Key Takeaways
How2Recycle and the Sustainable Packaging Coalition are updating film recovery labels with clearer icons and disposal instructions to help consumers navigate expanding recycling options including mail-back and subscription services beyond traditional store drop-off. Research shows that labels featuring recognizable packaging imagery paired with active disposal instructions are most effective, with the word 'return' helping consumers understand that film packaging requires intentional action.
- 73% of consumers recognize store drop-off as a recycling option for films, and 92% of Americans live within 10 miles of a collection site
- New labels emphasize the word 'return' to communicate that film packaging requires action beyond curbside recycling
- Updated designs feature simplified flexible package symbols inspired by EUROPEN iconography for faster consumer comprehension
- Expanded recovery pathways now include municipal drop-off, mail-back, and subscription services alongside traditional store collection
- Effective labels clearly communicate both material type and required action with recognizable packaging imagery
Flexible packaging recovery pathways are expanding beyond traditional store drop-off models, which has prompted the Sustainable Packaging Coalition and How2Recycle to update label systems that help consumers navigate a growing range of disposal options.
At SPC Impact 2026, Brandi Parker, founder and consultant at Parker Brands, presented new consumer research from the multi-company collaborative responsible for developing expanded label designs for films that may be recovered through municipal drop-off, mail-back, and subscription services. The initiative builds on the current Store Drop-off label, which already benefits from strong consumer familiarity.
According to SPC research, 73% of consumers recognize store drop-off as a recycling option for films, while 92% of Americans live within 10 miles of a collection site. “We know that this is a successful collection method. We know that people are aware,” Parker said. “But we need to build upon it.”
SPC’s research showed that the most effective labels clearly communicate both material type and required action. Consumers responded best to labels featuring recognizable flexible packaging imagery paired with active disposal instructions. Parker said the word “return” proved especially important, helping consumers understand that film packaging requires an action beyond curbside recycling.
“The key here is you need to return it,” Parker said. “Whether you’re mailing it back or schlepping it somewhere, you’ve got to take it.”
As testing progressed, the collaborative also looked outward for design inspiration, drawing from packaging iconography being developed by EUROPEN. Its simplified flexible package symbol offered a cleaner alternative to more detailed hand-based graphics. Parker said the updated design better aligned with How2Recycle’s broader label refresh while also improving speed of consumer comprehension.
“This [icon] could be read as a piece of primary packaging, not just a shopping bag,” Parker said, noting that the simplified symbol offered broader applicability across flexible packaging types.
The label framework remains under refinement, with the goal of helping consumers more quickly understand how and where flexible packaging can be recovered as collection options continue to expand. Notes SPC, “As film packaging collection evolves, clear on-pack communications will play a critical role in connecting consumers to the right recovery pathways.” PW
