Tyler Matusevich, Director of Sustainability at Brook + Whittle, discusses the role of sustainable packaging and the innovations helping to move the industry forward. Matusevich is joining LOUPE Americas 2026 (formerly Labelexpo Americas) as Sustainability Ambassador. What first drew him to sustainability was realising how much impact packaging decisions can have.
Packaging is highly visible, but it is also technical. Behind every container, label, sleeve, adhesive, ink, coating, or material choice is a larger system of recycling infrastructure, sortation technology, regulation, and consumer behaviour. A packaging component may seem small, but it can determine whether a package is recyclable, compostable or reusable.
That complexity keeps the work interesting. Most brand owners want to make better packaging decisions, but they are balancing sustainability with cost, performance, appearance, regulation, and speed to market.
One of the biggest trends shaping the industry is the shift from broad sustainability claims to specific, evidence-based packaging design. It is no longer enough to call a package ‘eco-friendly’. Brands need to understand whether it is recyclable, whether the label or sleeve works within the recycling stream, whether it can be sorted properly, how packaging choices may affect Extended Producer Responsibility (EPR) fees or regulatory obligations, and the carbon footprint through life-cycle analysis.
This matters for labels and package decoration. Labels, sleeves, adhesives, inks, and coatings are not always the largest part of a package by weight, but they can determine whether the entire package succeeds or fails in recycling. The right label technology can help brands maintain shelf impact while supporting recyclability.
Digitalisation and AI are also changing sustainable packaging. Digital tools can help teams manage packaging data, compare design options, support compliance, reduce artwork errors, and improve production efficiency. AI can help analyse packaging information, identify risks, and speed up decision-making. These tools will not replace packaging expertise, but they can help teams make better decisions faster.
Consumer expectations are changing too. Consumers still care about sustainability, but they are more skeptical of vague or unsupported claims. They want packaging that is recyclable, responsibly sourced, or made with recycled content, while still expecting convenience, quality, affordability, and product protection.
The biggest challenge is that there is rarely a perfect answer. A package has to protect the product, run efficiently, meet regulatory requirements, look good, hit cost targets, and improve environmental outcomes. Cost pressures from materials, labour, energy, freight, compliance, and testing make those trade-offs even harder. Innovation will play an important role, especially in recyclable shrink sleeves, wash-off adhesives, lightweight materials, improved sortation, and better data systems.
Many light-sensitive products, including dairy, beverage, nutraceutical, and personal care have traditionally relied on white or coloured PET packaging to protect product quality. New light-blocking sleeve technologies are helping brands move to recyclable clear PET while maintaining light protection, shelf appeal, and product integrity.
Sustainable packaging has become a normal part of packaging development rather than a separate conversation. Design-for-recycling principles are built in from the start. EPR and eco-modulation will push companies to better understand the packaging they put into the market. Recycled content, smart packaging, and data transparency will continue to grow.
