While the PPWR poses challenges for B2B companies, it also opens up opportunities: businesses that invest early in circular packaging solutions can position themselves as sustainable brands – an increasingly decisive factor for both consumers and B2B clients. Reusable systems can enhance customer loyalty by appealing to environmentally conscious target groups. Incentives for returns, deposit schemes, or loyalty programs may encourage repeat purchases. However, rolling out such systems requires clear communication and customer engagement, as disposables are often seen as more convenient.
The key lies in a strategic early review of packaging portfolios, collaboration with suppliers, and effective brand messaging. Companies that see the regulation not just as an obligation, but as an opportunity for innovation and competitive differentiation, will be best positioned to thrive.