The Silent Salesperson in an Online World: Redefining the Role of Packaging for the E-commerce Era

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In today’s digital-first marketplace, consumers often meet brands not through a friendly salesperson or an elegant store display—but through a parcel on their doorstep. As e-commerce continues to surge, packaging has evolved from a practical necessity to a powerful marketing tool. It’s the “silent salesperson” that communicates brand values, evokes emotion, and reinforces customer loyalty—all without saying a word.

The Power of First Impressions

In traditional retail, packaging competes for attention on a crowded shelf. In e-commerce, its moment to shine arrives at the customer’s unboxing experience. That brief, tactile interaction can transform a simple delivery into a memorable brand encounter.
Well-designed packaging tells a story—about craftsmanship, sustainability, and the brand’s commitment to excellence. Every fold, texture, and color choice contributes to how customers perceive the brand, long after the product has been opened.

Packaging as a Brand Experience

E-commerce packaging must now serve dual purposes: protection and promotion. It must safeguard products during transit while also providing an engaging, share-worthy experience.
From custom inserts and personalized thank-you notes to eco-friendly materials, brands are rethinking packaging as an extension of their identity. Unboxing videos and social sharing amplify this effect—turning packaging into free digital marketing that travels far beyond the original recipient.

Sustainability: The New Luxury

Consumers are increasingly drawn to brands that demonstrate environmental responsibility. Sustainable packaging—made from recyclable, biodegradable, or reusable materials—is no longer a trend but a baseline expectation.
Brands that innovate in this space not only reduce their environmental impact but also appeal to the growing segment of eco-conscious consumers who align purchasing decisions with their values.

The Strategic Edge: Why Talent Matters

Behind every impactful packaging design is a team of strategists, designers, and production specialists who understand both creativity and commercial demands. The e-commerce era requires professionals who can balance aesthetic appeal with logistics, sustainability, and brand consistency.

That’s where Athena Executive Search excels. Specializing in the packaging and print industries, Athena connects leading brands with top-tier talent—visionaries who understand that packaging is no longer just a container, but a conversation starter.

Let’s Redefine the Future of Packaging Together

If your organization is ready to elevate its packaging strategy for the e-commerce age, partner with a recruitment expert who truly understands your world.
Connect with Athena Executive Search today—and let’s find the talent that will turn your packaging into your most persuasive salesperson.

📩 Get in touch: Email: enquiries@athena-executive.com

Bridging the Generational Divide: How to Manage Multi-Generational Teams in Packaging Plants

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In today’s fast-paced packaging industry, the workforce is more diverse than ever — not only in skills and experience but also in age. It’s not uncommon to see Baby Boomers, Gen X, Millennials, and Gen Z employees working side by side on the same production floor. While this mix of generations brings a wealth of perspectives and expertise, it also introduces unique management challenges. Understanding how to bridge this generational divide is essential for maintaining productivity, innovation, and harmony within packaging plants.

The Value of a Multi-Generational Workforce

Each generation brings distinct strengths to the workplace.

  • Baby Boomers offer decades of experience and a strong sense of loyalty and discipline.

  • Generation X contributes adaptability, independence, and practical problem-solving skills.

  • Millennials are tech-savvy, collaborative, and purpose-driven.

  • Generation Z, the newest entrants, bring digital fluency and fresh perspectives on sustainability and innovation.

In packaging plants, this blend can lead to stronger teamwork, faster adoption of technology, and a dynamic approach to problem-solving — but only if managed effectively.

Common Challenges in Packaging Environments

The fast-moving, production-oriented nature of packaging facilities often magnifies generational differences.

  • Communication styles vary — younger employees may prefer instant messaging or digital dashboards, while older team members might value face-to-face interactions.

  • Motivations differ — some employees seek stability and routine, while others crave rapid progression and continuous learning.

  • Technology adoption can also be a point of friction, as digital systems and automation reshape traditional processes.

Left unaddressed, these gaps can lead to misunderstandings, reduced morale, and lower efficiency on the plant floor.

Strategies to Bridge the Divide

1. Encourage Cross-Generational Mentorship

Pair seasoned operators with younger technicians to exchange knowledge. Experienced workers can share practical, process-driven insights, while younger staff can help their mentors embrace new technologies or systems.

