PPWR Compliance & Gen Z: Future of Sustainable Packaging
On February 11, 2025, the European Packaging and Packaging Waste Regulation (PPWR) came into effect — a milestone in the fight against packaging waste. Member states have until August 12, 2026 to transpose the rules into national legislation. The UK has its own regulations, such as the Producer Responsibility Obligations 2024, which pursue similar goals but are less strict.
Full compliance will be mandatory from January 1, 2030.
What does this mean for Logicall?
- All our packaging must be designed for recycling;
- Our plastic packaging must consist of at least 35% recycled plastic;
- Transport packaging like pallets, crates, and trays must be reusable within closed logistics chains;
- Our packaging may contain no more than 40% empty space;
- Every package must feature standardized sorting labels or a QR code with disposal instructions;
- Starting in 2026, an annual reporting obligation applies regarding the volume, material type, recycled content, and reusability of all used packaging.
At-home examples:
To illustrate the consumer experience, here are a few examples for at home:
- Mini-packaging is banned (e.g., sugar sticks, hotel soaps, and sauce sachets);
- For take-away and online orders, reusable packaging options must be offered;
- Retailers and hospitality businesses must offer a percentage of their drinks in refillable containers.
Aside from the initial panic about the future of sauce packets, let’s return to the first point: designed for recycling. At Mercedes, the E-Class ranks above the A-Class in terms of luxury and status — but in recyclability terminology, it's the opposite: The A-Class is nearly fully recyclable, while the E-Class largely is not. The C-Class falls in between, with about 70–80% recyclability.
The 2030 consumer: Gen Z
By around 2030, Generation Z will make up one-third of the global population and is expected to be the most diverse and best-educated generation.
The key question is: "Will Gen Z accept the C-Class?" Or do we already know that in five years, this generation will absolutely not settle for anything less than Class A — raised with “climate anxiety,” openness, and transparency?
Studies from firms like PwC and McKinsey are both hopeful and realistic — with caveats. For example, over 90% of Gen Z is more likely to purchase products in sustainable packaging. Yet, since 2020, financial pressures have caused a 5%–10% drop in their willingness to pay extra for sustainability.
Logicall
For Logicall, it is important that we move in the right direction on three fronts, or move (or have others move) in that direction:
1. Internal Procurement
We are steering toward sustainability while still balancing our usual decision factors: price, quality, availability, origin, etc.
2. Role of Suppliers
We depend on suppliers (and our selection thereof), and expect them to move in the same direction — and of course, be fully PPWR-compliant.
3. Role of Clients
Our core services align with client needs. However, we’ll need to proactively engage with them to clarify their obligations under PPWR, assist and advise on alternatives and explain the risks of non-compliance.
Not all stakeholders think in terms of Class A or C — but it’s clear the dominant generations are heading in that direction.
Yes, this shift happens in phases — we see that everywhere, and it’s nothing new. As always: sustainable growth and a clear role for shared ownership — even for Gen Z