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Mark Floyd, Division Director
KP Corp. San Leandro, USA
At this year’s London Packaging Week Innovation Awards, judge and packaging expert Michael Carroll shared powerful insights about where the packaging industry is heading: toward a future where design innovation and sustainability are inseparable.
Key Takeaways from the Awards
With over two decades of experience at brands like Nestlé and Kellogg’s, Carroll offered a nuanced view of what effective, future-ready packaging looks like. His major observations include:
Sustainability is no longer optional — compostability, carbon impact, and end-of-life planning are table stakes.
Packaging evaluation must be sector-specific. Beauty and FMCG have vastly different needs.
Holistic approaches win. From material selection to logistics and aesthetics, it all counts.
Sustainability storytelling is becoming more refined, with brands sharing measured, honest progress rather than chasing perfection.
Incremental innovation and disruptive thinking coexist, driving both evolution and revolution.
Technical data and life cycle assessments separate real innovation from empty claims.
Carroll cautioned against vague labels like “100% recyclable” or “plastic-free,” emphasizing the need for real-world testing, certifications, and honest evaluation. One standout entry — a cup with a PE-free mineral coating liner — was labeled a “game changer,” but only if adopted at scale.
He applauded entries that backed up claims with specifics: board weight, polymer choices, compression tests, and trial results. “Good packaging decisions,” he said, “are made through data and testing, not assumption.”
Thinking Beyond the Obvious
The panel also praised surprising formats — like dry snack packaging in a beverage can — as clever, disruptive alternatives to traditional norms. These examples demonstrate that sustainability isn’t just about recycling, but about rethinking form factors, materials, and distribution models.
Another theme was realistic sustainability: not just targeting ideal scenarios, but making measured improvements based on life cycle data. One brand chose not to pursue full recyclability, instead optimizing for carbon footprint while maintaining a premium look. This kind of transparency and maturity, Carroll noted, is increasingly respected.
Conclusion
Michael Carroll’s reflections show an industry growing smarter, more honest, and more collaborative. Packaging leaders are balancing form and function, aesthetics and data, disruption and pragmatism. The future belongs to companies that embrace this balance — step by step — with purpose, precision, and integrity.
Packaging is no longer just a protective layer — it’s a reflection of brand values, technical excellence, and environmental accountability. And that shift is already well underway.
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