Nowhere else do evolving sentiment and material innovation converge so visibly as in consumer goods. The purchasing power of eco-conscious shoppers, paired with measures like the 2022 Plastic Packaging Tax and the recent EU Packaging and Packaging Waste Regulation (PPWR), which mandates recyclability by design, has transformed supermarket aisles into showcases for big brands’ eco-commitments.

But progress has by no means been linear. This year, PepsiCo and Coca-Cola both downgraded packaging targets, citing limited investment and policy support and prompting sharp criticism from groups like Greenpeace and Break Free From Plastic. In defence, PepsiCo argues that accelerating faster than global timelines, mostly set for 2050, is unrealistic; goals must evolve with what they call “external realities”. 

It’s a reminder that setbacks often stem from market-driven limitations rather than an absence of corporate will. Tom Szaky, CEO of TerraCycle, puts it bluntly: “Recycling is driven by for-profit companies, so it’s not about capability, it’s about profitability. A cardboard box is recycled because the cost of collecting and processing it is lower than its material value. In contrast, 95% of products aren’t recycled because they cost more to process than they’re worth.” In other words, ambition can clash with market logic long before technical feasibility is achieved.

As commercial realities come knocking, the spotlight moves to what should (or could) replace plastic.