2. Foster Open Communication

Create a culture where feedback flows both ways. Regular team huddles, suggestion systems, and transparent leadership help ensure every voice is heard — regardless of age or tenure.

3. Offer Tailored Training and Development

Training should be inclusive, blending traditional methods with digital learning tools. For example, hands-on workshops can appeal to older employees, while e-learning and gamified modules can engage younger staff.

4. Promote Shared Purpose

Unite your team under a common mission — such as improving sustainability, efficiency, or quality standards. When employees of all generations feel connected to the “why” behind their work, collaboration naturally improves.

5. Flexible Leadership Styles

Supervisors should adapt their approach based on individual preferences. Recognizing that one size doesn’t fit all can help foster respect and motivation across generations.

A Competitive Advantage in a Changing Industry

Packaging plants that effectively manage generational diversity don’t just create better workplace cultures — they gain a competitive edge. By blending experience with innovation, they position themselves to adapt faster, implement smarter systems, and deliver higher-quality output. The result is a more resilient, future-ready organization capable of navigating rapid change.

Partner with Athena Executive Search

At Athena Executive Search, we understand the unique people challenges facing the print and packaging industry. Our expertise lies in connecting you with leaders who can unite diverse teams, drive operational excellence, and shape a collaborative culture — no matter the generation.

Contact us today to discuss how we can help you build a workforce that bridges experience and innovation.

Email: enquiries@athena-executive.com

ESG is Your Bottom Line: How Sustainable Packaging Attracts Investment and Talent

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In today’s evolving packaging landscape, sustainability is no longer a trend — it’s a business imperative. For companies across the print and packaging sector, Environmental, Social, and Governance (ESG) principles are redefining competitive advantage, shaping investor confidence, and influencing the ability to attract and retain top talent.

Sustainability as a Business Driver

The packaging industry sits at the forefront of global sustainability efforts. From reducing plastic use and improving recyclability to developing renewable and biodegradable materials, packaging businesses are leading innovation. But beyond the environmental benefits, ESG-driven strategies are now directly linked to financial performance and long-term stability.

Investors increasingly view strong ESG performance as an indicator of responsible management, operational efficiency, and risk mitigation. Companies that embed sustainability into their packaging solutions demonstrate resilience, transparency, and forward-thinking leadership — all factors that appeal to today’s investment community.

Attracting the Next Generation of Talent

ESG also plays a vital role in talent acquisition and retention. A growing number of professionals, especially within the younger workforce, are seeking to work for companies with a clear purpose and a measurable commitment to sustainability.

For print and packaging organizations, a strong ESG narrative isn’t just a marketing message — it’s a magnet for skilled professionals who want to drive innovation and make a tangible impact. Whether in R&D, operations, or leadership, purpose-driven talent is drawn to companies that align with their values and demonstrate social responsibility.

Innovation Meets Responsibility

From circular economy initiatives to carbon-neutral operations, forward-looking packaging companies are blending innovation with accountability. The integration of advanced materials, automation, and data-driven lifecycle management ensures not only efficiency but also environmental stewardship.

Sustainability has become synonymous with profitability — brands that adopt responsible packaging practices are better positioned to win contracts, build stronger partnerships, and achieve operational excellence.

The Leadership Factor

Embedding ESG principles requires leaders who can bridge the gap between sustainability goals and business outcomes. At Athena Executive Search, we understand the print and packaging ecosystem and the strategic importance of recruiting executives who can drive meaningful, measurable change.

Our focus is on connecting organizations with leaders who combine technical expertise, commercial insight, and a deep commitment to sustainability — ensuring your business remains competitive, compliant, and future-ready.

Call to Action

If your organization is ready to strengthen its ESG strategy through transformative leadership, Athena Executive Search can help you identify and attract the talent that will drive your sustainability vision forward.

📞 Contact us today to learn how we can support your executive hiring needs in the print and packaging sector.

Email: enquiries@athena-executive.com

The Omnivore’s Dilemma: Can We Really Have Convenience, Cost, and Sustainability in Packaging?

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In an era where consumers demand speed, affordability, and environmental responsibility in equal measure, the packaging industry finds itself at a crossroads. Much like Michael Pollan’s “omnivore’s dilemma” — where abundance leads to complex choices — today’s businesses face a similar conundrum: Can we design packaging solutions that deliver convenience, maintain cost-efficiency, and meet sustainability goals, all at once?

