Gartner: Most Companies Will Abandon Voluntary Packaging Goals by 2028
A new report says 75% of companies will follow government regulations instead of setting their own packaging goals.
As global packaging regulations gain momentum, most companies are expected to align with government standards over internal sustainability targets by 2028, according to a new report from Gartner. The research firm projects that 75% of organizations will prioritize compliance with legislative guidelines as stricter packaging laws take hold in the United States and internationally.
Despite growing pressure to reduce waste, many organizations are struggling to follow through on their public packaging pledges. Limited progress and continued reliance on plastics are hindering results.
“By the end of this year, Gartner predicts that 90% of public sustainable packaging commitments will remain unmet, as organizations continue to rely on plastics and single-use packaging,” said John Blake, Senior Director Analyst in Gartner’s Supply Chain practice.
With regulatory pressure rising, companies that proactively design packaging for circularity are positioning themselves for long-term success. This means considering recyclability from the outset, by optimizing packaging dimensions, avoiding problematic labels and colour additives, aligning material choices with local recycling infrastructure, and ensuring supplier readiness for sustainable materials.
On the other hand, neglecting to adapt to evolving packaging legislation could result in higher operational costs, compliance penalties, and even restricted market access, putting a company’s competitive standing at risk.
“Organizations that fail to prioritize packaging legislation in their design and sourcing strategies risk losing market access and eroding margins as EPR fees rise,” explained John Blake, senior director analyst in Gartner’s Supply Chain practice. “Proactive compliance protects market position and also creates opportunities for differentiation in an increasingly regulated environment.”
As more U.S. states adopt extended producer responsibility (EPR) laws, companies are under growing pressure to manage packaging waste compliance across a patchwork of regulations. EPR policies shift the financial responsibility for packaging collection and recycling from governments to producers and manufacturers, transforming how supply chains handle sustainability and waste management.
To meet EPR requirements, businesses must register with a Producer Responsibility Organization (PRO) and report detailed data on packaging materials, quantities, and recyclability. With regulatory rules varying by state, companies need robust compliance strategies and effective data management systems to avoid fines, reduce risk, and maintain operational continuity.
“Many organizations are currently unprepared for these new requirements, lacking the data management tools and resources needed for compliance. Longer term, legislation can lead to significant costs for PRO fees and fines, alternative materials, and supply chain adjustments,” said Blake.
