The World Packaging Organization (WPO) has announced a new global initiative to unite packaging professionals worldwide, as part of a push to promote sustainable innovation and inclusive design in packaging.
At the joint Ipack-Ima and WPO press conference on 27 May, WPO president Luciana Pellegrino introduced the “Pack’t Forum” — a new open-access platform to facilitate global knowledge-sharing, technical collaboration and problem-solving within the packaging community.
“This global packaging forum is designed to give a voice to packaging professionals across geographies,” Pellegrino said. “It supports our mission to promote a better quality of life through better packaging, for more people.”
The initiative, an international knowledge hub, will allow professionals to exchange expertise, request support, and share practical solutions for challenges ranging from design efficiency to regulatory compliance.
Global momentum and growing membership
The WPO, which has members from 64 countries, is expected to vote in Cambodia as its newest member this week. The organization expands its global reach through technical education, student engagement programs and its WorldStar Awards.
This year’s WorldStar Awards ceremony, co-hosted with Ipack-Ima, will take place on 30 May with more than 400 attendees. The 2025 edition drew 550 entries, underlining the momentum of packaging innovation in every segment.
Packaging as a force for good
Pellegrino stressed the positive role of packaging—serving supply chain efficiency, food safety, sustainability goals and consumer protection. “Packaging is a tool to promote economic growth and environmental responsibility. It’s not part of the problem—it’s part of the solution.”
The WPO is also promoting its Design for Recycling guidelines—now available in 14 languages—as a practical tool to help manufacturers create more sustainable packaging solutions.
Inclusive design in focus
The WPO looks to make packaging more accessible for the visually impaired. Pellegrino shared an anecdote from a blind designer who mistook juice for milk, and shampoo for conditioner—underscoring the urgency of inclusive packaging design.
“We are raising awareness around packaging for those who can’t see. It’s time we address this challenge more seriously,” she said. A new global forum on accessible design will be part of WPO’s 2025 outreach.
Navigating technology, AI and regulation
Pellegrino highlighted three macro trends shaping the global packaging landscape: rapid market growth, the integration of AI and digital tools, and evolving regulatory frameworks.
Global packaging revenues have surpassed US$ 1.3tn, with forecasts indicating continued growth, particularly in food, cosmetics and healthcare. The paper and board segments are expanding fastest, while plastics, metals and glass remain robust.
AI, meanwhile, is transforming everything from packaging design and structural modeling to production efficiency. Examples from WPO member countries showed how artificial intelligence is shortening development cycles and enabling customization at scale.
However, regulatory changes—including Europe’s Green Deal Packaging rules and emerging PFAS restrictions—are exerting pressure on brands and converters to adapt. “Regulation is a challenge, but also an opportunity to innovate responsibly,” Pellegrino said.
Industry resilience
Despite recent global shocks—from the Covid-19 pandemic to supply chain disruptions—Pellegrino emphasized the resilience of the packaging sector. “Our industry has kept growing because it serves society in fundamental ways,” she said.
