Over the past decade, sustainability has shifted from a peripheral concern to a defining force in the packaging industry. Consumers are more environmentally conscious, regulators are tightening expectations, and brands are being pushed towards greener solutions. This has driven what many are calling the paper packaging pivot: a rapid acceleration in the adoption of fibre-based alternatives to conventional plastics.
The Rise of Paper Packaging
The appeal seems straightforward. Paper is renewable, widely recyclable, and enjoys a public perception advantage that plastic can only dream of. Across FMCG, e-commerce, and even luxury goods, companies are trialling paper-based innovations ranging from moulded fibre bottles to barrier-coated papers that can replace films and laminates.
And while not all paper solutions are created equal (a point often overlooked in sustainability marketing), the momentum is undeniable. Many packaging players are investing heavily in R&D: lighter-weight papers, improved strength, better water resistance. The narrative is shifting from “paper instead of plastic” to “paper fit for purpose.”
The Other Side of the Shifting Landscape
But growth in one area often means contraction in another. As demand fluctuates and customers reconsider their packaging strategies, we’ve seen several consolidations, restructurings, and site closures across major European paper manufacturers, including well-known players like DS Smith. While these decisions reflect short-term efficiency measures, they also signal the turbulence of an industry in transition.
The closures aren’t indicative of the decline of paper; rather, they highlight the operational recalibration required as companies balance legacy capacity with the demand for next-generation products. For leadership teams, this is a pivotal moment: the winners in the next decade will be those who innovate fast enough to meet sustainability targets without compromising cost efficiency or supply chain resilience.
What This Means for Talent
From a talent perspective, the shift is creating new capability hotspots. Sustainability leadership, materials innovation, circular economy expertise, and advanced manufacturing optimisation are all increasing in strategic value. At Morgan Latif, we’re seeing a noticeable uptick in demand for:
· R&D leaders focused on fibre-based packaging technologies
· Operational transformation specialists who can guide sites through optimisation or repurposing
· Commercial leaders who understand both legacy markets and emerging sustainable solutions
· Change agents able to navigate cultural shifts in organisations under pressure to re-invent
The broader packaging sector isn’t simply “going greener”, it’s undergoing a structural evolution that will shape business models, supply chains, and leadership profiles for years to come.
Whether the future belongs to paper, advanced plastics, or hybrid materials is still up for debate. What’s clear, however, is that agility, innovation, and sustainability literacy will remain at the heart of the industry’s trajectory. For companies and the leaders within them, this moment represents both challenge and opportunity.
And for those of us who spend our time watching these shifts unfold, it’s a reminder that even something as seemingly mundane as packaging can tell a much bigger story about change, disruption, and the people steering it.
To find out more about this topic, please contact Maider.
