The packing and packaging industry has to reckon with regulatory changes surrounding stringent control over waste and recycling, and radical design concepts. A major movement in packaging design is the principle of ""less is more."" Consumers and environmental advocacy groups are calling for a reduction in excessive packaging, and legislative bodies are taking action. In Europe, for example, campaigns encourage customers to report and return unnecessary packaging, which puts pressure on retailers to rethink their strategies. Protection should remain a priority but not to the current extents that involve excessive material layers. Brand owners in both food and non-food industries still rely on complex packaging structures when more sustainable alternatives, such as recyclable or compostable barrier papers, could be employed. The food industry, in particular, is seeking environmentally friendly packaging alternatives. One innovation is the use of barrier papers instead of plastic for frozen baked goods. Traditionally, a plastic bag inside a cardboard box ensured food safety and freshness. Now, companies can replace plastic with a specially designed barrier paper liner that meets European food safety standards. While recyclability remains a top priority in for packing and packaging design, the industry is also witnessing a resurgence in reusable packaging. By 2030, EU regulations will require all packaging to be recyclable, with certain formats also needing to be reusable, particularly in the B2C sector. The B2B industry has already embraced reusable packaging solutions, setting a precedent for widespread adoption. Reusable packaging is not a new concept—it dates back to milk deliveries in glass bottles and wooden crates in early grocery stores. In North America during the 1880s, most packaging was reused. However, in recent decades, single-use packaging has dominated the market. In 2021 alone, the EU generated over 180 kilograms of packaging waste per capita, which marked an increase of 30 kilograms from a decade earlier.