Jude Allan highlights the vital role of consumer engagement in driving recycling success under pEPR
As governments and consumers become more aware of the impact of packaging on the environment – as well as the resource and carbon benefits of recycling – Extended Producer Responsibility for packaging (pEPR) is being introduced around the globe. The detail varies from country to country, but the overall purpose is to drive up recycling rates and the quality of recyclate, in a way that values the materials we use.
Recycling can have a huge impact. It preserves habitats and resources and reduces carbon emissions. It also saves money. According to Lambeth Council in London, it is six times cheaper to dispose of recycled waste than black bag waste. As pEPR places responsibility for the costs of disposing of waste onto UK brands, recycling makes sense from all directions.
In the UK, pEPR is in its infancy, but full of momentum. The scheme administrator – PackUK – has launched, and the latest indicative base fees and recyclability assessment methodology (RAM) have been announced. Later this year, with local authorities receiving funds for recycling through the new scheme, suppliers, producers, local authorities and recyclers will all be playing their part.
However, there’s one important group missing from this list. Without the engagement of members of the public, pEPR will fall at the first hurdle. For pEPR to succeed, participation in recycling is crucial, especially with the arrival of eco-modulation.
From 2026, non-recyclable materials will be charged at a higher rate than recyclables. Brands will need to invest time and money to make design changes, and the last thing anyone wants is all that work to be wasted because householders place items in the wrong bin. A lack of engagement with recycling also leads to lower volumes of material being collected which, under the terms of pEPR, will result in higher costs for producers.
OPRL research shows that consumers are increasingly turning to packaging for guidance, information and direction on sustainability. For example, in our most recent survey, 70 per cent of those questioned said they prefer to buy a brand that shows clear labelling on how to recycle. Almost all – 95 per cent of respondents – showed a belief that packaging should feature recycling labels.
If we want members of the public to engage with recycling, it is clear that we need to engage with members of the public.
What will pEPR mean for my brand?
Data reporting for Packaging EPR has already started, with the first fees due in October 2025. Reporting takes place twice a year, in April and October. This means that any brands which are not already registered must find out whether they are obligated and start to collect the necessary data. In the future, packaging will also feature a label showing whether or not it is recyclable.
Public engagement
The latest pEPR plans include a call for behaviour change experts, to communicate with consumers around recycling. This will drive support and encourage people to recycle.
However, once people are on board, they won’t buy into the system without clear information. Consumers form a vital link between packaging suppliers, brands, retailers and the waste management industry but, in order for them to do the right thing, the message must be simple and straightforward. Research shows that on-pack labelling is the first port of call for those looking for information on recycling, so it is more important than ever for brands to reinforce positive messages.
Preparing now will also yield benefits as legislation progresses. Although the timeline has shifted, mandatory labelling for recyclability under pEPR is still sanctioned; Defra has indicated that things will likely start to move again in 2027. Those brands that have already allocated a space for a recycling label and addressed packaging recyclability will be several steps ahead of those scrambling to adapt when labelling comes back into pEPR.
Effective messaging
Even without the regulatory demands, clear messaging and confidence in the accuracy of recycling claims go a long way to safeguarding reputations and building a positive relationship with consumers.
During OPRL’s 15-year journey providing clear recycling labels, we have learnt that consistency is crucial. Our approach has always been to take the complexity out of difficult choices. That is why our labels currently take a binary approach – Recycle or Do Not Recycle.
Over the years, we have found that there is far more to labelling than the final label. The outcome may be a simple label, but the detail and evaluation behind it are complex and nuanced.
Assessing recyclability
Before businesses can jump ahead and plan for new labels, they need to know whether their packaging is recyclable. This may sound straightforward, but assessing recyclability is a complex process that encompasses the entire supply chain.
In December, Defra released the official Recyclability Assessment Methodology, or RAM, and there will be a revised RAM v1.1 in April 2025. The RAM is the result of extensive materials analysis which considered existing collection methods, reprocessing capacity and end markets. As a result, each packaging material has been grouped into Red, Amber or Green categories. Obligated producers will have to include their Red/Amber/Green rating with their packaging data submission.
OPRL recyclability assessments reflect the RAM categories, so those that incorporate labels now will be well-prepared when labels become part of the regulations.
We recommend that businesses begin preparations as early as possible – we know that updating artwork, managing print runs and controlling stock levels takes time. Some will find it more straightforward than others – some packaging designs remain the same for years; others change year-on-year.
For packaging producers and suppliers, this can be a lot to get your head around. OPRL members include eight of the 10 largest grocery brands, as well as numerous smaller businesses. A recent poll taken during one of our webinars showed that for many of our members, expertise in legislation represents the largest opportunity for improvement.
But at OPRL, it is business as usual. Recycling labels are the element that brings it all together, that links the entire value chain. Suppliers, producers, local authorities and reprocessors are all playing their part, but we need citizens on board to make pEPR work.
Jude Allan is Interim MD at OPRL, and Chair of the IOM3 Packaging Group
