The Quiet Shift Back to Paper and What It Really Means for Sustainable Packaging

Walk through any packaging portfolio review right now, and a pattern is hard to miss: paper and fiber-based formats are back in the spotlight. 

To some, it looks like a sustainability trend, or even a step backwards after years of lightweight plastics and advanced films. In reality, something more practical (and more interesting) is happening. 

The shift isn't about paper being better. It's about paper being understood. 

Why Fiber is Gaining Momentum (Again)

Brands aren't moving towards fiber because it's a perfect solution. They're doing it because systems matter more than materials. 

Paper-based packaging benefits from three powerful advantages: 
 

1. Established recycling infrastructure that already exists at scale 
2. Clear consumer understanding of how to dispose of it 
3. More defensible sustainability claims in an increasingly regulated environment 

In a world shaped by EPR (extended producer responsibility), recyclability scrutiny, and greenwashing enforcement, clarity reduces risks. And right now, fiber offers more clarity than most alternatives.

But clarity doesn't equal simplicity. 

Where Paper Falls Short

Fiber is not a universal replacement, and treating it as one is where many sustainability efforts fail.

Paper struggles when:
 

• Moisture, grease, or oxygen barriers are required
• Weight increases lead to higher transportation emissions
• Protection requirements exceed what fiber structures can realistically provide

Poorly designed paper packaging can increase material use, raise emissions, and underperform in a real-world fulfillment environment. 

In other words: paper done wrong can be just as problematic as plastic done wrong. 

The Real Question Brands Should Be Asking

The most effective packaging teams are no longer asking: 
"What's the most sustainable material?"

Instead, they're asking: 
"What solution actually works across the full system - at scale, with existing infrastructure, and under real operating constraints?"

The mindset shift is critical. Sustainability success today depends less on material swaps, and more on: 
 

• Design decisions
• Supplier qualification strategies
• System-level performance
• Operational readiness

 

Where Adept Helps Companies Get This Right

At Adept, we work with companies navigating this exact challenge: how to move toward fiber-based solutions without creating new risks or unintended consequences. 

That work increasingly sits at the intersection of materials, design, and the regulatory responsibility. 

As EPR programs expand across the U.S., and globally, packaging decisions now directly influence reporting complexity, fees, and long-term compliance risk. Material choices aren't just sustainability decisions anymore, they're financial and operational ones. 

That's why Adept pairs packaging expertise with tools that help companies manage this new reality. 

Turning EPR From a Burden into a Design Input

Through Adept's EPR platform, AdeptEPR AI, we help companies: 
 

• Understand how different packaging formats and materials impact EPR fees and obligations
• Improve data quality and readiness for state-by-state reporting
• Identify opportunities where design changes can reduce cost, complexity, and compliance risk
• Connect packaging decisions upstream with EPR outcomes downstream

Rather than reacting to EPR after packaging is launched, companies can design with EPR in mind from the start. 

Combined with our hands-on packaging work, that means:
 

• Evaluating where fiber makes sense, and where it doesn't 
• Designing packaging for recyclability, performance, and manufacturability 
• Qualifying multiple suppliers to support scale and resiliency
• Stress-testing solutions beyond the lab and into real fulfillment environments

Our experience implementing fiber packaging at a massive scale has reinforced one truth: Sustainable packaging isn't about choosing sides. It's about designing solutions that work within today's system, while helping build better ones for tomorrow. 

The Takeaway

The shift back to paper isn't a trend; It's a pragmatic response to how sustainability is actually measured, regulated, and executed today. 

Fiber will continue to play a major role, but only when paired with smart design, honest tradeoff analysis, and system-level thinking. 

If your team is exploring fiber-based packaging, or questioning whether it's the right move, Adept helps companies evaluate, design, and scale solutions that perform in the real world. 

Contact us today.
 

About the Author: 

Curtis Gippe, Director of Packaging Sustainability, Adept Group
Curtis Gippe is a certified PMP with 18+ years of experience innovating the CPG, Life Science, and Medical Device industries. He is recognized for his ability to bridge the gap between complex engineering and environmental stewardship, having led initiatives that eliminated thousands of tons of plastic and delivered millions in cost savings for global brands. Curtis holds a B.S. in Packaging Science from teh Rochester Institute of Technology.