Is Less More? Packaging Between Regulation and Practice - with Max Haschke

In a nutshell: The days when packaging was an afterthought are over. Anyone working in industry today must grapple with complex regulations, rising sustainability requirements, and new expectations around recycling and material use. But are the new rules an overreach, or the necessary push to move the industry forward? We discuss this with Max Haschke, independent packaging consultant and host of the podcast "Packend anders". 

Why has packaging suddenly become such a major topic? 

In the B2C world, awareness of sustainable packaging is already deeply embedded. Customers react sensitively when they unbox their online orders to find unnecessarily large or non-sustainable materials. Yet in industry, the topic does not seem to have arrived with the same intensity. Haschke explains that pressure in B2B markets is lower, as packaging here primarily serves to protect products. Nevertheless, interest in sustainable Solutions is growing, driven in particular by new EU directives and increasing requirements around recycling and the circular economy. 

Packaging strategy instead of patchwork 

Many companies only start thinking about packaging when problems arise: rising costs, inefficient processes, or high complaint rates. Haschke advocates treating packaging as a strategic topic. A well thought-out packaging strategy can not only reduce costs, but also improve sustainability performance and optimise logistics handling. 

Three focal points in current developments: 

1. Material reduction & recyclability – Less is more: packaging is becoming more compact, more efficient, and made from better recyclable materials.
2. Reusable instead of single-use – Especially in supply chains, the potential of reusable systems is being leveraged more heavily, even if it brings organisational challenges.
3. Automation & efficiency – The digitalisation and automation of packaging processes is gaining in importance as a way to relieve skilled workers and reduce costs. 

Sustainability vs. product protection – Where is the compromise? 

An often underestimated problem: packaging that is too minimalist can result in products arriving damaged. And when a product becomes unusable due to poor packaging, the environmental damage is usually greater than that caused by slightly more robust packaging. "The right balance between sustainability and product protection is crucial", Haschke emphasises. 

Regulation as a driver of innovation 

Even though many companies perceive new regulations as a burden, Haschke also sees an opportunity in them: "We have a unique chance to finally make packaging more efficient and more sustainable." The new regulations compel companies to engage deeply with the topic – which can be beneficial in the long run, both economically and ecologically. 

Conclusion: Packaging needs to be rethought 

The packaging industry is at a turning point. Caught between cost pressure, sustainability requirements, and regulations, strategic approaches are needed that take all factors into account. One thing is clear: companies that view packaging merely as a necessary evil will fall behind in the long run. Those who invest in smart Solutions now, on the other hand, stand to benefit from current developments. 

👉 Curious to hear more? Then listen to the full episode! 

Spotify: https://spoti.fi/43RLWjC
Youtube: https://youtu.be/Kh5X3d6fAkg

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