OPINION: As the UK accelerates its journey toward a truly sustainable circular economy, paper-based industries are uniquely positioned to lead the way. Contributing £15 billion to the UK economy and supporting over 115,000 jobs, our sector is not only foundational to British manufacturing – it’s central to the country’s sustainability ambitions.
That’s why at this year’s Environmental Services & Solutions (ESS) Expo, I’m delighted to be chairing a session on “Paper’s Journey Towards a Sustainable Future”, where industry experts will come together to explore how innovation, policy, and collaboration are reshaping the paper value chain. From sourcing responsibly and reducing carbon footprints to designing end-of-life solutions, we will showcase how collaboration is driving progress, and where challenges remain.
Importantly, the session reflects the diversity of perspectives shaping paper’s future. Alongside myself, we will hear from David Patton, Head of Sustainability at Macfarlane Packaging, who brings valuable insight into how packaging companies are embedding circularity into their operations while balancing commercial realities. Lianne Pemberton, UKI Sustainability Lead at Smurfit Westrock, will share how one of the world’s largest paper-based packaging companies is innovating to reduce environmental impact while supporting customers’ sustainability goals. And from Brussels, Ulrich Leberle, Raw Materials Director at the Confederation of the European Paper Industries (Cepi), will provide a European lens on policy developments – particularly timely as the EU’s Packaging and Packaging Waste Regulations (PPWR) establish new benchmarks for circularity.
This combination of UK and European expertise ensures the discussion is not just about domestic progress, but about how we align with international best practice.
The UK’s paper industry has already made significant strides, with recycling rates for paper-based packaging reaching 74.3% in 2024. Few other materials can match paper and card for their combination of being bio-based, renewable and widely recycled.
Yet challenges remain. The delivery of Simpler Recycling must be consistent across local authorities, otherwise exemptions risk undermining progress. Similarly, while Extended Producer Responsibility (EPR) is a sound principle, the current fee structure risks unintended consequences, including inflationary pressures and disincentives for sustainable materials. A rebalanced approach is needed – one that recognises the renewability of fibre-based packaging and rewards innovation.
Crucially, the conversation should not be framed as reuse versus recycling. Both systems are essential: reuse in targeted contexts, recycling at scale to keep renewable materials in circulation closing the loop millions of times over. Pitting one against the other risks creating false choices, when in reality the two are complementary. The EU’s PPWR takes this pragmatic view by exempting cardboard from reuse targets, acknowledging that recycling is the most effective circular pathway for fibre-based products. The UK has the opportunity to adopt a similar evidence-led stance, recognising that maximising recycling while deploying reuse where it makes most sense is the most resource-efficient route to net zero.
Our call to action is clear: let’s seize this moment to build a future where paper and card continue to underpin the UK’s transition to a low-carbon, circular economy. I look forward to discussing these opportunities in greater depth at ESS, alongside colleagues from across the sector, as we highlight the progress already being made and the innovations still to come.
Hear from Dimitra Rappou and many more industry experts at the ESS Expo THIS WEEK at the NEC in Birmingham. Find out more here.
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