What a B2B trade show is really for (and why the real magic happens in the wings)
Trade events remain one of the most vital tools in B2B marketing. We were told, not so long ago, that digital platforms would kill off face-to-face trade shows. The reason is simple, and it’s the same reason packaging is such a rewarding sector to market.
How Asian-inspired ingredients are going viral
As consumers become more informed about ingredients and demand greater transparency, manufacturers are moving beyond traditional flavour-colour pairing to an integrated approach where flavour, colour, functionality and ingredients work together. And, Asian ingredients are proving to be particularly influential as they can deliver on all four promises.
The art (and science) of marketing for packaging businesses
That gap, between technical excellence and commercial pull, is exactly where marketing for packaging businesses does its work.
The EU AI Act is now in effect. Here’s everything you need to know.
As of 2 August 2026, the transparency rules of the EU AI Act are live. They don’t care how big you are or what sector you’re in. They care about what your AI does, and crucially for anyone who publishes content, about whether you tell people when a machine wrote it.
Scoring a win with packaging lessons from World Cup 2026
It’s been very interesting to see the diversity and witness so many brands taking advantage of the opportunity this year (and in some clever ways). This provides inspiration and opens up a world of opportunity.
Switzerland writes its own packaging rulebook. Why does the divergence matter more than the targets?
Switzerland has adopted a new Ordinance on Packaging (VerpV), setting minimum recycling rates of 55% for plastic packaging and 70% for beverage cartons. Every packaging trade outlet has led with those figures, and they’re worth knowing. They are not, however, the full story.
Print & Packaging’s real AI revolution will be more boring than you think: What businesses should really be watching.
For the print and packaging industry, there’s a tendency for the AI conversation to get pulled towards the most clear and visible uses: writing company social media posts, producing image concepts, or promotional graphic design work. Smaller businesses are of course using AI for these purposes, but it’s not where the most consequential developments are happening for businesses in this sector.
Growth through volume is over. Growth through positioning is just getting started.
We’ve written about what the McKinsey data means for packaging businesses. An important read if you’re thinking about where to put your focus in 2026.
Why the packaging industry needs to improve its marketing communications now
With the EU’s Packaging and Packaging Waste Regulation (PPWR) set to take force on 12 August 2026 and the UK’s Extended Producer Responsibility (EPR) initiative entering its most consequential phase, packaging businesses across Europe are wading through what may be the most complex regulatory landscape the industry has ever faced.
Why every B2B business needs a B2B marketing agency
Most businesses know their industry inside out. But knowing something and communicating it effectively are two different things…