The Global Plastics Treaty is coming. Is your brand ready?

Governments are negotiating what could be the most sweeping global packaging and plastic regulations in history. Here’s what you need to know if you’re a brand owner.

UN Geneva, INC 5.2 venue
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What is INC-5.2 – and why should brands care?

World leaders gathered in Geneva for INC-5.2, the final round of negotiations for the Global Plastics Treaty. Their goal? A legally binding framework to end plastic pollution across its entire lifecycle – from production to disposal.

For brand owners and packaging manufacturers, this isn’t just policy. It’s a turning point for packaging:

  • Global rules on plastic packaging formats, recyclability, and material sourcing are on the table.
  • Production caps and bans on problematic formats could reshape access to polymers, additives, and flexibles.
  • Mandatory reuse targets, EPR fee modulation and labelling standards are all gaining traction. 
Design-for-recyclability mandates

Expect stronger global pressure to eliminate non-sortable or composite materials – especially in food, drink, and personal care categories.

Restrictions on non-essential and single-use packaging

Loopholes are closing fast. The definition of "essential" packaging is set to narrow, forcing brand portfolios to justify more of their packaging.

Producer responsibility and cost increases

EPR schemes could become stricter and more expensive, with plastic-intensive categories hit hardest by modulated fees.

Global labelling standards
Global standards for sustainability claims and recycling instructions may demand some changes – but simplify labelling strategies for multinational brands.

How the Global Plastics Treaty could impact your packaging strategy

 

Wait to react, and you risk:

  • Sudden regulatory shock across key markets.
  • Losing your competitive edge to sustainability leaders.
  • Missing out on storytelling opportunities as plastics policy evolves. 

Prepare now, and you could: 

  • Shape and anticipate future compliance requirements.
  • Lead with transparent, treaty-aligned packaging strategies.
  • Position your brand as a circular packaging leader. 

Deepnest is helping packaging leaders stay ahead

Deepnest equips brands and packaging producers with the information they need to make strategic packaging decisions in a fast-changing policy landscape. 

With detailed data on your packaging’s performance in real-world recovery facilities, you can:

  • Benchmark your packaging sortability against competitors and evolving regulation.

  • Make data-driven improvements to packaging design, then measure the impact of changes.

  • Validate circularity claims and compliance for consumers and regulators. 

Turn evolving policy into a competitive advantage

Find out how your products are performing in global waste systems, and start preparing for the post-treaty packaging ecosystem.

Meet Deepnest
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Who we work with
AI-enabled waste intelligence tools have great potential to provide new visibility into how packaging is actually being sorted... to inform future packaging design, enable recyclability in practice and at scale, and increase the supply of high-quality recycled materials.
Dr Liz Smith
Dr Liz Smith

Global R&D Head of Deodorants at Unilever

Deepnest can transform waste data into insights to guide smarter packaging design from the outset. We’re exploring how this technology can help us embed a data-driven approach across the entire packaging lifecycle, moving us closer to 100% circular packaging.
Sandra Gibbs
Sandra Gibbs

Chief Supply Chain Officer at Asahi Beverages

The packaging industry relies on lab scale testing, software models to predict recyclability of packaging solutions, but actual real-life data is missing, given the huge resources it would take to get that data at scale. Deepnest is unlocking real-world recyclability data that the packaging data chain has been missing.
Mark Roberts
Mark Roberts

Circular Economy Director at Amcor

With the expansion of extended producer responsibility (EPR) policies, solutions like this can support teams in aligning internal goals with external requirements. It's a timely and practical tool for companies navigating new packaging rules and expectations.
Marcu Alexander
Marcu Alexander

Director - Development & Strategic Initiatives at U.S. Plastics Pact (formerly of Danone)

The clarity of data that Deepnest brings will be invaluable for brands who can track material movement post-consumer. It shines a bright light into an uncharted area offering valuable commercial insights for brands across materials and product types, and geographical regions.
Claire Shrewsbury
Claire Shrewsbury

Director Insights and Innovation, at global environmental NGO, WRAP

Brands and retailers have been working hard for years to design packaging that they think is recyclable. This kind of insight is a game-changer for brands, retailers, converters, and anyone who designs packaging.
Yoni Shiran
Yoni Shiran

Partner at SYSTEMIQ