The trend towards more sustainability is fundamentally changing the packaging industry. For printers, this creates new opportunities in packaging printing.
The packaging industry is facing a profound change. Driven by legal requirements, growing environmental awareness and changing consumer habits, the topic of sustainability is becoming increasingly important . This opens a new business area for PSPs: packaging printing. But to be successful here, an understanding of sustainable packaging design is essential.
Sustainable packaging doesn’t happen by chance – it’s the result of conscious design decisions. Decisive decisions can already be made in the concept phase. The choice of material is essential. Cardboard and paper are particularly environmentally friendly because they are made from renewable raw materials and are already integrated into established recycling ecosystems in Europe. Mono-material solutions, i.e. packaging made of only one type of material, make recycling even easier.
The design of the packaging also determines its sustainability. Flat-lying designs reduce transport volume and thus cut on CO₂ emissions. Integrated closure systems made of cardboard replace plastic parts and improve recyclability. In addition, technologies such as barrier coatings can expand the functionality of paper packaging, for example by providing grease or moisture protection.
The new EU Packaging Regulation PPWR, which is expected to take effect from 2026, requires, among other things, that packaging is recyclable and contains certain proportions of post-consumer recycled material. For PSPs, this means that sustainability is no longer just a sales argument, but a legal requirement.
Most consumers think that packaging accounts for up to a third of a product’s CO₂ emissions. According to Statista, the actual share is significantly lower, on average between 5 and 10 percent. Nevertheless, packaging does have a significant influence on purchase decisions. Boxes serve are carriers of brand messages; they create trust, offer orientation and also protect the product.
Sustainable packaging can make a difference, combining functionality with environmental responsibility and strengthening the brand image. Especially in e-commerce, where unboxing is becoming the central shopping experience, high-quality, sustainable packaging is essential. For PSPs, this is the perfect opportunity to attract new customers, offering creative, resource-saving solutions and establishing innovative new partnership
The winners of the European Carton Excellence Award 2025 showcase how diverse and sophisticated sustainable packaging design has become today. The “Carton of the Year” – the Lumene Advent Calendar from Van Genechten Packaging and Metsä Board – combines FSC-certified paperboard with holographic film and 3D embossing, without compromising recyclability. The construction is flat and reduces transport related emissions.
The Innovation Award went to Leffe Beer Multipack from Graphic Packaging International. The packaging replaces plastic handles with a reinforced cardboard solution that can carry up to 20 glass bottles – a technical innovation that can be produced with existing machinery.
Particularly relevant to the sustainability debate is the Sustainability Award for the packaging of the Claber Lancia Pro 8535 garden sprayer. Lucaprint and Stora Enso developed a fully carton-based solution that completely replaces plastic and reduces packaging volume by 50%.
These examples show that sustainability does not mean renunciation, but rather innovation. The award-winning packaging makes a splash with its design, function and environmental friendliness. In doing so, the winning projects raise the bar for the entire industry.
In addition to the awards for renowned packaging designers, Pro Carton also offers slots for young talent. The Pro Carton Student Video Award 2025 honored short films by students who creatively highlight the benefits of carton board packaging. The winning films “Recycled Romance” and “Fold’n’Hold” show how to conveyed the message of sustainable packaging emotionally and effectively.
For PSPs that are thinking of entering the packaging printing sector, these projects are worth taking a look at: they provide impetus for new approaches and show how sustainability and storytelling can work together in design.
Entry into packaging printing is associated with opportunities but also challenges for PSPs. High-performance printing systems for corrugated board and cardboard are readily available, e.g. from HP, Xeikon or Xerox. Digital cutting tables and laser tables enable precise cutting and finishing. However, not every printer is suitable for primary packaging for food or toys, as certifications for inks and substrates are required.
Recycling print products is also a complex task. Cooperation with ink manufacturers and substrate suppliers is essential to optimize the deinking processes, as the requirements for transparency and environmental reporting along the supply chain are increasing.
PSPs that position themselves strategically can benefit from the “paperization” of the packaging industry. The prerequisite is an integrated workflow that efficiently combines design, printing, finishing and logistics. Those who also develop consulting expertise in the field of sustainable packaging design position themselves as a valuable partner for brands and manufacturers.
Sustainable packaging is more than a trend; it is an expression of a profound change in industry and society. For PSPs, it offers the opportunity to open up new markets and establish themselves as innovation leaders.
Getting started with packaging printing is particularly worthwhile for PSPs willing and able to invest in technology, know-how and partnerships. Those who meet the requirements of the new EU Packaging Regulation and at the same time offer creative, environmentally friendly solutions have a good chance of positioning themselves successfully in a market that is currently in the process of reinventing itself.
Coming to Fira Barcelona, 19-22 May 2026, Corrugated is a new dedicated exhibition with curated conference content aimed at corrugated converters. Visitors can purchase super early bird tickets for €55 until 20 April by using the code FESG601.