Episode 323 - Packaging’s New Reality: Regulation, Restraint and the Quiet Reinvention of Innovation. In conversation with Paul Jenkins, ThePackHub
In this episode of the FuturePrint Podcast, Marcus Timson reconnects with Paul Jenkins, Founder of ThePackHub, for a deep dive into the evolving world of packaging innovation.
Drawing on insights from ThePackHub’s Innovation Zone - which tracks over 11,000 packaging innovations globally - Paul outlines how sustainability has become the dominant force shaping the industry. Today, around 90% of packaging innovation is driven by environmental objectives, with three key trends leading the way: paperisation, recycling and recycled content, and material reduction.
The conversation explores how regulation is increasingly dictating innovation, shifting the role of brands from creative experimentation to compliance-led development. While this has narrowed the scope for more speculative innovation, it has also accelerated meaningful progress in sustainable packaging.
Paul also shares perspectives on emerging areas such as connected packaging, the evolving role of QR codes, and the growing importance of digital printing for localisation, short-run production, and market testing.
The episode highlights the challenges facing new material technologies, including biomaterials and refill systems, which continue to struggle with scalability and cost despite strong interest.
Looking ahead, Paul discusses the potential impact of AI, digital product passports, and regulatory shifts, while emphasising the critical role startups play in driving bold, early-stage innovation.
A thoughtful and insightful discussion on where packaging innovation is today - and where it’s heading next.
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