The Trilemma of Modern Packaging

1. Convenience
From e-commerce to ready-to-eat meals, modern consumers expect packaging that fits seamlessly into their fast-paced lives. Lightweight materials, easy-open features, and resealable closures have become non-negotiable. However, these innovations often rely on complex multi-layered plastics and composite materials that are difficult to recycle — directly clashing with environmental goals.

2. Cost
Global supply chains remain under pressure from rising raw material prices, labor shortages, and increased logistics costs. Businesses are under constant pressure to optimize margins, often choosing cheaper, less sustainable materials to remain competitive. Meanwhile, truly eco-friendly alternatives — such as bioplastics or compostable substrates — remain more expensive to produce at scale, making them a tough sell for cost-sensitive sectors.

3. Sustainability
The urgency of climate change and regulatory pressures from governments and international bodies have made sustainability a business imperative. Companies are expected to reduce waste, lower emissions, and embrace circularity. Yet, achieving these goals often requires retooling infrastructure, developing new technologies, and educating consumers — all of which demand significant investment and time.

Innovations Shaping the Future

Despite these challenges, forward-thinking organizations are reimagining the packaging landscape:

  • Material Science Breakthroughs: New-generation biopolymers, algae-based materials, and even mushroom-based packaging offer promising biodegradable alternatives.

  • Circular Design Models: Brands are increasingly investing in reusable systems and take-back programs, challenging the “single-use” paradigm.

  • Digital Integration: Smart packaging — using QR codes and NFC technology — is enabling traceability, encouraging recycling, and improving consumer engagement.

  • Collaborative Ecosystems: Partnerships between producers, recyclers, and policymakers are emerging to create shared value and shared responsibility.

The Strategic Imperative for Leaders

For executives and decision-makers, the packaging trilemma isn’t just an operational puzzle — it’s a strategic opportunity. Companies that can balance convenience, cost, and sustainability stand to differentiate themselves in crowded markets, future-proof their operations against regulatory changes, and build deeper trust with increasingly conscious consumers.

Winning in this space requires big-picture thinking, cross-sector collaboration, and bold investment in innovation. It’s not just about choosing between convenience, cost, and sustainability — it’s about redefining the system so that all three can coexist.

Partner with Athena Executive Search

At Athena Executive Search, we specialize in helping forward-thinking organizations identify and attract visionary leaders who can navigate these industry shifts. If your company is ready to transform challenges into competitive advantage, let’s start the conversation.

Contact Athena Executive Search to build the leadership team that will shape the future of sustainable packaging.

Email: enquiries@athena-executive.com

Designing for Disassembly: The Next Frontier in Sustainable Packaging Engineering

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A New Era of Sustainable Innovation

The packaging industry is undergoing a profound transformation. As consumer demand, regulatory pressures, and environmental imperatives align, businesses are rethinking their approach to design and production. While recyclable and compostable materials have dominated the sustainability conversation for years, the next frontier is emerging: designing for disassembly.

This concept focuses on creating packaging that can be easily taken apart at the end of its life, enabling each component to enter the correct recycling or reuse stream. It’s an approach that not only reduces environmental impact but also supports the principles of the circular economy, where resources are continuously looped back into the system rather than wasted.

Why Designing for Disassembly Matters

Traditional packaging often combines multiple materials—plastics, foils, adhesives, coatings—that are extremely difficult to separate for recycling. Even when individual materials are technically recyclable, the bonding methods used in laminates or multi-layer structures render the entire item non-recyclable in practice.

By contrast, designing for disassembly considers the end-of-life stage at the beginning of the design process. This involves:

  • Material Simplification: Using fewer and more compatible materials to facilitate separation.

  • Modular Construction: Creating packaging with parts that can be easily detached without specialized equipment.

  • Clear Labeling & Consumer Guidance: Ensuring that end-users know how to separate and dispose of components correctly.

  • Smart Adhesives & Fasteners: Employing reversible or temperature-sensitive adhesives that allow easy disassembly in recycling facilities.

This forward-thinking strategy aligns with the EU’s Packaging and Packaging Waste Regulation (PPWR) and similar legislation worldwide, which increasingly mandates recyclability and material recovery.

