PPC Spring Meeting (CONT’D FROM PAGE 20)
to sustainability, grounded in operational and commercial constraints. Panelists Courtney Chance (Nothing Bundt Cakes), Benjamin Dunlap (U.S. Mint), and Kate Stites (The Fold Design) emphasized that broad commitments no lon- ger define sustainability; it is being measured by what can actually be implemented. Key shifts discussed: • Brands are prioritizing incremental improvements, such as material reduction or recyclability enhancements, rather than relying solely on ambitious future goals. • Sustainability now sits alongside cost, scalability, and product experience as a “top priority” • Solutions must work across global supply chains, meet varying regional regulations, and maintain consistency in brand presentation. The takeaway: Sustainability is not a separate initiative. It is a set of trade-offs that must be managed in real time, with practical, scalable solutions aligned with business performance. Policy Is Moving Fast Abigail Sztein, Executive Director of Recovered Fiber at AF&PA, outlined a regulatory environment that is becom- ing more active, more fragmented, and more consequen- tial for packaging decisions. Key developments discussed: • Ongoing legal and legislative activity around EPR and truth-in-labeling laws, including state variation
• Taking time to think, communicate, and prioritize leads to better execution and stronger results The takeaway was realistic: define what matters, pro-
tect your time, and lead with intention. Packaging As A Moment Of Decision
Vicki Strull, Principal of Vicki Strull Creative Collective, focused on a critical yet often overlooked driver of pur- chase behavior: what happens when a consumer physical- ly engages with packaging. Her research quantified the impact of touch: • The number of touches and time spent handling a package directly increases the likelihood of purchase • Premium packaging reaches decision thresholds fast- er. For example, approximately 17 seconds of touch can increase purchase likelihood by 50 percent • Spot gloss achieves that lift in about 11 seconds, foil in 17 seconds, embossing in 26 seconds • Plain packaging takes 41 seconds to have the effect • At four touches, premium packaging can drive up to a 90 percent higher likelihood to buy The takeaway: packaging performance is not just visu- al. Material choice, finishes, and physical interaction are measurable drivers of consumer decision-making. Sustainability: From Ambition to Execution The brand panel, led by Paul Schutes, President of the Recycled Paperboard Alliance, brought a real-world lens
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22 April 13, 2026
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