
Published 15 May 2024
The quest for sustainable packaging is becoming more sophisticated, shifting from a fight against plastic to a multifaceted approach. However, creating a superior user experience is still the number one priority for brands. Our latest annual Packaging Futures reports demonstrate how designers are ever more inventive to deliver convenience and excitement from the first unboxing to the umpteenth refill.



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By 2030, one in six people will be aged 60 or over, and by 2050, the number of those who are 80 or over will have tripled from 2020 levels (WHO, 2025). While ageing looks different for everyone, the desire for...