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# How does the Coca-Cola Company Foresee the Future for Packaging Sustainability?
- URL: https://packaging-europe.ghost.io/how-does-the-coca-cola-company-foresee-the-future-for-packaging-sustainability/
- Published: 2017-08-04T08:05:00.000Z
- Updated: 2025-05-22T21:10:43.000Z
- Author: Packaging Europe staff writers
- Tags: Events, Sustainability, #layout-s, #type-article, #packaging-europe, #Import 2026-09-08 15:41

**As part of the Packaging Design session at** [**Sustainability in Packaging Europe**](http://www.sustainability-in-packaging.com/?ref=packaging-europe.ghost.io)**, Ulrike Sapiro, Director of Sustainability at The Coca-Cola Company gives her opinion on the future of packaging sustainability over the next five years, industry challenges and her recycle in, rubbish out presentation.**

**How do you foresee the future of packaging sustainability over the next five years?** 

We have made great progress over the past decades but it is clear that the entire industry needs to step up by a double notch to meet the changing consumer and stakeholder expectations – not to mention resource challenges - on how packaging should be managed. Recyclability in the design, recovery in the market, recycling and the creation of secondary materials are all areas where we have to make a lot of progress, and fast.

What are the main challenges the industry is facing from a material supplier perspective and how do you think this conference can overcome them? Changing consumer expectations and a drive by the regulators to transition (at least in Europe) to a circular economy. Industry will have an important role to play and – in light of Extended Producer Responsibility in Europe – we should take a leadership role. Industry is in the pivot position of driving packaging design and innovation, communicating to consumers through its brands and be a key partner for municipalities and governments on recovery and recycling.

**Why do you think it is important to attend the Sustainability in Packaging conference?** 

Today, Sustainability for Packaging is defined by the benchmark of the Circular Economy: is a packaging functional for consumer use AND can be kept in the economy at the end of life. This requires holistic end-to-end thinking along the value chain, not silos. I expect the Sustainable Packaging conference to highlight the connection points to make packaging more circular and to inspire the industry with new solutions and innovations. 

**What are you most looking forward to at the Sustainability in Packaging conference in Barcelona?** 

Lots of interesting discussion, some constructive controversy and a lot of positive inspiration.

More info:

[www.sustainability-in-packaging.com ](http://www.sustainability-in-packaging.com/?ref=packaging-europe.ghost.io)