Sustainability remains one of the label and package printing industry’s hottest trends in 2026. There is no slowing down, either. Leading suppliers are exploring how they can best utilize technology to drive a positive environmental impact.

During the AWAVirtual Insights Forum, held January 30, sustainability was front and center. In order for true circularity to take place, there has to be a value proposition throughout the supply chain. Technology must also assist in these efforts.

Smart technologies, namely RFID, could shape the future of sustainable packaging. There exists a possibility of a world where every label has a digital identity. With those capabilities, the label and package could provide users with a significant amount of information – where the package was made, where it should go next in the recyclability chain, and how consumers should recycle the product.

“When we think about technologies and portfolios at Avery Dennison, we have the materials and digital capabilities with RFID,” says Pascale Wautelet, vice president, global R&D and sustainability, Avery Dennison. “For us, it was logical to say there is an opportunity to leverage the strengths of our portfolio and technology to bring the digital to the physical.”

Creating a digital identity for a product can unlock the foundation for a circular infrastructure. The label can then provide access to all the information regarding the product throughout the supply chain. The industry is seeking full item level transparency and visibility, which can be key for fresh products. Beyond recyclability, consumers can utilize this technology in their homes. A simple scan of a label can start smart reordering of items, the sharing of healthy recipes, how to recycle the package, and more.

Creating value

Label technology can create value in numerous ways, from reducing emissions to saving money from food waste.

“I want to share an important angle and give people perspective on the value that can be created with technology,” explains Wautelet. “One of the mistakes that we made in the first stage years ago was we were a little dogmatic. There is legislation, but sustainability needs to come with value creation. Sustainability for the sake of sustainability will not be successful in the short term.”

Food waste is the perfect example. More than 700 million people across the globe face hunger while 1.3 billion tons of food are wasted annually. Currently, there is 33% revenue lost due to waste. Meanwhile, there are 8-10% GHG (Greenhouse Gas Emissions) generated today. According to Avery Dennison, there is a $540 billion opportunity across the global supply chain.

“If we address even 10% of the problem, it translates into significant money,” remarks Wautelet. “The solutions need to be good for people, planet, and profit. Technology exists and can help solve many problems. The challenge for the industry lies in scaling these new business models. Sustainability cannot drive without economic value.”

Panel discussion

As part of the AWAVirtual Insights Forum, experts from across the industry reacted to the role technology will play in a sustainable future. In addition to Avery Dennison’s Wautelet, Maxcess’ Javeed Buch, Felix Schoeller’s Michael Szidat, and Mondi’s Wolfgang Kropiunik.

According to Szidat, collaboration will play a major role. “Technology is poised to change the industry,” says Szidat. “There’s endless potential for us if we play it right and if we understand how we use our abundance of knowledge. We can drive the change in the industry.

“There needs to be a transformation of your organization and how you work,” he adds. “You need to invest in your people. And it’s not just money but time and capacity and coaching for leadership development that can shape your organization.”

Buch, however, believes a mindset shift must occur, too. “The mindset needs to change,” Buch stated. “Sustainability is only sustainable if it’s a good business model. The idea is it needs to have a solid business model behind it. You need to create the change that sustainable products have better value. Once you show there’s a value add, then there’s a true sustainable mindset.”

The utilization of real-time data and AI will continue driving change, as well. Data can help analyze the impact the industry is seeing regarding the climate and sustainability. “AI and automation will reshape the industry – faster than we think,” says Wautelet.