With the New Year’s fireworks still ringing, the packaging industry is already back at work. Easyfairs spoke to some of the industry’s leading figures to find out what they wished for from 2025 – and what they’re going to do to make it a reality.

It’s set to be a pivotal year for the industry, as businesses across Europe prepare for the introduction of the EU’s Packaging and Packaging Waste Regulation, the continuing rollout of EPR across the world, and the scramble as brands look to meet their 2025 ESG targets by the end of the year. Businesses that rely on packaging are going to ask a lot from our industry this year.

Some thoughts include:

Margaret Bates, head of the UK pEPR Scheme administrator

“My wish for packaging in 2025, unsurprisingly, relates to EPR. I hope EPR is widely accepted as a fair and balanced approach across the entire supply chain, fostering a sense of shared responsibility among all stakeholders. Beyond acceptance, I want to see EPR recognized as a powerful driver for sustainable packaging solutions that not only reduce environmental impact but also promote innovation and efficiency within the industry.

“Additionally, I hope EPR becomes a cornerstone of an efficient and effective waste management system, ensuring that resources are maximized and waste is minimized in a truly circular economy. For this vision to be realized, collaboration and commitment from all parts of the supply chain will be essential.”

Jude Allan, managing director, OPRL

“I’m really looking forward to diving into the implementation of pEPR. It’s an exciting opportunity to see how this initiative can shape the future of recycling and waste management. I’m particularly keen to explore how OPRL can play a vital role in ensuring the success of pEPR by empowering consumers with the knowledge and tools they need to play their part effectively.

“There’s still plenty of work ahead, and we know there will be challenges to overcome. However, these are exciting times as we take significant steps forward. I’m optimistic about the potential impact we can achieve together by fostering better understanding and collaboration across the board.”

Neil Farmer, packaging expert and consultant

“The global industry has got to improve its performance in respect of sustainability. The disappointing outcomes to both INC-5 for a UN Plastics Plastics Treaty and the COP-29 negotiations demonstrate how much work needs to be done in the coming year.

“It is to be hoped that DEFRA’s simpler recycling program in England will be a success. This has simply got to work to enable England’s poor performance with respect to household recycling rates to improve. As regards EPR regulations, everyone is hoping these will operate smoothly. To say the new system is long overdue is an understatement.

“Progress should be made in 2025, but by how much remains to be seen. I want the industry to continue innovating and offering young recruits outstanding career opportunities. I believe it will do this well in the year ahead.”

Steve Lister, sustainability consultant to global brands, retailers and partners

“2025 is the year we move beyond recycling and circularity in print and packaging is the next big focus. 2025 is the year we break free from the cycle of waste, embracing circular design and materials in print and packaging. Recycling is just the beginning; the future lies in creating products designed for reuse and regeneration, ushering in a new era of sustainable innovation.”

Jo Stephenson, managing director at Think B2B Marketing

“My wish is that the packaging industry finally learns to beat its own drum a little bit. Too often, the industry is too willing to let others drive the conversation on sustainability, and packaging can be unfairly painted as the villain. The truth is that packaging is absolutely vital for preventing waste – especially food waste – throughout the supply chain and we should be proud of that fact.

“No industry is more focused on minimizing its impact on the environment, driving sustainable innovations of the kind we see at Packaging Innovations & Empack every year. I hope we as an industry can shout about that in 2025, and change the mainstream narrative about packaging.”

Gary Tee, VP Global Converting at TIPA Compostable Packaging

“While we see progress in recycling of thin films this still proves to be a financial and technical challenge, and we wait to see how this will develop. Compostables can provide real alternatives to small wrappers, sachets, coffee pods, tea bags, fruit and vegetable stickers and these would all be very difficult to recycle. I predict that 2025 is the year that compostable packaging is recognized as the important solution for these formats and helps divert them from landfill or incineration.”

Maria Vastag, managing consultant, Strategic Consultancy, Smithers

“Looking ahead, one thing is clear: external pressures for more sustainable packaging will only increase. Sustainability is not just a regulatory requirement but an opportunity for companies to innovate, meet customer demands and create competitive advantages.”

Wayne Barron, Refill & Reuse Packaging specialist at ThePackHub

“To date, the packaging industry has mainly focused on light-weighting, material change and designing for recycling to reduce the environmental footprint from delivering consumer goods. But these small improvements are insufficient in delivering the radical transformation that is so urgently required. It’s time we took a systemic approach, with retailers, brand owners and suppliers working together to develop shared refillable and reusable packaging systems. Industry collaboration is essential in realizing the full potential of reuse, to drastically reduce packaging waste and the industry’s environmental impact.”

Mario Molinaro, global business director for Flexible Packaging at Taghleef Industries

“The sustainability industry is expected to continue to grow rapidly in the coming year. The flexible packaging industry is poised for continued growth, driven by increasing demand for lightweight, convenient, and sustainable packaging solutions to protect products. Key trends for the coming year include a strong focus on recyclability, with advancements in mono-material structures and compostable films, as well as the integration of smart packaging technologies to enhance consumer experience and supply chain efficiency.”