The Australasian Packaging Conference took place from 6–7 May at the Sofitel Wentworth in Sydney, bringing together packaging professionals from across the globe. This year’s theme, Reimagine Packaging Design, set the tone for two days of forward-thinking dialogue, with 85 speakers from 20 countries sharing insights, strategies and innovations.
The atmosphere was one of optimism, with a shared sense that the industry is moving in the right direction, driven by the right mindsets to enable meaningful change in packaging and the circular economy.
Opening the conference, John Bigley, president of the Australasian Institute of Packaging (AIP), set a collaborative tone, “The theme of the conference is reimagine packaging design. If each one of us in the room goes away with two or three new ideas or approaches, that's close to 1000 potential actions to improve the packaging world in which we live.”
A true Circular Economy for Packaging Design
The first keynote session explored the foundational principles required to achieve a truly circular economy in packaging design, with a panel of experts bringing global and local perspectives to the conversation.
Pippa Corry, founder and director of Philo & Co, emphasised the critical role design plays in eliminating waste at the source. “Waste is a design flaw,” she said, highlighting how circular design must prioritise rethinking the role of packaging altogether before considering reuse, refill, and ultimately recyclability. Corry pointed to the need for systems thinking, lifecycle thinking and human-centred design to drive better outcomes across the packaging value chain.
Belinda Chellingworth, director and principal consultant at BC Consulting, echoed this, presenting a simplified “R-ladder” framework—rethink, reduce, reuse, recycle—as a practical approach for packaging professionals. “Our first response should always be to go to the top of the ladder,” she said, underscoring the importance of reducing material use at the design stage to preserve resources and extend the life of packaging.
Nicole Garofano, head of circular economy development at Planet Ark, added that getting the design right from the outset is essential not only to enable recovery at end-of-life but also to de-risk the supply chain. “If we don’t design from the very beginning, we’ve already limited the package’s life,” she said.
From a global standpoint, Luciana Pellegrino, president of the World Packaging Organisation (WPO), and Nerida Kelton, WPO vice president sustainability & save food, addressed the diversity of design and infrastructure challenges across countries. Kelton used a jigsaw puzzle metaphor to illustrate the need for flexible, context-specific approaches to sustainability. “What we need to do is encourage countries, through the WPO, to take the pieces of the puzzle that are appropriate and suitable today,” she said. “Rather than judging them because they design differently, we should allow them to consider their communities, infrastructure and capabilities, and select the pieces that work best for them.”
Sustainability through the lends of multinational brands & retailers
The second keynote session brought together packaging leaders from global brands and major retailers to share their strategies for advancing sustainability, addressing regulatory challenges, and meeting evolving consumer expectations.
Alistair Sayers, senior general manager of global technical strategy planning & development at Suntory Holdings, outlined the company’s push to cut Scope 3 emissions by driving sustainable PET innovations. In Japan, he noted, only 32 per cent of PET bottles are currently recycled bottle-to-bottle, with the remainder still reliant on virgin plastic. With the EU targeting 10 per cent reuse by 2030 and 40 per cent by 2040, Suntory is exploring enzyme-based decolorisation and addressing challenges in reuse systems, such as bottle durability and transport logistics, to support long-term CO2 reductions.
Alberto Peixeiro, the R&D Packaging Director at The Arnott’s Group, detailed the company’s $300 million, five-year investment in its domestic manufacturing footprint which includes the establishment of two new sites and initiatives aimed at advancing the company's sustainability agenda. Aiming for 100 per cent recyclable packaging, Peixeiro acknowledged obstacles including cost pressures and production disruptions. By reducing packaging specifications from 25 to 14, the company achieved $2 million in capital savings and $1 million in R&D. He stressed the importance of technical capability, a mindset shift, and strong industry partnerships. A key initiative involved trialling fully post-consumer recycled (PCR) content for long-shelf-life products, an ambitious project Peixeiro estimated had a 50 per cent success rate.
