With major regulatory reforms underway in Europe, the packaging landscape is entering one of the most disruptive and influential periods in decades. This session will examine how the EU Packaging and Packaging Waste Regulation (PPWR) and evolving UK packaging legislation are reshaping packaging innovation – not only in Europe, but across global supply chains. Drawing on more than 12,000 real-world examples from ThePackHub’s Innovation Zone and new technologies emerging from The Patent Zone, ThePackHub’s Managing Director, Paul Jenkins will show how brands and suppliers are redesigning packaging to meet stricter recyclability, reuse, and reduction requirements. Attendees will see the practical implications of these rules on materials, formats, and design choices across food, beverage, household, health and beauty categories and more. Crucially, the session will explore how European regulatory pressure often cascades internationally, influencing design norms, supplier portfolios, and multinational brand strategies – including those operating in the US.