Packaging strategy
Mapping packaging
Sustainable packaging is receiving increasing attention in Europe. And for good reason: half of all marine litter consists of packaging, and nearly 40% of all European plastic is used for packaging. For companies, sustainable packaging is therefore not just an environmental issue, but also a strategic choice. It reduces environmental impact, conserves raw materials, and can lower costs — for example, in procurement and waste disposal fees.
In addition, legislation is changing rapidly. With the Packaging and Packaging Waste Regulation (PPWR), the EU is imposing stricter requirements on all packaging placed on the market. These include minimum percentages of recycled material, banned substances such as PFAS, requirements for recyclable design, and mandatory declarations of conformity. Companies also pay a fee per kilogram of packaging they place on the market.
To stay prepared, minimize risks, and avoid unnecessary costs, it’s important to start implementing sustainable packaging practices now. A clear packaging strategy will help you comply with the PPWR and make your packaging smarter, cleaner, and future-proof.
Here’s how we do it — your own action plan in three steps
1. Creating an overview
We actively provide clarity on roles and responsibilities for each packaging unit. In doing so, we determine whether your company acts as, for example, a manufacturer, importer, or distributor, and whether you are a producer under the PPWR. To ensure compliance, we organize and facilitate a targeted informational session for procurement and logistics. In this session, we clearly explain the legislation and outline the specific responsibilities for each role within the organization.
2. Determining information needs
We systematically identify the information needs specified in the PPWR for each packaging unit. We then translate these needs into specific information requests for suppliers. Together with relevant departments, such as procurement, logistics, and sustainability, we coordinate which data is needed, who will provide it, and where gaps exist. In this way, we create clarity, prevent duplicate work, and lay a solid foundation for compliance, reporting, and further optimization.
3. Analyzing opportunities for reduction
We conduct a targeted analysis of how we can reduce both the environmental impact of packaging and packaging costs. Through a hotspot analysis on both the procurement and sales sides, we identify the greatest opportunities for improvement. We compile these insights into an overview that includes concrete reduction measures. Based on this, we formulate a clear reduction strategy that complies with the PPWR while also contributing to cost savings and sustainability goals.
Frequently asked questions
The Packaging and Packaging Waste Regulation (PPWR) took effect on February 12, 2025. Most of the requirements take effect on August 12, 2026. From that date onward, companies placing packaging on the EU market must comply with the core requirements of the PPWR, with additional requirements phased in through 2030 and beyond.
For the PPWR, you must determine your role for each packaging unit. You may be a supplier, manufacturer, importer, or distributor. You must also determine whether you are the producer of the packaging.
To comply with the PPWR, you need reliable packaging data, in collaboration with your suppliers and customers. This includes data on, among other things, material composition, weight, reusability, recyclability, and recycled content. This data is required for labeling, declarations of conformity, and reports submitted to the producer registry.
Extended producer responsibility means that the party that places a product or packaging on the market is responsible for its entire life cycle, including the waste phase and recycling. For the PPWR, for example, this means that the producer must record how much packaging material is placed on the market and pay a waste fee based on that amount.
Getting started with your own team
We strongly believe in teamwork. We tailor our long-term strategic programs to meet the specific needs of your company or organization. We’re a dedicated team of three to six experts — diverse and resilient. They work together to guide your organization from development through implementation. This way, we ensure quality and guarantee the continuity of your sustainability initiatives. Ready to make an impact together?
A selection of our experts
Meet our experts, who — together with a strong team of fellow experts — contribute to our clients’ long-term success.
