Improving the sustainability of packaging through design – UPM sponsors Pentawards to emphasise the significance of sustainable design

UPM has extended its partnership with the leading global platform and community for packaging design Pentawards to highlight the role of designers in co-creating a future beyond fossils. In 2024, UPM is one of the main sponsors of Pentawards and sponsors the Sustainable Design category in the Pentawards competition.

Packaging designers’ work is essential in developing packaging solutions that are not only visually appealing and functional but also environmentally responsible.

"At Pentawards we aim to honour design excellence, inspire creativity, and foster connections within the global packaging design community. By embracing industry changes as opportunities, we forge strong partnerships to navigate challenges. Sustainability is a key focus, and our collaboration with UPM allows us to educate, highlight and prepare the future of design", said Head of Pentawards, Adam Ryan.

For UPM this partnership is an opportunity to emphasise the significance of sustainable design in the packaging value chain and to demonstrate the impact of its circular and recyclable materials for packaging solutions.

"Packaging designers have the power to be the true changemakers when it comes to improving the sustainability of products. Sustainable packaging design can be inspiring, but also demanding, due to changing regulations and pressure from consumers and brands", said UPM Brand Director Kristiina Jaaranen.

According to Ellen McArthur Foundation’s study*, rethinking packaging means innovating at the packaging design level to provide the same essential packaging function, while designing out waste. For example, moving from non-recyclable to recyclable packaging formats or using a completely different type of material. Packaging designers combine their creative skills with an understanding of environmental considerations, user needs, and brand objectives.

“Together with Pentawards, we are here to support the designers in creating packaging solutions beyond fossils”, Jaaranen concluded.

UPM and Pentawards are also looking into possibilities of further supporting packaging designers in their sustainability path in the coming years.