Engineering Meets Sustainability

For packaging engineers, this shift represents both a challenge and an opportunity. The challenge lies in maintaining functionality, protection, and brand aesthetics while introducing disassembly-friendly features. The opportunity lies in innovating new packaging architectures—leveraging advancements in material science, automation, and design software to reimagine how products are protected and presented.

Leading companies are already experimenting with solutions such as snap-fit closures, mono-material laminates, and temperature-activated bonding agents that release at specific stages in the recycling process. These innovations reduce contamination, improve recovery rates, and support closed-loop recycling systems that minimize waste.

A Talent-Driven Transformation

Sustainable packaging innovation doesn’t happen in isolation—it requires the right specialist talent. Forward-looking organisations are increasingly seeking engineers, designers, sustainability strategists, and regulatory experts who understand both the technical and environmental implications of packaging design.

At Athena Executive Search, we partner with packaging and print businesses to help them build future-ready teams capable of driving circular economy initiatives forward. Whether your business is reengineering its packaging portfolio, scaling new sustainable technologies, or navigating complex compliance landscapes, having the right leadership and technical expertise is critical.

Lead the Change with Athena Executive Search

Designing for disassembly is more than a design trend—it’s a strategic imperative for packaging companies aiming to thrive in a sustainable future. The organisations that act now will not only stay ahead of regulatory curves but will also unlock new market opportunities and strengthen their environmental credentials.

👉 Is your business ready to pioneer the next generation of sustainable packaging?
Contact Athena Executive Search today to find the talent that will lead your sustainability transformation.

Email: enquiries@athena-executive.com

From Technical Expert to Strategic Leader: Navigating Your Career Path in Packaging

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The packaging industry continues to evolve at a remarkable pace, shaped by sustainability imperatives, digitisation, automation, and shifting consumer expectations. For professionals in this sector, technical expertise remains a critical foundation—but increasingly, it is leadership capability that defines long-term career success. At the same time, hiring managers face the challenge of identifying, nurturing, and retaining talent that can bridge both worlds: technical depth and strategic vision.

For Candidates: Expanding Beyond Technical Mastery

Early in a packaging career, advancement is often built on subject matter expertise—whether in materials science, design, production engineering, or process optimisation. However, as professionals progress, technical skill alone may not guarantee advancement. To move into senior leadership or general management roles, candidates must cultivate additional competencies:

  • Strategic Thinking – Understanding how packaging impacts brand positioning, supply chain efficiency, sustainability goals, and consumer experience.

  • Commercial Acumen – Connecting technical decisions to cost structures, customer requirements, and business performance.

  • People Leadership – Developing the ability to lead multidisciplinary teams, influence stakeholders, and mentor emerging talent.

  • Change Management – Driving transformation in an industry that is adapting rapidly to environmental regulations, automation, and new materials.

Candidates who recognise this inflection point early and intentionally broaden their skillsets stand out. Professional development programmes, mentorship, and cross-functional project work are invaluable avenues for accelerating this growth.

For Hiring Managers: Identifying and Developing Future Leaders

From a recruitment and retention perspective, organisations must look beyond immediate technical gaps. The leaders of tomorrow will be those who can navigate complexity and inspire teams while still appreciating the technical backbone of the industry. Hiring managers should focus on:

  • Potential Over Perfection – Seek candidates who demonstrate adaptability, curiosity, and emotional intelligence, even if their leadership journey is still in progress.

  • Structured Development – Offer pathways for high-potential technical experts to gain exposure to commercial, strategic, and people-focused responsibilities.

  • Succession Planning – Build robust pipelines that prepare technical talent for broader leadership roles, reducing the risk of critical knowledge gaps in the future.

  • Employer Branding – Position your organisation as a place where talent can grow holistically, not just technically. This is increasingly a differentiator in a competitive talent market.

Building the Bridge Between Expertise and Leadership

The most effective packaging leaders are those who respect and understand technical complexity but can elevate their perspective to broader business and human capital considerations. The industry needs leaders who can champion innovation, sustainability, and operational excellence while aligning teams behind a shared vision.

For candidates, this means being intentional about stepping outside your comfort zone. For hiring managers, it means fostering an environment where technical experts can evolve into strategic leaders.

