PI Circular – Twentieth Edition

Building Demand Through Better Packaging Decisions 

California’s SB 54 is prompting brands to reconsider how packaging is designed, sourced, and documented. Its source-reduction framework connects material efficiency and recycled content to compliance. For brands, these decisions also offer an opportunity to build more reliable demand for the materials produced by domestic recyclers. 

That demand matters, but it only works when the rest of the recycling system can deliver material that buyers can use. The Recycling Partnership identifies five interdependent requirements: recyclable packaging, recycling access, consumer engagement, effective processing, and viable end markets. Brands influence several through their packaging designs, purchasing decisions, and participation in industry efforts. 

Connect Package Design with Material Sourcing 

Evaluate source reduction, recyclability, and post-consumer recycled (PCR) content together. A lighter tray reduces material use. A compatible label or barrier supports recycling. Incorporating PCR replaces virgin material and creates an outlet for recovered plastic. Each improvement addresses a different part of the system. 

SB 54 allows qualifying PCR to contribute to its source-reduction goals by replacing virgin plastic, even when the total package weight remains the same. Circular Action Alliance (CAA), California’s Producer Responsibility Organization (PRO), currently requires APR Certified PCR at the resin level for this pathway. Brands should specify certified material and verify the supporting records before assigning compliance credit. A package’s PCR percentage should not be treated as its source reduction percentage. 

Begin with a portfolio review. Identify opportunities to reduce unnecessary materials or components, improve recyclability, and increase PCR. Prioritize changes that preserve product protection and qualify for commercial production. 

Turn Targets into Predictable Purchases 

A recycled content commitment becomes demand when it translates into recurring orders. Bring purchasing, engineering, quality, and sustainability teams together early to establish specifications, expected volumes, qualification plans, and commercial requirements. 

Where feasible, share forecasts and explore supply agreements that give recyclers greater visibility into future purchases. Keep material qualifications moving so suitable PCR sources become approved production options. This gives brands more sourcing flexibility and helps recyclers plan operations and evaluate investments. 

Include domestic PCR in those evaluations. A global supply base offers legitimate benefits, including availability and competition. At the same time, purchasing from domestic recyclers can support the recovery system serving the markets where brands sell their products. Consider that contribution alongside quality, consistency, food contact suitability, availability, and cost. Reliable demand and competitive material must develop together. 

Verify What the Records Support 

Confirm certification scope, recycled content percentage, and food contact documentation for the intended application. Connect supplier evidence to finished packaging records and the claim the brand intends to make. For the SB 54 PCR pathway, confirm the reclaimer’s APR certification rather than if another recycled-content certification qualifies. 

For brands looking to support domestic recycling, conversations with suppliers can help clarify where material was collected and processed. Recycled content certification provides confidence in the material’s recycled origin, while geographic sourcing may require additional information. Building that understanding over time can support more informed purchasing decisions. 

Support the System Behind the Package 

Complement purchasing commitments with designs compatible with recycling, clear disposal instructions, and collaboration to improve collection and processing. Share package performance requirements with converters and recyclers so material development reflects what commercial applications need. 

The next step is to connect a packaging improvement plan with a purchasing plan. Plastic Ingenuity helps brands evaluate material efficiency, recycling compatibility, and PCR incorporation while preserving package performance. Together, these decisions can support compliance and create more dependable markets for domestic recycled material.