A wake-up call to begin day 2 of the Summit. In Europe we have the upcoming PPWR which sets out the clear targets that need to be achieved. Meanwhile, we have a recycling industry in turmoil as the price of virgin is low and brand owners and retailers don’t want to pay those kinds of prices, which sets us on a course for Armageddon. Louis Lindenberg, who supports numerous international packaging sustainability initiatives after stepping down after over a decade as Unilever's global packaging sustainability director, argues that to avoid trouble, the whole value chain must pull together (without waiting until the regulations have been fully adopted): working backwards (creating a demand) and working forward (designing for recycling). In between, we need to develop collection and sorting, as well as mechanical – physical – chemical recycling, which can meet the market's requirements. We cannot afford to procrastinate!