April 13, 2026

What is "Sustainable" Packaging? A Starter Guide for Brands

Everyone uses the term "sustainable" but what does it actually mean and what are the best sustainable options that exist today?

Sustainable packaging is not one material or format. It is packaging designed to work at end-of-life in a system that already exists and accepts it at meaningful scale. That means a PET bottle is sustainable if it is designed to be sorted and recycled in existing facilities and consumers can actually recycle it where they live. A compostable cup is sustainable if it is certified to break down in commercial composting and your customers have access to that composting infrastructure.

The definition that matters is operational, not aspirational. It is about matching your package format to the infrastructure reality in the markets where you sell. That infrastructure varies significantly by material, by region, and by specific package design. As we cover in our guide to whether your packaging is actually recyclable, the gap between what is technically possible and what actually happens in practice is one of the most important things to understand before making any sustainability claim.

The Three End-of-Life Pathways (And What Each One Really Means)

Recyclable

Recyclable means the package can be collected, sorted, and reprocessed into new material through existing recycling systems. It does not automatically mean it will be recycled. It means it can be, if the design is compatible and the infrastructure exists. According to the FTC Green Guides, you cannot make an unqualified "recyclable" claim unless at least 60% of consumers or communities have access to facilities that accept the material.

What gets recycled today varies widely. EPA product-specific data shows corrugated boxes recover at 96.5%, paper packaging overall at roughly 81%, aluminum cans around 50%, and plastic packaging at approximately 14%. Those numbers reflect both infrastructure access and design compatibility.

Recyclable is not the same as "made from recycled content." A package can be recyclable but made from 100% virgin material, or it can contain recycled content but not be accepted by recycling programs. These are two completely separate attributes that are frequently confused. Our guide to recyclable vs compostable packaging covers the full decision framework for choosing between these paths.

Compostable

Compostable means the package breaks down into organic matter under specific conditions defined by testing standards. In the U.S., that typically means certification to ASTM D6400 or D6868 standards, verified by independent certifiers like BPI (Biodegradable Products Institute). Those standards test whether a material fully breaks down in industrial composting facilities running at high temperatures.

The critical distinction: industrially compostable requires a commercial composting facility. Home compostable means it breaks down in a backyard compost bin at lower temperatures, verified by standards like TÜV Austria OK Compost Home. These are not interchangeable terms, and the infrastructure gap is real. Most Americans do not have access to municipal composting programs that accept certified compostable packaging, which means certified compostable items often end up in landfills if consumers do not have another pathway.

Compostable is not the same as biodegradable or plant-based. Biodegradable is not a regulated term in packaging and does not guarantee the material will break down safely or completely. Plant-based describes the input material (what it is made from), not the end-of-life outcome. A plant-based plastic can behave identically to petroleum-based plastic and may not be compostable or recyclable at all.

Reusable

Reusable means the package is designed to be used multiple times for the same purpose. It requires durability, washability, and a return or collection system that brings the package back for refill or reuse. Reuse systems work best in closed-loop settings like food service operations, subscription delivery models, or retail environments with deposit-return infrastructure. Reusable packaging is gaining traction in regulations as states define it in extended producer responsibility (EPR) frameworks, but building a functioning reuse system requires logistics, consumer participation, and operational investment that goes beyond the package itself.

The Infrastructure Reality

Understanding what actually gets collected and processed is the starting point for any packaging decision. The national average recycling rate hovers around 32%. Access and acceptance vary significantly by material. Aluminum cans, corrugated boxes, PET bottles, HDPE bottles, steel cans, and most paper packaging are accepted by the majority of municipal recycling programs. Films, multi-material pouches, polystyrene foam, and many forms of flexible packaging are rarely accepted curbside.

For compostables, infrastructure is even more limited. Most municipal composting programs still focus on food scraps and yard waste, and many explicitly exclude compostable packaging due to contamination concerns. The countries and regions with the highest recycling rates consistently have something in common: policy infrastructure that funds and mandates recovery. Our post on recycling rates by country covers what the best-performing systems have in common and what it means for brands operating across markets.

How to Actually Switch to Sustainable Packaging: Five Steps

Step 1: Audit What You Have

Start by cataloging your current packaging across every SKU. Document the materials, formats, weights, and any claims currently on the label. Map where each product is sold and what recovery infrastructure exists in those regions. This audit is not just good practice. It will be required data for compliance as extended producer responsibility (EPR) laws roll out in California, Colorado, Maine, Minnesota, Oregon, and other states. Our post on packaging EPR explained covers what those laws require and which markets are already active.

