In the late 2010s, over one thousand organisations from across the world, including businesses and government signatories, made bold promises and set ambitious targets to tackle plastic waste. Pledges to reach a circular economy dominated headlines, generating great hope and excitement. The world was introduced to “reduce, reuse, and recycle” as 2025 targets headlined annual company reports. Today, individual and collective reports on annual progress provide insights and lessons on how these commitments remain unfulfilled. Targets that once showed promise are now labelled as “aspirational” or a “collective ambition” and require accelerated and bold action to get the job done.
A key issue has been the lack of clear and quantifiable reporting to track progress. A 2022 study by Duke University found that approximately 75% of the world's three hundred largest companies made at least one commitment to reduce plastic pollution that was neither time-bound nor measurable, indicating a critical gap between ambition and actionable plans.
With 2025 underway, the moment has come for both companies and governments to renew their efforts and sharpen their focus. Instead of shallow promises for future decades, sustainability pledges or goals require immediate, available, and tangible actions—solutions that deliver results today and lay the groundwork for long-term change. With practical strategies, achieving progress is possible.
Strategy 1: Redesign packaging with end-of-life in mind
To tackle plastic waste effectively, companies must prioritise packaging designs that integrate seamlessly with end-of-life systems. This means using materials that are designed to fit within the capabilities of existing and growing waste management infrastructure, like composting, but also incorporating opportunities for upcycling. Upcycling transforms waste materials, such as bioplastics, into higher-value products — like compost that can be used for regenerative farming—rather than merely recycling them into materials of equal or lower quality.
Composting and upcycling create innovative, functional outputs while reducing the environmental impact of waste. By considering the entire life cycle of a product, from production to disposal, companies can reduce their reliance on virgin materials and minimise the strain on our current waste systems, contributing to a more sustainable and circular economy.
Strategy 2: Invest in compostable solutions
Compostable packaging has come a long way, especially for everyday uses like fresh produce, snacks, dry goods and clothing. In the coffee industry, for example, fully compostable coffee pods with plant-based components are gaining traction, offering an eco-friendly alternative to traditional capsules. Similarly, compostable packaging solutions for fresh produce, such as biodegradable bags designed to maintain freshness and reduce waste, are being adopted by brands aiming to minimise their environmental impact while meeting consumer demand for sustainability. Recent innovations are expanding compostable packaging applications to more challenging products, such as those that can hold liquids or wet items like salad dressings. These sustainable packaging alternatives bypass the complicated and often inefficient recycling system entirely, breaking down into organic material under the right conditions.
Compostable packaging is becoming increasingly viable as more states adopt composting programs and expand access to industrial composting facilities. This growing infrastructure is making it easier for businesses and consumers to embrace compostable solutions that address critical gaps in plastic waste management. By continuing to invest in composting facilities and educating consumers about proper disposal, companies can drive adoption and make compostables a more practical, scalable solution.
Strategy 3: Simplify waste management with better sorting technology
Another actionable step involves improving waste management at the sorting level. A major reason for the low recycling rate in the United States—just 5% of plastic waste was recycled in 2021—is contamination. Addressing this issue requires action at the government level, both local and national, to implement and fund advanced sorting infrastructure. These systems, powered by AI and robotics, can help separate materials more accurately, increasing the quality of outputs. Additionally, improved sorting systems can make compostable packaging more viable and effective by correctly identifying and directing these materials to composting facilities, ensuring they break down as intended rather than ending up in landfills.
While these technologies require upfront investment, they offer significant long-term benefits by reducing the burden on landfills. Companies can partner with waste management facilities to pilot these systems and demonstrate their effectiveness, paving the way for broader adoption across the industry.
A practical approach for today, not 2050
Updated pledges to eliminate plastic waste by 2050 may re-energise collaboration towards global sustainability, but are not enough to address our current challenges. We need to focus on available actions like packaging designs that seamlessly integrate with end-of-life systems, expanding the use of compostable solutions, and improving and increasing waste management systems. Practical actions, alongside measurable progress, is the key to rebuilding trust and delivering real change.
As part of this approach, it’s essential for companies and governments to remain open to embracing new technologies and solutions as they emerge. Flexibility in sustainability practices allow businesses to effectively adapt to and address evolving environmental challenges. By continually evaluating what works and what doesn’t, companies can ensure their actions remain impactful and aligned to our common objective of realising a circular economy for plastics that includes end-of-life management.