Attending SPC Advance in Boston this past week was an inspiring experience. Having attended SPC shows for years, it’s clear this year marked a turning point in the conversation around packaging, sustainability, and technology. Several themes stood out that I wanted to share.

AI: Driving Innovation Across Packaging and Sustainability

AI was one of the most talked-about topics at the SPC Advance, second only to EPR. Presenters described AI as a “teammate” that can assist with policy compliance, reporting, and planning. Today, AI can monitor and assess information and help create actionable plans, with the next phase enabling even greater automation and decision-making support. It’s exciting to see how AI will enhance our ability to deliver smarter, more efficient packaging solutions and sustainability initiatives.

Sustainability: A Strategic Priority

While sustainability conversations may feel quieter in some spaces, the data presented at SPC Advance tells a clear story: 30% of companies are increasing their sustainability ambitions, and only 16% are slowing down. Price Waterhouse Coopers reinforced this, noting that 84% of companies are maintaining or increasing climate commitments. Packaging plays a central role in these efforts: companies focusing on sustainable packaging report revenue increases of 6–25% and see a 30% increase in buyer purchase intent. Sustainable packaging is not just the right thing to do - it’s a strategic advantage.

EPR, Eco-modulation, and Global Regulations

Extended Producer Responsibility (EPR) and eco-modulation were key topics as well. Implementing reusable or circular packaging programs, using PCR materials, and reducing overall packaging volume can help companies reduce EPR fees. Lifecycle Assessments (LCAs) now require certification to fully leverage these reductions, a process that ranges in cost depending on project complexity. The upfront investment is outweighed by the long-term benefits, making it a smart step for companies focused on sustainability.

A Watershed Moment for Packaging

SPC Advance reinforced that sustainable packaging has reached a pivotal moment. AI and robotics, growing consumer demand, and regulatory incentives like tariffs and EPR rules all align to advance sustainability in the industry. The path forward is clear: sustainability in packaging is accelerating, and companies that prioritize it are positioned for success.The right packaging solutions can advance that success.

Building Relationships to Strengthen Capabilities

Beyond the sessions, the conference provided an excellent opportunity to connect with peers, thought leaders, and innovators in the packaging space. These relationships are essential for sharing knowledge, exploring new approaches, and strengthening our capabilities as we forge ahead in the sustainability landscape.

SPC Advance reaffirmed that sustainable packaging is not just a trend, it is a core business strategy. For companies like Group O, these developments validate our commitment to delivering innovative, sustainable solutions that support our clients and the environment.

About the Author

Marissa Lundberg is the Vice President of National Accounts, Packaging & Sustainability at Group O, where she helps leading brands optimize their packaging systems for cost efficiency, performance, and environmental impact. With deep expertise in materials, automation, stretch film, and custom packaging design, she drives end-to-end solutions that support sustainability goals and reduce waste. Passionate about creating meaningful change, Marissa focuses on future-proofing packaging through innovative design, circular economy strategies, and smart sourcing to ensure long-term value for both her clients and the planet.