personas, la equidad y la colaboración con grupos de interés. Para lograrlo, desde Eurecat, trabajamos juntamente con los actores de toda la cadena de valor del packaging, a fin de ofrecer respuestas sostenibles e innovadoras a los retos del sector, a partir de un nuevo enfoque innovador que pone el acento en el ecodiseño y la reciclabilidad. Es el momento de trabajar juntos para convertir este desafío en una ventaja competitiva real que aporte valor a las empresas, a la sociedad y al conjunto del planeta. The packaging industry is at a pivotal moment, marked by the need to adapt to regulatory requirements and a growing societal demand for sustainability. More and more companies and consumers have sustainability ingrained in their DNA and have become the true drivers of change, innovating to transform the status quo and lead the transition to more responsible models. As with any transformation process, some act as early adopters, defining the direction and seizing the opportunity to shape the future of the sector, while others, more hesitant, will have to adapt to avoid being late in providing the answers the market is already demanding. These changes are not immediate, but strategic planning allows companies to anticipate, adapt, and build not only their own future but also that of the market. This scenario presents unprecedented challenges, but also opportunities to innovate and differentiate themselves. In fact, the new European regulation on packaging and packaging waste, known as the Packaging and Packaging Waste Regulation (PPWR), establishes new mandatory requirements across the European Union aimed at reducing, reusing, and recycling, with sustainability targets and recyclability requirements. It also sets minimum levels of recycled materials and restrictions on certain single-use packaging. Within this framework, it is crucial to support companies so they can transform their business models and refocus their innovation to adapt to the new challenges in the packaging sector. These new challenges are driven by emerging trends related to the research and application of bioplastics in food packaging, the replacement of traditional plastics with materials derived from natural sources such as paper, cardboard, aluminum, or cellulose, and the design of packaging intended for reuse and extended lifespan. Technological Innovation Other trends redefining technological innovation in the packaging sector include the efficient recycling of multilayer polymers, new products based on materials from natural sources such as glass, paper, cardboard, and cellulose, and the redesign of the supply chain to address the challenges of sustainability and reuse. The incorporation of digitalization, with solutions that include sensors or artificial intelligence, to promote more efficient and secure 44TEMA CENTRAL I MAIN TOPIC La innovación tecnológica, ventaja competitiva para la sostenibilidad del sector del packaging Sílvia Palomé Pont, Business Development Manager in the Packaging Market at the Eurecat technological center
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