Navigating EPR: Strategies for Sustainable Packaging Compliance

Emily Wynne, Sustainability Expert, Co-Lead of US Footprinting Team, Quantis

The rules of the packaging game are changing. Extended Producer Responsibility (EPR) regulations are rolling out, demanding more accountability from companies that produce and sell packaged goods. New reporting requirements, fees and penalties – up to $50,000 per day for noncompliance – are set to shake up business as usual. Five states –Oregon, California, Minnesota, Maine and Colorado – are already enforcing EPR laws, while others like Maryland and Illinois are laying the groundwork.

For businesses, this isn’t just another regulatory hurdle. It’s a wake-up call. Packaging design will need a complete overhaul, with recyclability, reuse and compostability no longer just best practices, but legal necessities. Success won’t be about ticking compliance boxes — it will require rethinking supply chains, improving transparency and ensuring packaging is effectively managed by the recycling and recovery systems that exist today.

EPR regulations: What it means and why it matters 

EPR policies shift the burden of packaging and waste from consumers and municipalities back to the companies that produce it. Brand owners, importers, retailers and manufacturers will be on the hook for the entire lifecycle of their packaging. This means paying fees based on packaging volume, material choices and overall environmental impact.

At its core, EPR is designed to accelerate the transition to a more circular economy — one where packaging is designed for longevity, not the landfill. Companies will face direct financial consequences if they fail to adopt sustainable solutions.

But here’s the challenge: No matter how well a company designs its packaging, its recyclability and recovery depend on infrastructure that is often outdated or inconsistent across regions. If material recovery facilities (MRFs) and waste management services can’t keep up, even the most well-intended efforts can backfire, sending more waste to landfills and incinerators. For progress to be made, companies need to focus on packaging choices that work in the real-world waste system.

Industries that rely heavily on packaging – retail, e-commerce, consumer packaged goods (CPG), logistics and warehousing will be at the center of this transformation. Online retailers must rethink transport packaging formats to balance sustainability with cost. CPG brands will need to overhaul entire packaging strategies and roadmaps to meet recyclability and labeling requirements, while ensuring product protection remains first priority. Third-party logistics (3PL) and warehousing providers could face impacts from regulations on storage and transportation requirements, necessitating modifications to inventory management operations.

The financial stakes of EPR

EPR isn’t just a policy shift — it’s a financial reckoning. Costs will vary by state and industry, but companies should expect impact in three key areas:

1. Fees based on packaging impact – Businesses will pay based on how much packaging they put on the market and how recyclable it is. The more sustainable, the lower the fee.
2. Data collection and reporting – Companies must build strong tracking systems, potentially investing in compliance software or third-party support. Life cycle assessments (LCAs), which help answer EPR-related impact questions, may be costly but are becoming essential.
3. Material shifts – Moving to better packaging materials may come with higher short-term costs, but staying with outdated, non-recyclable packaging could cost even more in fees and penalties.

In markets where EPR is already in play, businesses have tried to absorb costs — but many have had no choice but to pass them on to consumers.

Integrating EPR into business goals

One of the toughest challenges ahead? Data. EPR laws demand granular tracking of packaging materials, weight, recycled content and compostability. Inaccurate or missing data could mean penalties, making transparency more critical than ever.

But beyond compliance, EPR is an opportunity to rethink packaging for the better. Companies that take a proactive approach will come out ahead. Here’s what they should prioritize:

• Design for circularity – Move beyond traditional packaging and invest in solutions that are actually recyclable, compostable or reusable.
• Reduce packaging waste – Minimize unnecessary materials and optimize design to lower overall impact.
• Set measurable sustainability benchmarks – Use science-based metrics and regulatory guidelines to track progress and future-proof packaging decisions.
• Engage the supply chain – Work closely with suppliers, retailers and consumers to improve material recovery and ensure recyclability isn’t just theoretical but achievable.

What lies ahead

EPR is here. It’s critical for businesses to invest in the right systems – data tracking, compliance frameworks and smarter sustainability strategies – to stay ahead of the curve. Those already using footprinting tools and LCAs will enjoy a head start, but real success depends on proper monitoring parameters – including scalable solutions that track product impact and inventory-level data like material weight, recyclability and recycled content – at a portfolio level.

When properly implemented, EPR policies have the potential to drive real innovation, slash waste and build a packaging system that actually works. When done poorly, it could lead to spiraling costs, consumer price hikes and missed environmental goals. To prepare, companies should:

• Educate teams – Ensure internal and legal teams fully understand EPR regulations and their implications.
• Register with Producer Responsibility Organizations (PROs) – Groups like the Circular Action Alliance (CAA) provide essential guidance and reporting timelines.
• Assess material inventory – Collect the right data to measure packaging impact and ensure compliance.
• Establish governance processes – Implement internal systems to manage EPR data tracking and reporting.
• Seek expert guidance – Partner with sustainability professionals to streamline compliance and integrate sustainability metrics into broader business goals.

In 2025, EPR won’t just be another regulatory box to tick — it will be a defining factor in packaging design and corporate sustainability strategy. Companies that move early will do more than avoid penalties; they’ll gain a competitive edge, shaping industry standards and leading the shift to a circular economy. 

Emily Wynne is a Senior Consultant and Co-Lead of the US Footprinting Team at Quantis. She specializes in packaging ecodesign and circularity strategies, working with leading Fortune 500 companies in the CPG, pharmaceutical, and cosmetics sectors. At Quantis, she works with clients to implement the sustainable packaging strategies including the SPHERE and Plastic Leak Project frameworks, and runs trainings on eQopack, Quantis' SaaS packaging ecodesign tool. Her background is strongly rooted in technical LCA modeling and carbon footprints. She served on the technical advisory board for the draft rule concept for OR state EPR legislation and holds a MSc in Environmental Protection and Management from the University of Edinburgh.