Packaging Is Changing. Is Your Brand Ready?

From regulation to consumer expectations, the packaging landscape is evolving.

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Packaging is no longer evaluated solely on cost and product protection. Across global markets, new regulations, evolving consumer expectations and growing sustainability commitments are changing how brands think about packaging. For apparel companies, packaging is becoming a strategic business decision that influences compliance, operational resilience, customer perception and long-term brand value.

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A global shift in packaging regulation

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Across many markets, ExtendedProducer Responsibility (EPR) schemes are expanding, encouraging producers to take greater responsibility for the packaging they place on the market. While requirements vary between countries, the direction is consistent: brands are expected to consider the entire lifecycle of their packaging, from material selection to end-of-life recovery.

In Europe, the EU Packaging and Packaging Waste Regulation (PPWR) is accelerating this shift, reshaping how packaging is designed and evaluated across the EU. The regulation requires packaging to be recyclable by design by 2030, and demonstrably recycled at scale within real systems by 2035.

The United States is following a similar trajectory at state level. California’s SB 54 introduces sweeping producer responsibility requirements for single-use packaging, while SB 343 is tightening the rules around recyclability claims, changing how apparel brands can label, and think about, their plastic polybags. Although requirements differ by state and region, brands operating globally are increasingly preparing for a more complex, accountability-driven regulatory landscape.

Consumers are redefining brand value through packaging

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Fashion is also under growing scrutiny for its environmental footprint, responsible for close to a tenth of global carbon emissions and a significant share of global plastic production. As a result, today’s consumers pay closer attention to the materials brands use. Packaging has become part of the overall product experience, influencing trust, sustainability perception and purchase decisions.

Independent behavioral research conducted with Quad’s Accelerated Marketing Insights team found that paper packaging generates up to 60% more consumer attention, up to 2x stronger sustainability perception, and is associated with eco-friendly brands by 77% of consumers, compared with just 34% for plastic. For apparel brands, packaging is no longer an invisible operational layer — it is a visible expression of brand values.

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Looking beyond compliance

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Preparing for regulatory change is important, but the most forward-looking brands are looking beyond compliance. They are adopting packaging solutions that support operational performance, customer expectations and long-term business resilience while reducing reliance on single-use plastic. Regulations will continue to develop and consumer expectations will continue to rise; brands that begin preparing today will be better positioned for what comes next.

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How Vela can help

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Vela™ is a paper-based apparel packaging solution designed to replace traditional plastic polybags while maintaining the performance required by modern global supply chains. With more than 300 million bags already in market, Vela helps apparel brands reduce plastic without compromising protection, efficiency or customer experience. Explore the full Vela™ product range and discover how paper packaging can help your brand reduce plastic without compromising performance.

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