As the UK approaches the 2026 rollout of DEFRA’s Simpler Recycling initiative, Think B2B Marketing warns that packaging manufacturers must urgently rethink their commercial and communication strategies to stay competitive. With the pEPR scheme shifting financial responsibility for recycling onto producers, brands are now selecting suppliers based on how packaging can reduce compliance costs—not just quality or price. Yet many manufacturers are still leading with technical specs, missing the mark in a market rapidly moving toward outcome-driven buying. Joanna Stephenson of Think B2B underscores the urgency: “Manufacturers that can frame recyclability as a strategic advantage—lowering pEPR costs and future-proofing supply chains—will dominate. Those who don’t, risk being sidelined, no matter their past performance.”
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