By Tom Hendrickson, PPC Industry Affairs Manager
At this year’s SPC Impact conference in Nashville, TN, one idea kept surfacing: realistic optimism.
As GreenBlue Executive Director Paul Nowak put it, the sustainable packaging industry is at its best when it strikes a balance between ambition and practicality, urgency and progress. Set the bar too high, and you risk burnout. Set it too low, and you lose momentum. The path forward is somewhere in between: measurable progress, small wins, and a clear-eyed view of what it takes to move the industry forward. And across conversations throughout the week, that balance showed up everywhere.
Where Fiber Fits and Why It Matters
PPC was well represented on a panel of independent converters, with Ben Houser of Malnove and Mary Hutton of Southern Champion Tray highlighting how fiber-based packaging is helping brands navigate increasingly complex sustainability demands.
Their message reinforced that flexibility matters. Independent converters are uniquely positioned to adapt quickly: testing, iterating, and refining fiber-based solutions that meet performance needs while aligning with evolving regulatory and environmental expectations.
That theme, adaptability as an advantage, came up again and again.
Turning Ideas into Reality
One of the more grounded conversations focused on what it actually takes to translate sustainability goals into real products.
As Eva Caspary of Pregis pointed out, success doesn’t come from one team; it comes from alignment. Procurement, operations, marketing, leadership. If those groups aren’t working together, even the best ideas stall out.
Other panels reinforced how interconnected the system has become, from efforts to expand acceptance of poly-coated paper to ongoing conversations around EPR and its implications for the industry. The takeaway wasn’t that these challenges are solved, but that progress depends on collaboration across the value chain.
Big Ideas, Made Practical
The keynote sessions brought a wide range of perspectives, from policy to material innovation. There were conversations about EPR legislation at the state level, new material innovations like kelp-based alternatives to plastic, and the growing role of compostable packaging in diverting organic waste from landfills.
But one of the most memorable moments came from an unexpected voice.
Adam Met, musician, professor, and founder of Planet Reimagined, shifted the conversation from systems to people.
His perspective was powerful: sustainability movements often struggle because they’re too abstract. Big ideas like climate change and sustainability can feel distant. But when you focus on local, tangible issues that people can see and feel, you build momentum.
In other words, progress doesn’t just come from better solutions. It comes from better engagement.
Innovation That Signals What’s Next
SPC Impact always surfaces what’s coming next, and this year, one innovation stood out. PulPac’s fiber-based medicine bottle challenges one of the most entrenched packaging formats: the amber plastic pill bottle. With a recyclable paper design and a child-resistant cap that performs on par with plastic, it’s more than a product innovation; it’s an indication.
It shows that even the most established formats aren’t off-limits. And that the industry is starting to rethink not just materials, but assumptions.
The Value of Being in the Room
Beyond the sessions, SPC Impact remains one of the most valuable places to connect.
From PPC members like Tony Petrelli of Paperworks, Neal Haussel of Holmen Board & Paper, and Patrick Smith of Smurfit Westrock to partners across organizations such as AF&PA and RPA, the conversations happening outside the sessions are just as important as those on stage.
Because ultimately, progress in this industry doesn’t happen in isolation; it happens through relationships.
Moving Forward
If there was one takeaway from SPC Impact 2026, it’s this: The industry is making progress—but not through breakthroughs alone. Through alignment. Through iteration. Through people who are willing to stay engaged, even when the path forward isn’t simple. That’s what realistic optimism looks like. And it’s what will keep the industry advancing into the future.
Have questions about what these developments mean for your business?
Tom Hendrickson, PPC’s Industry Affairs Manager, is a dedicated resource for members, helping navigate policy changes, track regulatory developments, and keep you informed on the issues shaping the future of packaging.
If you’d like to connect or learn more, reach out to Tom at tom@paperbox.org or explore the full range of PPC member benefits here.