New SPC research shows high consumer reliance on habits to determine disposal decisions, but on-pack instructions and high recognition of How2Recycle® labels can help.
Sept. 29, 2026 — The Sustainable Packaging Coalition (SPC) today shared a new report on consumers’ comprehension of and response to recycling and disposal labels. The survey of 1,000 U.S. consumers found that disposal decisions are often driven by habits, but bold on-pack instructions can prompt more deliberate action. With 84% of consumers recognizing at least one label in the How2Recycle® labeling suite, North America’s most widely recognized recyclability labeling system offers a strong foundation for helping consumers dispose of packaging correctly.
SPC research on How2Recycle labels comes at a pivotal moment for producers across the U.S. As California’s SB 343 “Truth in Labeling” law is set to come into effect on October 4, 2026, and new reports show a decrease in recycling capture rates across the country, the report gives producers clear context on how labeling and on-pack communications can help consumers get materials into the right stream.
The report found that nearly two-thirds of Americans claim to recycle often or always, but the main barriers preventing recycling continue to be inadequate access to recycling programs, and lacking information on what to do with packaging. Despite the reach of on-pack recycling instructions, still 53% of consumers report letting habits guide their disposal decisions. To bridge these information and attention gaps, respondents say that clearer, more visible communications could prompt them to look at on-pack guidance to determine the appropriate recycling or waste stream for materials.
“Consumers want to dispose of packaging correctly, but they often default to habit,” said Olga Kachook, director of GreenBlue’s Sustainable Packaging Coalition. “By understanding what captures attention and where consumers need more guidance, companies can design communications that better support correct recycling and disposal.”
The report also examines how industry can support efforts to capture more challenged materials, such as those that don’t meet the FTC Green Guides’ and How2Recycle’s criteria for “Widely Recyclable” labels, and materials (like food packaging) that require cleaning before recycling. In both cases, consumers demonstrate basic understanding of label instructions like “Check Locally” or “Clean,” but would benefit from additional guidance that helps them take the correct next step.
SPC’s Consumer Education Collaborative will support members in evaluating the research and finding solutions that companies can tailor to their unique efforts to advance material capture through clear on-pack recycling and disposal communications.
Media Contact:
marketing@greenblue.org
About The Sustainable Packaging Coalition
Launched in 2004, the Sustainable Packaging Coalition (SPC) is a membership-based collaborative that believes in the power of industry to create a sustainable, regenerative, and just packaging economy. As the leading authority on sustainable packaging, SPC drives industry action through industry-leading events, data-backed resources, expert-led education, and strategic collaboration opportunities. Learn more at sustainablepackaging.org.
About GreenBlue
GreenBlue is an environmental nonprofit on a mission to accelerate the transition to a regenerative, just, and sustainable materials economy. GreenBlue is the parent nonprofit of projects, including the Sustainable Packaging Coalition, How2Recycle, and the Recycled Material Standard. Through these projects and their hundreds of members, GreenBlue strives to be the most reliable and accurate source of truth compelling the packaging value chain to construct environmentally regenerative, socially responsible systems. Learn more at: greenblue.org.
The post New Research Shows Bold On-Pack Instructions Can Disrupt Consumer Disposal Habits appeared first on Sustainable Packaging Coalition.
