The trend toward greater sustainability is fundamentally transforming the packaging industry. This is creating new opportunities for digital print shops in the field of packaging printing. Those who think green will win new customers.
The packaging industry is facing a profound transformation. Driven by regulatory requirements, growing environmental awareness, and changing consumer habits, sustainability is increasingly becoming a key focus. This opens up a new business opportunity for digital print shops: packaging printing. However, to succeed in this area, an understanding of sustainable packaging design is essential.
Sustainability starts with design
Sustainable packaging doesn’t just happen by chance—it’s the result of deliberate design decisions. Crucial groundwork can be laid as early as the concept phase. The choice of material plays a central role in this process. Cardboard and paper are considered particularly environmentally friendly because they are made from renewable raw materials and are already integrated into well-functioning recycling systems in Europe. Single-material solutions—that is, packaging made from only one type of material—further facilitate recycling.
The design of the packaging also affects its sustainability. Flat-pack designs reduce transport volume and thus CO₂ emissions. Integrated cardboard closure systems replace plastic parts and improve recyclability. In addition, technologies such as barrier coatings can enhance the functionality of paper packaging, for example by providing protection against grease or moisture.
The new EU Packaging Regulation (PPWR), which is expected to take effect in 2026, requires, among other things, that packaging be recyclable and contain a certain percentage of post-consumer recycled material. For printing companies, this means that sustainability is no longer just a selling point, but a legal requirement.
Why Sustainable Packaging Is Important
According to consumer perception, packaging accounts for up to one-third of a product’s CO₂ emissions. However, according to Statista, the actual average share is significantly lower, at 5–10%. Nevertheless, packaging has a significant influence on purchasing decisions. This is because it conveys brand messages, builds trust, and provides guidance.
Sustainable packaging can make a difference here. It combines functionality with environmental responsibility and strengthens the brand image. High-quality, sustainable packaging is becoming increasingly important, especially in e-commerce, where unboxing has become a central part of the experience. For printing companies, this presents an opportunity to attract new customers with creative, resource-efficient solutions and position themselves as innovation partners.
Design Inspiration from the European Carton Excellence Awards
A look at the winners of the 2025 European Carton Excellence Award shows just how diverse and sophisticated sustainable packaging design is today. The “Carton of the Year”—the Lumene Advent calendar by Van Genechten Packaging and Metsä Board —combines FSC-certified cardboard with holographic film and 3D embossing without compromising recyclability. The design is flat-packed, reducing transportation emissions.
The Innovation Award went to the Leffe Beer Multipack from Graphic Packaging International. The packaging replaces plastic handles with a reinforced cardboard solution that can hold up to 20 glass bottles—a technical masterpiece that can be produced on 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 cardboard-based solution that completely replaces plastic and reduces packaging volume by 50%.
These examples show that sustainability does not mean sacrifice, but rather innovation. The award-winning packaging stands out for its design, functionality, and environmental friendliness. As such, it sets the standard for the entire industry.
In addition to the awards for renowned packaging designers, Pro Carton also presents awards for young talent. The Pro Carton Student Video Award 2025 recognized short films by students that creatively showcase the benefits of cardboard packaging. The winning films , “Recycled Romance” and “Fold’n’Hold,” demonstrate how emotionally compelling and impactful the message of sustainable packaging can be.
Print shops considering a move into packaging printing should take a look at these projects: They offer inspiration for new approaches and demonstrate how sustainability and storytelling can work together in design.
Requirements for Getting Started in Packaging Printing
For digital print shops, entering the packaging printing market presents both opportunities and challenges. Technologically, much is already possible: High-performance printing systems for corrugated cardboard and paperboard are available, for example from HP, Xeikon, or Xerox. Digital cutting tables and laser cutting tables enable precise processing. However, not all existing machines are suitable for primary packaging—certifications for inks and substrates are required, particularly for food products.
The recyclability of printed products must also be ensured. This requires collaboration with ink manufacturers and substrate suppliers to optimize deinking processes. In addition, requirements for transparency and environmental reporting along the supply chain are increasing.
Sustainable Packaging as an Opportunity for the Future of Digital Printing
Digital printing companies that position themselves strategically can benefit from the “paperization” of the packaging industry. This requires an integrated workflow that efficiently connects design, printing, finishing, and logistics. Those who also develop consulting expertise in the area of sustainable packaging design position themselves as valuable partners for brands and manufacturers.
Sustainable packaging is more than just a trend; it reflects a profound transformation in industry and society. For digital printing companies, it offers the opportunity to tap into new markets and establish themselves as leaders in innovation.
Entering the packaging printing market is particularly worthwhile if printing companies are willing to invest in technology, expertise, and partnerships. Those who meet the requirements of the new EU Packaging Regulation while also offering creative, eco-friendly solutions have a good chance of successfully positioning themselves—in a market that is currently reinventing itself.
Learn more in the "Sustainability and Materials" Spotlight
