The introduction of the Packaging and Claims Knowledge Act (PACK Act) signals a shift in the U.S. sustainability policy arena: the move toward national harmonization. For years, brands have worked under a fragmented system of over 9,000 municipal recycling programs. This has led to regulatory gridlock and lack of innovation in sustainable packaging development. 

The PACK Act aims to solve this by creating a unified federal framework for labeling and collection, providing the consistency that industry leaders have long championed.

This trend toward harmonization is an opportunity for brands to move from compliance to innovation. While federal standards may simplify the “how” of labeling, the “what”—the actual sustainability performance of your packaging—remains the primary driver of brand equity.

“Products marketed as sustainable are responsible for 41% of the growth in consumer packaged goods (CPGs) from 2013 to 2024,” and continue to outperform in annual market share growth. 

As federal standards begin to align with state-level Extended Producer Responsibility (EPR) trends, companies are already setting their sights on differentiation opportunities that go beyond compliance. Category leaders in CPG may be slow to act because they face significant inertia from current packaging supply chains, unit cost constraints, and centralized manufacturing.

However, fast-growing so-called “insurgent brands” are in a better position to seize these regulatory shifts to propel product-level environmental sustainability innovation. By optimizing packaging today, brands prepare for a new federal label and reduce future EPR liabilities while also exceeding the compliance requirements of major buyers including Walmart and Costco. 

Navigating this transition requires a blend of technical expertise and strategic creativity. Third Partners provides top tier sustainability consulting for sustainable packaging, including:

• Product Sustainability Innovation: We identify opportunities to redesign packaging for circularity, ensuring your products are ready for both federal standards and state-mandated EPR requirements.
• Marketing & Product Claims Validation: Building on our insights regarding the FTC Green Guides, we provide strategy and support for authentic, validated environmental claims. We ensure your messaging is accurate, approachable, and resilient to regulatory changes.
• Strategic Roadmap Development: We create phased action plans that help you transition your current packaging portfolio into a high-performance, compliant, and consumer-friendly asset.

Whether it is the PACK Act or the next wave of state EPR laws, the trend is clear: transparency and standardization are the new baseline. Third Partners is a one-stop resource that valuable brands trust to turn regulatory trends into performance improvements that boost the bottom line.

Don’t just react to new laws—lead the transition. Request a consultation with our team to audit your current claims and innovate your packaging strategy in this evolving regulatory and legislative landscape.