Brands adapt to EPR rules

The shift from waste reduction to circular economy principles is not just about compliance—it’s an opportunity for innovation and growth. Credit: Fah061043 / Shutterstock

W​​​​​​​hen Extended Producer Responsibility (EPR) regulations were first introduced, many brands saw them as yet another compliance hurdle in an already complex regulatory landscape.  

But as these rules take firmer hold across the UK and Europe, a more nuanced story is emerging—one where businesses, from global conglomerates to local start-ups, are not just adapting, but reshaping their operations and supply chains to align with a circular economy. 

The essence of EPR is deceptively simple: producers are made responsible for the entire lifecycle of their products, particularly for take-back, recycling and final disposal.  

But its implications reach far beyond waste management. In a world increasingly wary of greenwashing, the rise of EPR signals a turning point. Brands must now back up sustainability claims with traceable, verifiable action—or risk reputational fallout. 

In the past, product design prioritised aesthetics, cost and performance. Environmental impact was often an afterthought. With EPR now embedded in legislation such as the UK's Packaging Waste Regulations and the EU’s Green Deal initiatives, design teams are shifting their priorities. 

Unilever, for example, has begun redesigning packaging with a clear eye on recyclability, moving away from multi-material pouches and towards mono-material alternatives that are easier to process post-use.  

Nestlé and Procter & Gamble have followed suit, with innovations that not only meet compliance standards but also speak directly to consumer demands for transparency and environmental stewardship. 

This design-first approach is not limited to packaging. Electronics manufacturers are beginning to favour modularity—making it easier for parts to be repaired or upgraded rather than discarded.  

Such strategies are not just good for the environment; they’re proving commercially savvy as well, enabling brands to extend product life cycles and forge deeper customer loyalty. 

One of the most complex challenges posed by EPR is traceability. Brands now require robust systems to track material flows from cradle to grave. In response, many are investing in digital platforms that bring visibility to every stage of the product lifecycle. 

Blockchain is gaining ground as a tool to verify supply chain data. A pilot project by the Ellen MacArthur Foundation and SAP recently demonstrated how distributed ledger technology can track plastic usage and recycling rates across multinational supply chains.  

For smaller brands, simpler solutions—such as QR-coded packaging that informs customers of recycling options—are helping to bridge the gap between regulatory compliance and user engagement. 

Retailers are also playing a pivotal role. The likes of Tesco and Sainsbury’s have developed internal reporting systems to monitor suppliers’ EPR-readiness, nudging upstream partners towards greener practices through preferred supplier statuses and joint innovation programmes. 

Perhaps the most unexpected consequence of EPR is the rise in collaboration between competitors.  

Shared recovery schemes—like the UK’s On-Pack Recycling Label (OPRL) system—are becoming the norm. Through such initiatives, brands that once guarded their processes closely are now pooling resources and insights to tackle collective challenges. 

One standout example is the Flexible Plastic Fund, supported by Mars UK, Mondelez, and others, which incentivises the collection and recycling of flexible plastics through guaranteed pricing.  

By creating a viable economic model for materials previously seen as non-recyclable, these collaborations are pushing the envelope of what’s possible within the confines of existing infrastructure. 

There’s a cultural shift afoot as well. Sustainability officers are finding themselves in boardroom conversations, driving cross-functional efforts from marketing to procurement.  

The ‘circular mindset’ is no longer niche—it's becoming a baseline expectation for doing business in the 2020s. 

EPR isn’t a fleeting trend. It represents a fundamental reordering of brand responsibility in the age of environmental accountability. For early adopters, it’s also proving a catalyst for innovation, trust-building, and long-term resilience. 

As regulations tighten and public scrutiny intensifies, one thing is clear: businesses that embrace EPR not just as a compliance issue but as a design and strategic challenge will be better placed to thrive.  

In this era of ecological reckoning, adapting to EPR isn’t just good business—it’s essential for the planet.