According to Forbes, a new analysis from the Ellen MacArthur Foundation reveals that businesses are being urged to accelerate efforts to tackle plastic waste and build a circular economy. The report shows that 20% of the global plastic packaging market—including major players like Nestlé, SC Johnson, and Unilever—have reaffirmed support for the Global Commitment 2030, avoiding 14 million tonnes of virgin plastics (equivalent to 1.8 trillion plastic bags) and tripling their use of recycled content. Foundation executive Rob Opsomer identified three systemic barriers requiring collaborative action: scaling reusable packaging, tackling flexible packaging like candy bar wrappers, and developing collection infrastructure in the Global South. With more than 300 companies in the Business Coalition for a Global Plastics Treaty, the foundation is pushing the remaining 80% of the market to join the effort as regulatory pressure mounts.
Sponsored content — provided for informational and promotional purposes.
The Coming Market Realignment
What we’re witnessing is a fundamental market realignment that will separate forward-thinking companies from those clinging to outdated linear models. The 2030 plastics agenda represents more than environmental responsibility—it’s becoming a core business competency. Companies that have already avoided 14 million tonnes of virgin plastics aren’t just saving the environment; they’re building resilient supply chains less vulnerable to oil price volatility and regulatory disruption. The transition costs for late adopters will be substantially higher as they scramble to catch up with established players who’ve already optimized their packaging portfolios.
The Regulatory Tsunami Building
The call for harmonized global packaging regulations signals an inevitable regulatory wave that will reshape competitive dynamics. Unilever’s advocacy for extended producer responsibility (EPR) schemes isn’t altruism—it’s strategic positioning. Companies leading this charge understand that standardized regulations create predictable operating environments where their early investments in circular infrastructure provide competitive advantages. The fragmented regulatory landscape currently creates operational complexity and cost inefficiencies that penalize proactive companies while allowing laggards to free-ride on collective environmental damage.
The $50 Billion Infrastructure Gap
The infrastructure challenge, particularly in the Global South, represents both the biggest barrier and the largest commercial opportunity. Developing collection and recycling systems in emerging markets requires capital investments that individual companies cannot shoulder alone. This creates an opening for consortium-based approaches where packaging producers, waste management companies, and local governments collaborate on shared infrastructure. The companies that crack this model will secure preferential access to recycled materials while locking competitors out of rapidly growing markets where plastic consumption is increasing fastest.
Winners and Losers in the Packaging Shift
The transition will create clear winners and losers across the value chain. Flexible packaging converters face existential threats unless they rapidly innovate toward recyclable or reusable alternatives. Meanwhile, companies developing advanced recycling technologies, reusable packaging systems, and material tracking solutions stand to capture massive value. The tripling of recycled content usage among commitment signatories indicates where market demand is heading—companies with reliable access to high-quality recycled materials will enjoy pricing advantages and supply security as virgin plastic production faces increasing regulatory and consumer pressure.
Beyond Compliance: The Strategic Imperative
This isn’t merely about regulatory compliance—it’s about future-proofing business models. The companies advocating for the Global Plastics Treaty understand that plastic packaging is becoming a brand liability and operational risk. Consumer preferences are shifting rapidly, with plastic waste becoming a primary purchasing consideration across multiple product categories. The businesses that transparently demonstrate progress toward circular packaging will capture market share from competitors who remain silent or inactive. The foundation’s call for companies to look beyond their own footprint recognizes that individual actions, while necessary, are insufficient without systemic market transformation.
