clear, robust standards to ensure that business claims are accurate and represent the true nature of recycling in the UK. Our labelling scheme has become an industry standard and we’re really proud of that.
However, things have to keep moving forward. We have faith that Extended Producer Responsibility for Packaging (pEPR)will transform the design and make-up of packaging on the market, changing the way in which producers (brands and retailers) think about the packaging that they use. The desire to drive up recycling rates is a really big part of the new regulations but, in its current form, mandatory labelling for recycling is not included in the legislation.
While mandatory labelling will have an impact (and it will be here before we know it!), in the interim we need to ensure that the consumer plays their part; without them, pEPR will not succeed. As we look ahead to the arrival of mandatory recycling, we need OPRL’s voluntary scheme to fill the temporary gap.
With the introduction of pEPR and the upcoming eco-modulation changes, how do you think financial incentives will impact packaging design choices?
Under eco-modulation, non-recyclable materials will be charged at a higher rate, so businesses will undoubtedly be making design decisions based around the relative fees for different packaging materials. Fundamentally, the thing that will have the most impact on businesses fees will be considered design – packaging designed for recycling from the outset.
For some designers, this will be new ground, but there are fantastic guidelines available to designers, to help them understand how to design for recycling. It doesn’t mean that products have to be dull, they just have to be designed well and thoughtfully.
OPRL promotes binary labeling (‘Recycle/Do not recycle’). Why do you believe this approach is more effective in improving recycling rates than more detailed labelling?
Simple – and consistent – messaging is easiest to understand and to act upon. At OPRL, we favour binary labels – ‘Recycle/Do not recycle’. This is in line with ISO 14021 for self-declared environmental claims such as recyclability, and we believe they offer the clearest instructions. We also include calls to action on certain labels.
Consumer engagement is key to effective recycling. What insights have you gained from your latest research on how packaging influences recycling behaviour?
Our research shows that packaging is the first port of call for consumers looking for recycling instructions. Our latest round of research into consumer insights is underway; it will be available later in the spring.
How do you address the challenge of ‘wishcycling’—consumers placing non-recyclable items in the bin in an effort to do the right thing—and what strategies can reduce contamination in recycling streams?
At OPRL, we stress the importance of using the ‘Do not recycle’ label. ‘Do not recycle’ is often overlooked, but we feel it is just as important as the ‘Recycle’ label. When instructions are unclear, people often try to do the right thing by placing non-recyclable items in the recycling bin. This can mean contamination that leads to a whole consignment of material being sent to landfill or energy from waste rather than being recycled.
Packaging exists primarily to protect products and many products have specific needs. For example, some require barrier properties, while the nature of other products requires packaging that is currently not recyclable.
The Recyclability Assessment Methodology (RAM) is now providing a standardized way to determine recyclability. How is OPRL’s new Recyclability Assessment Tool helping businesses align with these guidelines?
The PackUK RAM will provide a standard methodology for assessing the recyclability of different packaging materials and formats. It categorises packaging materials as red, green or amber for recyclability. Our Recyclability Assessment Tool is based on the methodology of the RAM, so it enables people to assess their packaging to understand the RAM outcome.
The tool analyses a vast range of data, including the size and weight of components – as well as areas like packaging type, materials, and laminations or coatings – to assess recyclability and provide advice for improvement. The resulting recyclability assessments can be saved in the tool or downloaded for future reference. When we first launched it in November, we got off to an amazing start, with 250 assessments in the first week!
The tool will be revised to align with any updates to the RAM. As well as providing the RAM outcome, we are also able to provide information on potential changes to packaging that could positively change the RAM outcome.
Harmonization with EU recycling regulations remains a challenge. How do you see UK businesses navigating the complexities of different labelling and recyclability rules?
I think this is a huge challenge for the next 3 to 5 years; packaging is a global business and brands need to understand the legislation across all the regions in which they trade. In the UK, the RAM, coupled with the standardisation of Simpler Recycling in England, are clarifying requirements, but when it comes to the EU and further afield, there is a lot still to be worked out.
The consumer also needs to be taken along the journey as things change, so that they don’t get confused or lose confidence in recycling instructions. That’s why many brands are still opting for OPRL labels while we wait for the detail around mandatory recycling. For our part, we are mindful of the importance of continuity and the role of public participation in the success of pEPR so we are focusing on making the transition as understandable, manageable and effective as possible.
With infrastructure and collection systems varying widely across the UK, what steps do you think are necessary to create a more unified and efficient recycling system?
Simpler Recycling for households comes into effect in England in March 2026, and that should make a huge difference in England. These changes will make for more efficient collection, sorting and accompanying infrastructure, which will make a real difference, advance the ambitious goals of pEPR and drive a more circular packaging industry.
My Dad lives in North Wales and we often talk about how their recycling and collection structure has helped them reach second in the world for recycling. It’s an incredible accomplishment. Other UK nations could do worse than taking lessons from such a high-achieving nation – the set up and buy-in that residents have for the system in Wales is definitely something to aspire to.
Looking ahead, what are the most exciting innovations or regulatory changes you believe will drive the biggest impact on circular economy goals in packaging?
I think we are in the most exciting time right now – pEPR, Simpler Recycling and DRS are hugely important and impactful regulations. Implementing them well and continuing to evolve them – in order to respond to innovations in materials and packaging formats, system-thinking around collection, sorting and recycling infrastructure and processes – is going to be a huge factor in achieving circular economy goals in packaging.
We also need to be looking ahead to alternative solutions for how we interact with packaging. The industry is already alternatives such as reuse and refill systems that work on a commercial scale. It is this type of innovative thinking that will drive sustainability within businesses and behavioural change for consumers.