Aura’s Gillian Garside-Wight, Director of Consulting at Aura, shares key themes and conversations from the How2Recycle Summit 2025, offering insights into how collaboration is shaping the future of sustainable packaging.
A Call for Collaboration
It feels like only yesterday that the 2025 How2Recycle Summit opened in Boston with a powerful message from Paul Nowak, Executive Director of GreenBlue Org. Paul reminded attendees that real progress in sustainability comes from unity, not division:
“If you’ve ever worked in a movement, you need both bridge builders and those who are really pushing hard. And we don’t win when we put ourselves against each other. We win when we get together and we enact change.”
This spirit of collaboration was evident throughout the Summit, as brands, recyclers, policymakers, and advocates came together to align efforts, share expertise, and move the entire labeling and recycling system forward.
Unveiling the How2Recycle Decision Matrix
On the main stage, Karen Hagerman, Director of How2Recycle, introduced the new How2Recycle Decision Matrix. This resource provides insight into where common packaging materials and formats stand within five key recyclability assessment categories:
- Applicable Law
- Collection
- Sortation
- Reprocessing
- End Markets
Karen emphasized the importance of robust end markets for credible recyclability claims:
“The credibility of recyclability really does hinge on having end markets that are processing the material and turning it into new material.”
The Decision Matrix highlights gaps in the system, such as inconsistent data, proprietary business information, and regional variability, and underscores the need for industry-wide collaboration to build a more consistent, transparent framework for assessing recyclability.
Public-Private Partnerships and Product Stewardship
In a fireside chat, Karen Kayfetz of CalRecycle discussed the agency’s role in statewide product stewardship. Karen highlighted the value of public-private partnerships, with Producer Responsibility Organizations (PROs) at the center, helping companies innovate, stay compliant, and strengthen the recycling system. Karen urged attendees:
“If you leave here with one thing today, what would make me the happiest, would be if you left thinking: Let’s go talk more with Circular Action Alliance. They are on the forefront of making the decisions about where the industry is going.”
On-Pack Labeling and EPR Compliance
Also during the Summit, Paul Nowak sat down with Larine Urbina of Circular Action Alliance and John Hite of The Recycling Partnership to explore the role of on-pack labeling in Extended Producer Responsibility (EPR) compliance. Key takeaways included:
- Collaboration is crucial when states create a patchwork of policies – CAA and The Recycling Partnership are working together to align policy, data, and education.
- Companies must remain flexible, adapting to evolving policies, technologies, and consumer expectations.
- Education and outreach are vital for shaping recovery outcomes, especially as new households gain access to recycling.
Summit Highlights and Takeaways
The How2Recycle Summit was a showcase of fresh perspectives, practical inspiration, and cutting-edge innovation. Throughout the event, several core themes stood out:
- Transparency fosters confidence: The introduction of the Decision Matrix has established a solid, data-driven approach to evaluating recyclability, enabling more reliable and transparent claims.
- Collaboration drives progress: Industry-wide panels and global partnerships are making a significant impact by enhancing labeling standards, strengthening recycling infrastructure, and advancing consumer education.
- Data and labeling support informed choices: Improvements in on-pack labeling, acceptance metrics, and end-market analysis are equipping brands and consumers to make smarter, more effective decisions.
- Policy is shaping the industry’s direction: The implementation of Extended Producer Responsibility (EPR) programs, new legislation such as California SB 343, regulatory changes in Canada, and across the globe are encouraging compliance, sparking innovation in packaging, and promoting greater consistency across the sector.
The Power of Collaboration: Aura and How2Recycle
At Aura, we are proud to have How2Recycle as a strategic partner in our ongoing journey towards packaging sustainability. Our collaboration goes far beyond a simple partnership; it is an active, dynamic relationship where both organizations are committed to driving meaningful change within the industry. By working closely together, we are able to streamline the flow of data and enhance the accuracy of recycling evaluations at scale, ensuring that these processes are seamlessly integrated with our advanced packaging sustainability platform, e-halo.
This partnership allows us to leverage our combined expertise and resources, paving the way for the creation of innovative solutions that tackle the complex challenges faced by brands and retailers in today’s marketplace. By continually refining how packaging data is gathered, analyzed, and reported, we are able to support more informed decision-making and ensure ongoing compliance with evolving sustainability standards. This commitment to continuous improvement helps our partners stay ahead in a rapidly changing regulatory and consumer landscape.
Ultimately, our shared mission is to empower organizations to make informed choices about their packaging, reduce environmental impact, and contribute to a more circular economy. By fostering this spirit of collaboration and innovation, Aura and How2Recycle are helping to shape a future where sustainable packaging is not just an aspiration, but a reality for businesses everywhere.
If you’re interested in learning more about how we can support your sustainability journey, please don’t hesitate to get in touch. I would be delighted to chat with you about our partnership, or simply share experiences from Boston, SPC Advance, and the How2Recycle Summit, all of which have been truly inspiring.
Photography courtesy of www.laurenlindleyphoto.com
