New regulations like the "Packaging and Packaging Waste Regulation (2025/4 PPWR)" and consumer preferences are driving brand owners into the need for sustainable packaging solutions.
With the increased awareness the urge to commercialise improved packaging solutions has also grown. But we are not seeing that the speed to market for new sustainable packaging solutions (NPD) are actually improving. We are seeing the opposite launching sustainable NPDs is getting harder and more complex.
The root cause for the slow go-to-market is often found in complex decision making and stakeholder management instead as often thought by a poor commercialisation performance.
In the past new packaging solutions were often discussed and executed by engineer/ procurement teams. Due to the public awareness the group needed to make packaging decisions has risen to 'town hall' sizes. Now public affairs, sales, marketing, communication, the C-suite, everyone need to be involved and consulted.
A cross-functional decision requires a cross-functional team. The need for individuals who can navigate and influence all these functions is needed.
The questions why new packaging solutions are still on the bench and are not getting any playtime yet are many:
Is there enough brand real estate to ensure shelf presence?
Do we need to re-balance the production line efficiency?
Who has reviewed and conducted the Life Cycle Analysis (greenwashing risk)?
All of these questions and many more must be answered. However, the most not open discussed one is "How do we overcome the Unknown?". Often the speed to market is slow as the capability (skills) of managing stakeholders to win-over for the new bold ideas does not exist.
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