April 2026
Earth Day to Everyday: The New Standard for Sustainable Packaging
Welcome to the Sustainable Design Lab Newsletter, your monthly update on the innovations, regulations, and real-world strategies reshaping the future of packaging. We’re sharing what we’re seeing across our labs, our supplier ecosystem, and the conversations happening with brands every day.
If you crave to have the latest insights, trends, and expert advice sent directly to your inbox or phone every month, then subscribe to Sustainable Packaging Newsletter now!
Sustainability Only Works If It Works in Real Life
Earth Day is a moment when a lot of good ideas get shared.
New materials. New formats. New commitments to reduce impact.
And all of that matters.
But what tends to get less attention is what happens after those ideas leave the design phase and enter the real world.
Because packaging does not exist in a controlled environment. It moves through supply chains, sits on shelves, and ends up in the hands of people who are making quick decisions in their day-to-day routines.
That is where sustainability either holds up or falls short.
The solutions that are gaining traction right now are not just designed to be more sustainable. They are designed to be used. They fit into existing systems, align with real infrastructure, and make the sustainable choice feel intuitive rather than effortful.
In many cases, that looks less like radical change and more like thoughtful improvement. Simplifying materials. Right-sizing formats. Designing with end-of-life in mind from the start.
Earth Day is a reminder of why sustainability matters.
But what we are seeing across the industry is that progress comes from making solutions that work in practice, not just in principle.
And that is where innovation makes the difference.
A Defining Moment: Fast Company Names Veritiv One of the World’s Most Innovative Companies
This month, Veritiv was named to Fast Company’s 2026 list of the World’s Most Innovative Companies in Design.
This recognition places Veritiv among a select group of organizations setting the pace for how industries evolve, honoring work that is not only creative, but capable of driving real, lasting impact at scale.
What makes this moment significant is not just the recognition itself, but what it signals about where packaging is headed.
The work being recognized reflects a shift away from isolated innovation and toward system-level thinking. Solutions are being designed to perform in the real world, across supply chains, infrastructure, and end-of-life scenarios, not just in theory.
Designed for performance from the start:
Packaging systems validated against real distribution, handling, and operational demands
Built to scale:
Innovations that integrate into existing supply chains and infrastructure
Focused on measurable impact:
Solutions that improve efficiency while reducing environmental footprint
This is the standard innovation is being held to.
It is no longer enough for packaging to be more sustainable in concept. It has to work better, move more efficiently, and align with the realities of how products are made, shipped, and recovered.
Being recognized at this level reinforces a direction we see every day: innovation and sustainability are not competing priorities. They are most powerful when they are designed together.
FibreStrap:
300 Billion Reasons to Rethink Plastic Zip Ties
In this episode, hosts Chris Bradley and Brodie Vander Dussen are joined by Living Ink Technologies CEO, Scott Fulbright, to explore how pigments—especially carbon black—represent an often-overlooked but significant contributor to packaging’s environmental impact. They unpack how bio-based pigments derived from waste biomass can serve as drop-in replacements, while aligning with emerging EPR and regulatory frameworks to turn inks into a measurable lever for sustainability.
Performance and Sustainability Are Converging
The shift we’re seeing toward real-world, usable sustainability is not just anecdotal. The data is starting to reflect it across the industry.
- Over 70% of consumers say they are more likely to purchase from brands with sustainable packaging, but purchasing behavior consistently favors options that are easy to use and dispose of. Source: McKinsey & Company
- Less than 10% of plastic packaging is effectively recycled in the U.S., highlighting the gap between recyclability claims and real infrastructure outcomes. Source: Environmental Protection Agency
- More than 50% of packaging sustainability initiatives fail to scale beyond the pilot phase, often due to cost, performance, or operational friction. Source: Bain & Company
From Earth Day Messaging to Measurable Action
Earth Day brings attention. Policy and market pressure are turning that attention into action.
Here are the shifts worth watching:
- Increased scrutiny on sustainability claims: Messaging is being held to a higher standard, with more emphasis on proof, data, and transparency. “Recyclable” or “sustainable” is no longer enough without clear alignment to real-world infrastructure.
- Alignment between sustainability and cost efficiency: Brands are prioritizing solutions that deliver both environmental and operational value. The focus is shifting toward systems that reduce material, optimize logistics, and perform at scale.
- Acceleration of EPR and compliance requirements: Regulation is moving quickly at both the state and federal level. Proposed EPR legislation in Georgia and New Hampshire signals continued expansion, while existing policies are already reshaping how packaging is designed, labeled, and recovered.
- Expansion of federal oversight and enforcement: Laws like the PACT Act are gaining renewed attention as enforcement increases around shipping, reporting, and compliance requirements. While originally focused on tobacco, it reflects a broader shift toward stricter accountability in distribution and supply chains.
The direction is clear; the conversation is moving beyond intention and toward execution.
Have questions about how these policy shifts impact your packaging?
Connect with our sustainability specialists to assess risk, ensure compliance, and identify opportunities.
Whether you’re preparing for EPR, exploring material innovation, or looking for LCA-backed decision-making, our team can help you build a future-forward packaging strategy.
Want to collaborate on an R&D project?
Need help evaluating your packaging portfolio?
Want a tour of the Sustainable Design Lab?
We’d love to work with you. Let’s innovate together. Click Here to Get Started
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If you crave to have the latest insights, trends, and expert advice like this sent directly to your inbox or phone every month, then subscribe to Sustainable Packaging Newsletter now!
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Whether it’s new material innovations or practical design strategies, we’ve got the knowledge you need to make informed decisions and drive your sustainability efforts forward.
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Want to learn more about
Sustainable Packaging?
We have created some resources to guide you in your transition to sustainable packaging:
Sustainably Packaged Magazine
Veritiv’s magazine dedicated to Sustainable Packaging insights, trends & ideas. Available for download now.
Sustainable Design Lab Podcast
Chris and Brodie chat with industry leaders about sustainable packaging options, new products, and how we can improve packaging sustainability.
EPR for Packaging Masterclass Series
A companion piece to Veritiv’s SDL Packaging Masterclass Podcast series that explores the big ideas reshaping packaging. This guide walks you through the key elements of EPR programs and what they mean for your packaging strategy.