Analyst Insight: Extended producer responsibility (EPR) is rapidly changing the expectations placed on businesses. State-by-state regulations are creating a complex mix of requirements, companies are being asked to understand their packaging in far more detail than ever before, and share that information up and down the supply chain. Clear product information and traceable data flows are becoming central to managing risk, supporting sustainability commitments, and encouraging more consistent practices across the supply chain.

EPR is gaining momentum throughout the U.S., reshaping how companies think about packaging and its lifecycle. Thirty-five states have enacted at least one EPR law across 21 product categories, ranging from textiles to electronics and  household goods, and seven states have gone further by establishing full packaging EPR programs.

While these policies aim to promote circularity and reduce waste, many businesses describe the transition as a “wake-up call” for their supply chains. Each state defines requirements a bit differently — what needs to be reported, how fees are calculated, which materials are covered — creating a patchwork that can feel overwhelming. Even well-prepared companies are finding that EPR forces them to look more closely at the data behind every bottle, box or wrapper.

Across nearly all programs, one theme is consistent: producers must provide detailed, reliable data about their packaging. This includes material composition, weights, recyclability, and information about how items should be handled at end of life. For many organizations, especially those managing large or fast-changing product portfolios, this has exposed gaps in how product and packaging specifications are captured and shared internally.

The challenge isn’t just collecting data; it’s making sure the data can move across systems and trading partners without needing to be reinterpreted at every step. Supply chain leaders repeatedly point to the same pain point: Without a shared data model and common terminology, it becomes difficult to reconcile attributes, optimize fees or meet reporting deadlines with confidence. EPR is effectively pushing the industry toward a harmonized “language” for describing packaging — not to sell anything, but to ensure accuracy, interoperability and audit readiness.

To support these needs, traceability and data-carrier technologies are playing an increasingly important role. Companies are beginning to use digital records, standardized packaging attributes, 2D barcodes, and event-level Electronic Product Code Information Services (EPCIS) data to understand how packaging and products move in the real world, where information originates, and how to verify what is ultimately reported to producer responsibility organizations. This level of granularity improves more than compliance; it helps teams identify inefficiencies, reduce manual rework and collaborate more effectively across procurement, sustainability, operations and suppliers.

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Outlook: EPR is expected to continue spreading, prompting more companies to rethink how they manage product and packaging data. Those that invest in consistent terminology, clearer data flows and stronger cross-functional communication will be better positioned to adapt as rules evolve. Beyond compliance, this shift can also support broader sustainability ambitions, helping supply chains become more transparent, resilient, and better equipped for a circular future.