Sustainability in Packaging and Print: Why Technical Directors Must Lead the Change

The packaging and print industry is undergoing one of the most significant transformations in its history. Driven by global regulation, consumer awareness, and corporate responsibility, sustainability is no longer an optional extra—it is a fundamental expectation. For Technical Directors, this shift is redefining what it takes to succeed and lead in the sector.

From “Nice-to-Have” to “Non-Negotiable”

A decade ago, sustainability was often treated as a marketing advantage or CSR talking point. Today, it is a baseline requirement. Clients—whether multinational FMCG companies, retailers, or start-ups—are under immense pressure to reduce environmental impact across their supply chains. They are demanding packaging that is recyclable, made from renewable or responsibly sourced materials, and produced through processes that minimise carbon emissions.

This shift means packaging and print suppliers cannot simply “add on” sustainable practices. They must embed them deeply into their technical operations, processes, and innovations.

Why Technical Directors Are Central to This Change

Technical Directors are uniquely placed to bridge the gap between client expectations, regulatory frameworks, and operational capabilities. Their decisions shape everything from raw material choices to machinery investment, production efficiency, and end-of-life solutions.

Key areas where Technical Directors can make a measurable difference include:

• Material Innovation – Selecting sustainable substrates, inks, and coatings that perform without compromising recyclability.

• Process Efficiency – Reducing waste, water, and energy usage through leaner, smarter manufacturing.

• Compliance & Foresight – Staying ahead of evolving legislation, such as Extended Producer Responsibility (EPR) and single-use plastic bans.

• Lifecycle Thinking – Designing with circularity in mind, ensuring packaging can be reused, recycled, or composted effectively.

Without technical leadership in these areas, companies risk falling behind competitors and losing contracts with clients who see sustainability as non-negotiable.

Standing Out as a Candidate in Today’s Market

For senior professionals, particularly Technical Directors, demonstrating sustainability expertise has become a differentiator. In fact, it can be the factor that secures a role in a competitive field.

Candidates who want to stand out should:

• Show measurable impact – Highlight projects where you reduced waste, improved recyclability, or cut energy usage, with tangible metrics.

• Demonstrate regulatory awareness – Showcase your understanding of current and upcoming environmental legislation.

• Champion innovation – Emphasise how you have driven or supported R&D in sustainable materials or technologies.

• Prove commercial value – Link sustainability achievements directly to client retention, new business wins, or cost savings.

Employers are not just looking for technical excellence—they want leaders who can position sustainability as a driver of both compliance and commercial growth.

The Bottom Line

For the packaging and print industry, sustainability is not a passing trend—it is the new standard. Technical Directors who can demonstrate deep expertise in this area will not only future-proof their organisations but also distinguish themselves as indispensable leaders in a sector under pressure to change.

In today’s market, the message is clear: sustainability is no longer a “want” from clients—it is a demand. And the leaders who can deliver on it will set themselves apart.

📩 If you’re a senior technical professional looking to strengthen your position in the packaging and print industry—or a business seeking leadership that can deliver on sustainability goals—get in touch with us at enquiries@athena-executive.com.