July 2026
Designing Packaging for a Changing Landscape

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!

Why today’s packaging decisions have a greater impact than ever before

Packaging has always been about balancing performance, protection, cost, and customer experience.

Today, another layer is being added to that equation.

As Extended Producer Responsibility (EPR) programs continue rolling out across the U.S., the way packaging is evaluated is evolving. Material selection, recoverability, and package design are becoming increasingly important considerations alongside the performance metrics organizations have always prioritized.

This month’s newsletter explores how EPR is influencing packaging decisions, not as a barrier to innovation, but as another opportunity to design smarter systems. From eco-modulation fees and thoughtful material selection to practical design strategies, we’re looking at how organizations can prepare for what’s next while continuing to deliver high-performing packaging solutions.

Reducing Plastic Without Sacrificing Performance

Transitioning to more sustainable packaging isn’t always about introducing an entirely new material. Sometimes, the biggest impact comes from optimizing the materials already in use.

One example comes from Allegro Coffee, a Whole Foods Market brand, where Veritiv’s Equipment team partnered with the shipping operation to evaluate its pallet-wrapping process through a Secure Wrap Analysis. The goal was straightforward: reduce plastic use while maintaining load stability, operational efficiency, and product protection.

The results demonstrated that sustainability and performance don’t have to compete.

Removed approximately 8,000 lbs of stretch film annually

Saved 600 labor hours and approximately $8,000 in annual costs

Maintained product protection while reducing material use

Established a continuous improvement process to keep wrapping performance optimized over time

Whether the opportunity is reducing stretch film, incorporating PCR content, or improving packaging efficiency, successful transitions begin with understanding how materials perform in real-world operations.

The takeaway:
Sustainable packaging progress often starts with optimization. Small, data-driven improvements can reduce material use, lower costs, and prepare organizations for evolving sustainability expectations—all without compromising performance.

What are Eco-Modulation Fees?

Not all packaging is treated the same under EPR programs.

Many programs use eco-modulation, a fee structure that adjusts producer fees based on packaging characteristics. Packaging that is easier to recover within existing recycling systems may qualify for lower fees, while packaging that is more difficult to recycle may carry higher costs.

Packaging characteristics that may help support LOWER fees include:

Widely recyclable materials

Mono-material structures

Reduced material usage

Packaging designed for existing recovery infrastructure

Packaging characteristics that may result in HIGHER fees include:

Difficult-to-recycle multi-material structures

Materials with limited recovery pathways

Excess packaging or unnecessary components

The important takeaway isn’t simply the fee structure itself. It is that packaging design is becoming increasingly connected to what happens after a product reaches the customer.

Designing Beyond Compliance

The most forward-thinking organizations aren’t waiting for regulations to tell them what to do. They’re using EPR as an opportunity to rethink packaging systems from the ground up.

Across the industry, we’re seeing a shift away from designing individual packages toward designing for the entire packaging lifecycle. That means evaluating not only how a package performs during manufacturing and distribution, but also how efficiently it can be identified, sorted, recovered, and reintroduced into the material stream.

Some of the most innovative strategies gaining momentum include:

Designing for recyclability from day one, rather than validating recyclability after development is complete.
Using Life Cycle Assessments (LCAs) earlier in the design process to understand environmental tradeoffs before specifications are finalized.
Evaluating packaging portfolios instead of individual SKUs, allowing brands to simplify material systems and improve reporting efficiency.
Leveraging digital packaging data to better understand material composition, recovery pathways, and future reporting requirements.
Designing packaging that balances operational performance, customer experience, and recoverability simultaneously, rather than optimizing one objective in isolation.

The organizations leading the next generation of packaging innovation aren’t simply adapting to change. They’re using it as an opportunity to build smarter, more resilient packaging systems.

EPR Masterclass Overview:
Transform EPR Compliance into a Competitive Advantage

Before diving into the details, this episode provides a high-level introduction to Extended Producer Responsibility (EPR) and why it is becoming one of the most significant shifts impacting packaging today. Chris Bradley explains what EPR is, why it matters, and how it is beginning to influence packaging design, compliance, and business strategy. A great starting point for anyone looking to understand the evolving regulatory landscape.

EPR Masterclass: Part 1: EPR Fundamentals

In this episode, host Chris Bradley takes a deeper dive into the core concepts behind EPR, including producer obligations, Producer Responsibility Organizations (PROs), eco-modulation fees, and implementation timelines across the U.S. Whether you’re just getting started or looking to strengthen your understanding, this episode provides a practical foundation for navigating EPR with confidence. takes a deeper dive into the core concepts behind EPR, including producer obligations, Producer Responsibility Organizations (PROs), eco-modulation fees, and implementation timelines across the U.S. Whether you’re just getting started or looking to strengthen your understanding, this episode provides a practical foundation for navigating EPR with confidence.

EPR Masterclass: Part 4: Advanced Packaging Redesign

Once you understand EPR, the next question becomes: What should you do about it? In this episode, Chris Bradley explores practical packaging redesign strategies that can help improve recyclability, reduce material usage, and prepare packaging systems for an evolving regulatory landscape. From simplifying structures to designing with recovery infrastructure in mind, it offers actionable insights into how thoughtful design decisions can support both sustainability goals and long-term business performance.

EPR is Moving from Legislation to Implementation

For the past several years, the conversation around Extended Producer Responsibility has focused on which states would pass legislation. That conversation is now shifting toward implementation.

Three states we’re watching closely:

Maryland

Maryland finalized its initial EPR regulations this spring and is moving into producer registration and program development. Companies choosing to comply through the Circular Action Alliance (CAA) were required to submit simplified supply reports by June 1, 2026, with formal registration occurring by July 1. Producer responsibility plans are scheduled to follow in 2028, giving organizations time to evaluate packaging portfolios before full implementation. Read more.

Minnesota

Unlike some earlier EPR programs, Minnesota is taking a phased implementation approach. Initial reporting has begun, while stewardship plans and producer funding requirements will roll out over the next several years. The extended timeline gives organizations an opportunity to build stronger packaging data systems before full implementation begins. Read more.

Washington

Washington’s newly enacted EPR program is moving quickly through producer registration and implementation planning. Initial producer reports were submitted this year, helping establish the packaging data that will inform future program fees and operational requirements. Read more.

Why it matters

The bigger story isn’t simply that more states are adopting EPR.

It’s that packaging data is becoming increasingly valuable. Organizations that understand what materials they use, how much packaging they place into market, and how those materials move through recovery systems will be better positioned as additional programs continue to develop.

Are you ready for EPR?
Contact an SDL Sustainability Specialist to Get Started.

Click Here to Read, Watch, Listen, or View Case Studies to Learn More

Click Here to Request a Packaging Evaluation Today

Click Here to Download the Full 2026 Sustainable Packaging Innovation Trends Report

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

Enjoying the content?
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!

Masterclass: Cold Chain

It is no secret that more and more companies are shaping strategies around sustainability – both in operations and products.

Whether your strategy includes colorful e-commerce boxes, corrugated displays, or both, sustainable practices are a must.

January 13, 2026

Masterclass: EPR

It is no secret that more and more companies are shaping strategies around sustainability – both in operations and products.

Whether your strategy includes colorful e-commerce boxes, corrugated displays, or both, sustainable practices are a must.

June 17, 2025

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. New “Innovation Issue” now available.

Read 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.

Listen Now >>

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.

Learn More >>

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