
Five things we need to do to make packaging more circular
As sustainability climbs the agenda for brands, policymakers and consumers, it's easy to assume that switching to "greener" materials is the silver bullet. Here are five things we urgently need to do to make packaging more circular in the UK.
1. Standardise materials and formats
Fragmentation kills progress. Right now, too many brands are developing bespoke or niche packaging formats that may work in isolation but create chaos at scale. A better approach? Standardise where it counts.
Take the humble plastic milk bottle. All major UK retailers use the same basic format, and yet each maintains brand identity through labelling and design. This standardisation has delivered real sustainability benefits by simplifying collection, processing, and recycling, without stifling competition.
The same mindset is needed for new, sustainable materials. Competing brands need to find a shared format or business model that works for everyone, especially when introducing novel materials like compostables or bio-based plastics. If enough businesses move in unison, these clear demand signals can drive investment in infrastructure.
2. Design with infrastructure in mind
Novel materials can absolutely work, but only if they’re developed with a deep understanding of how they will flow through the system. Don't just innovate, integrate with the UK's waste management capabilities.
Producers need to engage with waste management expertise at packaging concept stage, don't wait until the packaging becomes waste before engaging the experts. This waste first approach empowers producers to explore the full impact of their choices on the waste system.3. Build regulation around outcomes
To make regulation effective, we need three things: investment, alignment, and enforcement. That means directing funding where it matters, ensuring consistency across borders and sectors, and giving regulators the teeth to act on non-compliance and greenwashing alike.
By targeting unwanted outcomes such as excessive single-use packaging or flatlining recycling rates, rather than focusing on specific materials in isolation, we can lay the foundation for progressive change. A clear timeline of progressively increasing targets and a transparent plan to reinvest the funds into infrastructure can help avoid unintended consequences of policies.

Michael Topham's closing remarks at Biffa's Waste Net Zero 2025
4. Communicate the ‘Why’
Traditional carrots (rewards) and sticks (penalties) often fail to create lasting behaviour change; policy and innovation can only go so far without public buy-in. Think about that reusable cup you used twice and then forgot in the back of a cupboard.
Real, lasting change comes from making the purpose of action clear and easy. If consumers understand the reason behind a packaging format or system - why it matters, and what outcome it supports - they’re far more likely to adopt and sustain new habits.
Call it "less carrot and stick, more carrot and shtick” - but the message is serious. The ‘Why’ makes the ‘What’ make sense.
5. Stop obsessing over materials
As a society, we’re laser-focused on the material itself: plastic vs paper, bio-based vs fossil-based. But our problem isn’t just the materials. It’s the system we’re putting them into.
We’re producing more single-use items than ever, recycling rates are stalling, and genuinely circular solutions remain niche. Why? Because we haven't tackled the root cause: overconsumption and a linear model that favours convenience over recovery.
Don’t shoot the messenger (the material), shoot the message (the system). That means investing in reuse, repair, and remanufacturing, and designing policy that drives UK-based circularity.
Final Thought
The move to a more circular economy isn’t just about better materials, it’s about smarter systems, shared standards, thoughtful regulation, and more collaboration. If businesses, policymakers and consumers can align around that, then we’ve got a real shot at building a future where packaging works for people, planet and profit.