Many brands believe they still have time to prepare for PPWR.

Yet some of the decisions being made today — delaying action, relying on simplified interpretations, treating PPWR as the responsibility of a single department or person, or underestimating the scale of change — may already be creating problems for tomorrow.

In this interview, recyclability expert Marius Tent addresses some of the questions the industry rarely asks — and even more rarely answers.

Can recyclable packaging become non-recyclable because it is too thin? Is carbon black still a problem? Do recyclability assessment systems reflect reality? And can Europe remain competitive while pursuing increasingly ambitious sustainability targets?

If you’re responsible for packaging decisions, this conversation will help you separate industry myths from practical reality.

00:00:00 Introduction

00:01:50 Are You Preparing for the Real PPWR Challenge?

00:06:47 Who Is Responsible for Recyclability: Brand Owner or Packaging Manufacturer?

00:09:53 Which Packaging Decisions Can Destroy Recyclability?

00:12:37 Can Packaging Become Non-Recyclable Simply Because It’s Too Thin?

00:15:32 Is Carbon Black Still a Problem for Recyclable Packaging?

00:21:07 PU-Based or NC-Free Inks: Where Is the Market Heading?

00:23:09 Do Recyclability Assessments Reflect Real-World Recycling?

00:25:30 Can Sustainability and Competitiveness Coexist?

00:28:09 Euro Spent or Euro Invested? Why PPWR Is a C-Suite Issue

00:33:24 How Will Packaging Need to Be Labelled Under PPWR?

00:35:14 What Is the Future of Multi-Layer Packaging?

00:37:53 What’s the Most Important Advice for Brands Preparing for PPWR?