Shaping the Future of Packaging: Insights from Amsterdam

In early May, my fellow Canopy Campaigner Eugenia Kwok and I travelled to Amsterdam to join leading brands, innovators, and sustainability leaders at the Sustainable Packaging Innovation Forum. Across two packed (no pun intended) days of discussion and collaboration, the forum tackled a critical challenge: how to align packaging solutions with the needs of consumers, the environment, and business reality. 

We had the privilege of hosting a roundtable on behalf of Canopy, bringing together industry leaders to explore the complexities of fibre-based packaging. The conversation was thoughtful and solutions-focused, centring on the urgent need to decouple packaging supply chains from the world’s Ancient and Endangered Forests. While fibre-based packaging is often seen as a greener alternative to plastic, sourcing virgin fibre from climate- and biodiversity-critical forests comes with profound ecological costs. Overall, the majority of attendees agreed that the "paperization" of packaging is becoming a clear trend across industries, which is intensifying pressures on forests. Together, we explored opportunities to scale Next Generation Solutions, innovative packaging alternative made from agricultural residues, recycled fibres, and other low-impact feedstocks that reduce reliance on high-carbon forest ecosystems.

Throughout the forum, discussions ranged from evolving global regulations to the role of circularity, reuse, and refill models. Speakers and attendees shared insights on how to integrate sustainability across the value chain, leverage material innovation, and turn compliance into a competitive advantage. It was encouraging to see brands actively exploring systemic solutions rather than stopgap material swaps.

Yet a clear takeaway emerged: the clock is ticking. Every year, more than three billion trees are logged for paper packaging, many from the world’s last remaining Ancient and Endangered Forests. As new regulations and consumer expectations reshape the packaging landscape, companies have an opportunity to enhance supply chain resilience and gain a competitive edge through sustainable innovation. 

At Canopy, we’re committed to partnering with brands to accelerate forest-friendly packaging solutions that protect biodiversity, mitigate climate risk, and build more resilient supply chains. Being in Amsterdam with so many committed changemakers was a powerful reminder: the solutions exist, the momentum is building, and together, we can scale them.

Get in touch to explore how your company can implement packaging solutions that work for your business and the planet. Join Pack4Good.