• The packaging of the future will connect with the end user, in a new digitized and customized reality
• On January 27, the report of the Packaging Cluster and the consulting firm Connociam was presented, with 23 trends that will mark the packaging sector in 2021
• Three essential macro trends have been observed for innovation to take place: sustainability, the new reality and the world of experience.

The VUCA (Volatility, Uncertainty, Complexity, Ambiguity) situation in which we find ourselves has raised a feeling of ignorance regarding what will happen in the near future and this affects decision-making in the Catalan industry. If we add to that the development of the new Strategic Plan for the Packaging Cluster 2022-2025, it results in the search for tools that allow us to answer the unknowns that hover over the current context, such as the Packaging Observatory.

The entity, with this observatory, wishes to provide relevant information on the environment by combining market information, detecting relevant trends and news, and making semi-annual/annual reports such as the one presented on January 26, “The Packaging of the Future”. For this, it has the collaboration of the consulting firm Connociam (https://connociam.com/), who will be in charge of structuring and managing the system at first, initiating the entity in this new service of value for its associates.

As stated by Xavier Lesauvage, Founding and Managing Partner of Connociam: “We have prepared this report with a view from the user, from the client, on trends in the sector, to offer content and inspiration to member companies that work internally the search for opportunities”.

Xavier, together with Anna Codina, presented 23 trends that will mark the packaging sector in 2021, taking into account four essential macro trends for innovation to occur: sustainability, the new reality and the world of experience.

This initiative is the precedent of the Packaging Observatory, which we will launch soon with market trends and individual support under the demands of companies.

At the conclusion of the webinar and after the open debate that arose, the need to reflect on all the knowledge acquired to evolve with tools for change and transformation such as clusters was highlighted. In this sense, Àlex Brossa, Cluster Manager of the Packaging Cluster, stated that “Clusters connect people, promote innovation projects and are, above all, schools of strategy”.