Bryan McKay, head of packaging at Woolworths Group, didn’t mince words about the stakes. “The packaging regulatory landscape will change, and industries must keep driving towards 2025 targets and actively participate in the 2030 roadmap,” he stated. Looking at the bigger picture, he pointed out a sobering fact: “About 40 per cent of plastic waste originates from packaging, and around 8 million tonnes end up in the ocean every year. That is not something we can be proud of, and it’s something we must collectively fix.”
State of Industry for Fibre & Paper: Deforestation, Pulpability, Recycled vs Virgin
The third keynote panel explored the shifting landscape of fibre-based packaging, addressing recyclability, regulatory clarity, and the challenges faced by smaller industry players.
Craig Brown, managing director of Sappi Trading Australia, stressed the need for recyclability while recognising its limitations. “Every time you recycle fibre, it weakens the material,” he explained. “Recycled content can work for some packaging, but not all—particularly when it comes to direct food contact.” He also highlighted the difficulties in testing for recyclability and keeping up with evolving standards.
Will Killinger, general manager for Australia & NZ at UPM, the Biofore Company & Raflatac, pointed to the need for stable and reliable guidelines. “If we don’t trust the guidelines, legislation or the targets, and they keep changing, it creates a disenfranchised industry,” he said. “That leads to a fragmented and self-serving approach, which ultimately undermines what we’re trying to achieve collectively.”
Kellie Northwood, CEO of the Visual Media Association, drew attention to the knowledge gap facing small and medium-sized packaging manufacturers. While large businesses are typically well-informed and supported, smaller operators risk being left behind. “There is absolutely a gap,” she said, highlighting the importance of collaboration across mills, distributors and industry associations. “Without broader education and engagement, we risk creating a divide that could slow the industry’s progress toward circularity.”
The missing consumer-facing design element: Accessible & Inclusive Packaging Design
This session challenged the industry to rethink how packaging can better serve consumers with disabilities, urging a shift from compliance to inclusive design. The session featured Alexandra Brayshaw Dip.Pkg.Tech. MAIP, accessible design manager at Arthritis Australia; Storm Menzies, founder of ByStorm Beauty; and Liza Vernalls MAIP, packaging innovation manager at Yates Group.
Storm Menzies led an interactive segment, equipping audience members with simulation gloves that mimicked reduced fine motor skills and grip strength. Participants struggled to open common packaging formats, demonstrating firsthand the frustration and limitations inaccessible design can cause. The exercise underscored how such barriers can directly influence brand loyalty and repurchase behaviour.
Alexandra Brayshaw reinforced the point, stating, “Designing packaging should avoid being a barrier to simple tasks like making a meal, which can have long-term impacts on mental health.” She emphasised the importance of designing based on research and real consumer feedback, rather than assumptions.
Menzies also shared her personal motivation behind launching ByStorm, a brand aimed at serving over 700 million women worldwide with disabilities. “Less than four per cent of personal care products are accessible, despite 16 per cent of the global population experiencing some form of disability,” she said, calling on the packaging industry to lead change in the beauty sector and beyond.
The session left attendees with a clear message: inclusive design is not optional, it’s essential for a truly consumer-centred packaging strategy.
The true role that packaging plays in minimising food loss and waste
This session brought to light the role packaging can play in reducing household food waste through thoughtful design and clearer communication.
Ella Winnall, campaign manager at End Food Waste Australia, introduced the National Consumer Campaign, Australia’s first national behaviour change initiative focused on household food waste avoidance. The campaign positions packaging as a proactive tool, incorporating features like portion guidance and on-pack recipes to help consumers minimise waste. “Plan for the unplanned,” Winnall urged, encouraging Australians to make small but meaningful changes in daily habits.
Brian Rodrigo Llagas, a PhD candidate at RMIT University’s School of Media and Communications, presented research from a national project on data labelling and storage advice. His findings highlighted a widespread lack of consumer understanding around date labels on food packaging. “Up to 82 per cent of consumers do not understand best before date labels, and 62 per cent are confused by use by date labels,” he said.
The discussion underscored the power of packaging not just as a protective tool but as a behavioural cue. It reinforced that industry-wide efforts—from material selection to the clarity of on-pack messaging—play a vital role in helping consumers reduce waste at home.
