{"id":7879,"date":"2026-03-10T18:24:44","date_gmt":"2026-03-10T17:24:44","guid":{"rendered":"https:\/\/www.nownewnext.nl\/should-we-wait-for-rules-that-may-come-too-latemoeten-we-wachten-op-regels-die-misschien-te-laat-komen\/"},"modified":"2026-03-10T18:24:44","modified_gmt":"2026-03-10T17:24:44","slug":"should-we-wait-for-rules-that-may-come-too-latemoeten-we-wachten-op-regels-die-misschien-te-laat-komen","status":"publish","type":"post","link":"https:\/\/www.nownewnext.nl\/en\/should-we-wait-for-rules-that-may-come-too-latemoeten-we-wachten-op-regels-die-misschien-te-laat-komen\/","title":{"rendered":"Should we wait for rules that may come too late?Moeten we wachten op regels die misschien te laat komen?"},"content":{"rendered":"

By Emmilie Kuks, Sustainable Packaging Specialist<\/em><\/p>\n

That one headline stayed with me: the UN plastics summit has failed. Again. <\/p>\n

It feels like watching a huge oil tanker that needs to change course, but instead keeps moving steadily straight ahead. Everyone knows it has to turn, but we prefer to look the other way, towards our familiar and seemingly safe shore. But that shore will not stay safe for much longer either. In the meantime, countries keep choosing their own short-term interests, while the long term keeps moving closer.<\/p>\n

And it makes me wonder: if we leave this entirely to governments and legislation, will we simply be too late?<\/p>\n

 <\/p>\n

Legislation is coming, but not always in time<\/strong><\/p>\n

There is one thing we do know for certain: packaging rules in the EU will change significantly in the coming years. From 2030, the PPWR will impose requirements around recycled content and recyclable design. By 2040, that bar will rise further. Those are firm commitments. <\/p>\n

Beyond Europe, though, things become more difficult. The failed UN summit shows just how hard it is to reach global agreement. At the same time, the economy keeps growing, especially outside Europe, and demand for packaging is only increasing. More people, more prosperity, more products, and therefore more packaging. <\/p>\n

That makes the challenge bigger, not smaller. In the packaging world, we can already see how global growth is tightening material flows. The more demand rises, the more pressure builds on raw materials and recycled content. <\/p>\n

 <\/p>\n

Scarcity will not wait until 2030<\/strong><\/p>\n

For some materials, that scarcity is already here. Food-grade rPET is a good example: demand is structurally higher than supply. If you join the queue too late, you either end up with lower quality or pay a much higher price. <\/p>\n

And it is not just PET. High-quality, consistent PP and HDPE are also becoming increasingly sought after, especially for applications where food safety, odour, and colour are critical. If you wait until 2029 because \u201cthat is when PPWR really starts to matter\u201d, there is every chance that what you want simply will not be available anymore. Because others got there first. And if there is anything left, are you prepared to pay top price for it? <\/p>\n

That is why I often say to clients: sit down with recyclers and suppliers now. Develop together, test together. Make sure that in a few years\u2019 time you are not dependent on whatever happens to be left over. <\/p>\n

 <\/p>\n

the cost of waiting<\/strong><\/p>\n

We often assume that making packaging more sustainable only adds cost. But in practice, the opposite can be true. Companies that switch early to recyclable designs and recycled materials often save later on redesign costs, production line changes, and materials that are harder to source. <\/p>\n

On top of that, EPR fees also play a role. The less recyclable your packaging, the higher the bill. Designing according to Design for Recycling guidelines can genuinely become part of the business model. <\/p>\n

 <\/p>\n

What design can already do now<\/strong><\/p>\n

I see more and more clearly that most environmental impact is already determined in the design phase. That is also the point where you influence costs, material flows, and processing options <\/p>\n

And there are plenty of practical examples of steps we are already taking with brands today: choosing mono-material instead of combinations that cannot be separated, making labels and sleeves easier to remove, reducing material, standardising caps and pumps. Sometimes these changes sound small, but together they make the difference between packaging that ends up in the recycling stream and packaging that ends up as waste. <\/p>\n

 <\/p>\n

A bigger context, smaller steps<\/strong><\/p>\n

At the same time, I also see just how complex the wider system is: global growth, geopolitical interests, slow negotiations. The bigger the scale, the slower the process. <\/p>\n

That is exactly why the greatest speed can be found within brands and manufacturers themselves. You do not have to wait for the UN or for lawmakers to flip a switch. You can already choose materials and designs that last longer, are easier to process, and fit the world we actually want to build. <\/p>\n

And yes, that sometimes means making choices that are more complicated in the short term. But in the long term, they do not just bring environmental benefits, they also create strategic advantages. Especially in markets where requirements are changing faster than your supply chain can adapt. <\/p>\n

 <\/p>\n

An invitation<\/strong><\/p>\n

So, should you wait for rules that may come too late? I think it is better to start now with what you will have to do anyway. Because that puts you ahead of scarcity, makes your design more future-proof, and gives you time to learn and improve. <\/p>\n

Begin klein, maar begin. Want vijf voor twaalf is voor producenten vaak al te laat. <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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