Innovation, Policy & the Future of Sustainable Packaging

This year’s SPC Impact in Seattle brought together some of the most forward-thinking leaders and organizations shaping the future of sustainable packaging. Across the conference, two major themes stood out: the accelerating momentum behind Extended Producer Responsibility (EPR) legislation and the emerging role of AI in driving packaging innovation and behavior change.

A Week That Started with Impact: Amazon & Climate Pledge Arena Tour

We kicked off the week with an incredible behind-the-scenes tour of Amazon’s Packaging Lab and Fulfillment Center, followed by Climate Pledge Arena—a powerful showcase of packaging innovation, operational efficiency, and environmental leadership.

At Amazon, we saw firsthand how packaging is being reimagined through sustainability programs like Ship in Product Packaging (SIPP), which eliminates unnecessary materials while maintaining protection and customer satisfaction. The ISTA 6A-certified lab showed us how packaging is tested for drop, vibration, and compression, ensuring both durability and efficiency. It was clear that packaging is no longer just about shipping—it’s about strategic design, waste reduction, and environmental accountability.

We then toured the Climate Pledge Arena, a facility that lives up to its name as the most sustainable arena in the world. From its energy-efficient redesign to its commitment to zero waste and responsible sourcing, the arena provided real inspiration for how large venues—and by extension, all of us—can push for systems-level change. Whether in packaging or facility management, bold commitments and collaborative partnerships can make a real impact on the planet.

A Week of Sustainability Insights at SPC Impact

Following the Amazon and Climate Pledge Arena tour, we had the opportunity to attend a wide range of presentations that explored everything from packaging policy to consumer behavior to collaborative innovation. While the sessions below were some of the ones that stood out most to us, we truly learned something valuable from every presentation and conversation throughout the week. SPC Impact 2025 delivered not just incredible content, but also meaningful networking opportunities that sparked new ideas, connections, and shared commitments to advancing sustainable packaging.

Here are just a few that really hit home for our team:

The ABCs of EPR – From the Consumer Perspective

This session highlighted the importance of designing EPR systems that make sense to the people who interact with them every day—consumers. Clear labeling, accessible drop-off points, and trust in the system were called out as critical success factors for broad participation.

From Planning to Action: The Packaging EPR Journey

Presented by the Circular Action Alliance, this session walked us through the operational side of EPR implementation in the U.S. CAA’s role as a Producer Responsibility Organization (PRO) is to help producers comply with state EPR laws, reduce waste, and increase recycling through coordinated, state-approved programs.

Harmonization Barriers and the Impact of Fragmentation

As more states adopt their own EPR rules, a lack of uniformity is emerging as a major challenge. This discussion focused on the need for harmonized EPR frameworks that reduce complexity for producers and streamline recycling outcomes nationwide.

Designing Consumer Behavior for Measurable Sustainability Impact

Behavior change was front and center here, with AI and behavioral science tools being explored as methods to encourage sustainable decision-making. From smart packaging to dynamic educational campaigns, the future of packaging may well be shaped by data-informed human psychology.

The Grief of Innovation

This moving session explored the emotional realities of innovation in sustainability—the highs, lows, and frustrations that come with pushing the envelope in a system resistant to change. It was a good reminder that progress often comes with growing pains.

Goodwill’s Collaborative Approach to Tackling Hard-to-Recycle Plastics and Textiles

Goodwill Industries shared a hopeful model for circularity through collaboration. By partnering with innovators and municipalities, they're diverting hard-to-recycle materials like plastics and textiles from landfills and giving them new life.

Across all sessions and site visits, SPC Impact 2025 reinforced the critical need to align policy, design, and infrastructure—and how emerging technologies like AI can be leveraged to accelerate sustainable progress.

We’re grateful to SPC and all the presenters for sharing their knowledge, and we’re excited to continue the conversation at SPC Advance in Boston this fall!

About the Author

Marissa Lundberg is the Vice President of National Accounts, Packaging & Sustainability at Group O, where she helps leading brands optimize their packaging systems for cost efficiency, performance, and environmental impact. With deep expertise in materials, automation, stretch film, and custom packaging design, she drives end-to-end solutions that support sustainability goals and reduce waste. Passionate about creating meaningful change, Marissa focuses on future-proofing packaging through innovative design, circular economy strategies, and smart sourcing to ensure long-term value for both her clients and the planet.