Many companies talk about and recognize the need to collaborate in order to deliver sustainability targets within their industry but how many actually step up the plate and actively participate in collaborative programs?   The Circularity in Primary Pharmaceutical Packaging Accelerator (CiPPPA) provides a great example of how an industry is calling upon its stakeholders to take account of the waste packaging that it generates, and how they're looking to embed the principles of circularity into the design of packaging formats to design out the inherent obsolescence that exists in so many packaging formats.  This session will discuss: The challenges that face pharmaceutical packaging, and what limited and isolated activity had taken place prior to 2023, when CiPPPA was formed. The genus of the idea that sparked the concept of industry wide collaboration. The challenges CiPPA encountered when building a pre-competitive environment for firms to work alongside each other and to embrace shared goals and objectives. Some of the highlights, and some of difficulties encountered in building the initiative. The benefits of, and need for, collaboration. A case study (or two) highlighting all of the above.