Upstream Innovation for Packaging Solutions

Retailers and brands are increasingly exploring upstream innovation in packaging as part of broader efforts to reduce waste, improve sustainability performance, and transition toward circular economy packaging systems. These strategies focus on redesigning packaging at the source to eliminate unnecessary materials, enable reuse models, and improve recyclability across the supply chain.

In this webinar, Josephine Christoffersen of the Ellen MacArthur Foundation’s New Plastics Economy Initiative explains the concept of upstream innovation and how it supports key circular economy strategies for packaging, particularly reuse systems and material circulation.

The session also highlights practical examples from retailers implementing sustainable packaging programs. Representatives from Walmart, Walgreens, and Ulta Beauty share insights from their reuse initiatives and discuss how companies can collaborate with suppliers to advance packaging innovation and reduce waste.