London Packaging Week: The Packaging Revolution – Why Longevity is the True Luxury

The London Packaging Week was far more than just a trade fair for me: it was a vibrant centre for critical questions, impressive innovations and inspiring art. My mission at the fair was clear: I have focused on finding truly innovative, plastic-free solutions, especially for cosmetics, where the producer and us consumers alike can gain real value. My continued belief is that aluminium is the superior material, but the path to progress is complex.
My overall impression shows that we are at a crossroads. The industry has many good ideas, but it must find the courage to inspire and lead us consumers into a more sustainable future, transforming sustainability into something desirable and fun.

1. The Myth of Consumer Demand: A Question of Availability
Perhaps the most important takeaway from my trip is the critique of the current market logic. We often hear: "The consumer wants it this way." But that is simply not true. When I could effortlessly buy a plastic water bottle at the fair, even though there were masses of reusable alternatives, it clearly shows: The consumer buys what is available.
We have seen how consumer behaviour is controlled in other areas (online business, cashless payments). It is high time that the industry uses this controlling power to stop offering plastic entirely. If single-use water bottles were no longer sold, we would automatically bring our own. The responsibility here clearly lies with the manufacturers and the retailers.

2. The Shift in the Mass Market: Critique of PCR and the Toothpaste Dilemma
Looking at global players like Unilever showed that progress is being made. The term PCR (Post-Consumer Recycled Plastic) came up frequently. It's a good step, as it saves new plastic. But it doesn't fundamentally solve the problem: it remains plastic that must stay in the loop.
I am particularly critical of the historical evolution of the toothpaste tube: We saw how the industry switched from the (excellently recyclable) aluminium tube to the plastic tube. This step was unnecessary and, from today's perspective, represents a setback, as aluminium, correctly coated, does not transfer harmful substances to the product and is infinitely recyclable. The change was made primarily for reasons of cheaper mass production and cosmetic benefit? 

3. The Real Revolution: Reuse and Longevity
The greatest potential, for me, lay here. The presentations by Diageo and DCA Design International made it clear: We must move away from the "throwaway culture" and towards Longevity.

• Reuse (Refill) in the Premium Segment: Diageo demonstrated how a high-quality, refillable system for luxury spirits can work. This is a true win-win: a premium experience for the customer, material savings for the manufacturer. Such systems remove complexity for the consumer and make sustainability attractive.
• The Luxury of Repairability (and Self-Empowerment): As the DCA presentation emphasised: True exclusivity and genuine luxury must be defined by Longevity and repairability in the future. The ability to fix things ourselves—whether it’s learning to use a hammer or repairing a beloved, high-quality item—is a source of great satisfaction and a truly modern luxury. An expensive product that has to be discarded after two years (like a mobile phone) is not luxury—it is waste. Manufacturers, even in the mass market, must design products so that individual parts are replaceable and repair is both possible and, crucially, cheaper than a new purchase.

4. The Contradiction on the Shelf and the Beauty of Simplicity
Even with seemingly sustainable products like the nominated Migros "Nature Clean" line, I felt the contradiction. The contents are "natural," but the packaging is often not—or at least not plastic-free. There is still a gap here between what the product promises and what it delivers in terms of packaging. The technical improvement (monostructures, recycled content) is commendable, but the consistent demand must remain plastic-free or refill.
The work of Paper Artist Nathan Wirth proved that aesthetics and sustainability can coexist. His paper artworks embody beauty, luxury, and Longevity in one. It is proof that high-quality design and environmentally friendly materials can go hand in hand.

Conclusion: Less Consumption, More Value – The Joy of Making it Last
The London Packaging Week provided many insights. The overall conclusion is that the industry is still too heavily focused on mass consumption—the principle of having to own everything "a hundred times." However, the luxury sector, with its ideas of reuse and Longevity, appears to be charting a more future-proof course.
Our role as consumers and advocates for change is to reward the companies that have the courage to lead us out of the plastic trap—by restricting the availability of single-use products and making innovative, Long-lasting systems the most attractive option.
The key lies in finding the joy in this change. It’s about being proud of things that last, things that we fix and things that we choose with intention.
As the legendary designer Vivienne Westwood famously said, a principle that applies to everything we buy, including packaging:
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"Buy less, choose well, make it last."

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