Beyond the 100% Recyclable Claim: What True Circularity Really Means for Packaging

In recent years, many packaging companies have proudly embraced the label “100% recyclable”. At first glance, it sounds like a bold step toward sustainability. But in reality, recyclability is only one part of a much larger conversation. True circularity goes beyond whether an item can technically be recycled—it requires a system-wide approach that considers design, infrastructure, consumer behavior, and reuse models.

The Limits of “Recyclable”

A package may be recyclable in theory, but in practice, much of it still ends up in landfill. This gap exists because:

• Infrastructure varies globally: What can be recycled in one region may not be accepted in another.

• Contamination rates are high: Food residue or mixed materials often make packaging unsuitable for recycling.

• Economic viability: If recycled material is more expensive than virgin alternatives, uptake is limited.

Simply claiming recyclability without addressing these barriers risks falling into greenwashing rather than achieving genuine impact.

Defining True Circularity

Circularity in packaging goes beyond disposal—it aims to keep materials in use at their highest value for as long as possible. This involves:

1. Designing for longevity and reuse – moving away from single-use formats toward refillable or modular solutions.

2. Using renewable or recycled inputs – reducing dependency on virgin fossil-based materials.

3. Building closed-loop systems – ensuring that collection, sorting, and reprocessing actually happen in practice.

4. Embedding accountability across the value chain – from brand owners to consumers, collaboration is key.

True circularity doesn’t just minimize waste; it transforms packaging into a resource that continuously feeds back into the system.

The Leadership Imperative

For businesses, the challenge is not just technical but cultural. Shifting from a “recyclable” mindset to a truly circular model requires:

• Innovation-driven leadership to rethink packaging design and supply chains.

• Cross-industry collaboration with governments, recyclers, and technology providers.

• Transparent communication that builds trust by demonstrating measurable progress, not just aspirational claims.

As consumer expectations evolve and regulations tighten, companies that embrace genuine circularity will be positioned as leaders in sustainability—and in the eyes of future talent.

Call to Action

At Athena Executive Search, we partner with forward-thinking businesses in packaging, materials, and sustainability who are shaping the future of circular solutions. If your organisation is looking to strengthen its leadership team and accelerate this transition, we can help you find the right talent to make it happen.

📩 Get in touch with us today at enquiries@athena-executive.com to start the conversation.