At Athena Executive Search, we see this as one of the most significant shifts shaping the future of the packaging industry. The organisations and professionals who embrace this transition will be the ones best positioned to thrive.

📩 If you’re a candidate ready to take the next step in your career, or a hiring manager seeking to build future-ready leadership within your organisation, we’d love to start the conversation. Contact us at enquiries@athena-executive.com.

The Hidden Carbon Footprint: Why Lightweighting and Logistics Are Just as Important as Material Choice

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In the print and packaging industry, sustainability conversations often begin and end with material selection. Recyclable substrates, compostable polymers, and FSC-certified papers dominate headlines and corporate sustainability reports. While material choice is undeniably important, focusing solely on what packaging is made from risks overlooking two equally critical factors in the carbon equation: lightweighting and logistics.

At Athena Executive Search, where we specialize in connecting top talent with the print and packaging sector, we see a growing demand for leaders who can look beyond materials and take a holistic view of sustainability. That means understanding how design, engineering, and supply chain strategies intersect to reduce a product’s hidden carbon footprint.

The Case for Lightweighting

Packaging does more than protect products—it moves them. Every extra gram of material increases energy consumption during manufacturing, warehousing, and distribution. Lightweighting addresses this by reducing the mass of packaging without compromising structural integrity or consumer appeal.

Advances in packaging technology now make it possible to achieve significant reductions in weight. From thinner films and optimized corrugates to innovative molded fiber designs, companies are discovering that small changes in packaging mass can create outsized carbon savings. Beyond reducing emissions, lightweighting also lowers costs across the supply chain, proving that sustainability and profitability can go hand in hand.

The Logistics Factor

Even the most sustainably sourced packaging loses its advantage if it is inefficient to transport. The way packaging is designed and shipped has a profound impact on emissions:

  • Cube efficiency: Packaging that maximizes pallet and container space reduces the number of trips required.

  • Regional sourcing: Shortening supply chains can dramatically cut transport emissions.

  • Reverse logistics: Systems for returning or recycling packaging must be factored into carbon accounting.

With transport representing a substantial percentage of global greenhouse gas emissions, logistics optimization is emerging as a key area of focus for forward-thinking packaging leaders.

The Talent Behind the Transformation

As sustainability becomes a strategic imperative, companies need professionals who understand these interconnected factors. Packaging engineers who can design for lightweighting, supply chain experts who can optimize routes, and sustainability leaders who can balance regulatory demands with commercial objectives are all in high demand.

At Athena Executive Search, we recognize that the next wave of innovation in print and packaging will be driven by people who can think systemically. It’s not just about choosing the right material; it’s about embedding sustainability into every stage of the packaging lifecycle.

Conclusion

The hidden carbon footprint of packaging cannot be solved by material choice alone. Lightweighting and logistics play equally important roles in reducing emissions, cutting costs, and creating a genuinely sustainable value chain. For companies that want to lead in this space, building the right teams is crucial.

Athena Executive Search is proud to partner with businesses across the print and packaging sector to identify and place the talent that will drive this transformation. Together, we can ensure the industry continues to evolve—delivering packaging that protects products, profits, and the planet.

Ready to Take the Next Step?

If your business is looking to attract exceptional talent that can accelerate your sustainability and packaging innovation strategies, we’d love to hear from you.

📩 Email us at enquiries@athena-executive.com to start the conversation.

Paperization: The Drive to Replace Plastic – What’s Working and What’s Hype?

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The last decade has seen a seismic shift in the way businesses, governments, and consumers think about packaging and sustainability. With increasing regulatory pressures, consumer demand for eco-friendly alternatives, and corporate ESG commitments, one material has re-emerged as a frontrunner in the battle to replace plastic: paper.

This movement – sometimes called paperization – reflects the rapid push to swap single-use plastics with paper-based alternatives in everything from retail bags and takeaway cups to food packaging and e-commerce shipping. But as with most sustainability trends, the story is more nuanced than the headlines suggest.

So, what’s working, and what’s just hype?

Where Paperization Is Succeeding

1. Retail and E-commerce Packaging
Retailers and e-commerce giants have successfully transitioned from plastic to paper in shipping boxes, filler materials, and bags. Paper is strong, cost-effective, and widely recycled in established waste streams, making it an attractive replacement.

