Episode 308 - From Cost Centre to Growth Engine - Joanna Stephenson on Packaging, Consumers and the New Role for Print

In this episode of the FuturePrint Podcast, Marcus Timson catches up with Joanna Stephenson, Managing Director of Think B2B Marketing, to explore how packaging, consumers and print are changing – fast.

With nearly 30 years’ experience across Dow Chemical, Sun Chemical, LINPAC and now her own specialist agency, Joanna shares a rare, 360-degree view of the packaging value chain – from R&D and compliance to brand strategy and marketing execution.

Joanna explains why:

• Marketing must be treated as a growth engine, not a cost line

• Sustainability has moved far beyond “trend” status and is now a licence to operate

• New regulations (EPR, PPWR, Scope 3) will radically change what brands demand from their suppliers

• Generational shifts – from Gen X to Millennials and Gen Alpha – are reshaping how and what people buy

• Connected packaging and GS1’s move to QR codes create huge opportunities for printers as enablers of digital experiences

• AI and continuous learning will separate strategic partners from commodity providers

If you’re a printer, converter, supplier or brand-side packaging leader trying to make sense of sustainability, regulation, connected packaging and AI – and what they really mean for your business – this conversation with Jo is packed with insight, challenge and practical direction.

FuturePrint Events:

FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany