The Challenge

CEFLEX brings together more than 180 companies and associations across the flexible packaging value chain. Its technical work was breaking new ground in understanding how to make flexible packaging circular through recycling, but this growing body of knowledge risked being overlooked in fast-moving EU negotiations to transform its packaging and packaging waste law. With complex proposals and technical rules on design for recycling, recyclability performance grades, recycled content and EPR, the initiative needs a public affairs partner with the necessary technical expertise to decode Brussels politics, clarify what upcoming rules will mean in practice and help align a broad coalition around clear, evidence-based asks to policymakers.

The Strategy

Working as an extension of the CEFLEX team, Edelman seeks to leverage technical knowledge to influence EU policy so that it enables and accelerates achievement of CEFLEX’s mission to make flexible packaging circular. We map the most relevant legislative files, decision-makers and influencers across the Commission, Parliament and Council. In particular, we translate CEFLEX’s technical deliverables into concise, solution-oriented policy messages tailored to each audience segment and build a narrative that shows how circular flexible packaging supports EU Circular Economy goals. We use this framework to prioritise engagement moments, from consultations to bilateral briefings and alliance-building with like-minded organisations.

The Execution

In consultation with CEFLEX’s technical experts and stakeholders, we develop clear advocacy materials – including position papers, policy briefs, infographics and talking points – that translate technical guidance on design for circularity, understanding of infrastructure needed to meet packaging recycling and recycled content goals, and expertise on EPR into accessible recommendations for policymakers. We support CEFLEX experts in stakeholder meetings and events in Brussels. We coordinate input into EU consultations and legislative amendments, seek to achieve consistent messaging across partners, and advise on timing and sequencing of outreach to maximise visibility and impact.

The Outcome

CEFLEX strengthened its presence in Brussels and its engagement with EU policymakers on technical recyclability issues. The initiative was positioned as a credible, solutions-oriented partner, able to provide practical input on how EU packaging rules could support circularity in practice. Edelman’s work also helped align a broad and diverse value chain around shared policy positions, balancing individual interests with CEFLEX’s overarching mission to make flexible packaging circular.