Why would big brands WANT to be self- regulatory for package reduction?

Companies must meet global sustainability goals, as they have targets and mandates related to recycling content. However, there is insufficient domestic supply, forcing them to depend on foreign resources. As a result, major brands are reducing their targets. Consequently, their market competitiveness and profitability hinge on establishing a level playing field in the U.S. This is why seven states have passed EPR legislation, and the implementation of TWTJ is driven by producers rather than the government, making it tailored for Tennessee.