Hybrid Software and HP join drupa webinar to discuss global packaging challenges


Article courtesy of ProPack Pro, Australia’s independent online publication

Hybrid Software and HP join European webinar to discuss global packaging challenges

Hybrid Software and HP representatives were among the key executives who joined a recent European webinar to discuss the future challenges in the packaging category.
By Jonathan Siedmann

Organisers and partners of drupa’s ‘touchpoint packaging’ initiative gathered to discuss their visions for the future of the industry ahead of next year’s drupa conference.

The online panel hosted by Packaging Europe titled ‘Exploring Print & Packaging Futures in a Sustainable and Connected World’ shared insights on managing the evolving landscape of brands and retailers.

Inviting leaders from HP Inc, Hybrid Software, and Linked2Brands, among others, the panel covered a wide range of intersecting topics including the relationship between print and packaging amid increasing digitization, growing sustainability demands, and the increasingly complex connection between pack and consumer.

Tim Sykes (Packaging Europe), Stefan Hilss (Linked2Brands), Christian Menegon (HP), Heath Luetkens (Hybrid Software Group)

Among the questions asked were: ‘How is the consumer’s mind changing and how can brands cater to new touchpoints?’; ‘What benefits can virtual prototyping bring for e-commerce?’ and ‘Where are untapped opportunities for brands to improve their sustainability efforts?’.

CEO at Linked2Brands Stefan Hilss spoke about how different areas of packaging – such as point of sale, ecommerce, and traditional commerce – could no longer exist in silos. Rather, Hilss said that these channels had to operate in parallel and correlate with one another, with packaging serving as “a touchpoint connecting the digital and physical spaces”. However, Hilss emphasized that industrial printing still had a place in the sector due to the persisting need for high volume. He also said that while he did not foresee every single pack carrying its own story, it would still have a digital twin.

“Technology is the enabler to make those things possible and it will make the pack again a carrier of information, which maybe in the past wasn’t so relevant because other things disappear,” Hilss said. “Things we thought were absolutely relevant for the pack ten years ago may become obsolete, whereas other things all of a sudden will make it onto the pack.”The group also addressed the building movement toward sustainability in the printing and packaging industry and what issues digital technologies could – and could not – effectively solve. They argued that digital is one part of sustainability, not a one-stop solution.

Heath Luetkens, Business Manager 3D Graphics, Hybrid Software Group, commented on the growing push towards the recyclability of different materials that are being used in the package along with the importance of technologies such as magnetized inks, recyclable shrink sleeves, and the container itself. He also advocated for longer, more sustainable runs for packaging to avoid adding more waste to the creation of products.

“Even beyond just the generic package, we’re a large world, and brands have to adopt the package for that world and the different materials in each area,” Luetkens said.

Christian Menegon, Business Development Manager Industrial products at HP Inc, noted that while digital printing could make a significant contribution towards sustainability, it should not be viewed as a one-stop solution but rather “one aspect in the whole supply chain of a brand”.

A separate section of the webinar discussed the importance of packaging connecting the brand and the consumer. The speakers addressed the changing role of packaging as moving away from micro-marketing and telling the bold story behind the product, with technology such as QR codes or embedded chips allowing the consumer to acquire the detailed product information online.

Luetkens described the package as “changing into a vessel that allows us to connect”.

Menegon, meanwhile, emphasized how the transition to digital would be gradual, occurring as conventional printing technology plateaued and came to rely on outside or ancillary equipment to extend its capabilities.

“With digital printing, we’re still in the ramp up, so we have plenty of room to go before we become a replacement,” Menegon said.

Drupa 2024 will be held from 28 May to 8 June at Messe Düsseldorf, Germany. Visit Hybrid Software Group in Hall 7a / D03 and at touchpoint packaging in Hall 3 / B31.

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