In today’s shifting regulatory and market landscape, packaging is no longer just a cost center or compliance headache; it’s a strategic lever. Yet for many businesses, sustainable packaging remains stuck at the level of materials substitution or end-of-life disposal. What if companies could reframe packaging as an opportunity for innovation, efficiency, and long-term value?
In a recent episode of Circularity: Why Bother?, Roy Vercoulen, founder of Circular IQ, sat down with Simone Norfo, circular economy expert at Schoeller Allibert, to explore the role of packaging in the transition to a circular economy.
Their conversation reveals how data, design, and collaboration can help companies move from reactive compliance to proactive circular strategy.
Why Packaging Strategy Needs a Circular Reset
Legislation is tightening, and companies face increasing scrutiny over the environmental impact of their packaging. But Simone argues that leading businesses shouldn’t wait for regulation to dictate action.
“If you wait for the rules to define your strategy, you’ve already lost your edge.” – Simone Norfo
Simone emphasized how upcoming Extended Producer Responsibility (EPR) laws and stricter reporting requirements are reshaping packaging decisions—from material choices and logistics models to reuse systems and lifecycle planning. Those that act early can reduce risk, gain operational efficiencies, and unlock access to emerging markets that are prioritizing sustainable logistics.
This is where Circular IQ becomes a critical enabler. By offering tools that help companies track and analyze packaging data in line with circularity metrics, the platform allows businesses to move from high-level intentions to informed, measurable decisions.
Why Reuse Beats Single-Use—And the Data to Prove It
One of the strongest levers for circularity in packaging is reuse. Simone and Roy discussed how multi-use packaging systems—especially in industries with closed logistics loops—can outperform single-use in both carbon footprint and cost-effectiveness.
“Reusable packaging is the smartest choice,” Simone shared, particularly when designed with durability, repairability, and modularity in mind.
Too often, assumptions about reuse being more complex or expensive go unchallenged. But when businesses use tools like Circular IQ to conduct lifecycle assessments (LCA) and model economic outcomes, the benefits become clear: reduced material costs, lower emissions, and increased logistical efficiency.
Circular IQ helps businesses cut through that complexity by making reuse systems measurable and scalable.
Designing Packaging for Circularity—Not Just Compliance
Circular packaging starts with design. Simone emphasized the importance of simplifying components, modularizing structures, and enabling easy disassembly to extend packaging life and improve recyclability.
“Design innovations can make packaging more efficient. But they need to be based on performance, not just aesthetics.” – Simone Norfo
Through Circular IQ, companies can assess the impact of packaging design choices in real time—connecting design decisions with measurable circularity outcomes.
This helps avoid the trap of “green design theater” and instead builds strategies that align with both business goals and regulatory demands.
Collaboration Across the Supply Chain Is Non-Negotiable
Packaging doesn’t sit in isolation—it moves through complex supply chains that involve material suppliers, manufacturers, transporters, retailers, and end-users. To implement effective reuse or recycling strategies, collaboration across stakeholders is key.
Simone pointed to examples of cross-sector partnerships where companies co-developed reusable packaging models and shared infrastructure. These pilots often start small but lead to scalable, real-world impact.
Circular IQ supports this process by providing a shared language—data. Its platform allows different players in the supply chain to evaluate packaging performance and material circularity using consistent, comparable metrics. That alignment is what enables coordination—and ultimately, results.
Data, Decisions, and Long-Term Thinking
One of the biggest shifts companies must make is moving from short-term fixes to long-term strategies. Circular packaging isn’t about checking boxes—it’s about future-proofing your business model.
Simone explained that robust data, realistic business models, and lifecycle thinking are essential.
“The business case requires a long-term perspective. Without the data, you’re flying blind.” – Simone Norfo
With Circular IQ, companies can set baselines, model circular packaging scenarios, and monitor the performance of reuse and recycling programs over time. That allows sustainability managers to show leadership how circular packaging delivers not just environmental benefits, but also financial returns.
From Concept to Action: Making Circular Packaging Real
The episode closes with real-world inspiration—examples of packaging innovation that are already driving change. From transparent paper-based alternatives to shared reusable containers for e-commerce, it’s clear that scalable circular packaging systems exist.
What’s missing is integration—and that’s where Circular IQ plays a critical role.
By turning complex data into strategic insight, Circular IQ helps sustainability teams and packaging managers move from concept to execution.
Final Thoughts: Start With What You Can Control
The path to circular packaging doesn’t have to start with a full system overhaul. It can start with:
✔ Building internal coalitions across procurement, logistics, and product teams
✔ Using tools like Circular IQ to assess current packaging flows
✔ Piloting reuse systems where repeat logistics already exist
✔ Redesigning packaging with disassembly and material recovery in mind
As Simone reminds us: “Start where you are. Build from there.”
Circular packaging isn’t a future trend—it’s a present opportunity. With the right data, the right mindset, and the right tools, businesses can move from reactive compliance to proactive innovation.
Are you ready to make packaging your next competitive advantage?
Start by measuring what matters, identifying high-impact interventions, and aligning your packaging strategy with long-term circular goals.
Circular IQ is how you make circularity make business sense.
👉 Learn more about how to embed circularity
👉 Or get in touch to start your journey with a demo tailored to your needs.
Circularity is no longer a future goal. It’s your competitive edge—today.
