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How EPR is Set to Shape Structural Packaging Design in 2025
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Thought Pieces NewsFirstly, what is EPR? EPR is the UK’s Extended Producer Responsibility (EPR) regulation for packaging which is due to be fully implemented in 2025 and will likely transform how all brands approach their packaging design needs in the future. Basically, EPR will shift the financial responsibility for managing household packaging waste from taxpayers to the businesses that create, and supply said packaging. With PackUK, driving this initiative, now is the time for brands to stay ahead of the game.
So, what design innovations can we expect to see in response to these future changes?
- Prioritise Recyclability
EPR is pushing for enhanced recyclability. Packaging that’s easier to recycle not only meets regulatory demands but also helps reduce costs under the EPR framework. So what can brands do?
Choose widely kerb side recyclable materials
Streamline packaging structures: Reducing multi-material components makes it easier for consumers to recycle.
- Reducing Material Usage
Less is more when it comes to EPR. Brands who minimise packaging materials will kill two birds with one stone; they’ll decrease waste, but also save money on materials. But what does the future hold? I think we’ll see more lightweight designs that maintain functionality along with Minimalist aesthetics: Cleaner, simpler design that fits in with sustainability goals leading me nicely into number 3…
- Investing in Sustainable Materials
How can brands reduce their environmental impact? Well, increasing the use of biodegradable and compostable materials will help. In turn, this could lead to lower fees under the EPR scheme, while also meeting consumer expectations for eco-friendly solutions, creating a feelgood PR aura for a brand as awareness of sustainability issues rises amongst consumers.
- Revving up Reusability
EPR opens the door to innovative structural designs that encourage reusability, extending a product’s lifecycle and reducing the frequency of disposal. Refillable systems could become more popular, to encourage consumers to reuse packaging with refillable inserts or containers. Modular designs, where packaging that serves a secondary purpose beyond its initial use, could be another way to push the reusability message to consumers.
- Clearer Labelling = Better Recycling
Recycling rates in England were around the 44% mark in 2022, so anything that can make a significant difference in recycling rates can’t be a bad thing. Packaging could feature intuitive, standardised labels that guide consumers on how to properly dispose of materials, making the system as simple and user friendly as possible.
A Circular Economy: The End Goal
These EPR-driven changes are designed to support the UK’s transition to a circular economy, where waste is minimised, and resources are kept in use for as long as possible.
From a structural design perspective, these regulations present an exciting opportunity for brands to reimagine their approach to packaging. By innovating now, companies can not only manage their compliance costs effectively but also position themselves as leaders in sustainable design – a key factor in meeting growing consumer demand for eco-conscious products.
The challenge for brands will be to balance these transformations with consumer affordability, ensuring that the journey toward a sustainable future doesn’t alienate key markets by making products too expensive. At Hurricane, we love helping our clients navigate this new era of packaging design and turn compliance into creative, impactful solutions that bring brands to life.