Sustainability may be on every agenda, but competitive advantage comes from making it executable—at scale, across plants, partners and products. As the market shifts toward fiber-based solutions, the winners will be organizations that match bold ambition with manufacturing technologies capable of delivering new packaging formats at industrial scale. Yet sustainability targets often collide with financial realities. In this session, we’ll explore source reduction as a core strategy and underscore why investing in new technology is essential to closing the cost-parity gap with plastic. The Ecologic paper bottle journey will serve as one of the backdrops for our discussion.