2. Straws, Cups, and Utensils – To a Point
Paper straws and cups, once seen as niche, are now mainstream. Large hospitality chains have adopted them globally, aligning with consumer expectations and regulatory requirements. While the consumer experience isn’t always perfect (who hasn’t had a paper straw dissolve mid-drink?), the market has adjusted, and innovation in coatings and fiber strength continues.

3. Branding and Consumer Perception
Paper’s look and feel align with consumer notions of sustainability. Packaging that signals “natural” or “recyclable” can strengthen brand equity, particularly when paired with credible sustainability commitments.

The Challenges Behind the Hype

1. Environmental Trade-Offs
While paper is renewable and widely recycled, its production is resource-intensive. Pulp and paper manufacturing requires significant water, energy, and chemicals, and large-scale deforestation remains a concern. Without sustainable forestry practices, paperization risks shifting one environmental burden for another.

2. Functional Limitations
Plastics often outperform paper in durability, barrier protection (for moisture, grease, and oxygen), and cost efficiency. For perishable food, pharmaceuticals, and many consumer goods, plastic’s functional superiority remains hard to match.

3. Recycling Realities
Not all paper is created equal. Paper packaging with plastic or chemical coatings can be difficult to recycle. If consumers are unclear about how to dispose of these items, the end result may still be landfill.

4. Cost Pressures
In high-volume industries, paper alternatives can be significantly more expensive than plastic. This creates tension between sustainability goals and economic realities, especially in sectors with tight margins.

What Leaders Should Be Asking

As paperization accelerates, executives should move beyond the hype and consider:

  • Lifecycle impacts: What is the true environmental footprint from sourcing through disposal?

  • Innovation potential: Where can technology (e.g., barrier coatings, fiber engineering, hybrid materials) close the performance gap with plastics?

  • Regulatory fit: How do packaging choices align with current and emerging legislation across global markets?

  • Consumer behavior: Will customers actually recycle or compost the paper products provided?

The Bottom Line

Paperization is neither a panacea nor a passing fad. It is one chapter in the broader story of how industries are rethinking materials to meet sustainability goals. The winners will be those companies that cut through the hype, assess trade-offs with rigor, and invest in innovation that delivers both functional performance and genuine environmental benefit.

At Athena Executive Search, we see this shift influencing talent agendas across packaging, FMCG, and industrials. Leaders with deep expertise in sustainable materials, supply chain transformation, and regulatory navigation are increasingly in demand. Paperization isn’t just about packaging – it’s about strategy, innovation, and the leadership needed to navigate disruption.

Call to Action
If your organisation is navigating the challenges and opportunities of sustainable packaging, the right leadership makes all the difference. At Athena Executive Search, we connect businesses with the talent needed to deliver real impact in sustainability, innovation, and growth.

Let’s start a conversation about how we can help you build the leadership team to thrive in a paperized future.

Contact us today at enquiries@athena-executive.com

Retention & Employee Longevity: The True Cost of High Turnover in Packaging & Print—and How to Prevent It

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In the competitive world of packaging and print, talent is one of the most valuable assets a company can invest in. Yet, many businesses underestimate the real cost of high employee turnover. Beyond recruitment expenses, turnover disrupts production, erodes customer confidence, and can undermine growth at a critical time when innovation and service excellence are key differentiators.

The Hidden Cost of Turnover

When an experienced employee leaves, the financial impact goes far beyond advertising a vacancy or onboarding a replacement. Consider the following costs:

  • Lost productivity – New hires often take 6–12 months to reach full efficiency.

  • Knowledge drain – Departing employees take with them years of technical expertise, customer relationships, and process insights.

  • Cultural disruption – High turnover damages morale, leading to disengagement and, ultimately, further resignations.

  • Recruitment and training – The packaging and print sector requires specialist skills that are costly to source and train.

Taken together, turnover can cost a business anywhere from 30–50% of the employee’s annual salary, and in senior or technical roles, this figure can rise significantly.

Why Retention Matters in Packaging & Print

The sector is under unique pressures: sustainability demands, rapid technological advances, and growing competition for specialist talent. Retaining skilled professionals isn’t just about stability—it’s about maintaining a competitive edge. Businesses that invest in their people are better positioned to adapt, innovate, and deliver consistent quality to clients.

