Natural, efficient, creative and with promotional impact, that is what the packaging of the future is supposed to live up to. It should also: keep customers loyal, provide a competitive advantage, satisfy Corporate Social Responsibility requirements, optimise costs and create brand values in the process.

Difficult, but not impossible. The most important part: sustainability. Market experts warn, that those neglecting sustainability are taking substantial commercial risks and will miss out on opportunities. Especially when the econmic climate is difficult, it is essential to prepare for better times, to position brands in an innovative and sustainable manner. The time has come for holistic concepts and intensive cooperation between members of the value chain.

Packaging must communicate these new values. Packaging is the most important messenger for a brand and plays a decisive role in competing for customers. Some 70 per cent of buying decisions are made at the store shelf. Sustainable concepts across the entire value chain will result in the best possible optimisation of economy and ecology.

The 8th Pro Carton Congress focuses on these topics. Here are examples of just some of the presentations (mostly in German, with English translation):
• Leading brands to success at the POS. Clear design, clear consumer benefits.
• Sustainability in the value chain of FMCG packaging.
• Get inspired! Design for creative solutions, with integrity and the courage to be different.
• Goodbrands. Why only sustainable brands will be successful after the crisis, and the role of packaging.
• Carbon Footprinting and Cartons.
• Fit for the Future. Europe's paperboard industry in 2020.
• Indicators for evaluating the future viability of companies, business models and products. Sustainability at the level of concrete action and implementation.

A brand new study …

The presentation of the new study on FMCG packaging and sustainability in correlation to the CR segmentation of customers will be one of the highlights. Pro Carton commissioned GfK Germany to conduct a survey examining the most important specific attitudes on the subject of sustainable packaging. The study will be completed towards the end of 2009 and the results presented for the first time at the International Pro Carton Congress on 25th and 26th November 2009.

The study gives information on the role of packaging for certain consumer groups, as well as on the general attitude of consumers to different types of packaging. Consumers are asked on their ideas and wishes for the packaging of products in daily use. For the first time, there is a focus on those target groups who are prepared to pay more for sustainable packaging - with detailed results for different product categories.

The results are compared with other current studies to determine the role of packaging in terms of ecology and sustainability. Top level experts will provide practical tips on how to appeal to the various target groups with different forms of packaging, and on how the advantages of sustainable packaging can best be utilised.

… and much more

Besides the presentations with insider information and business news and the presentation of the study, there is ample time for intensive, informal networking. A special attraction is the "Night of Packaging", with some surprising highlights and presentation of the International Pro Carton/ECMA Awards 2009 for outstanding packaging creations. Satkar Gidda, Sales and Marketing Director at the London agency SiebertHead and chairman of the jury, will present the Awards.

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