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Consumers expect packaging to clearly communicate recyclability — and this influences their purchasing decisions at the point of sale. 👇 Follow WEIG for weekly insights into fibre packaging and industry developments.

𝗗𝗼𝗲𝘀 𝗿𝗲𝗰𝘆𝗰𝗹𝗲𝗱 𝗰𝗮𝗿𝘁𝗼𝗻𝗯𝗼𝗮𝗿𝗱 𝗳𝗶𝘁 𝗮 𝗽𝗿𝗲𝗺𝗶𝘂𝗺 𝗯𝗿𝗮𝗻𝗱? Premium is not defined by a single material. It is created through the overall brand experience – through design, tactile feel, print quality, finishing and the way these elements work together. This is particularly relevant when considering recycled cartonboard. Modern grades offer brands more options to combine a high-quality appearance with responsible material choices – without treating sustainability as a separate design statement. But there is no single material solution for every premium brand. A natural, authentic look may be exactly right for one brand. Another may require a smooth surface, high print quality or sophisticated finishing to create the desired experience. That is why the starting point should always be the brand itself: its identity, positioning and the experience the packaging is meant to create. With 𝗜𝗕𝗜𝗦 𝗮𝗻𝗱 𝗞𝗜𝗪𝗜, 𝗪𝗘𝗜𝗚 offers recycled cartonboard grades with different characteristics for a wide range of packaging applications. Which grade is the right choice depends on the specific product, design and brand requirements. 𝗢𝘂𝗿 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲 The question is not: “𝗖𝗮𝗻 𝗿𝗲𝗰𝘆𝗰𝗹𝗲𝗱 𝗰𝗮𝗿𝘁𝗼𝗻𝗯𝗼𝗮𝗿𝗱 𝗯𝗲 𝗽𝗿𝗲𝗺𝗶𝘂𝗺?” The better question is: “𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗽𝗿𝗲𝗺𝗶𝘂𝗺 𝗹𝗼𝗼𝗸 𝗮𝗻𝗱 𝗳𝗲𝗲𝗹 𝗹𝗶𝗸𝗲 𝗳𝗼𝗿 𝘁𝗵𝗶𝘀 𝗯𝗿𝗮𝗻𝗱 𝗮𝗻𝗱 𝘄𝗵𝗶𝗰𝗵 𝗺𝗮𝘁𝗲𝗿𝗶𝗮𝗹 𝗯𝗲𝘀𝘁 𝘀𝘂𝗽𝗽𝗼𝗿𝘁𝘀 𝘁𝗵𝗮𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲?” Because when material, design and brand identity work together, sustainability does not have to become the message of the packaging. 𝗜𝘁 𝘀𝗶𝗺𝗽𝗹𝘆 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗿𝗮𝗻𝗱. In the next part of our series, we will look at material substitution in practice.

Packaging is a key ambassador for both brand and product — signalling values and influencing purchasing decisions. 👇 Follow WEIG for weekly insights into fibre packaging and industry developments.

𝗪𝗵𝗲𝗻 𝗕𝗿𝗮𝗻𝗱𝘀 𝗣𝗿𝗼𝗺𝗶𝘀𝗲 𝗠𝗼𝗿𝗲 𝗧𝗵𝗮𝗻 𝗧𝗵𝗲𝗶𝗿 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗦𝗵𝗼𝘄𝘀. After my last post, I was asked whether packaging really has that much of an impact on how a brand is perceived. I believe it does. In projects with cosmetics brands, I repeatedly see how much effort goes into sustainable formulations, transparent supply chains, and responsible sourcing. But that’s exactly where I often notice something: 🧐 The brand communicates sustainability. The packaging does not. I’m convinced that packaging doesn’t have to shout about sustainability. But it should make a brand’s stance visible. Because that’s exactly what determines whether sustainability comes across as credible—or just as another marketing claim. For me, packaging is therefore not just a matter of choosing materials. It’s part of the brand identity. ❤️ And that’s exactly why it’s worth taking a fresh look at recycled cardboard. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸—𝗰𝗮𝗻 𝗽𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗯𝘂𝗶𝗹𝗱 𝘁𝗿𝘂𝘀𝘁? #packaging #recycling #circulareconomy #cardboard #design

𝐌𝐨𝐬𝐭 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐝𝐨𝐧'𝐭 𝐡𝐚𝐯𝐞 𝐚 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐝𝐚𝐭𝐚 𝐩𝐫𝐨𝐛𝐥𝐞𝐦. 𝐓𝐡𝐞𝐲 𝐡𝐚𝐯𝐞 𝐚 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐝𝐚𝐭𝐚 𝐦𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐩𝐫𝐨𝐛𝐥𝐞𝐦. Over the past few years, sustainability data has evolved from a reporting requirement into a strategic business asset. Yes, regulations such as the EUDR and PPWR are accelerating this development. But they are not the reason why sustainability data matters. 👥 Customers, investors and business partners increasingly expect transparency, reliable data and credible evidence of progress. Sustainability information is becoming an integral part of purchasing decisions, supplier evaluations and long-term partnerships. What I see in practice is that the biggest challenge often lies inside the company. ➡️ The data usually exists. But it is spread across different departments, systems and locations. Purchasing, production, quality, product development and sustainability all contribute valuable information. The challenge is bringing it together in a way that creates clarity, consistency and trust. Because the real value of sustainability data is not in collecting it. 🗯️ It is in using it to make better business decisions. That requires clear responsibilities, robust data governance and close collaboration across the organisation. Companies that establish these capabilities today are doing far more than preparing for the next reporting requirement. 🤝 They are strengthening customer trust. They are making better decisions. And they are building a more resilient business for the future. 𝐆𝐨𝐨𝐝 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐝𝐞𝐜𝐢𝐬𝐢𝐨𝐧𝐬 𝐬𝐭𝐚𝐫𝐭 𝐰𝐢𝐭𝐡 𝐠𝐨𝐨𝐝 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐝𝐚𝐭𝐚 💚 How is your organisation ensuring that sustainability data supports better business decisions—not just better reporting? #Sustainability #ESG #DataManagement #BusinessStrategy #CorporateSustainability #SupplyChain #Leadership

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