Think B2B spotlights packaging priorities

Think B2B Marketing has identified four critical priorities dominating strategic planning across print and packaging companies heading into 2026.

Drawing on insights from working with global packaging businesses, Joanna Stephenson, managing director, explained that after years of responding to regulation and sustainability demands, 2026 marks a shift to proactive strategy. The four priorities are regulatory readiness, material innovation, digital technology integration and strategic AI adoption.

'PPWR is moving from policy to implementation, with real deadlines for recyclability and recycled content, while the UK's new Packaging Pact launches in April with tougher expectations around reuse and refill,' commented Stephenson. 'What we're hearing from converters is that EPR cost modulation and the Plastic Packaging Tax are forcing much more detailed data tracking.'

On material innovation, she noted progress in mono-material films, renewable substrates and natural barrier coatings designed for circularity, though gaps remain between technical recyclability and real-world infrastructure capabilities.

Digital technology integration presents commercial opportunities, particularly with Project Sunrise 2027 moving to QR codes and GS1 Digital Link formatting. Converters with digital print capabilities can link packaging to supply chain visibility, anti-counterfeiting and personalized brand experiences.

Regarding AI adoption, Stephenson emphasized strategic deployment. 'Artificial Intelligence is proving a real force in areas like predictive maintenance, supply chain optimization and production planning, where it's driving real efficiency gains and competitive advantage,' she explained. However, she cautioned against deploying AI beyond its capabilities into areas requiring technical judgment and sector knowledge.