$50,000. Per day. That's the penalty exposure brands face for missing California's August 1 ISR Plan deadline under SB 54 — widely considered the most comprehensive packaging regulation in US history. Plastics Today features commentary from Manika Doshi, CEO of rePurpose Global, who identifies the three gaps most brands haven't closed: data readiness, pathway attribution, and financial modeling. Her diagnosis is blunt — most companies are still trying to navigate a regulation that demands scenario-level precision with tools that weren't built for it. The piece frames brands willing to treat SB 54 as a forcing function for better packaging decisions — rather than a compliance box to check — as the ones quietly building a genuine competitive advantage.
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