Step 2: Learn the Design Rules

Packaging recyclability is not just about material choice. It is about how every component works together in a sorting facility and recycling process. The Association of Plastic Recyclers (APR) Design Guide is the authoritative reference for plastic packaging design in North America. It covers bottle and container design, labels, closures, inks, adhesives, and additives that help or hinder recyclability. For paper and fiber-based packaging, the American Forest and Paper Association's design guidance covers coatings, adhesives, and other components that affect paper recyclability.

Step 3: Understand the Claim Rules

What you print on the package is governed by law. The FTC Green Guides set the federal standard for environmental marketing claims, and states are adding their own requirements. California's SB 343 truth-in-labeling law restricts the use of recycling symbols and "recyclable" claims to materials that meet statewide recyclability criteria. To make an unqualified recyclable claim under the FTC Green Guides, at least 60% of consumers or communities where you sell must have access to collection programs that accept the material. Programs like How2Recycle provide standardized labels that communicate disposal instructions accurately and help brands stay compliant.

For compostable claims, you need third-party certification to ASTM standards from certifiers like BPI. Even with certification, many commercial composters require additional field acceptance testing before they will accept packaging in their facilities. PFAS regulations also affect packaging claims: twelve U.S. states now restrict intentionally added PFAS in food-contact packaging, with compliance timelines already in effect in most of them. Our post on PFAS packaging bans by state covers which states are active and what compliance requires.

Step 4: Choose Formats That Fit Your Situation

There is no universal best sustainable packaging material. The right choice depends on your product, your order volumes, your distribution footprint, and the infrastructure in your markets. Monomaterial designs generally perform better in recycling systems than multi-layer structures. Widely accepted formats like PET bottles, HDPE containers, aluminum cans, and corrugated boxes offer the highest likelihood of actual recovery. Flexible packaging and pouches face infrastructure challenges in most regions, though store drop-off programs are expanding access.

If you are considering compostable packaging, target applications where composting infrastructure is confirmed — food service contracts with venues that have organics collection, or regional distribution in municipalities with robust composting programs. Compostable packaging placed into general retail without consumer access to composting typically ends up in landfills.

Step 5: Incorporate Post-Consumer Recycled (PCR) Content Where Possible

Using recycled content in your packaging supports the market for recovered materials and reduces reliance on virgin resources. Several states now mandate minimum recycled content levels. California's AB 793 requires beverage containers to contain at least 25% PCR content, rising to 50% by 2030. Many resin suppliers and converters now offer PCR options at commercial scale, and the quality and availability of PCR have improved significantly over recent years.

Common Mistakes to Avoid

The most frequent mistake is confusing terms. Recyclable, recycled content, compostable, biodegradable, plant-based, and renewable all mean different things. Using them interchangeably creates legal risk and erodes consumer trust. Always use the exact term that describes the attribute you are claiming, and make sure you can substantiate it with third-party verification or infrastructure data.

Another pitfall is designing for an idealized system rather than the one that exists. A package that is technically recyclable but accepted by only 15% of U.S. recycling programs cannot carry an unqualified recyclable claim and is unlikely to be recovered at meaningful scale. Design decisions should be made with current infrastructure in mind.

Finally, many brands underestimate the data and documentation requirements coming with EPR and state truth-in-labeling laws. If you cannot readily produce the material composition, weight, and sales volume by state for each SKU, start building those systems now.

How to Find the Right Sustainable Packaging for Your Brand

Once you understand the basics, the question becomes practical: which specific formats and suppliers are right for your product, your volume, and your markets? This is where PS is designed to help.

The fastest way to start is by browsing by end-of-life pathway or category. If you know you want recyclable options, our recyclable packaging page covers the full format landscape with suppliers. If you are leaning compostable, our compostable packaging page covers materials, certifications, and the questions worth asking before committing. If plastic-free is the goal, our plastic-free packaging page covers what that term actually means in practice and which formats genuinely qualify.

If you already know your product category, you can go directly to a category page and see format options and suppliers side by side. We add and update solutions regularly, so always verify that any specific supplier meets your needs. Think of these pages as a starting point, not a pre-approved list:

If you have specific requirements — a minimum order quantity, a certification, a geographic preference, a material type — our free sustainable packaging search tool lets you filter by format, material, certification, and more to narrow the field quickly.

And if you are not sure where to start, the blog posts below go deeper on the topics that trip most brands up early in the process:

Sustainable packaging can be complicated, but we are here to change that. If you already know what you need, our free search tool gets you there fast. If you want to explore what's out there, our sustainable packaging suppliers directory covers companies across every format and category. And if you'd rather have us help you find the right fit, get in touch and we'll point you in the right direction.

Michael Markarian

CEO