A report published by the investment firm Closed Loop Partners’ Composting Consortium and the Biodegradable Products Institute (BPI) on July 11, 2023, presents findings about U.S. consumer perception surrounding compostable and biodegradable packaging and labels. The data comes from a completed survey with 2,765 respondents throughout the U.S. All of the gathered data has been made publicly available, and the report is accompanied by a separate policy brief summarizing the main results and recommendations for policymakers on how to take action.
The survey found that up to 49% of the respondents faced difficulty distinguishing between the terms “compostable” and “biodegradable” (FPF reported), which leads to the improper disposal of compostable packaging at the end of its life cycle. Additionally, the labeling phrase “made from plants” commonly found on both recyclable and compostable packaging further contributes to consumer confusion. Up to 50% of the participants stated that they would place packaging labeled as “made from plants” in the composting bin (FPF reported and here).
In response, the study also presents potential approaches to address the misunderstandings. A first step could be to hold biodegradability claims to a standard that is equal to compostable so that composting streams are less at risk. Moreover, the authors argue that brands and retailers ought to take responsibility for educating consumers about the industrial or home compostability of their packaging. Prominently indicating this information on packaging could be crucial to guide consumers. Research findings indicate that consumers responded best to packaging that utilizes two to three design elements, such as coloring or text size, to clearly indicate compostability (FPF reported).
The results show that a fragmented approach using both local and state-level policies and regulations to govern packaging design and labeling “[…] creates unnecessary friction and pain points for consumers, brands, and composters.” Therefore, the authors suggest that policymakers, brands, and retailers collaborate to harmonize policies and regulations on a national level. Creating a cohesive framework that simplifies packaging standards could benefit brands across multiple sectors with packaging of all shapes and sizes (FPF reported).
The report concludes that educating the population on proper recycling and composting practices is also critical to ensuring clean material streams in recovery systems. Municipalities and local governments with zero waste targets could also play a crucial role in bridging the comprehension gap. Further, by partnering with brands, retailers, haulers, composters, NGOs, and other stakeholders, they could develop educational campaigns to promote sustainable behavior and establish new social norms.
The Food Packaging Forum has published several science-based factsheets, including on the topic of bio-based and biodegradable plastics and what their differences exactly are.
References
Composting Consortium (July 11, 2023). “Unpacking labeling and design: U.S. consumer perception of compostable packaging.”
Composting Consortium (July 11, 2023). “Consistent, effective design and labeling standards are needed to achieve a more circular future for compostable packaging.”
