Marco Scatto will outline how the forthcoming EU Packaging and Packaging Waste Regulation (PPWR) is reshaping the luxury packaging landscape and why a coordinated, value-chain approach is essential to navigate this transition. While the PPWR introduces stringent requirements on recyclability, reuse, and waste reduction, luxury brands must simultaneously safeguard the intangible assets that packaging conveys—craftsmanship, exclusivity, brand identity, and emotional value.
Drawing from the work of the Luxury Packaging Commission of the Italian Packaging Institute, Scatto will present the newly developed Guidelines for Environmental Management in the Luxury Packaging Value Chain. These guidelines translate complex regulatory obligations into practical criteria for material selection, eco-design, documentation, and end-of-life management, ensuring that sustainability targets can be met without compromising the distinctive characteristics that define premium products.
At the core of Scatto’s message is the principle of “when the container adds value”: sustainability cannot be treated as a constraint but must be integrated into the creative and strategic process. Achieving this balance requires collaborative action across suppliers, converters, brands, and waste-management actors—no single stakeholder can meet PPWR expectations alone.
His intervention will highlight concrete examples, emerging best practices, and the need for ongoing dialogue between industry and institutions. Ultimately, Scatto will argue that embracing PPWR through a unified supply-chain framework offers the luxury sector not only compliance, but the opportunity to reinforce brand equity through responsible, intelligently designed packaging. en francis