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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.

More content won’t enhance your B2B marketing.

Whether it’s blogs, press releases, email marketing or social media campaigns, over 80% of organisations plan to increase their content budgets this year. But volume without strategy is just noise.

Three ways luxury packaging tells your brand story

Luxury packaging has never been just about looking good – it’s about weaving a story that consumers want to buy into. How can you help your clients turn a box, pouch, or case into a strategic storytelling tool that builds loyalty and drives growth?

AI, authority, and the role of authenticity

Let’s be clear: journalists are not gullible. The rise of AI-generated ‘experts’ isn’t down to laziness or naivety, it’s the result of a system under pressure where comment quotas, turnaround times, and platform demands are tighter than ever.

Key Takeaways and Trends from The Print Show 2025

The Print Show 2025 demonstrated just how dynamic the print industry has become. The event brought together cutting-edge technology, creative ingenuity, and frank conversations about where the sector is heading.

Label printing under the microscope

As the dust settles on the last ever Labelexpo Europe, Senior Account Manager David Pittman shares his thoughts and impressions of the show.

The Wellness Gap we need to talk about

Why are we almost always stressed? For many consumers, this is the million-dollar question. It’s confusing too, since the wellness sector has experienced major growth over the last few years (estimated annual worth of $2 trillion globally) and is continuing to grow at 4-5% each year.

5 brands that are nailing personalised packaging (…and why)

Personalised packaging has become one of the most powerful tools to connect with consumers on an emotional level. But this isn’t just about putting a name on a label – it’s about combining creativity, data, and technology to deliver scalable, memorable experiences.

Are exhibitions worth it?

If all you’re looking for is a succinct answer to the question ‘Are exhibitions worth it?’, then you can take this as a resounding yes….

Insights from Packaging Innovations

The buzz from Packaging Innovations & Empack 2025 at the NEC Birmingham is still fresh, and it’s clear that this year’s event provided plenty of food for thought for the packaging and marketing industries.

Language matters! Our Green Claims Directive No-nos

With the UK Green Claims Code directive on the horizon and similar schemes set to roll out across Europe in the form of the European Commission’s Green Claims Directive, we are reaching a key turning point in the story of sustainability.

The Big Reveal – Meet Think B2B Marketing!

It’s official. After a decade of delivering exceptional B2B marketing solutions as PHD Marketing, we’re proud to unveil our new identity. Hello! We are Think B2B Marketing. Our new look is not just a change in name, but a renewed commitment to our core values of strategic thinking and client success. Whether you’re one of […]

Our journey to Think B2B Marketing

Ever wonder what’s in a name? For us, it’s a decade of growth, learning, and unwavering commitment to B2B excellence. We’re now Think B2B Marketing, but our journey to this point is a story worth telling. Many of our long-standing clients have witnessed our evolution firsthand – after all, our impressive retention rates mean some […]

EPR fees: what does it mean for packaging businesses?

It’s here – almost. Extended Producer Responsibility was first proposed by the UK government under Theresa May’s premiership, four prime ministers and six years ago, in 2018. Earlier this month, the government revealed one of its most significant updates yet on the future of the scheme when it announced its illustrative base fees.  For the […]

Under Paris – and plastic’s image problem

Debuting with an astonishing 40.9 million views in its first week, Netflix’s latest sensation Under Paris has instantly become one of the streaming service’s most watched non-English language films. Notably, the film opens in the Great Pacific Garbage Patch, a notorious gyre of marine debris in the North Pacific. The artistic shots of floating waste […]

Your guide to PPWR – the EU’s new packaging rules shaping the future of the industry

Now we’re getting somewhere! That’s the message coming out of Brussels as, after years of political wrangling and industry lobbying over the EU’s proposed Packaging and Packaging Waste Regulations (PPWR), a preliminary deal has finally been struck between the EU institutions. The agreement means that years of uncertainty have been ended with the stroke of a pen. […]

Remote and Hybrid Working: What We’ve Learnt

The global shift to remote work during the COVID-19 pandemic fundamentally changed how businesses operate. Now in 2024, what began as an emergency response has evolved into a strategic approach to work that combines the best of both worlds. At Think B2B Marketing, we’ve experienced this evolution firsthand, both in our own operations and through […]

The new EU AI Act: Everything your B2B business needs to know

It’s hard not to be impressed with how rapidly artificial intelligence is advancing. From eliminating time-intensive manual tasks such as organising business diaries to crunching enormous quantities of data in record speed, it’s clear that AI has an important role to play in the future of B2B business operations.  However – it’s not going to […]

Beyond ‘The New Normal’: How B2B Companies Have Evolved Since 2020

Developed in 1965 by psychologist Bruce Tuckman, Team theory suggests that most teams follow a consistent path from the point they are first assembled to a time when they become a highly proficient and effective organisation. This path has four distinct phases – Forming, Storming, Norming and Performing. As we find ourselves in industry faced with unprecedented change, […]