Every year on November 15, Consumer Brands celebrates America Recycles Day as a way to both champion sustainability as a core priority of the consumer packaged goods (CPG) industry and reflect on the work the industry has done and has left to do. This year, we are also using the day to celebrate a significant accomplishment for the industry: a new study shows the industry’s source reduction efforts helped cut packaging volume by about five million metric tons between 2019 and 2024.

Let’s zoom out: for more than two decades, CPG companies and industries across the packaging value chain have been leading the way in reducing packaging at the source; well before regulations mandated any such reductions. Our goal writ large has always been simple: design packaging that uses fewer resources while keeping products safe and consumers happy. Sustainability and safety must go hand in hand, and we’re proud of how far we’ve come.

This week, a new study commissioned by Consumer Brands, AMERIPEN and the Consumer Technology Association, and undertaken by Smithers, put on display the quantifiable impact of these efforts: between 2019 and 2024, source reduction initiatives helped cut packaging volume by about five million metric tons — a major milestone showcasing what’s possible when the industry takes and commits to action. Nearly 80% of companies now track their progress on source reduction, fostering a strong foundation for continued improvement. And companies are finding creative ways across the supply chain to make packaging more sustainable without sacrificing performance, including tactics ranging from lightweighting and smarter material choices to refillable and reusable options.

Importantly, the report’s findings align with the industry’s ethos: consumers are at the heart of everything we do, and packaging is a critical piece of ensuring our industry’s products remain safe and accessible. Packaging’s fundamental function is to protect consumers and the products they love. Smithers’ report shines a light on how the industry has made strides in its source reduction efforts. This helps us as we look ahead, too — continued progress must not come at the expense of consumer or product safety. Our mission is centered on continuing to drive and lead on progress in packaging reduction while ensuring that every solution still protects the packaged product, and ultimately, the consumer.

Achieving that balance requires teamwork from all stakeholders, so we can continue to compile stronger data, identify smart supply chain changes and promote ongoing targeted investments in new packaging materials and designs. It also means connecting source reduction with other flagship sustainability goals like recyclability, recycled content and lower greenhouse gas emissions. As we can move these priorities forward together, we also get closer to a truly circular packaging system.

The CPG industry continues to find innovative ways to further source reduce their packaging, but further efforts are dependent on all of us working in harmony with clear, measurable and achievable goals. By continuing to innovate responsibly, the industry and its partners along the packaging value chain can build a packaging system that protects both consumers and the planet.

See the full study here.