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Sustainability has become a defining force in packaging and in print. Governments are aligning with consumers in calling for producers to take greater responsibility for what happens to their products after use. That idea forms the foundation of Extended Producer Responsibility (EPR), a policy that shifts the cost of waste management from cities to the companies that make and sell products. Under new state laws in Maine, Oregon, and California, producers now help fund recycling and recovery programs through fees and reporting requirements.
“EPR is forcing companies to rethink their role in the lifecycle of packaging,” says Jeff Wettersten, Vice President of Packaging at Keypoint Intelligence. “It’s no longer enough to design for performance alone. Producers are now being asked to design for recovery, reuse, and long-term environmental impact.”
These costs were once covered by taxpayers.
What EPR Means for Producers
EPR programs hold manufacturers, brand owners, and importers accountable for the full lifecycle of their packaging. Producers must register with a state agency or Producer Responsibility Organization (PRO), report packaging data, and pay fees that support recycling systems. These requirements encourage design choices that make packaging easier to recycle or compost and drive innovation across the supply chain.
While EPR can apply to items such as electronics, paint, batteries, and pharmaceuticals, recent US laws have focused mainly on packaging. According to the US Environmental Protection Agency, Americans generated about 82 million tons of packaging and container waste in 2018, representing about 28% of all municipal solid waste. Reducing that impact has become a shared goal as brands and governments work toward broader sustainability targets.
Where EPR Is Taking Hold
Europe has required producer responsibility for packaging since the 1990s, but the US is only now catching up. Without federal law, progress is happening at the state level, creating a patchwork of programs and timelines.
As of 2025, seven states have enacted packaging EPR laws: Maine, Oregon, Colorado, California, Minnesota, Maryland, and Washington. Each program requires producers to register, report, and contribute to recycling funds. Maine led the way in 2021, followed by Oregon’s Recycling Modernization Act and Colorado’s statewide recycling system. California’s SB 54 sets ambitious goals with a 25% reduction in plastic packaging and full recyclability or compostability by 2032. Minnesota, Maryland, and Washington are phasing in similar models between 2025-2032.
The Circular Action Alliance serves as the PRO for several states, helping producers streamline compliance and reporting.
The Next Wave of Legislation
Momentum is building. Hawaii, Illinois, Massachusetts, Michigan, New Hampshire, New Jersey, New York, Rhode Island, and Tennessee are all considering similar laws. If enacted, nearly one-quarter of the US population would be covered by packaging EPR programs.
Why It Matters for Packaging and Print
For packaging converters, labelers, material suppliers, and print providers, EPR is more than a compliance issue. It reflects a shift toward accountability, transparency, and circular design. Success depends on accurate data, material traceability, recycling systems, and strong partnerships across the supply chain.
Companies that prepare early will avoid costly disruptions, meet new labeling and recycled-content rules, and strengthen their environmental credibility.
The Bottom Line
Extended Producer Responsibility is redefining how packaging and print intersect with sustainability. Companies that act now by mapping compliance requirements, creating systems, partnering with PROs, and embedding circular principles into product design will be better positioned to lead.
Keypoint Intelligence helps producers, converters, and brands navigate this changing landscape with data-driven insight and clear strategy. The future of packaging is not only about what companies make but also how they manage what comes next.
Our consulting team can also deliver tailored insights into what your customers are asking for and how your competitors are responding. This gives you the clarity to make smart, informed decisions that align with EPR.
Stay ahead in the ever-evolving print industry by browsing our Industry Reports page for the latest insights. Log in to the InfoCenter to view research on sustainability through our Workplace- and Production-based Advisory Services. Not a subscriber? Contact us for more information.
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