How to Improve Employee Longevity

The good news is that turnover is preventable. Leading companies are taking a strategic approach by focusing on:

  1. Clear career pathways – Employees stay longer when they can see progression opportunities.

  2. Competitive compensation and benefits – Salary matters, but so does recognition, flexibility, and wellbeing support.

  3. Strong leadership – Engaged managers who communicate effectively and value their teams foster loyalty.

  4. Culture and purpose – Today’s workforce is motivated by meaningful work and alignment with company values.

  5. Strategic hiring – Bringing in the right talent in the first place reduces early attrition and builds long-term stability.

Partnering for Long-Term Success

At Athena Executive Search, we understand the unique challenges facing packaging and print businesses. Our tailored recruitment approach ensures you attract, hire, and retain the people who will drive sustainable growth in your organisation.

High turnover is costly—but with the right talent strategy, it’s avoidable.

Get in touch: enquiries@athena-executive.com

Decoding the Green Claims Code: How to Avoid Greenwashing in Your Packaging

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In today’s market, sustainability is no longer a differentiator – it’s an expectation. For businesses operating within the packaging and print industry, the pressure to demonstrate environmental responsibility is higher than ever. However, as consumer demand for sustainable products grows, so too does the risk of greenwashing – making misleading or exaggerated environmental claims that can damage both brand reputation and consumer trust.

To address this, the UK’s Competition and Markets Authority (CMA) introduced the Green Claims Code, a set of guidelines designed to ensure businesses make fair, transparent, and evidence-based environmental claims. For companies in the packaging and print sector, understanding and applying this code is critical to maintaining credibility in an increasingly sustainability-conscious marketplace.

What is the Green Claims Code?

The Green Claims Code provides six key principles to ensure environmental messaging is accurate, clear, and not misleading. These principles emphasise that claims must be:

  • Truthful and accurate
  • Clear and unambiguous
  • Substantiated with credible evidence
  • Fair and meaningful compared with other products or services
  • Consider the full lifecycle of the product
  • Presented in a way that does not omit or hide important information

Why It Matters for Packaging and Print

Packaging plays a frontline role in communicating a brand’s sustainability story. Terms such as “eco-friendly,” “biodegradable,” or “100% recyclable” are common but can easily fall into the greenwashing trap if they are vague, unqualified, or unproven. For example:

  • Claiming packaging is recyclable, when only certain components are, can mislead consumers.
  • Using generic sustainability icons without explanation can create confusion.
  • Highlighting a single green attribute while ignoring negative environmental impacts elsewhere in the product lifecycle risks misrepresentation.

With regulators taking a tougher stance on false claims, non-compliance with the Green Claims Code not only jeopardises consumer trust but could also result in legal and financial repercussions.

Best Practices to Stay Compliant

To avoid greenwashing, businesses in the packaging and print industry should:

  1. Invest in credible certifications – Use recognised third-party certifications (e.g., FSC, PEFC, or relevant recycling standards) to substantiate claims.
  2. Be precise in language – Avoid vague terms and provide context (e.g., “This packaging is recyclable in 80% of UK kerbside collections”).
  3. Consider the full lifecycle – Ensure claims take into account sourcing, production, distribution, and end-of-life disposal.
  4. Train marketing and design teams – Equip staff with knowledge of the Green Claims Code to prevent inadvertent non-compliance.
  5. Audit and review regularly – Regularly review packaging claims to ensure ongoing compliance as materials, regulations, and recycling infrastructures evolve.

Building Trust Through Transparency

Consumers increasingly value honesty and accountability. By adopting the Green Claims Code, businesses not only reduce the risk of regulatory action but also strengthen consumer loyalty and brand reputation. In the packaging and print sector, where sustainability claims are often the first message a consumer sees, clear and compliant communication is essential.

At Athena Executive Search, we understand the unique challenges faced by leaders in the packaging and print industry. As the sector evolves, the demand for forward-thinking professionals who can balance innovation, compliance, and sustainability will continue to grow. By embedding the Green Claims Code into business practices, companies can confidently communicate their green credentials while building trust and competitive advantage.

Are you looking to strengthen your leadership team with experts who can navigate the complexities of sustainability and compliance in packaging and print? Get in touch with Athena Executive Search today to find the talent who will help shape a greener, more transparent future for your business.

Email: enquiries@athena-executive.com