Next Markets

Exploring how companies can create more demand for recycled materials.


Kim Carswell, Target, and Sandra Lewis, Envision, and Dave McClain, Printpack 

The End Market Industry Leadership Committee’s mission is to work together to identify opportunities and best practices for using recycled content in durable goods and in packaging in order to catalyze action through partnerships, commitments and success strategies that members can implement inside their organization.

Objectives of the Next Markets ILC

  1. To work together to understand what the barriers are to increasing recycled content in durable goods and in packaging.
  2. To identify ways to increase demand for recycled content in durable goods and packaging.
  3. Act as a network for current work underway to increase awareness and engagement.


Collaborative Projects:

New End Market Opportunities (NEMO)

APR Demand Champions:

Materials Recovery for the Future (MRFF)



This Industry Leadership Committee is always looking for new SPC member participants. Please email to become involved.

Material Recovery Facilities (MRFs)

Make quality bales

  • Invest in technology to sort complex plastics
  • In the case of film, to sort different kinds of films from other films, i.e. LD from HD bales
  • Example technologies include: NIR sorters, film grabbers, density-based air separaters, ballistic separators


Resin Suppliers

Make material market ready

  • Conduct research and development projects to make recycled grades as high performing as virgin grades (i.e. thermal stability tests, degradation studies, etc)
  • Invest in compatibilizer technologies
  • Invest in other additives – antioxidants, tracers, etc


Equipment Suppliers

Make material market ready

  • Invest in filtration equipment – inclusion reduction
  • Invest in compounding equipment – gel reduction
  • Invest in devolitizing equipment – measurements of what is coming off



Invest in continuous improvement

  • Invest in improved processing technology (venting, filtration, additives, devoltizing)
  • Provide source transparency (high level)
  • Communicate and collaborative with MRFs on quality needs



Test material for new markets

  • Invest in the development of packaging that supports circularity
  • Test recycled content to see how it performs – try different percentages of recycled materials, talk with leading reproducers like UltaPoly, Avangard, others
  • Help vet the supply chain (GMP, process mapping, etc)
  • Invest in necessary equipment
  • Help search for additional customers/end markets

Brands & Retailers

Incorporate recycled content in products and operations

  • Look for ways to use recycled content in your brands
    • Be specific (i.e. how much you want in, what the source should be, etc). Be clear about the vision of the goal will get you there faster
    • Consider what you are willing to change (performance specs, appearance, costs). Where is there room to be flexible?
  • Help search for more end markets in your supply chain, use global leverage
  • Align your goals with recycled content end markets
  • Leverage connection to consumers to understand where they are and what they are looking for
  • Get reporting and information flow with suppliers
  • Share learnings with industry peers

NGOs and Others

Promote action & help industry

  • Utilize data to drive action. Pictures elicit an emotional response (sometimes necessary), data directs that response into powerful change
  • Challenge the value chain to not accept the status quo and to continuously improve
  • Engage the capitalists to bring innovations that can survive a competitive global marketplace
  • Be specific about the details of policy, avoid use of the phase “common sense” in presentations to industry


  • Admit that there is a problem with the current state
  • Use metrics, S.M.A.R.T. goals and track your progress
  • Embrace the value of packaging and need for better end of life options
  • Support and join industry initiatives